Brian BloomKing

• 75% — Reduction in Customer Acquisition Costs
• 3x — Increase in Conversions to Pipeline
• $270,000 — Saved in Hiring Costs

Webinar.net is a SaaS online event platform that was heavily reliant on a traditional SDR-led outbound model. Despite hiring more SDRs, CAC continued to climb while conversion rates stagnated. Leadership sought a scalable, AI-driven outreach approach that would drive more conversions/demos without hiring additional SDRs.

First, we validated that we had the right ICP, pain points, and messaging. We targeted marketing managers who were confused about which online event platform to use (Zoom vs. a webinar platform). Next, we created an AI-driven outreach stack that enabled us to leverage multiple buying signals (a company hiring for growth, which runs webinars and uses Zoom). We built our list around these intent signals. Then we used Clay to enrich the intent data and run an outbound campaign using email and LinkedIn outreach and messaging connected to their Zoho CRM for real-time lead scoring and routing.

The AI stack I built to discover high-intent buyers took the AI engine minutes to complete. It produced a better product pool than static ZoomInfo data, resulting in a 3.2% email reply rate and a 3x higher conversion rate.

• 5x — CTR Increase
• 75% — Increase in Conversions

Despite a great product and active paid campaigns, performance metrics were underwhelming: click-through rates hovered around 1%, and conversion rates for paid efforts were below 4% of traffic. Leadership recognized that something fundamental was off in their go-to-market approach and engaged me to diagnose and resolve the disconnect.

The current message ‘fast, easy to use’ was not the problem their target ICP felt. We did persona and competitive research to determine that the real pain point was the burnout SEOs felt from constantly trying to get backlinks. We also determined that agencies with 5-50 people were the best target. We changed the targeting and messaging across all paid media and landing pages.

By aligning targeting and messaging to the pain point, performance transformed immediately. CTRs jumped to 5%, and conversions increased to over 7%. This was done by finally saying the right thing to the right audience.

• $850,000 — Net New Revenue
• $8 Million — In Market Cap

Avtal relied on a broad, unfocused targeting approach. Despite significant spend across multiple channels, their efforts lacked precision, leading to wasted budget, low conversion rates, and an inability to attribute marketing efforts to revenue outcomes. Sales leadership needed a strategic shift; I recommended an ABM approach to identify and engage high-value prospects.

I analyzed the client’s closed-won deals to identify patterns in industry, company size, tech stack, and buying behavior, resulting in a target account list of over 2,500 companies that matched the ICP. We leveraged Clay to identify companies on the list with buying intent. Then I ran email outbound and LinkedIn Matched Audiences campaigns. I used Clearbit to identify ABM companies that visit the website, and ran retargeting ads to re-engage them.

The campaign generated $850,000 in net new revenue over 12 months. For senior management, I used full-funnel
tracking to attribute every touchpoint to the pipeline and revenue, giving leadership clear visibility into the sales team’s impact.