How Squadcast Improved their Sales Outreach with Intent Signals

Solution

Squadcast initially used Leadfeeder but found it lacking in actionable insights. Leadfeeder only identified accounts visiting the website with no deeper intelligence on engagement, intent, or campaign effectiveness.

When Squadcast shifted its GTM strategy to target enterprises, it needed a more robust solution to power ABM campaigns, optimize LinkedIn Ads, and integrate with its outbound sales motion. Factors.ai stood out by providing:

• Advanced intent data by integrating multiple intent sources.
• Deeper attribution and funnel analysis, helping the marketing team understand the impact of their activities on the entire funnel.
• Automated account intelligence, enabling sales to focus on high-intent accounts.
• Seamless integrations, particularly with HubSpot, LinkedIn, and Apollo.io.

How Squadcast uses Factors

Empowering SDRs with Intent Signals

Squadcast’s marketing team doesn’t just pass every lead to sales. They’ve built a structured account qualification process to ensure only high-intent accounts make it through. 

• For inbound leads, they’ve set up Slack alerts for when accounts visit their website. When an alert comes in, they check the account’s journey in Factors to see what pages they’ve visited, and whether they fit their ICP criteria. If the account looks promising, they enrich it with contact-level details using Apollo.io before sending it to the sales team.
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• And for their outbound motion, Factors notifies SDRs whenever an account in their list is showing high intent. 

Since implementing this process, Squadcast has seen a major shift in how their SDRs approach conversations. Reps report that prospects are much more receptive because they’ve already engaged with the brand. 

As Guneet Singh put it, “Our sales team tells us that after they started using intent signals in their outreach, they’ve faced little to no resistance in talking to prospects. They don’t have to spend time setting up context.”

Automating Email Outreach with Intent Data

Squadcast’s sales team uses intent data to personalize their email outreach. They create targeted segments in Factors based on engagement signals. These segments sync automatically with Lemlist via Make.com.

Since shifting to this approach, they’ve seen better open and click-through rates because prospects receive outreach when they are already actively evaluating solutions, rather than being randomly contacted.

Re-engaging Closed Lost & Churned Accounts

Squadcast tracks lost and churned accounts in Factors and gets real-time alerts if they start re-engaging. If a closed lost account or a churned customer visits the website again, sales gets notified immediately via Slack. This allows them to proactively reach out and rekindle conversations before competitors do.

Engaging Pipeline Accounts with Timely Outreach

For deals still in the evaluation stage, Squadcast has automated alerts to track activity. If a prospect who had a demo but hasn’t moved forward suddenly spends time on the pricing page, a Slack notification goes out. This signals to sales that the deal is heating up again, so they can follow up while interest is high.

This has helped prevent deals from going cold. Instead of relying on gut feeling for follow-ups, reps get real-time data on when a prospect is actively considering a purchase, allowing them to engage at the right time.

Measuring Positioning & Messaging Impact

Every time Squadcast makes a messaging or positioning change, they use Factors to monitor how their ICP responds. They analyze whether the right accounts are entering their funnel or not. They can now make data-backed decisions on what resonates best with their audience.

Understanding Content Consumption Patterns

With Factors, Squadcast can see how different types of accounts engage with their content. They’ve identified clear behavioral differences between SMBs and enterprise accounts. Instead of treating all accounts the same, they now serve the right content at the right stage based on actual behavior.

LinkedIn Retargeting & ABM with Factors

Squadcast runs highly targeted LinkedIn ad campaigns using Factors. They segment retargeting audiences based on engagement signals. These audiences automatically sync with LinkedIn Campaign Manager, ensuring that ads are always reaching the right accounts at the right time.

For example, if an account visits a competitor’s alternatives page on their website, Squadcast retargets them with ads that highlight how Squadcast differentiates itself. This level of precision has made their ad spend more efficient and improved engagement rates significantly.