Different buyers in every market
Kajeet sells connectivity to enterprise IoT buyers, school districts, transit agencies and public-sector organizations. Each of those markets has its own decision-makers and its own coverage rules, so one big prospect list was never going to work for the sales team.
When Kajeet started with MarketBetter, it had a $21M rolling pipeline and a lean sales team. Its marketing programs were already pulling interested accounts to the site. The goal was to turn more of that interest into sales conversations.
Interested accounts weren’t reaching the right rep
Kajeet used Demandbase to prioritize accounts, and Salesforce was connected to HubSpot. Reps still had to check ZoomInfo, look through sequences and decide for themselves whom to contact. Many companies researching the website were never identified at all.
Then the paid-media director left, and the gap got wider. Google Ads, LinkedIn and organic search kept sending visitors to the site, but nobody had a reliable way to turn a relevant visit into a specific SDR’s next task.
Website behavior creates a task for the right rep
Kajeet started with Visitor ID and Signals, combining Demandbase enrichment with MarketBetter’s intent scoring. A visit to the contact page, or activity across at least three pages, kicked off prospect identification and research.
Each task came with a relevant contact, background on the account and a personalized draft. Enterprise IoT tasks went to Juan Dewendt. K–12 and public-sector tasks went to five BDRs, split by geography and student population. Existing Salesforce customers were kept out of prospecting.
“We were getting traffic from LinkedIn, Google, and ChatGPT referrals — but with no way to connect that to sales. MarketBetter made it one system.”
Everything logs back to Salesforce
Emails, calls and completed tasks synced back to Salesforce, with line-of-business fields filled in automatically. Every call and email stayed tied to its account and segment.
Each rep starts the day with their own territory
Reps opened a prioritized list for their own coverage area. Nobody had to carve the full marketing account list into a personal research plan before reaching out.
Marketing could now trace the whole path. A campaign brought an account to the site, what it did there supplied the context, and the territory owner got the task. For the SDR, the research and the draft message arrived with the task. Getting a new rep up and running took about 20 minutes.
14 opportunities, and six reps working the same way
Outbound driven by website signals produced 14 new enterprise opportunities in the first quarter. The first personalized campaign wave hit a 91% open rate, though the opportunities are the number that counts.
The rollout grew from one enterprise BDR to six reps, each with a territory-based signal queue. Enterprise, education and public-sector accounts now run through the same process, and each still gets routed its own way.
A campaign brings an account to the site, the right rep gets the task, and the calls and emails that follow land in Salesforce.