A labyrinth of tools, zero signal on what was actually working
Hologram sells global IoT cellular connectivity to a sprawling set of buyers — fleet operators, ag-tech startups, industrial IoT manufacturers, EV charging networks. The total addressable market is real, but it's fragmented, and only a small slice of it is actively buying at any moment.
Jonathan Rosenfeld, Hologram's head of marketing, described the team's outbound stack bluntly: 'It's a labyrinth of marketing spend.' Clay handled list-building. SmartLead handled delivery. Warmly handled website de-anonymization. Gong Engage handled sequencing. And the team was rotating through close to 20 email domains to stay ahead of deliverability degradation.
The result was a system where no single tool gave a complete picture of what was turning into revenue. Jonathan wanted to compress that stack, reduce administrative overhead, and give his BDRs a workflow where the system did the research and they did the selling.
Signals that route themselves and campaigns that write themselves
Hologram installed MarketBetter's tracking script and began layering on features, with the rollout accelerating into a full-team deployment by late 2025.
The first capability to go live was Signals — company- and person-level website de-anonymization that surfaces not just who visited, but which pages they viewed and what that visit pattern suggests about buying intent. Where Warmly showed a list of visitors, MarketBetter's AI explains why each visit matters and generates a ready-to-send email sequence in the same view.
Tasks built on top of Signals. When a visitor met Hologram's ICP criteria, the platform automatically created a task for the right BDR — EMEA, US and Canada, or rest of world — with contact details pre-enriched and a sequence pre-populated. Champion tracking extended the same logic to Hologram's existing customer base, syncing with Salesforce to identify 2,080 former deal champions and flagging job changes as they occurred.
“One of our reps got a positive reply fourteen minutes into my SKO presentation — from a sequence running in the background while he sat in the room.”
For outbound campaigns, BDRs built audiences from CSV uploads, Sales Navigator scrapes via the Chrome extension, or direct Salesforce and HubSpot imports. The AI agent then researched each prospect before generating personalized email sequences. One campaign across roughly 2,000 contacts pulled 55 replies.
The Dialer added a calling layer on top of email: BDRs upload a list, review the auto-generated script, and the system dials, drops voicemails, scores connected calls, and surfaces follow-up tasks. At Hologram's SKO, Jonathan presented MarketBetter to the full sales team as the platform underpinning their go-to-market engineering strategy.
One platform. Full-team adoption. The GTM stack finally consolidated.
The clearest measure of impact is pipeline: Hologram has created over $4M in new opportunity through MarketBetter's AI-personalized email and LinkedIn sequences. The BDR team now runs outbound, inbound follow-up, and champion tracking through a single platform — with Salesforce as the system of record and MarketBetter as the execution layer in between. The 20-domain email rotation, the parallel Gong Engage sequences, and the manual CRM updates are gone.
A rural mobile operators campaign produced 55 replies from approximately 2,000 contacts, validating that the AI personalization approach scales across reps. The team has also booked meetings from conferences they never physically attended by scraping exhibitor lists and running targeted pre-event outreach.
Champion tracking now covers 2,080 identified contacts across Hologram's Salesforce, with job-change detection surfacing warm outreach opportunities automatically. With MarketBetter as the connective layer across signals, outreach, and CRM, Hologram's GTM team operates as a single coordinated motion rather than a collection of disconnected workflows.