A mid-market B2B services client came to us with a familiar problem: a strong inbound brand, a small SDR team, and outreach that was 70% manual. Every rep had their own version of the same email sequence in their drafts folder.
What we built
- Pipedrive as the source of truth. Every prospect lives in Pipedrive; outreach state is read and written against the contact and the deal.
- ActiveCampaign for the messaging layer. Multi-step sequences, segmented by ICP and intent, with a single shared template library.
- Zapier for the glue. Triggers from Pipedrive into ActiveCampaign and back, with safeguards so a contact never receives two competing sequences.
- AI for the boring parts. Subject-line variants, first-line personalisation drafts, and call-summary write-back into Pipedrive.
What changed
- Outreach volume up 3.4×, with the same headcount
- Reply rate within 8% of the manual baseline (vs. industry norm of 50% drop on automated outreach)
- Two SDRs reassigned from outreach drudgework to qualification calls
- Pipeline coverage up ~40% within the first quarter
What we did not do
We deliberately did not auto-send AI-drafted emails. Every email a prospect receives has been touched by a human. That choice cost a small amount of volume — and saved the brand voice.
Want a similar setup for your team? Tell us about your outreach.