.svg)
How Scrut Automation saw a 30% Increase in SQLs with Factors
Scrut Automation is a modern GRC platform that helps fast-growing teams simplify security, compliance, and risk management.
We sat down with Sayan Das, Stallin Sanamandra, and Abhishek Mordani to understand how they leverage Factors to power their sales outbound strategy.
Everstage’s Challenges
Converting traffic into sales is like piecing a jigsaw puzzle. Manually tracking accounts and monitoring campaign data felt like chasing shadows. Incomplete data and bot traffic muddied the water, making it hard to see our true impact. Tools were supposed to help, but with their low account match rates, we were often left in the dark. We needed something better.
Scrut’s growth strategy centered on scaling outbound to target early-stage startups and mid-market companies in the APAC, EU, and NAMER regions.
To achieve this, the BDR team relied on outbound channels such as cold calling, email, and LinkedIn outreach. But volume alone wasn’t enough. They aimed to predictably grow their pipeline and ensure their efforts targeted the right accounts at the right time.
As Scrut scaled its outbound motion, three challenges emerged:
- Incoherent outreach efforts: Scrut leveraged multiple channels for outreach, but their BDRs were unable to craft their outbound efforts in such a way that they truly resonated with their target audience.
- Heavy tech stack with no intent data: Scrut’s sales team relied on multiple tools like Apollo, Lusha, and Zoominfo to enrich contacts and send out emails. While this made outreach easier, they were unable to reach them with the right context, as they had no idea how buyers engaged with their brand. “BDRs were adding accounts into email cadences, but we were just sending them templated emails, which weren't really helping much,” says Sayan.
- Bridging the gap between traffic and pipeline: Scrut saw steady traffic coming to its website, but only a small portion completed form submissions. A large share of visitors dropped off before converting, creating a gap between interest and measurable pipeline. Scrut needed a way to identify this missed traffic and ensure their sales team could follow up with the right accounts.
“Many of our website visitors are early explorers and don’t submit a form. Even if they aren’t ready for a demo yet, we want our sales team to stay connected with those accounts.” — Stallin Sanamandra, Associate Director of Growth Marketing at Scrut Automation
Why Everstage chose Factors.ai
With Factors.ai, we're no longer in the dark. The data consolidation is like magic, no more juggling multiple platforms. Our ABM campaigns and, thus, our outreach got a big big boost in performance. In short, it's our single source of truth.
Scrut had a heavy tech stack for outbound, but was on the lookout for a tool that automated reaching ICP accounts. They evaluated multiple products but found that the data provided was inaccurate.
In addition to using Factors.ai for account identification, our customer success team helped them automate their outbound processes.
Empowering BDRs with Real-Time Alerts
Scrut’s team built a system with Factors that instantly alerts BDRs when high-intent accounts land on their website. The alerts include key account details like complete account journey, firmographic information, engagement levels, and more.
They’ve also enabled the following alerts to notify their BDRs for specific account actions:
- Form fill drop off alert for accounts that almost fill a form on the website but drop off
- G2 Profile visit alert for when accounts visit Scrut’s G2 profile
- G2 Competitor Page view alert when accounts visit Scrut’s competitor G2 profiles
BDRs then cross-check against their CRM, identify the right contacts, and assign the relevant member to reach out via call, email, and LinkedIn. This shift has helped them prioritize only ICP-fit accounts, stating that 30% of pipeline now originates from Factors signals.
Closing Deals at Lightning Speed
Scrut has seen how timing can make or break a deal. With Factors’ alerts, their team once identified an account that dropped off before submitting their form and reached out within hours. The prospect got on a call the same day and signed the deal within a few hours; a process that usually takes weeks.
Optimizing LinkedIn Campaigns with AdPilot
Beyond sales alerts, Scrut uses Factors’ AdPilot to improve ad efficiency. With impression control, they prevent ad budgets from being drained by lower-value geographies and employee segments. Instead, high-intent accounts in the US receive the right share of impressions, reducing wasted spend and boosting conversions.
Stallin Sanamandra noted, “Impression controls helped rebalance delivery toward priority geographies and seniorities, reducing waste and improving conversion efficiency.”
Syncing Signals Back to LinkedIn
With Factors, Scrut pushes ICP-fit audiences to LinkedIn for retargeting and sends qualified leads and SQL conversions back to LinkedIn via Conversions API. This ensures they target the right accounts and scale campaigns efficiently.
Building Alignment Between Sales & Marketing
Since both demand gen and BDR teams rely on Factors signals, sales outreach and ad campaigns are perfectly timed. When a hot account visits the site, marketing nurtures them with targeted LinkedIn ads while BDRs simultaneously reach out.
“We understand pipeline generation is the primary goal we’re all working towards. Factors help us align on the same signals so timing and personalization are always right.” — Stallin Sanamandra, Associate Director of Growth Marketing at Scrut Automation
The Results
With Factors.ai, we've seen real results. It simplified our data, made our campaigns smarter, and boosted engagement. Simply put, it made our work more efficient and effective.
With Factors.ai, we've seen real results. It simplified our data, made our campaigns smarter, and boosted engagement. Simply put, it made our work more efficient and effective.
Future
Converting traffic into sales is like piecing a jigsaw puzzle. Manually tracking accounts and monitoring campaign data felt like chasing shadows. Incomplete data and bot traffic muddied the water, making it hard to see our true impact. Tools were supposed to help, but with their low account match rates, we were often left in the dark. We needed something better.
Scrut plans to continue using Factors and aims to explore our newest feature Google Conversions API so they can extract maximum ROI from their Google ads campaigns.
Featured Case studies
Join our mailing list
Get the latest best practices in Marketing Analytics delivered to your inbox. You don't want to miss this!!
%20(1200%20x%20630%20px).avif)
