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How Fyle Increased Sales Conversions by 20% with Factors
In conversation with Pulak Srivastava, Senior Manager, Demand Generation at Fyle and Briti Sen, Demand Generation at Fyle
75%
Demo requests from Factors
20%
conversion from demo drop-off alerts
20%
better outcomes from high-intent channels
What is Fyle?
Fyle is an AI-powered platform for automated expense management, helping businesses streamline expense reporting, credit card reconciliation, and policy compliance.
We sat down with Fyle’s demand gen team, Pulak Srivastava and Briti Sen, to understand how they leverage Factors to power their warm outbound strategy.
“The amount of support that you guys provide has helped us truly know the full potential of the product. Plus, we spoke to a lot of people and everybody suggested your tool, saying that if you want to do warm outbound, Factors is the way to go.”
Briti Sen
Challenge
Fyle’s sales strategy is centered on warm outbound, targeting finance leaders at SMB and mid-market companies in the US. Email is the primary mode of communication, as it is the ideal way to reach their ICP of CFOs and financial professionals.
At Fyle, the marketing team owns the end-to-end process of identifying visitors, enriching accounts with the right contacts, and running segmented email campaigns. Sales takes over once a demo request comes in and the account is qualified, at which point they conduct discovery and move the deal through the funnel.
However, while marketing was trying to identify how to send the right leads to sales, they faced the following challenges:
High bounce rates on form fills
Fyle’s marketing team knew most of their inbound traffic came from high-intent organic and paid search, but they struggled to retarget nearly 90% of visitors who bounced without booking a demo.
Time-consuming manual processes
The team relied on manual workflows to understand website traffic quality and build their outbound motion. Contact enrichment and list building were pieced together with multiple tools, slowing the process.
Solution
When Fyle built out their warm outbound program, they evaluated multiple tools for de-anonymizing website traffic. They landed on Factors because it consistently delivered higher-quality account-level data and stronger support than alternatives that provided person-level identification.
“With Factors, we get account-level data a lot more… RB2B directly gives contact-level data, but Factors captures what RB2B cannot — the specific companies we require from the US, with the right employee count and page visits. That lets us focus much more.” – Briti Sen
RB2B remained in their stack for contact-level enrichment, but Factors became the non-negotiable layer powering their outbound motion.
Fyle has built its warm outbound motion on top of Factors, using it as the entry point for all account-level intelligence.
Automating the entire sales outbound motion
Factors de-anonymizes accounts. It then sends the data to Clay, to enrich it with relevant finance personas and verified emails. These enriched contacts are then pushed to Smartlead for automated email campaigns, segmented by job title, company size, and pages visited.
Converting Demo Drop-Offs into Deals
One of the most impactful use cases for Fyle has been Factors’ demo drop-off alerts. When a visitor begins filling out the demo form but doesn’t submit it, Factors instantly notifies the team via Slack. This allows Briti to reach out immediately, while the intent is still fresh.
“Demo drop off is the biggest game changer. Out of twenty people we reach out to, one responds saying yes to a demo.” – Briti Sen
The result has been a steady flow of demo bookings directly tied to these alerts, making demo drop-offs one of their most reliable conversion levers.
“We never thought of replacing Factors with anything else because it’s a constant for us. We have also changed a lot of tools in the space… but Factors has always stayed.”
Briti Sen
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