Crossbeam: Higher Rep Response Rates with Letterdrop Data

Crossbeam is a leading partner ecosystem platform helping companies grow through account mapping and strategic partnerships.

Founded: 2018

Website: crossbeam.com

Industry: SaaS, B2B Partnerships, Ecosystem Management

The Team Needed to Focus Sales Efforts on In-Market Accounts

Jess Rowe, Senior Marketing Ops Manager, and the team at Crossbeam had a clear challenge: with thousands of potential contacts across large enterprise accounts, reps needed to know who was actually worth reaching out to.

They wanted a better way to filter the noise and focus sales and marketing efforts on the right accounts at the right time.

Higher Rep Reponses with Letterdrop Data

‎

Letterdrop helped solve for the targeting issue. By surfacing contacts who were not just ICP-fit but actively showing buying signals, Crossbeam saw a noticeable lift in rep response rates.

Folks that are active and they fit within the ICP and the persona that you're trying to target are going to be more likely to respond to your outreach... That’s been useful for boosting the response rates from our reps, which is amazing. — Jess Rowe

Better Data, Better Scoring, Better Targeting

With Letterdrop, Crossbeam was able to bring in contact-level behavioral signals that previously weren’t part of their scoring model.

This allowed the team to:

• Feed richer data into Salesforce
• Improve MQA scoring logic
• Automatically surface high-intent contacts to reps

I wanted to get a better baseline of what kind of activities were relevant by target accounts and target contacts at those accounts so that we could implement just better scoring.

So those kinds of things have been very useful populating our Salesforce data to make sure it's more comprehensive. — Jess

Improving Event ROI with Contact-Level Enrichment

‎

‎The marketing team also used Letterdrop to monitor relevant signals around upcoming events, whether Crossbeam was sponsoring, attending, or hosting.

They would also get pinged in Slack accordingly.

This made it easy to:

• Identify who was attending events early
• Reach out with relevant messaging
• Tie pipeline back to event spend with clear attribution

"We were able to say, hey, this is closed-won — we can tie it directly back to this campaign, which we used Letterdrop to initiate that outreach for and provide appropriate context for."

Results: More Targeted Outreach. More Wins.‎

Crossbeam now has a more focused go-to-market motion, meaning their reps can spend time on the right account and close more deals.