Enrique Gutierrez started at BEMO — a cybersecurity, compliance and IT managed service provider for SMBs (10-1,000 employees), and a Microsoft, Drata and Vanta partner — as a BDR, almost two years ago. He was part of the business development team tasked with building an outbound motion, managing, deploying, and integrating his team’s tech stack, and building a reseller program.

"In October 2023, the BEMO GTM team was tasked with building an outbound motion to target $100k+ ARR deals, as we had primarily relied on inbound and alliance referrals until reaching $10M ARR in the SMB space," said Enrique. "I was tasked with creating the outbound motion from scratch, we struggled the first 10 months with targeting our ICP using publicly available data. This forced us to make 5k+ calls per month."

Because he wears so many hats and his role falls between GTM engineering, BDR and partnerships, he knew he had to find tools and workflows that could support both his responsibilities and his goals.

Enrique decided the best way to do this was by leveraging the insights and intelligence of his ecosystem as a part of his modern sales stack. By using Ecosystem-Led Growth within tools like Zoominfo, Clay, Crossbeam, and HubSpot, and an ELG workflow, the 2 BDRs, Joseph Candelario and Enrique:

• Went from booking 10 meetings in 10 months to booking 5 to 10 meetings at ($100k-$300k ARR deals) per month consistently as a team, a 900% improvement rate in outbound efforts.
  
• Are seeing a 10% reply rate on all opened outbound emails.
• Drove $1.8M in pipeline in just 6 months.
• Enrique became the first BDR to meet outbound meeting goals in their org’s history.‍

Read on to learn how BEMO’s BDR team has been leveraging ecosystem data and modern sales tools to narrow down their ICP, draft better messages for their outbound motion, and book more meetings in the past 6 months.

The outbound problem

A BDR’s goal is to generate new business opportunities by qualifying leads and prospecting through existing business accounts to engage with potential buyers.

But sometimes, they have to make thousands of calls and send thousands of emails to a list to book one meeting.

That’s exactly the hurdle that Enrique and his team was facing.

“We were doing 5,000 calls a month, and automating outbound sequences, but this led to nowhere,” said Enrique. “We were sending a bunch of emails with no good content that we knew nobody would read, which weren’t even targeting our ICP. We were just catching signals and getting contacts and companies from Zoominfo’s platform.”

However, as the popular saying goes “Not everything that glitters is gold," right? The fact that Zoominfo pushed companies and contacts back to HubSpot that were Microsoft-related wasn’t a big help, but it was the only intel they had in hand.

Enrique knew that there was something missing, something that could help him to avoid sending not valuable emails to unqualified accounts.

“All of a sudden, one of our partners introduced us to Crossbeam,” said Enrique. “The way they explained it to us was that Crossbeam would allow both parties to show what they have in their CRM, and find opportunities and overlaps.”

Once BEMO had set up Crossbeam, they started seeing how his prospects overlapped with their partner. “We could even see each companies’ account status and who is managing it which made it so easy to identify who we had to go after,” said Enrique.

Looking after hidden gems

The account mapping that he had with his partner allowed Enrique to give a bit more of direction to their outreach. However, he knew that some automation and more signals were needed so he could deliver more value and engage in better conversations with his prospects.

To achieve this, Enrique decided to manually integrate his tech stack: Zoominfo, HubSpot, Crossbeam and Clay.

“That’s why I started tweaking our tech stack and adding new things because I wanted to know how to actually talk to people who need what we have to offer,” said Enrique. “Before Crossbeam a team of six booked ten meetings in ten months with outbound. After Crossbeam, we’re booking five to ten meetings per month with a team of two. And I was actually the first BDR in the company’s history to hit outbound meeting goals (8 meetings).”

The benefit of having ecosystem data to enrich your outbound is that you can create emails that address your prospects’ pain point, and overlay the trust that your partners already have with your prospects.

When you add these two elements people are more likely to engage with you, and it will be easier to drive conversations.

“Before it was like I needed to do 100 or 200 calls a day and not talk to anyone who had a need for what I sell,” said Enrique. “Now, I just need to do 30 calls or 30 emails per day, and I see way more interactions and meetings booked than before. Everyone I’m talking to is super qualified.”

The ELG workflow that led BEMO to success

To be able to run a smooth outbound motion, you need to have in hand information like:

• Who in in our ecosystem can share additional insights with us
• Who are the suggested contacts for your account
• Why is this a good account to go after
• Who should you reach out to

And the way Enrique is able to get that information directly in HubSpot is through Crossbeam and Clay.

“Before we had Crossbeam, I took it as a personal goal to learn how to use Clay, set it up and see what we could do with it,” said Enrique. “With Clay in the picture, we were already automating 60% to 70% of all our account research. We just weren't researching the right accounts, Crossbeam acted as a data layer to reveal the right accounts to focus on.”

He then implemented round-robin assignments for BDRs by creating a simple territory planning system based on the BDR, AE, or AM who owned the account on the partner's side.

Siloed tools are less likely to give you the entire picture. So what Enrique did was to create an ELG workflow to gather more signals. Here’s how it goes:

1. Everyone who checks out of their website or has intent for compliance, security, or anything related to what they sell is automatically pushed from Zoominfo to HubSpot.
   

2. These pushed signals and accounts are stored in a list. Then, Crossbeam enriches the list with ecosystem data including overlaps and account status — according to the data, different lists are created inside HubSpot.
   

3. Then based on ecosystem data and signals, Clay qualifies the accounts based on:
   • The technology they are using,
     
   • The number of users they have,
     
   • Where are they located
     

Clay also helps to automate the research of things like:

• Who’s going to the website
• If the account has any compliance badge on them
• A summary of the security and privacy page
• If the account is using Google or Microsoft
• The number of open jobs

“Without even lifting a finger I can make sure that we have now a 100% ICP accuracy and it’s happening in autopilot for my team,” said Enrique. “After that the manual process starts.”

4. Once Clay has done its magic and ecosystem data has been overlaid, Enrique gets the information he needs to know before reaching out to prospects.
   

5. This information is pushed back to HubSpot in the form of dashboards. This dashboard includes the open opportunities for their partner, renewals, the tech stack their prospect is using, etc.
   

6. BEMO’s BDRs leverage this detailed intel to create conversations with their prospects. Thanks to this workflow, Enrique and his team can focus on what it really matters: building trust and relationships with their prospects.
   

“Everything comes back together in HubSpot, but the brains of this play is Clay, and the eyes of the operation could be Crossbeam,” said Enrique. “Clay is doing the automation, research, and enrichment, and Crossbeam is the flashlight that points out which accounts and contacts should we target.”

Ecosystem data and smart automation

Enrique’s journey with BEMO showcases the impact of ecosystem data and a well-crafted tech stack. By integrating tools like Crossbeam and Clay into an ELG-driven workflow, Enrique and his team achieved targeted outreach, refined their ideal customer profile (ICP), and automated account research.

This process not only boosted outbound meetings by 900% but also allowed the team to focus on meaningful interactions and build stronger relationships with prospects.

Enrique’s story illustrates the power of aligning the right tools with a clear growth strategy, making BEMO’s outbound success a prime example of modern, data-driven sales enablement.

“Crossbeam and Clay are the best tools I’ve seen,” said Enrique Gutierrez, BDR at BEMO.

Curious how Enrique turned Crossbeam and Clay into a high-performing outbound powerhouse? Book a personalized ELG Strategy call with our team to explore the insights and strategies behind our new Clay integration here.