How EasierPay doubled its qualified meetings— with the same sales team.

Background

EasierPay builds payment infrastructure for companies that sell online. One integration gives them access to multiple banks and payment methods — cards, PayPal, SEPA and more — with analytics and fraud prevention included.

Konstantin Bunakov is Head of Sales and leads a team of four, himself included. The team finds its own customers: cold email, LinkedIn, calls and events. All of the work happens in HubSpot.

The challenge

The team did not have too few leads. It had too little data about them — so the time went on the wrong companies, the wrong people and switchboards.

• Databases that gave the wrong calls

  The team found its leads in standard databases. It worked, in its way — but the calls often ended up with companies that did not fit and with people who did not make the decision.

• Calls that got stuck at the switchboard

  Without direct numbers, the sellers called the switchboard and tried to get through to the right person. The time was spent before the conversation had even started.

• Accounts in HubSpot that nobody owned

  HubSpot held a great many accounts with no data behind them. Nobody took ownership of them, the pipeline was a mess and a lot of time went into working out who to contact at all.

• Event leads that went nowhere

  Before conferences, the team got the attendees’ names from the organiser and wanted to introduce themselves in advance. Without an email or a number there was rarely a personal introduction — and the names sat unused in the CRM.

What we built

The same system we build for every client — configured around EasierPay’s ideal customer, their channels and their HubSpot. First we gave the data they already had some value. Then we built the flows that keep adding new leads.

Every account enriched, qualified and scored

For every company in HubSpot, the system finds the right person to contact, with the correct title, email and direct number. Then the company is qualified and given an ICP score — not only on industry and size, but on how the company is built: how many people work in sales and how large the product and engineering team is. Every company also gets a current market signal, so the first message is about something that is actually happening there.

The score shows more than who is worth a call. It shows how the market responds and which companies are EasierPay’s real dream customers — so the team can go looking for more of them. The same enrichment is used before events: the attendee list from the organiser is enriched, so the team can introduce itself personally before the conference.

Three years of deals became the next audience

We built a flow that analyses all of EasierPay’s deals from the last three years and looks for what the best customers have in common. The result was lookalike campaigns aimed at exactly those companies — with the right decision-maker reachable on LinkedIn, by email and by phone. The number of qualified meetings with the right person at the right company has since doubled.

Leads from competitors’ LinkedIn

We follow a range of LinkedIn accounts in the same field as EasierPay and read who engages with their posts. The companies behind those people are qualified, and the ones that fit get an email and a phone number. That gives the team more leads within its ICP — and it starts taking leads from its competitors.

Whoever engages hears back quickly

When someone engages with a post from anyone on EasierPay’s team, the system finds the person’s email and number and starts the campaign and the call automatically. The team gets in touch while the interest is still fresh.

Straight into HubSpot — and built for how the team works

Everything lands in HubSpot, in the fields the team already uses. The integration does not stop at what they had when we started — it keeps being adapted to how the team works, as the way they work changes.

The conversations got better

This is what Konstantin himself points to, and it does not show up in any single number.

When the seller calls the right person directly, knows what the company’s team looks like and what is happening there right now, the conversation starts at a different level. It is more direct, and it is about the customer’s situation instead of about who to talk to.

A team that talks to the right companies quickly learns who the right companies are.

With the scores in HubSpot and more conversations with companies that fit, the team has a clearer picture of who its target customer and market actually are. That picture goes back into the lookalike campaigns — and makes the next list better.