Apollo.io Sequences

Challenge

When a new marketing leader joined Rootly, the team needed to quickly implement technology to scale their marketing efforts. Liza Dukhova, RevOps Manager at Rootly, took charge of managing inbound operations.

Their process relied on a complex web of tools: HubSpot forms, Chili Piper scheduling, Salesforce workflows, and numerous Zapier automations. As marketing channels expanded, managing revenue operations became increasingly difficult. More than 5% of leads were misrouted or lost when parts of this cobbled-together workflow failed.

Each demo request followed a convoluted path: it started in HubSpot, moved to Chili Piper for rep routing based on Salesforce data, and then — after a successful booking — another workflow attempted to sync data between the CRMs and create a Salesforce opportunity. This worked in theory, but reality proved messier.

The RevOps team found themselves constantly switching between Salesforce, HubSpot, and Chili Piper — troubleshooting even simple issues required checking multiple systems. With vendors pointing fingers at each other and the team spending full days on troubleshooting, they needed a new solution that could natively support both Salesforce and HubSpot.

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Solution

Use case #1: Automate inbound scheduling

Within weeks of implementing their first workflow, the Rootly team achieved higher inbound conversions and reduced lead drop-off. The team recovered most qualified leads through Default's "meeting not booked" automations when prospects didn't schedule after form submission.

By implementing Default's inbound scheduling and lead follow-up system with automatic Outreach sequence enrollment, Rootly generated 10% more inbound demos within 4 weeks—all supported by the Default team via Slack.

Now, Rootly's inbound flow looks like this:

• After a form submission, Default enriches each lead
• Default then checks for records in Salesforce and HubSpot
• If a lead is unowned, Default round-robins and shows the next person's calendar
• If a lead is owned, the Account owner's calendar is displayed
• After the meeting is booked, Default sends a custom Slack alert with context from all systems
• If the meeting is not booked, Default enrolls a lead into an Outreach sequence and alerts the sales team on Slack

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Use case #2: Route product signups

After implementing Default, Rootly expanded its lead capture methods through content forms and free trial signups to boost pipeline generation. The RevOps team now automatically routes, enriches, and assigns product signups to specific sales representatives. This streamlined workflow has boosted Rootly's product-led pipeline by 15% within two months while enabling the team to support new marketing initiatives more quickly.

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Use case #3: Selective CRM sync

Unlike their previous scheduling tool that was limited to integrating with just one CRM system, Rootly found Default's workflow builder more versatile. The team created a selective CRM sync that automatically transfers marketing attribution data to Salesforce opportunities upon meeting bookings.

With Default, Rootly cut down several hours of weekly troubleshooting time and streamlined their revenue operations processes, boosting overall efficiency for both sales and marketing teams.

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Results

After their previous Chili Piper and Zapier workflows underperformed, Default emerged as the ideal solution for Rootly. The switch delivered impressive results: a 23% improvement in inbound conversion rates, 15% more pipeline from product-led growth, and doubled efficiency in revenue operations.

With Default, Rootly restored control over their fragmented workflows and strengthened collaboration between sales, marketing, and revenue teams.

Challenge

Bland's first marketing launch generated so many inbound leads that the team struggled to keep up. After their initial viral social post, they spent days sifting through hundreds of leads to identify ideal buyers. Their initial inbound workflow relied on a multi-page Typeform that redirected to Calendly, which then sent scheduled meetings to Salesforce through several Zapier workflows.

As Bland started to scale marketing activities, they realized they couldn't rely on multiple solutions to qualify and schedule inbound leads. The lack of visibility into leads who submitted demo requests but never scheduled them was estimated to cost $500,000 in lost pipeline.

With increasing demand for AI tooling and Bland's products, the founders needed to improve their existing inbound operations. Isaiah Granet, Bland's CEO, wanted to solve this problem before their next big marketing campaign, which was expected to generate thousands of inbound demos. This led them to Default.

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Solution

Use case #1: Automated inbound scheduling and qualification

Within hours of getting started on Default, Bland's team created its first workflow that qualified prospects based on real-time enrichment, doubled inbound conversion rates, synced data back to Salesforce, and automatically followed up with leads who dropped off during the demo booking process.

By automating inbound scheduling with Default, Bland's team capitalized on all inbound marketing activities and improved individual rep performance through more accurate routing and qualification.

