Perplexity grew pipeline by $1.7M in their first 3 months with Unify

Constructing an enterprise outbound engine fueled by rich user and product data

As one of the world’s most trusted AI answer engines, Perplexity attracts millions of users to its product monthly. Naturally, capitalizing on this influx of inbound was no easy task, so when Product Marketing Lead Jenny Sung stepped in to build an outbound motion for Perplexity’s Enterprise Pro plan, she had her work cut out for her.

With so many freemium users and site visitors to account for, the outbound possibilities were endless. However, since most non-enterprise leads tended to self-serve, Jenny knew that prospecting and engaging every opportunity wasn’t the best use of her nimble sales team’s time. What she truly needed was a way to zero in on the highest-value enterprise users with the most revenue potential. 

To launch Perplexity's outbound motion from zero to one, Jenny turned to automation. She specifically needed an end-to-end solution that could:

1. Identify and qualify her warmest enterprise leads

Because Perplexity Enterprise Pro is built to serve organizations across different verticals, its marketing and PLG efforts attract a wide range of leads. Vetting these leads for the most valuable opportunities would’ve been a massive manual undertaking. Jenny needed a solution that could instantly qualify enterprise leads with intent data, find decision makers to target, and enroll them into personalized sequences.

2. Personalize messaging based on powerful intent data

To craft highly personalized emails to enterprise accounts across Enterprise Pro’s ICP, Jenny's team required access to firmographic, product usage, and intent data. Her ideal solution would not only surface this information but also incorporate it into personalized messaging without manual intervention.

3. Engage leads across multiple touch points

Winning visibility in crowded email inboxes takes some well-timed nudging. A solution with multi-touch and multi-step sequencing would increase the chances of getting a response, plus give Jenny’s team more intent signals to weed out the cold leads from the warm ones.

Fortunately, Jenny knew the ideal solution to meet Perplexity's needs: Unify. Having worked at Ramp shortly after Unify's CEO Austin Hughes’ tenure as a growth leader there, Jenny was aware of the waves his platform was making in the GTM space and had to see what it could do for Perplexity. 

“I have to juggle a lot of priorities, but making sure our outbound stays high quality is a must. That’s why bringing in Unify’s automation was such an easy decision. It helps us move fast without sacrificing the precision and care that matters.”

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Granular intent data and bespoke Plays convert enterprise prospects into eager buyers

With Unify, Perplexity effortlessly hones in on its highest-value prospects and converts them into pipeline. The team worked with Jenny to establish a foundation for Perplexity's outbound motion on day one, setting clear goals and long-term initiatives while also recommending customized Plays and sequences.

Using Unify’s 25+ native signals, Jenny’s team has 360-degree visibility into the warmest leads currently using Perplexity's answer engine. They can see exactly which leads are high-intent, identify key decision makers, and why they qualify for Perplexity Enterprise Pro. Armed with this real-time intel, the team has already deployed several automated Plays including:

• Targeting ICP personas of companies who visit their website (targeted with firmographic and behavioral data)
• Targeting decision makers of companies who are already using Perplexity free and Pro (targeted with product usage and firmographic data)
• Targeting warm marketing qualified leads who have engaged with large marketing campaigns (targeted with marketing engagement data)

While Unify empowers Perplexity to scale its outbound motion with automated insights and sequences, it doesn't come at the expense of personalization. AI-generated messaging (enhanced with data pulled from Salesforce) used within Unify sequences is always highly customized to the decision maker. For instance, an email in the PQL Play might observe that 10 employees at the company already use Perplexity to make 1,000 queries a month and propose a rollout of Enterprise Pro to the rest of its 200-person workforce.

Even better, each Play is structured to give these carefully crafted messages the highest chance of a warm reception. After initial outreach, Unify typically sends three meticulously timed follow-ups — spanning email and LinkedIn touchpoints — to continue nurturing the lead. “Broad marketing may capture enterprise attention,” Jenny explains. “But if you want to bring those accounts down the funnel, you need personalized touchpoints like Unify."

And if open and reply rates are any indication, the team’s efforts are working. Perplexity's PQL Play has generated an impressive 5% reply rate, while some MQL Plays have achieved a whopping 20%. Jenny says these numbers are powerful indicators that her sales team should double down on the opportunity because it’s about to be a slam dunk. 

"Unify has helped bring in the warmest leads directly into our sales team's inbox.”

More booked meetings, 75+ opportunities unlocked, and $1.7M in pipeline growth

With Unify at the helm of its warm outbound motion, Perplexity has transformed its influx of inbound into a potent pipeline driver.

Today, Jenny can seize every major enterprise opportunity that comes Perplexity’s way. Her sales team has complete visibility into all warm leads, enabling them to allocate their limited time to the most impactful opportunities in their inboxes.

As Perplexity continues launching new features that drive enterprise interest, Jenny knows Unify will be essential to converting it into bottom-line impact. That “aha” moment when organizations demo Perplexity Enterprise Pro and see hours of research condensed into a 30-second answer is priceless — and Unify is what facilitates that touchpoint.

"Our end game is to be the dedicated AI research assistant for every knowledge worker. Unify’s outbound resources help us scale this mission."