sales_outreach · saas · workflow
AdRoll builds 'Project Fastbreak' with Outreach to automate inbound lead follow-up at scale
AdRoll generated hundreds of inbound leads per day across multiple channels but lacked a scalable way to track, organize, and engage them with enough personalization to book meetings, and their existing email system gave SDRs no visibility into or ability to edit outreach sent in their name.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Inbound lead arrives
Marketing generates hundreds of global inbound leads per day across multiple channels including webinars, whitepapers, demos, and events.
Tools used
OutreachMarketoTableau · partner
Outcome
In Q1 2017, Fastbreak added 6,000 of 15,000 inbound leads to sequences, sent 16,000 emails, and booked 257 automated appointments for SDR teams, while freeing SDRs to focus on high-value MQLs.
What failed first
The first version of Fastbreak was built on Marketo, which sent automated emails for every MQL with no personalization and no visibility for sales reps, defeating the purpose of handing leads to the sales team.
Results
Time savedaround 50
Volume15,000
Grounding & classification
Source type: vendor customer story
29 fields verified against source quotes, 1 dropped as unverifiable.
personalizationemailform submissionfailure mode describedmetric backednamed customerproduction runtime claimedtools describedworkflow describedsoftwareemployee productivitythroughput increasetime savedvendor customer storylead processingmarketing opssales outreachdata sync enrichmentextract classify routelead to crm