Selling IoT connectivity to very different buyers
Hologram sells cellular connectivity for IoT devices deployed around the world. Its customers range from fleet operators and agricultural technology companies to industrial manufacturers and EV charging businesses. To pitch any of them well, a rep has to know what the company is building and where it operates.
The sales team covers the US, EMEA and other regions. Marketing, BDRs, account executives and RevOps all share that territory, and Salesforce holds the account and opportunity records.
Plenty of tools, and reps still stitching them together
Hologram already had an outbound stack: Clay for lists, SmartLead for email delivery, Warmly for visitor identification and Gong Engage for sequences. Someone also had to keep nearly 20 sending domains running.
None of it came together around a single account. A website visit showed up in one tool, while contact research and outreach sat in others. Jonathan Rosenfeld, who leads marketing, wanted his sellers spending their time in conversations and less of it gathering what they needed to start one.
Website interest becomes a task for the right regional BDR
It starts with MarketBetter’s tracking script. When someone visits the site, the team sees the company, any person-level detail available and the pages they read. Intent analysis sorts out which visits are worth acting on.
When an ICP account shows up, MarketBetter creates a task for the BDR who owns that territory: EMEA, US and Canada, or the rest of the world. The task arrives with enriched contact details and a drafted sequence, so the rep knows what to do next.
The team also connected Salesforce for champion tracking. MarketBetter found 2,080 people who had championed past deals and watches for job changes. When one of them moves, the seller has a good reason to get back in touch.
“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.”
The same process for outbound lists, calls and events
BDRs build outbound audiences from uploaded lists, CRM imports and Sales Navigator searches pulled in through the Chrome extension. MarketBetter researches each prospect and writes personalized email sequences. One campaign aimed at rural mobile operators went to about 2,000 contacts and got 55 replies.
Calling works the same way, with prepared scripts, call scoring and follow-up tasks. The team also used exhibitor lists to book meetings around conferences it didn’t attend in person.
Each task tells the rep who to contact and why
When a task lands, the rep sees the account background, why it’s worth reaching out now and a draft message to review. Regional routing settles who owns it. Salesforce still keeps the account history and the opportunities.
The whole team adopted it. At Hologram’s sales kickoff (SKO), Jonathan presented MarketBetter as part of the GTM strategy. While he was presenting, a sequence running in the background landed a positive reply for a rep sitting in the audience.
Over $4M in new opportunity, and a process the team repeats
Hologram reports over $4M in new opportunity from MarketBetter email and LinkedIn sequences. The figure measures opportunity value in the pipeline.
Two numbers show the work behind it. One campaign to about 2,000 contacts drew 55 replies, and the 2,080 tracked champions keep giving the team people worth calling again.
Inbound follow-up, outbound campaigns and champion alerts now run through one place. When marketing flags an account, the BDR gets it with the research done, the owner set and the outreach drafted.