A $21M pipeline and no clear signal on who was ready to buy
Kajeet sells IoT connectivity solutions to K-12 school districts, enterprise companies, mass transit agencies, and public sector organizations. With a $21 million rolling pipeline and a lean sales team, the question was never whether demand existed — it was how to find it before a competitor did.
The team was already running Demandbase for account prioritization and had Salesforce synced to HubSpot. But the signal-to-noise ratio was brutal. Reps had to manually cross-reference ZoomInfo, HubSpot sequences, and their own intuition to decide who to call. Website visitors — often the warmest leads in the funnel — were invisible.
When Kajeet's director of paid media departed unexpectedly, the gap grew wider. Qualified traffic was arriving from Google Ads, LinkedIn campaigns, and organic AI search — with no one connecting it to outbound action. The team needed a system that could close the loop between who was showing up and who the reps should reach out to — automatically, with the right message, routed to the right person.
One platform, from anonymous visit to personalized outreach in minutes
Kajeet deployed MarketBetter starting with Visitor ID and Signals — deanonymizing website traffic by combining Demandbase enrichment with MarketBetter's intent scoring. Accounts showing three or more page views, or visits to the contact page, triggered automatic prospect identification. The platform surfaced a contact at the visiting company, pulled their profile and pain points, and generated a personalized outreach task for the assigned SDR.
SDR Playbooks gave each rep a daily prioritized queue, routed by territory: enterprise IoT leads went to Juan, K-12 and public sector signals routed to the five public-sector BDRs based on student-population thresholds and geography. Existing Salesforce customers were automatically filtered out.
Alongside outbound, Kajeet activated AEO to track and improve visibility in AI search engines like Gemini, Grok, and Claude. The tool generated 120 content briefs aligned to strategic priorities — smart failover, fixed wireless, healthcare, and the new Connected Communities program. An AI Chatbot on Kajeet's website routed inbound chat leads directly into SDR task queues.
“We were getting traffic from LinkedIn, Google, and ChatGPT referrals — but with no way to connect that to sales. MarketBetter made it one system.”
All activity — emails sent, calls made, tasks completed — synced back to Salesforce with automatic line-of-business field population, so attribution was clean from day one. The team could see, for the first time, that a signal-sourced lead from a paid campaign had visited the pricing page twice before a rep ever reached out.
A team of six working warm leads — with AI doing the research
In the first quarter on the platform, signal-sourced outbound produced 14 new enterprise opportunities — net-new pipeline from accounts the team could now see researching across paid, organic, and AI search. The first AI-personalized campaign wave landed a 91% open rate, but the metric that mattered was how many of those conversations turned into qualified deals.
By early 2026, the SDR footprint had expanded from a single enterprise BDR to six reps with territory-routed signal queues, each receiving daily prioritized tasks based on who visited Kajeet's site, what they read, and which campaign brought them there. Onboarding a new rep took about 20 minutes.
120 AI SEO content briefs were generated across four major AI engines, giving Kajeet's content team a direct line from search-gap analysis to published articles. The Connected Communities program, launched with MarketBetter-tracked AI visibility, began generating opportunities within its first week. With five new SDRs hired for 2026, Kajeet uses MarketBetter as the connective tissue between marketing signal and sales action — across every segment they sell into.