Background

When Kevin Wilson came into Skimmer as the VP of revenue, the company was 100% inbound. Every $ of ARR came through inbound, and it worked for smaller pool companies. But Skimmer wanted to move upmarket. Bigger pool operators weren't finding them on their own. Kevin made the call to build outbound from zero. 

The first problem: data. 

BDRs were spending 50% of their day hunting for accounts and tracking down owner phone numbers instead of selling. At 3K ACVs, that math falls apart fast.

“Having a BDR spend 30 minutes locating an account and then trying to find the owner operator and their contact information is just not high ROI. If we can automate all this and hand deliver them qualified ICP fit accounts and leads, it'll just make them that much more productive."

Choosing Orbital Over Other Vendors

Skimmer ran a bake-off with 2 or 3 other vendors, plus the option to build in-house with Clay. Orbital won on 2 fronts: 

1. Finding accounts Skimmer hadn't discovered.

2. Enriching those accounts with owner mobile numbers at a higher rate than anyone else.

Speed helped too. Orbital enriched Skimmer's entire TAM in weeks, not months.

“Orbital came out on top. There's two things we were testing. Can you go find accounts that we're not able to find, and can you enrich these accounts with the owner operator email and mobiles at a higher rate than we were able to do internally or across other vendors."

From 15% to 95% Contact Accuracy

Skimmer immediately started seeing the results from high quality data from Orbital.

Before Orbital, BDRs called whatever numbers were on websites or Google. 85% of the time, reps ended up talking to a gatekeeper or an out of service number.

With Orbital, their bad number rate dropped from 85% to 5%. This means 95% of the time, their reps were outbounding directly to decision makers.

With Orbital, Skimmer’s connect rates also tripled from 5% to 15%. This means 3x meetings booked per rep.

“We moved from a 15% contact accuracy to a 95% contact accuracy to the DM, and then we moved from a 5% connect rate to a 15% connect rate."

90%+ of Rep Time on Dialing

Prior to Orbital, BDRs were spending half their day manually searching through Google Maps and Facebook pages. With Orbital’s platform, Kevin was able to uncover and enrich Skimmer’s entire TAM and hand-deliver 200 high-quality new accounts per BDR per month. 

With this change, Kevin reported reps went from spending less than 50% of their time calling leads to about 90% of their time.

20-30K ARR Per BDR Per Month

The result? Each BDR now consistently generates 20-30K in ARR monthly. Not pipeline, but closed revenue.

“That was only possible because of Orbital. The TAM enrichment, the contact enrichment to the point where reps just focus all day on calling strong fit leads versus doing manual work."

From 100% Inbound to 70/30

6 months into Orbital, Skimmer has successfully shifted from 100% inbound to now a 70/30 inbound/outbound pipeline split. They're beating outbound ARR targets consistently.

When asked what Kevin would tell other GTM leaders thinking about what tools to invest in this year, he said

“You cannot get the ROI out of AI tools without a proper data foundation first. Getting your third party data enriched, getting your first party data in check -- that has to happen before anything else.”

Want to build an outbound pipeline on clean account and contact data? Book a demo with Orbital.