How Anrok unified outbound across sales and marketing to generate $300K in pipeline in 3 months

Business expansion held back by limited legacy tools 

After establishing itself as the go-to sales tax compliance platform for digital businesses, Anrok was entering a new phase of growth. That growth and expansion would require a strong outbound motion.

At the time, Kathleen Kong, Anrok’s Growth Marketing Lead, was seeing solid results from her HubSpot marketing email campaigns. Yet the setup wasn’t built for fast experimentation or targeted, intent-based outreach, leading to: 

• Limited scalability with HubSpot’s lack of flexibility for outbound experimentation or quick segmentation by signal or vertical.
• Slow iteration with manual data handling and disjointed workflows making it hard to test, measure, and optimize campaigns across teams.

Meanwhile, outbound sales efforts from Rydian Searles, Anrok’s founding SDR, and team were scattered across multiple tools, forcing them to switch between systems just to execute simple campaigns. These challenges resulted in: 

• Inefficient sellers with the team juggling three different platforms for outbound (Outreach, Sales Navigator, and ZoomInfo), reducing productivity and creating visibility gaps.
• Stalled strategy shifts as Anrok entered new markets, with the team lacking a unified system for change management. 

Anrok needed a single platform where both marketing and sales could orchestrate outbound plays, share insights, and manage pipeline in one place.

“We had the growth and the signals. What we needed was a system that helped us act on them without juggling five tools.”
— Rydian Searles, Founding Sales Development Representative

Signals and sequencing under one roof for marketing and sales 

Anrok first brought in Unify to overhaul its email marketing program. The marketing team began building structured, data-driven campaigns that could target specific intent signals and buyer behaviors. This included a range of plays such as:

• New Hires and Champions: Engaging newly hired finance leaders and re-engaging champions who moved companies
  
  
• Website Visitors: Activating prospects from high-intent pages like Pricing and AI resources
  
  
• Lookalikes: Building modeled audiences resembling their existing, best-fit customers
  
  
• AI Agent Plays: Identifying accounts with sales tax exposure or free trials to trigger targeted outreach

Beyond these automated plays, the team also introduced a creative gifting campaign to boost demo conversions with tailored, seasonal incentives for prospects to hop on a first call.

Bringing sellers into Unify to bridge marketing automation and sales engagement  

After early success with marketing automation, Anrok expanded Unify to its sales-led outbound function, rolling it out to their two-person SDR team. The sales team began using Unify to:

• Work the high-intent leads surfaced through marketing campaigns
• Break out accounts by campaign theme, industry, segment or region
• Manage all sequences, messaging, and follow-ups in one unified system
• Lean on out-of-the-box AI Research insights for Linkedin messaging and call tasks 

“It’s a perfect balance of automation and control. We can change direction quickly without rebuilding from scratch.” — Rydian Searles, Founding SDR

This consolidation made it easy to adapt sequences for new launches, pivot messaging across verticals, and maintain agility as the business evolved. This all happened without ever needing  to re-create workflows across different tools.

“Unify gave us the flexibility to run everything from automated plays to SDR outreach in one ecosystem. We could now move fast, measure impact, and stay aligned.”
— Kathleen Kong, Growth Marketing Lead

Unified outbound delivers more efficient pipeline 

Unify quickly became the backbone of Anrok’s outbound efforts, helping both marketing and sales execute faster and more strategically with measurable results.

Pipeline and revenue growth

Anrok transformed outbound into a repeatable, data-driven growth engine that allowed marketing and sales to work in parallel. This led to significant growth, including: 

• Over $300K in pipeline from roughly 25 outbound email campaigns in the first three months with Unify
  
  
• 2 new markets entered with the team quickly spinning up new sequences and messaging in Unify
  
  
• Higher converting cold call thanks to better targeting and richer account insights
  
  
• Improved email open rates due to stronger personalization tied to key signals like funding events, global expansion, and new hires

Efficiency and cost-savings

Unify also improved how the team worked day to day, cutting manual work and making it easier to scale.

• 4× faster SDR workflows with data, sequencing, and automation centralized in one system
  
  
• 20% faster campaign builds compared to HubSpot, allowing marketing to test and scale more efficiently
  
  
• More efficient mailbox management that enabled safe domain protection while scaling outbound volume

Together, these gains made outbound one of Anrok’s most efficient and scalable growth channels.

“Unify helped us build a complete outbound motion that actually drives revenue. It’s faster, smarter, and more connected than anything we’ve used before.”
— Kathleen Kong, Growth Marketing Lead

Looking Forward

With Unify embedded in both marketing and sales, Anrok is now focused on sharpening its targeting and expanding globally. 

As Anrok continues to launch new capabilities and expand its reach, Unify remains its engine for turning intent and data into pipeline.

Recommendation to Others

Kathleen’s advice to peers is clear:  “As a marketer, understanding your product, your market, and your messaging is key before you invest in any solution.”

She added that for teams looking to build a scalable, non-paid demand engine, Unify is the ideal platform for both marketing and sales-led outbound.

“Unify gives us the flexibility to experiment and scale without hurting deliverability. It’s the best way to drive pipeline without relying on expensive paid media.”

Rydian shared that outbound success is built on pattern recognition, and that Unify’s design makes that process easier to master.

“Unify works for me because it’s clean, intuitive, and everything I need is in one place. It reduces tool sprawl and keeps me focused on selling.”

Both Kathleen and Rydian also emphasized the importance of hands-on support when adopting a new platform.

"Support inevitably matters as much as features. The Unify team has been best-in-class, with Anne and Cole being incredibly fast, helpful, and hands-on.”
— Rydian Searles, Founding SDR