Campfire doubled qualified pipeline in 5 months with Unify

Accelerating warm outbound while maintaining headcount

Not long after its founding, Campfire’s AI-first ERP instantly shook up the legacy-dominated fintech landscape, accelerating revenue growth by 10X in just 10 months. However, Head of Marketing Katrina Queirolo knew that maintaining this momentum without dramatically scaling internal headcount would require a major upgrade to Campfire's GTM tooling stack.

While the company's existing CRM (HubSpot), sales engagement (Apollo), and email automation tools (Instantly) helped the GTM team capitalize on early demand, they soon showed limitations at scale. Prospecting and sequencing across 3 disparate tools was a time-consuming process that required endless manual data movements. As a result, the GTM team could only qualify and outbound to a fraction of the growing number of leads expressing interest each week.

After strategizing with Founding GTM Lead, Ryan Young, Katrina realized Campfire needed to amplify the GTM team's outbound capacity without compromising personalization, while also finding a platform that would effectively consolidate 3 tools into 1 system of action. This would require a comprehensive, automated outbound platform that could deliver on: 

1. Identifying, qualifying, and sequencing warm leads

Campfire’s nimble GTM team couldn’t afford to waste limited bandwidth outbounding to unqualified leads. They needed a platform that would instantly surface every contact showing intent, enrich them with demographic, firmographic, and additional intent data, qualify them automatically, and enroll them into personalized sequences.

2. Shortening ERP sales cycles

Because ERP software is considered a significant investment by most organizations, sales cycles are naturally long and often require 20-40 touchpoints before leads even commit to a demo. To enhance the company’s marketing efforts and shorten sales cycles, Campfire needed a solution that could continuously nurture warm leads with automated touchpoints.

Katrina and Ryan explored several tools in the GTM space that could do parts of the job, but every search led them back to Unify, whose automated outbound platform easily ticked both boxes.

It used to take us three tools and a lot of manual work just to keep up the outbound momentum. Now, we do everything in Unify, and we’re capitalizing on far more opportunities.” — Ryan Young, Founding GTM at Campfire 

Native intent signals and automated sequences convert interest into booked meetings

With Unify, Katrina and Ryan condensed Campfire's GTM stack into a comprehensive outbound platform, in turn empowering the team to identify, attract, and convert more high-intent leads.

During the onboarding process, Unify worked with Ryan to familiarize the GTM team with the platform’s dozens of native signals and vast reserves of firmographic data, ensuring they had a 360-degree view of their warmest leads. 

Unify then helped establish foundational, automated Plays targeted at qualified accounts. These plays make it easy to engage ICP accounts on autopilot, while still layering in personalization to the relevant decision-maker and their company’s ERP needs.

Within 6 months of the partnership's start, Ryan had built out Plays targeted toward website visitors and MQLs who have engaged with Campfire's campaigns.

"Unify's ability to consolidate intent data across countless sources helps us paint a much clearer picture of the leads in our orbit," Ryan shares. "Plus, their exclusions ensure we're minimizing contact fatigue and prioritizing only the warmest inboxes." 

While these Plays have proven invaluable to Ryan's team's outbound efforts, Unify's analytics dashboard is where Katrina spends most of her time with the platform. In addition to offering real-time updates on open, click-through, and reply rates, the dashboard displays which opportunities each Play generates and the amount of pipeline they drive. 

While tracking hard ROI is rewarding in itself, these metrics also inspire powerful retargeting campaigns. If, for example, the team notices some leads repeatedly opening emails, they can launch a new Play specifically designed to nudge that micro-segment toward a demo.

Today, Unify has become a vital component of Campfire's omnichannel marketing and growth strategies, layering on top of multiple touchpoints to keep the company at the forefront of drawn-out ERP searches. And when a lead has already encountered multiple Campfire ads and LinkedIn posts, Unify-powered outbound is often the final nudge they need to pull the trigger.

"95% of the thousands of leads we’ve nurtured with Unify are either a perfect fit for Campfire or will be down the line. And many are proving it by booking meetings.” — Ryan Young, Founding GTM at Campfire

8K+ prospects sequenced and millions in qualified pipeline growth

By partnering with Unify, Campfire capitalized on countless high-value leads, shortened sales cycles, and rapidly grew pipeline by 2X in less than 5 months. 

And if the 8K+ prospects they’ve recently sequenced is any indication, that number is only growing. Now, even more companies are rethinking their legacy ERPs and embracing an AI-driven financial future. 

Better yet, Ryan's team made it all happen at minimal internal lift. Campfire runs their outbound program 5x faster with Unify than their previous patchwork of solutions, effortlessly ramping up their GTM efforts while staying nimble and keeping headcount lean. By making the switch, Campfire effectively consolidated 3 disparate outbound tools (HubSpot, Apollo, Instantly) into Unify’s centralized system of action.

Looking forward

Now that they have a scalable outbound foundation, Katrina and Ryan are eager to keep iterating on new use cases with Unify’s product and support teams. Given the team’s speedy troubleshooting, free-flowing advice on intent signals, and consistent openness to new feature ideas, Campfire knows the partnership will continue driving value for years to come.

"Unify’s support team is by far the best of any vendor I’ve worked with. Not only is their time to resolution unparalleled, but they’re highly collaborative and always turning customer feedback into new product features." — Katrina Queirolo, Head of Marketing at Campfire