URL: https://www.getcrumbs.io/ Title: Crumbs | GTM engineering on Clay, from Ghent, Belgium Description: One-to-one outreach, for the whole market. GTM engineering on Clay for software and IT services, from Ghent, Belgium. Clay Solutions Partner. GTM engineers in Ghent, for software and IT services # One-to-one outreach, for the whole market. Every day, we spot the moments that give your sellers a reason to reach out: a new role, a job post, a new follower. Then we research the account and write the first message. How a reason to talk is found: something changes at one account in your market, it matches one of our triggers, and your seller gets the reason with the research done. What changed - Role switch - Champion switch - Followers and engagers - Hiring - News - Website visitors The triggers we usually run, in the order we start them. Role switch 2 days ago A new Head of IT starts at a 600-person logistics group. **Account** Logistics, 600 FTE, Netherlands **Why now** New leaders review tools and partners in their first 90 days. **Angle** How a peer the same size mapped what runs where. First message in **Dutch**, sent by your seller. [Clay **Clay Solutions Partner**, listed in Clay's partner directory](https://www.clay.com/en/experts/partner/crumbs) **124M** enrichment runs Campaigns in **20+** countries Who we've worked with Logos marked Use case link to what we built. - [Cegeka](https://www.getcrumbs.io/use-cases/#cegeka) - glueckkanja - [Stibo Systems](https://www.getcrumbs.io/use-cases/#stibo-systems) - [Noest](https://www.getcrumbs.io/use-cases/#noest) - GeoPostcodes - [WeTransact](https://www.getcrumbs.io/use-cases/#wetransact) - [M-Files](https://www.getcrumbs.io/use-cases/#m-files) - [Solvice](https://www.getcrumbs.io/use-cases/#solvice) - [Peripass](https://www.getcrumbs.io/use-cases/#peripass) - [HiveCPQ](https://www.getcrumbs.io/use-cases/#hivecpq) - [Ziggu](https://www.getcrumbs.io/use-cases/#ziggu) - Rankshift - ML6 - [Donna](https://www.getcrumbs.io/use-cases/#donna) - [Vintecc](https://www.getcrumbs.io/use-cases/#vintecc) - [moveUP](https://www.getcrumbs.io/use-cases/#moveup) - Student.be - [StriveCloud](https://www.getcrumbs.io/use-cases/#strivecloud) ## See the three plays that would start conversations in your market. Type your website. We check it against the plays we run and write a first GTM plan in about 20 seconds: the three we would start with, a first message for each, and how we would map your market. What you get Example - Role switch A new decision-maker starts at an account that fits. - Champion switch Someone who bought from you moves to a new company. - Hiring An account posts a job for the problem you solve. We read only your public pages, never behind a login. We keep your website, your first name and the plan for 30 days. No email needed. How it works ## Your best seller can't watch ten thousand accounts. A system can. Accounts change every day: someone new takes over IT, a team starts hiring for the problem you solve, a past champion lands at a new company. Each change is a reason to reach out, if someone spots it in time. We build the system that spots it and does the homework. ### Map the market From everyone who could buy to the accounts that look like your wins, and the 3 to 6 people who decide in each. ### Watch for the moment Role switches, hiring, followers, news. Checked every day against your CRM, so customers and open deals stay out. ### Write the reason We research the account and write one true observation, in the buyer's language. Every campaign is checked by us and approved by you, then sent from your sellers' own accounts. ### Hand over the reply When someone raises a hand, it goes to one owner on your side with the full context. That's where our writing stops and your sales process takes over. **Month 1** Market mapped, role switch live **Month 3** Triggers at steady volume, first pipeline **Month 6** All triggers running, funnels on messages that work ## Reach out for a reason, and people answer. Average reply rate per play, on enterprise software campaigns. Followers and champion switches get the best reply rates but are small by nature, so they run next to the other plays. Figure: Reply rate per play Followers and engagers **19%** Champion switch **15%** Role switch **6.5%** Hiring **5%** Market taking **5%** Without a trigger, email usually lands at 2 to 3% Reply rates from our Lemlist campaigns. Step one: the map ## Start from what your won deals have in common. We compare the deals you won with the ones you lost and keep the two or three traits that split them. That turns a list of everyone into a market you can win, with the people in each account who decide. Built from your CRM, the data providers in Clay and our own crawls of public websites. Step two: working the market ## Triggers for timing. Funnels for coverage. Triggers wait for something to change at an account. Funnels work through the rest of the map, one researched account at a time. We start with triggers and add funnels once the first replies show which messages land. Evergreen triggers ### Built once, running every day. Each trigger is a reason to reach out at the right moment. We add a new trigger every few weeks, and the earlier ones keep running, so your reasons to talk keep adding up. Reasons to reach out, per month - [Role switch](https://www.getcrumbs.io/plays/#role-switch) - [Champion switch](https://www.getcrumbs.io/plays/#champion-switch) - [Followers and engagers](https://www.getcrumbs.io/plays/#followers) - [Hiring](https://www.getcrumbs.io/plays/#hiring) - [News, funding, M&A, compliance deadlines](https://www.getcrumbs.io/plays/#news) - [Website visitors and competitor followers](https://www.getcrumbs.io/plays/#visitors) Market funnels ### A reason to talk, for every account in your market. Most accounts won't hit a trigger this month. For those, we look for where your offer fits their world: a tool they already use, a customer like them, a problem their peers solved with you. That becomes the first message. We work through the market in batches, so every account gets one. - [Market taking: the whole sellable market](https://www.getcrumbs.io/plays/#market-taking) - [Account based: one message per named account](https://www.getcrumbs.io/plays/#account-based) - [Customer expansion: your customers' sister companies](https://www.getcrumbs.io/plays/#customer-expansion) - [Re-engagement: old pipeline and closed-lost](https://www.getcrumbs.io/plays/#re-engagement) [See every play, step by step](https://www.getcrumbs.io/plays/) ## Written in the buyer's language from the first draft. Each message is drafted in the language the account works in, in the register a local seller would use. - **The trigger.