Ideal Customer Profile
CEOs, Head of Sales
Industry
Information Technology and Services
CRM
Hubspot
Size
2-10
The Problem
GTM Engine had the founding team, the product, and a clear market wedge: a sales co-pilot that automatically updates CRM fields. But as a 10-person startup entering a new vertical, they couldn’t afford inefficiency-every sales cycle had to count.
Their early go-to-market relied on founder-led deals and inbound traction. But to scale, they needed to focus: define a narrow ICP, pre-qualify rigorously, and message with precision.
“We didn’t just need leads. We needed the right leads—ones already in motion, already in the mindset to buy.”
— Jason, Head of Sales
They used Clay to build lists and Instantly for outreach, even managing their own email domains. But manual list-building became a drag. It was impossible to layer in the nuanced criteria they cared about: recent funding, specific tech stacks, and connections to their space.
“We’d land a meeting, get excited, and then realize—this person’s six months away from even caring about CRM hygiene.”
— Josh, Head of Marketing
The Solution
Signal-Based Campaigns That Pre-Qualify
Jason and Josh started with Topo by launching five micro-campaigns—each built around signals that correlated with shorter sales cycles and better fits.
Used Topo to find companies that had raised funding recently, followed adjacent players, or used CRMs GTM Engine integrated with.
Layered in lookalike detection to surface net-new accounts that resembled their best early adopters.
Applied filters upfront—so reps never wasted time on accounts that didn’t meet their baseline criteria.
“One of our best meetings came from a company following two of our investors and using a CRM plug-in we knew we could replace.”
— Jason
A Workflow That Worked Without RevOps
Josh continued to run webinars as part of their growth motion. With Topo, these became an integrated part of outbound.
Topo invited the right prospects—those who matched their ICP and showed interest in the space.
Jason and Aaron followed up with registrants and no-shows inside Topo, layering in manual touchpoints for high-signal leads.
Aaron focused on calls with buyers who were already engaged—either following competitors, using adjacent tools, or connected to early GTM Engine customers.
“We stopped cold-calling and started warm-calling people already primed to understand our product.”
— Aaron, AE
Paid and Outbound, Working Together
Topo’s signal data didn’t just power outbound—it made paid smarter too.
Josh exported Topo-built ICP lists and ran LinkedIn ads against them.
The result: lower cost per lead and a clear boost in quality from paid channels.
“Our paid channels got smarter because we weren’t guessing who to target anymore.”
— Josh
The Results
GTM Engine now books a consistent stream of meetings through Topo-powered outbound.
Meeting-to-opportunity conversion rate tripled from leads surfaced via signal-based campaigns.
Cost per lead from LinkedIn ads dropped by 40%, thanks to Topo-filtered lists.
Outbound is now their most reliable channel for generating qualified pipeline.
Hours of manual work eliminated each week through automation and HubSpot integration.
Lookalike and champion-tracking campaigns surfaced net-new accounts they wouldn’t have found otherwise—often with warm intros and faster cycles.
“We went from spreadsheets and hope to signal-based campaigns that actually convert. Topo gave us speed.”
— Jason
