Introduction
Q: "Are you looking for more leads?"
A: "Yes, but I already have plenty."
Q: "Are they converting?"
A: "Yes, but not to the level I expect."
Sounds familiar? This was a recent conversation with the Growth leader of an HR tech startup. Despite having a large pipeline and consistently nurturing leads, their conversion rate was a dismal 0.5%. Marketing-attributed sales were not growing as expected, even with a significant volume of leads.
We then asked:
Q: "Are you using personalization in your targeting?"
A: "Yes."
Q: "To what level?"
A: "We’re focused on persona and domain-level targeting."
At Tapistro, we frequently encounter similar conversations from growth and marketing leaders, highlighting a persistent challenge: despite efforts in lead generation and nurturing, conversion issues remain. Many companies collect leads through inbound mechanisms but struggle to monetize them effectively. Others have outbound account lists but lack confidence in their ability to succeed.
Today’s Business Landscape Has Evolved
- Buyers Have More Choices Than Ever: With so many options, buying cycles have lengthened, sometimes very convoluted. There are more decision makers, and even greater influencers in the mix, with some or the other experience. This makes targeted personalization essential. Without intent-driven outreach, businesses risk losing prospects to competitors who are more aligned with the prospect's needs.
- Siloed Data Structures within point-solution vendors: Many organizations face challenges integrating their data across various tools. So, while you may have a great CRM, how is it interacting with say your LinkedIn outreach, or some other tool where you have gathered real time intelligence about an account. Siloed structures isolate critical intelligence, preventing the transformation of insights into meaningful action.
- Personalization is tough, but it is the key: Today personalization is happening just at the person/persona level, what is needed is to go beyond and include account level insights together in the same frame.
- Technology is seen both in awe and aversion: While AI can rapidly create campaigns, relying too much on AI-driven SDRs can backfire by making interactions feel impersonal or worse get called out.
How do we solve this?
Although marketing automation has made giant strides, most B2B Marketing Automation tools were designed well before Account Based Methods became mainstream. Hence, they lack true foundational support for Account objects such as account segmentation. The objective is to move beyond surface-level intelligence and understand and meet customer needs.
Yet another key question is: what level of technology is useful? AI has advanced to the point where it can be tailored for specific outreach needs. Terms like "Auto-pilot" and "Co-pilot" have become part of the marketing lexicon for a reason. In the Auto-pilot mode, AI can gather insights, create AI-driven messages, and manage outreach until the sales team is ready to take over – many organizations use this as the starting point and as a sounding board for further refinement. As a Co-pilot, AI can still do the heavy lifting of finding and surfing through actionable intelligence, yet it can provide it to a human in the form of context to engage.
Organizations need not be in black and white to do either / or and can play around with strategies to undertand what’s best for them. Typically we have seen, early age startups starting with auto-pilot and pivoting as they mature. But where do you do all this? What platform you you’re your strategies, how do you refine your GTM – this is what Tapistro provides.
Tapistro’s smart GTM platform helps you to iterate, turn in the level of automation you’d be comfortable with and then execute – all under one roof leading to improved conversions and greater sales efficiency.
How Our Customers Are Using Tapistro
Lead generation, or pipeline creation, is an ongoing, dynamic process that requires constant optimization. It doesn’t end when a lead is generated. Strategic planning is necessary to determine which leads to prioritize and how to target them effectively.
At Tapistro, we’ve worked with sales and marketing teams to introduce prioritization, personalization, and efficiency into their campaigns via enrichment, all in an AI-first approach.
One of our customers, targeting large manufacturing plants, uses Tapistro to prioritize their prospects by running account enrichment with data from multiple sources. This allowed them to identify the most active accounts in the market for their solution, improving targeting efficiency.
For another client, we have helped identify and qualify their website visitors—"warm" leads that had shown interest in their product. We validate the visitors’ LinkedIn profiles, have built account profiles on top of those, enrich the data, and expand the buying group to include other stakeholders in the buying cycle – all of it helping the client bringing rich context around these visitors. In the end this has helped their sales team to prioritize which inbound prospects to focus on.
In another case, the Tapsitro platform is used for tracking job changes for targeted personas on LinkedIn. Our system identifies relevant characteristics, assigns lead scores using a proprietary model, and triggers automated messages when the lead score meets a certain threshold. This allows the client to focus on high-priority leads without manual intervention.
The common thread in all these use cases is Tapistro’s ability to convert signal intelligence to actions for campaign execution, rather than superficial awareness. Whether it’s unified cross-channel engagement—tracking signals from emails, social media, and webinars—or creating a multi-channel outreach strategy, Tapistro makes it all possible. This ensures businesses are always engaging the right prospects and adapting to their evolving needs.
In Summary
The permanence of AI is indisputable, but leveraging technology in your go-to-market (GTM) strategy is not a one-size-fits-all approach. While there are plenty of AI-driven tools that can help, the real challenge lies in orchestrating them under a single roof. Thus instead of relying on "point solutions with AI," where you must manually check AI-generated actions, a better approach is to combine all these tools into a single platform and experiment within that framework.
With all your tools available in one place, there are no integration issues, and you have endless ways to iterate and improve. That’s the power of a unified platform, and Tapistro is built to execute on that vision.
Image Credits: Roadmap Vectors by Vecteezy
