From Zero to Fortune 100: Peridio builds an enterprise outbound motion without adding headcount

Manual, founder-led outbound made it hard to scale

“We knew who we wanted to sell to, but day to day it was hard to tell which accounts actually deserved attention. Without that clarity, outbound felt cumbersome.”
— Bill Brock, CEO, Peridio

As Peridio stayed lean and continued refining its positioning across robotics, computer vision, and industrial IoT, the need for a more focused outbound motion became obvious. The team knew its ICP well, but without a system to consistently surface the right companies and people, outreach remained manual and hard to scale.

• Account prioritization lacked focus: Even with a clear ICP, the team struggled to consistently identify which accounts were worth engaging first, leading to scattered effort across too many targets.
• Prospecting and tracking were manual: Lists, notes, and follow-ups lived in spreadsheets, making it hard to maintain momentum or share context as outreach expanded beyond the founder.
• Timing was hard to judge: Without signals to indicate interest or intent, outreach often either premature or received after they’d already built something in-house.
• Difficulty honing in on right people: Standard enrichment and ICP tools narrowed the market, but failed to surface the niche companies and technical personas Peridio cared about most.

Between the manual effort and the lack of focus, the team knew they needed a better way to identify and engage the right accounts without turning outbound into a full-time job.

“We’re in a specific niche and we knew our ICP, but we didn’t have a scalable way to reach them at the right time. Because we’re a small, lean team, we needed to be hyper targeted.”
— Kristen Van Laren, Head of Marketing, Peridio

Signal-based outbound built for a lean team

Peridio evaluated Amplemarket, Clay, Artisan, and Apollo while exploring ways to improve outbound. Each offered pieces of what the team needed, but none provided the level of focus, control, and ease of use required to support a lean enterprise motion.

The team chose Unify because it helped them focus their finite resources on the right accounts without adding unnecessary complexity. Clear signals showed which companies were worth engaging and gave the team a simple way to prioritize outreach while keeping their existing sales motion intact.

"We didn’t need another tool that told us to do more. We needed something that helped us decide where to focus, and Unify did that immediately.”
— Kristen Van Laren, Head of Marketing, Peridio

During onboarding, Peridio worked closely with Amruth, a Unify Product Growth Strategist, to translate Peridio’s existing ICP and founder-led messaging into signal-based plays that fit naturally into their existing workflows. Amruth helped the team get up and running fast, without slowing down day-to-day selling.

With Unify in place Peridio could:

• Use web and social signals to guide daily outbound: Website activity and social engagement surface companies already interacting with Peridio, giving the team a clear place to start without relying on spreadsheets or intuition.
• Expand reach within the same niche using Lookalikes: Lookalike signals help Peridio identify companies similar to existing customers and active prospects, allowing the team to find new accounts without widening scope.
• Design vertical- and persona-specific sales plays: Outreach is organized around specific industries and buying roles, keeping messages relevant and easier to multi-thread across complex enterprise sales cycles.
• Scale founder-led messaging across the team: Emails written in Bill’s voice, paired with task-based plays and sequences, keep outreach consistent as execution is shared across roles.

With Unify in place, outbound became more structured and easier to repeat, giving Peridio a way to support growth while staying focused on the accounts that matter most.

“Unify helped us understand which companies were actually worth engaging, instead of spending time sourcing on our own.”
— Bill Brock, CEO, Peridio

 Less manual work, stronger pipeline impact

In a short period of time, Unify became a core part of how Peridio approaches growth. Instead of spending time sourcing and prioritizing accounts by hand, the team could act on signals, engage warmer prospects, and tie outbound activity directly to pipeline.

“Landing a Fortune 100 account through outbound was a clear signal that our approach was working at the enterprise level.”
— Bill Brock, CEO, Peridio

With a more focused outbound motion in place, Peridio began to see clear results: 

• $1.15M in influenced and $550K in direct pipeline generated from outbound: Unify gave Peridio visibility into how outbound activity translated into real pipeline, helping the team connect effort to revenue impact.
• 1 Fortune 100 enterprise customer closed: A Unify-sourced opportunity resulted in Peridio landing a Fortune 100 logo, validating the team’s move upmarket.
• 4,400+ people reached across 1,400+ companies: Targeted outreach replaced broad prospecting, allowing the team to engage a wide set of relevant accounts without increasing volume.
• 58% average open rate and 5% average reply rate: Focused, signal-driven campaigns consistently outperformed generic outbound benchmarks.
• 11.6% reply rate on social follower plays: Warm, signal-based outreach delivered more than 2x the team’s average reply rate.

Together, these results gave Peridio confidence that outbound could scale without adding headcount or sacrificing focus.

“Unify showed us that with the right upstream activity, you can capture leads in an automated way without losing control.”
‍— Kristen Van Laren, Head of Marketing, Peridio

Recommendation for Others

Peridio’s experience reinforced a belief Bill already held. Outbound works best when teams own it themselves. Early on, the company experimented with outsourced campaigns, but the messaging didn’t feel authentic and there was little regard for how much of the market was being burned. Spray and pray outreach created more noise than value, especially for a team trying to build credibility in a narrow space.

“If you’re building an SDR motion, owning your outbound matters. You need a system that gives you both the time and the reason to act.”
— Bill Brock, CEO, Peridio

For lean teams with an enterprise ICP, the lesson is clear: You don’t need dozens of plays or massive volume to win. You need a way to find high-intent pockets of demand and show up with relevant messaging when it counts.

Looking Ahead

Peridio plans to continue building on what’s already working. The team is optimizing existing plays and sequences, expanding lookalike campaigns into new target verticals, and going deeper on social engagement. Events will play a larger role as well, with conference-based plays being reused across 2026 trade shows.

With Unify as the foundation, Peridio feels confident it can scale its outbound motion without adding noise, headcount, or complexity, while staying focused on the enterprise accounts that matter most.