Thanks to Default, Bland efficiently qualified, routed, and scheduled over 2,000 leads following a viral product announcement on social media — a process that would have been almost impossible without Default.

Now Bland’s workflow looks like this:

• After a form submission, Default enriches the lead with latest company size and revenue metrics
• If a lead matches size and revenue criteria, it’s put thought appropriate a queue
• Within 1/10 of a second after submission, Default shows the scheduler and updates required Salesforce contact and account record
• If a lead doesn’t size and revenue criteria, it’s routed to a self-serve signup and send a slack notification prompting the team to review leads details

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Use case #2: GTM tech stack consolidation

Using Default, Bland built a robust scheduling and routing infrastructure that supported their growth from seed to Series B in just over a year. By bundling forms, demo scheduling, enrichment, AI qualification, and marketing attribution, Bland scaled more efficiently.

Default streamlined Bland's go-to-market operations by consolidating their fragmented tech stack and creating a single source of truth for inbound operations.

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Results

By investing in proper inbound infrastructure, Bland successfully replicated and capitalized on early signs of product-market fit. Thanks to Default, Bland's team increased inbound lead volume 5x in the last 6 months and grew qualified inbound demos nearly 10x.

Default's platform helped Bland save valuable time during their hyper-growth phase, boost inbound conversion rates, and eliminate hundreds of hours of unnecessary revenue operations tasks.

Challenge

As Runway started to gain more demand from CFOs and finance leaders, the initial inbound funnel consisted of the HubSpot form and a few repeatedly breaking Zapier workflows. When Brandon Penn, the Head of Marketing, joined, he knew he needed to increase the efficiency of GTM operations as inbound was driving over 70% of pipeline.

Reps wasted time chasing leads, updating HubSpot, and requiring constant workflow troubleshooting. As Runway started scaling marketing efforts and planned to triple its sales team size, they needed a solution that would help them regain operational control and allow qualified leads to schedule a meeting with a queue of AEs.

The marketing team explored relying on HubSpot's built-in scheduling and workflow functionality but was blocked by a lack of customization and complex routing logic based on contact ownership or enrichment. Runway found themselves in a situation where they needed to hire HubSpot experts just to help manage inbound operations. This is where Default step in.

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Solution

Use case #1: Automated inbound scheduling

Within 24 hours of adopting Default, Runway created their first workflow and retired HubSpot scheduling—thanks to Default's implementation team and ongoing Slack support.

Default’s scheduling and routing allowed the Runway team to build complex routing logic, improve scheduler speed, and book more inbound meetings from demo requests. All within days of getting started on Default.

Now, Runway’s workflow looks like this:

• After a demo submission, Default enriches with Clearbit and ChatGPT to gather additional financial information about the lead’s company
• Default then qualified and looked for existing contact in HubSpot
• If the contact was owned by a rep, their calendar would pop in 1/10 of a second
• If the contact was new, the workflow would round-robin the lead and show the next person’s calendar
• After the meeting was scheduled, Default would notify the rep on Slack, create a HubSpot meeting, and create a task for a rep to review AI sales research
• If the meeting was not booked, Default would trigger an automated Outreach follow-up sequence to convert a lead into pipeline

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Use case #2: Event & webinar pipeline automation

After successfully tripling inbound lead volume with Default, Runway built another workflow that would 10x pipeline generation from events and webinars. As Runway’s marketing team scaled event effort, they needed a way to route, distribute, assign, and convert leads into demos on reps’ calendars.

Runway leveraged Default to automate lead follow-up after a new contact was added to HubSpot from an event or webinar to then enroll into custom event-specific sequences and create engagements to improve ROI tracking of each offline marketing activity.

Here is what Runway has built:

• After a contact was added from an event, Default would see if there has been any recent activity
• If the contact hasn’t been engaged, Default would route to a rep, enroll into a sequence
• If the contact had a recent engagement, Default would alter the contact owner with a customer Slack, including the necessary context for a personalized follow-up

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Results

By implementing Default, Runway was able to efficiently scale their go-to-market motion, triple the size of their sales team, and triple the number of inbound leads. Default allowed Runway to be 10x more effective in managing inbound operations and spinning up new marketing channels.

Default’s white glove onboarding experience and “one Slack away” customer success policy help Runway’s marketing focus on driving a measurable impact on inbound pipeline growth.

