A narrow market of companies building connected products
floLIVE sells global IoT connectivity to device manufacturers, mobile operators and platform companies. The market is specialized. The accounts worth calling are the ones that actually need connectivity for something they’re building.
Buyers often spend a while comparing coverage and pricing before they talk to sales. A manufacturer’s device development and certification can also hint at when it’s worth a closer look.
Plenty of data, and no clear next account
The team already had Salesforce, HubSpot, ZoomInfo and Apollo. SDRs were still building campaigns by hand, and they had little idea which organizations were reading floLIVE’s website.
They also wanted to find manufacturers that weren’t on any existing list. A newly certified device can mean the timing is right to reach out, but tracking certifications was its own research project.
Website visits and device certifications feed the SDRs
MarketBetter’s website script identifies the companies that visit, and Slack notifications tell the SDR team when a target account shows up. In the first rollout, that surfaced 171 core ICP accounts that had been browsing the site unseen.
Signals add company news, hiring and job changes to the account research.
A weekly scan of the certification registry gives the team a second source of new accounts. Newly certified device makers are checked against Salesforce, and relevant ones outside the customer base become outreach tasks.
SDRs also prospect in Sales Navigator and get researched email drafts. Visitor data, email drafts and call recordings all flow back to the CRM, so the research sits on the account record.
Every outreach starts with a reason
A website visit and a device certification open different conversations. A visit tells the SDR what the account is looking at. A certification lets them talk about the manufacturer’s new connected product. MarketBetter puts both in front of the rep before they reach out.
CRM matching happens in the same step. During the rollout, 326 existing accounts were matched and kept out of cold prospecting, so reps spent less time checking lists and more time on accounts that were actually new.
171 accounts found in the rollout, and new ones every week
The first deployment showed the team 171 ICP accounts it hadn’t been able to see. Account scoring was over 90% accurate at judging whether a visitor was worth outreach, which helped SDRs decide where to spend their time.
The weekly certification scan reaches companies that never visit the website. Between the two, the team gets a steady supply of new accounts and tasks ready to work.
floLIVE renewed in 2026. The team has marked deeper CRM automation, LinkedIn audience targeting and lookalike prospecting as the next places to expand.