The Challenge: Outbound in the Dark

Before Syft, Socket's go-to-market team had no visibility into buyer intent. With no marketing team and complete dependence on cold outreach, they couldn't tell which prospects were interested until a demo was booked.

"When the named accounts were given... there was literally nothing. Is our marketing landing? Are they on our website, the pricing page? .. It was a complete blind spot." - Nick Hurley, RevOps Lead

Cole Errecart, an Account Executive, echoed the challenge: "We relied entirely on cold outbound for our outreach. This made it harder to have relevant conversations and to identify companies with active projects."

The core challenges included:

• No timing intelligence: Reps spent hours calling contacts with no data indicating interest or timing
• Wasted sales cycles: The team was "guessing" which accounts to prioritize
• Poor conversion rates: Without intent signals, Socket was separating signal from noise through brute force

The Solution: Intent-Driven Prioritization

After evaluating alternatives like Common Room, Socket chose Syft for its visitor identification capabilities and cost-effectiveness.

Smart HubSpot Integration

Socket embedded Syft data directly in HubSpot, creating a "Syft Signals" dashboard showing target accounts ranked by recent activity. Each morning, SDRs saw which accounts had visited in the last 24 hours.

"If you have 100 accounts and 20 of them are on the site, who are you starting with? It's a no brainer." - Nick Hurley

Syft also auto-created contact leads with de-anonymized visitors from ICP companies engaged with Socket's site, generating entirely new pipeline from previously anonymous visitors.

Key Features That Delivered Value

• Real-time intent alerts: Slack notifications when target accounts visited key pages
• Account-level activity tracking: Visibility into which companies were researching Socket
• Automated lead creation: Intent signals generated qualified leads in HubSpot
• Contact identification: Specific individuals within target accounts showing interest

Results: Confident Outbound, Bigger Pipeline

Strike-While-Hot Deal Wins

Syft enabled Socket's sales team to engage prospects at exactly the right moment. Cole directly credits Syft for major wins: "We've already won a sizable deal by striking while the iron was hot using Syft's intent data."

The sales team learned to act quickly on intent signals. When Syft showed a prospect company suddenly had multiple team members deeply engaging with Socket's documentation over a week, they reached out within 24 hours and booked a meeting that became a qualified opportunity.

Enhanced Confidence and Targeting

As Cole explained, Syft gave the sales team confidence in their outreach: "Confidence in our outreach to warm accounts... Rather than our outreach being completely random with no visibility into team's interest in Socket, we were able to reach out to specific accounts that we knew were interested and potentially had an active project."

Efficiency and Productivity Gains

The BD team experienced measurable productivity improvements. Nick Hurley, RevOps Lead, observed the impact: "Reps spend less time researching accounts and more time engaging the right ones. Creating call lists now takes half the time."

More importantly, over 90% of deals had Syft-tracked engagement before sales opportunities were created, proving that intent signals were leading indicators of pipeline success.

Cultural Transformation

Beyond metrics, Syft fundamentally changed Socket's sales culture.

"The biggest win has been how Syft changed the mindset of the team. Outbound is now driven by real buyer behavior, not just a list and a hunch." - Nick Hurley

Socket's outbound motion became more like a "sniper rifle than a shotgun," with dramatically improved quality and conversion rates.