Customer Story

In today's competitive market, scaling pipeline generation efficiently while maintaining fixed costs has become a critical challenge for growing companies. This was particularly true for Greenly, a sustainability-focused company operating across France, the UK, and the US markets. With an expanding sales organization of 20 Account Executives (AEs) supported by SDRs (Sales Development Representatives), and dedicated Account Managers (AMs), Greenly faced the ambitious task of doubling their pipeline generation without proportionally increasing their resources.

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The challenge was particularly complex because of Greenly's specific market focus. Their primary ICPs include companies actively investing in sustainability initiatives, but tracking these signals manually would have required significant resources. As Théo Riga, Head of Sales Operations at Greenly, explains: "We needed to generate more pipeline, and to do that, we needed a tool that allowed us to detect buying signals relevant to our activity, which ultimately helped us identify companies with an interest in sustainability, and therefore potentially us."

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According to Théo, the manual alternative would have been unsustainable: "If we'd have done it by ourselves, we needed a full-time person," Théo notes. They needed a solution that could automate this process while maintaining their high standard for data quality—they wanted to be confident in the data they pushed into their CRM.

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Orchestrating buying signals with the help of LoneScale

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After carefully evaluating several options, Théo chose LoneScale because of its comprehensive solutions, native CRM integration, and high-quality data. Their previous experience with a different provider had revealed the pitfalls they wanted to avoid—it was expensive, poorly integrated, and operated as what Théo described as a "black box." 

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"We wanted a tool that allowed us to generate more pipeline—without taking the time to set up everything from scratch," Theo emphasizes. "LoneScale was the tool we went with, and I’m glad we did because as soon as we signed the contract, we were pretty much good to go. It didn't need a lot of time to configure or had a lot of parameters to set."

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Greenly implemented LoneScale's buying signals across several key areas:

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First, the team created workflows for tracking contact-level signals, such as New Hires and Job Changes, across three defined tiers of target personas they can support with their CSR (Corporate Social Responsibility) strategy:

1. CSO managers and sustainability-related positions

2. CEO and COO titles

3. HR roles

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"Tracking these roles helps us identify the right time to reach out to accounts with an interest in sustainability. These are accounts where Greenly can make an impact by helping to sustainably reduce their CO2 emissions," Théo explains. 

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Their signal-tracking process is orchestrated end-to-end with the help of LoneScale. "As soon as we detect a signal [via LoneScale], we enrich our CRM with that data, then we'll assign the account to an SDR depending on geography, vertical, and company size. Last but not least, the job of the SDR is to do the outreach through a mix of touches like calls, email, and LinkedIn."

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Second, Greenly also tracks account-level signals through the job postings of their target accounts. The main value of tracking job postings is being able to identify new target accounts based on project implementation plans, hiring intent, and other key signals. 

In practical terms, Greenly’s Job Signals workflow in LoneScale tracks and identifies accounts that hire for roles relevant to the organization, then it either updates their existing target accounts in HubSpot or creates new accounts based on specified settings. 

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Greenly is able to leverage LoneScale’s native integration with HubSpot and use the custom object to automatically create an Intent page for each account in their CRM with key information that their sales reps and AEs can leverage in their outreach. 

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Perhaps most importantly, the solution solved their data management challenges.

"The most valuable thing about LoneScale is the data management," Théo emphasizes. "Without LoneScale, everything you have to do to push accurate data in your CRM is time-consuming. Putting in place workflows to scrap the data, making sure it's accurate and always fresh—there's a huge time challenge to do all that. With LoneScale, that process is now hassle-free."

Going multi-signal for consistent pipeline generation

Implementing LoneScale has transformed Greenly's pipeline generation efforts. They were able to generate over 8.8M in pipeline through the signals they track with LoneScale. The pipeline generated from LoneScale now represents about 48% of their total pipeline, making it one of their most effective tools for pipeline generation.

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New Hires have proven to be their best-performing signal, contributing to 28% of their pipeline generation. Job Posting signals add another 18% to their pipeline, while Job Changes, a recently implemented signal, added another 2%, demonstrating the value of their multi-signal approach.

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 "For our ops team, LoneScale saves time because we don't have to manually set up a process to track buying signals. For SDRs, we save time by not having to manually track and research the target accounts to outreach."

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"Today, LoneScale is one of our best outbound pipeline generation providers," Theo states emphatically. "You guys are able to generate a lot of volume. And this volume is qualitative and high intent."

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The efficiency gains have been substantial, too. "LoneScale is great at helping us save time on the Operations and the SDR teams. This is a big win," Théo notes. "For our ops team, LoneScale saves time because we don't have to manually set up a process to track buying signals. For SDRs, we save time by not having to manually track and research the target accounts to outreach."

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Looking ahead: Leveraging signals for account management

Building on their initial success, Greenly is now planning to expand their use of LoneScale beyond initial pipeline generation. They're developing a roadmap to integrate LoneScale's capabilities into their Account Management processes, with several strategic initiatives planned.
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"Another interesting use case I’m excited about with LoneScale is helping us identify when our current customers are recruiting for relevant roles," Théo explains, outlining his vision. 
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“Account-level buying signals could help us identify upsell or cross-sell opportunities. For example, if our customers are hiring for additional headcount relevant to us, it could be a good time to upsell their packaging or to see if we could help them more," says Théo.

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At the same time, this data could help Greenly identify risks with existing accounts. “Detecting a lot of new hires or job postings in an existing account could be a sign of instability within the company, the potential departure of our champion, or other things we’re not aware of. These kinds of insights are useful for AMs,” explains Théo.  
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Looking ahead, Greenly also sees potential in expanding LoneScale's use to include regulation detection with the help of AI agents, an area they currently handle manually. This forward-thinking approach demonstrates how Lonescale’s signals data can power multiple aspects of pipeline generation and account management, offering a positive return on investment in no time. 

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