Case study · 03 - Events Platform

Outbound & Event-Signal Transformation

$32M ARR events platform · PLG + sales-assist · 18-person pipeline team

An events platform sitting on more buying signal than any data vendor could sell them - none of it reaching a seller while it was warm - turned their own product exhaust into a same-day outbound motion.

Company profile

Revenue: $32M ARR
Employees: 180
Motion: Product-led signups, sales-assist above $12k
Pipeline team: 11 SDRs · 7 AEs
Product volume: 30k+ customer events hosted per quarter
Target universe: 1,400 ICP accounts

Stack:

HubSpot

Outreach

Gong

Slack

Amplitude

Snowflake

Zoom

9 sources connected in total, including the product’s own event and registration telemetry via Snowflake.

The challenge

The product generated more buying signal than any data vendor could sell - registrations, attendance spikes, session replays, integrations connected - and virtually none of it reached a seller while it was still warm. Meanwhile the SDR team bought intent data to guess at what their own database already knew.

9 days

median follow-up time on a high-intent event signal. The team’s own conversion data showed reply likelihood collapsing after 48 hours.

45 min

of manual research per account before an SDR wrote the first line of outreach - tabs, notes, and guesswork.

0.9%

reply rate on event follow-up, which was one generic sequence applied to every attendee regardless of who they were or what they did.

Quarterly

refresh cadence on the ICP scoring spreadsheet that territories and target lists were built from.

The signal was free. It was already in their own product. It just never made it to the person carrying the number.

Residency, week one

A Revllama forward-deployed engineer mapped the pipeline motion end to end, mined two quarters of product telemetry against closed-won history, and sat with the team’s best SDR to write down the system she was running out of a browser full of tabs and a notebook.

1
14 distinct high-intent moments existed in the product lifecycle - first paid event above an attendee threshold, a new integration connected, a usage cliff after a flagship event - and none were instrumented for go-to-market.
2
The top SDR’s personal trigger rules, applied retroactively, would have prioritized 70% of the previous quarter’s closed-won accounts before the first human touch. Her notebook became the seed of the codified rule set.
3
About 300 of the 1,400 ICP accounts had fired a high-intent signal in the prior quarter that no seller ever saw.
4
Event follow-up quality, not volume, drove meetings: the handful of manually personalized follow-ups converted at 6x the generic sequence.

What we deployed

The engagement codified 38 signal rules from the team’s own tribal knowledge and put four agents on the motion - the first rules live on production data five days after kickoff.

Signal Research Agent

Watches all 1,400 target accounts around the clock - product signals from their own telemetry plus external ones like hiring, funding, and tech adoption - and ranks who to touch this week, with the why attached.

Account Research Agent

Builds the brief before the SDR opens a single tab: firmographics, the account’s event-usage story, live buying signals, and a recommended angle.

Prospecting Play Agent

Drafts account-specific plays straight into Outreach - target contacts, sequence selection, personalized copy grounded in what the account actually did in the product. SDRs review and send.

Event Invitation Agent

Picks the right contacts at target accounts for the company’s own field events, drafts personal invitations, and routes responses through HubSpot and Outreach.

sources connected

signal rules codified

1,400

accounts watched 24/7

AEs pull the full account story from Claude through the org’s MCP hub before every call - the same context the agents write their plays from.

The rollout

Days 1-2

Connect & map

HubSpot, Outreach, and product telemetry via Snowflake wired into the Revllama Context Engine. Pipeline motion mapped end to end.

Days 3-4

Codify the tribal knowledge

38 signal rules written down from the team’s own playbooks - the top SDR’s notebook, verbatim in places - and backtested against two quarters of closed-won history.

Day 5

First rules live

Signal Research Agent in production on live data. First ranked account list delivered to the team in Slack that afternoon.

Weeks 2-4

Briefs, plays, invitations

Research briefs and drafted plays live - 71% of drafts sent with light edits. Event invitation motion running for the next field event on the calendar.

Results

Same-day

signal follow-up

median, down from 9 days - inside the 48-hour window that converts

+38%

meetings booked

from signal-sourced outreach in the first full quarter

4.7%

event follow-up reply rate

up from 0.9% on the generic sequence

6 min

research per account

down from ~45 minutes, brief delivered before the first tab opens

Value delivered

$1.1M-$1.7M year-one value

$850k-$1.3M

Signal-sourced pipeline

Opportunities created from agent-surfaced signals, credited at the team’s standard stage-weighted win rates and discounted to 65% for overlap with the existing motion.

~5,600 hrs/yr

SDR research time returned

39 minutes saved per researched account at observed volume, valued at loaded cost.

Retired

Third-party intent spend

The external intent-data contract was not renewed - first-party product signal outperformed it on every measured cohort.

All estimates discounted for year-one realization. No credit taken for second-order effects.

Beyond the revenue org

The signal feed now serves teams beyond pipeline:

Marketing builds ABM audiences from the same ranked signal feed instead of a quarterly spreadsheet.
CS receives expansion signals - usage cliffs and integration adds on customer accounts - through the same rules.
Neither effect is included in the value figures above.

Company details anonymized. Figures are representative of the engagement pattern shown, pending customer-cleared publication.