** Why we're writing now. - **One observation.** Something true about them, from the research. - **One useful offer.** No pitch deck, no quoting their job title back at them, short enough for a phone. **Anna, Account Executive** Example: role switch play, message 1 of 2 Hi Emma, saw you recently joined Vandermolen. New IT leaders usually start by taking stock of what runs where, and with 40 sites that's quite a list. We helped a logistics group of the same size do exactly that before their ERP move. Want me to send over how they approached it? Sent from the seller's own account, after the campaign is approved. ## What came out of it. We count what reaches your pipeline. HiveCPQ $1M+ new pipeline CPQ software for manufacturers with dealer networks. No data vendor had that market, so we mapped it ourselves. [Read the use case](https://www.getcrumbs.io/use-cases/#hivecpq) Donna 17,000+ field-sales companies mapped Built in our Clay for a Ghent AI startup, then moved into their own Clay to run in-house. [Read the use case](https://www.getcrumbs.io/use-cases/#donna) Cegeka 16% reply rate on LinkedIn in Belgium Their LinkedIn outreach in Belgium, built play by play, Dutch first. [Read the use case](https://www.getcrumbs.io/use-cases/#cegeka) Stibo Systems 8 languages, 22 countries, one play A role switch play written for each market, running every day. [Read the use case](https://www.getcrumbs.io/use-cases/#stibo-systems) [All use cases](https://www.getcrumbs.io/use-cases/) For Microsoft partners Much of our work is for software and IT services companies in the Microsoft ecosystem. We've built for that world before: a trigger on teams hiring for the Microsoft products you support, a funnel for each distributor and reseller program. - Cegeka - Stibo Systems - M-Files - HiveCPQ - Noest - WeTransact Clay Clay Solutions Partner ## Built in Clay, so your list is never the limit. Clay lets us combine dozens of data providers, our own website crawls and AI research in one place. So we find accounts no single data vendor has, check every account against your CRM before anything goes out, and you can take the whole system in-house whenever you want. Below is a simplified version. Figure: A simplified Clay table: each row is a person at one account, columns go from sourcing to fit checks, trigger, research, message and a final check before anything is sent [How we build in Clay](https://www.getcrumbs.io/clay/) ## Three ways to work together. Month to month for the first three months, then quarterly. You can move between them as the system proves itself. 01 Start here Figure: Your market map feeds three trigger lanes, role switch, champion switch and followers and engagers, to three to five sellers on LinkedIn. ### Triggers For teams that want to see it work before going wide. - A market map, with live exclusions against your CRM - 2 to 3 evergreen triggers, LinkedIn first - 3 to 5 seller seats 02 Then widen Figure: The same market map feeds six trigger lanes plus market funnels in several languages, on LinkedIn and email, to five to ten sellers. ### Full market engine The whole sellable market, on LinkedIn and email, in the languages you sell in. - 5 or more triggers, plus the rest of the market, region by region - Account changes flagged to the seller who owns the account - A reply queue, so no hand-raiser waits - A shared dashboard and a review every two weeks 03 Or run it yourself Figure: The same system moves from our Clay workspace into your own Clay, next to your sending tool and CRM. ### In your own Clay The same system, built in your Clay, sending tool and CRM. You keep everything. - Hands-on sessions for the people who will run it - We stay on call while it settles ### When it works best - **500+** companies in your market, and you sell software or IT services - **3 to 10** sellers ready to talk: 3 to 5 to start, 5 to 10 at full width - **48 h** for someone on your side to answer our questions - **1** person who owns the replies - **1 quarter** before you judge it ## Fair questions to ask us. ### Who is this for? Software and IT services companies selling into a defined market, from scale-ups to enterprise teams, across Europe and North America. ### Do you work with Microsoft partners? Yes, often: software companies that sell on Microsoft Marketplace, and IT services partners. We also meet new partners through Microsoft's partner team in EMEA. ### Do we need our own Clay account? No. We run everything in our own Clay workspace, and the data and AI costs sit with us. You only bring your sending tool. If you'd rather own the system, we build it in your workspace instead and train your team. ### Whose name is on the messages? Your sellers'. Messages go out from their own accounts, and every campaign is approved by you before anything is sent. ### What do you need from us? A do-not-contact list, a look at won and lost deals, a few senders who opt in, and one person who owns the replies. That's all the data we need. ### What does it cost? A monthly fee, set by how many triggers and markets we run and how many sellers send. Month to month for the first three months, then quarterly. We share the number on the first call, once we've seen your market. ### When do you stop writing? When someone raises a hand. The reply goes to one owner on your side with the full context, and your own sales process takes it from there. A reply queue and pre-call briefs help your side pick it up. ## Curious what we'd find in your market? ### What happens next - You send us your website and a few customers you'd like more of. - We look at your market before we talk, and pick the two or three triggers we'd start with. - On the call, we show you what we found. If it isn't a fit, we'll say so. [Pick a time](https://calendly.com/ruben-crumbs/20min-intro) [ruben@getcrumbs.io](mailto:ruben@getcrumbs.io) Not ready to talk? [Follow along on LinkedIn](https://www.linkedin.com/company/crumbshq/).