Challenge

After raising their Series B, OpenPhone experienced a surge in demand across all customer segments. Both individual users and large enterprises went through the same inbound process, leading to slow response times and major inefficiencies for the sales team.

The team routed all leads—whether seeking to create an account or talk to sales—directly into Salesforce. Soon their CRM became cluttered with a mix of qualified prospects and junk leads.

To address this inbound routing and scheduling challenge, Mak Reed, OpenPhone's Senior RevOps Manager, implemented Chili Piper. While it initially helped convert "talk-to-sales" leads into meetings, the solution proved too inflexible for OpenPhone's go-to-market strategy.

The implementation left them with a fragmented workflow split between Chili Piper, Salesforce, Zapier, and extensive custom code—yet the core problem remained. OpenPhone's RevOps team needed engineering support for even basic routing changes. That's when Default stepped in.

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Solution

Use case #1: Automating inbound scheduling of high intent leads

OpenPhone's first major win came from consolidating their inbound scheduling and routing logic into a single workflow canvas. Default's team rebuilt OpenPhone's workflow while providing RevOps support and regular Slack updates.

With real-time enrichment, OpenPhone eliminated both custom code and unnecessary Salesforce admin work. The built-in enrichment also improved their CRM data quality.

Now, OpenPhone's inbound workflow looks like this:

• Upon form submission, a lead is enriched, qualified, and routed to the right queue
• Default checks against leads, contacts, and accounts in Salesforce
• Default updates found records or creates new ones using enrichment and the round-robin to determine the record owner
• In just a few seconds after a form submission, Default displays the right rep’s calendar
• After the meeting is booked, Default creates an event in Salesforce and notifies a rep on Slack
• If the meeting is not booked, Default triggers an Outreach follow-up sequence

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Use case #2: Routing self-serve signups to product specialists

With both sales-led and product-led approaches, OpenPhone needed precise lead qualification. Default enabled the team to convert free-plan signups into qualified opportunities by properly qualifying and routing them to product specialists, significantly increasing product-led pipeline generation.

Here is how OpenPhone leveraged Default to route signups?

• After a new form submission, check if the lead qualifies for a demo or if it should be sent to a product self-serve flow
• If the lead was prompted to sign up, Default checks against all CRM records looking for a match
• If a lead, contact, or account was found, an owner was immediately notified on Slack
• If this was a new signup, a new lead object would be created and round-robined across product specialists working in the lead's region

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Conclusion

By integrating Default into their revenue and marketing processes, OpenPhone significantly improved the efficiency and effectiveness of their inbound operations. Default helped regain control over displaced tooling while contributing to decreased speed-to-lead and improved inbound conversion rates.

Speed-to-lead went down from 2.5 days to less than a couple of hours, proving a 67% performance improvement. Default scheduler allowed OpenPhone to increase inbound conversion rates by 17% while spending 5x less time on fixing queues and misrouted leads in Salesforce.

Challenge

As Unify grew, the team discovered that their workflow of sending demo requests directly to Slack wasn't sustainable. What had worked for handling a few leads per week was now creating a revenue bottleneck, with the team spending hours weekly on researching, qualifying, and reaching out to inbound leads.

With just one sales rep and a founder handling sales, the inefficient routing system was already causing problems. Unify knew they needed a solution before expanding their sales team. Though the growth team created a temporary fix using a Webflow form, Calendly scheduling, and numerous Zapier automations syncing to Salesforce, it wasn't enough.

As the growth team began managing account ownership for meeting scheduling and routing, they realized they needed a more scalable solution—especially with an upcoming fundraising announcement. This is when Default stepped in.

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Solution

Use case #1: Automating inbound scheduling & routing

Unify's first major win was automating inbound with fast scheduling, accurate routing, real-time enrichment, and proper CRM data hygiene. Default captured inbound pipeline that Unify's team generated and provided a much easier way to own any routing or scheduling logic changes without managing multiple solutions.

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Default built for Unify this workflow:

• Upon form submission, a lead is enriched, qualified, and routed to the right queue
• Default checks for existing accounts in Salesforce, then updates or creates a new one
• In just a few seconds after form submission, Default displays the right rep's calendar
• After the meeting is booked, Default creates an opportunity in Salesforce and notifies a rep on Slack
• If the meeting is not booked, Default triggers an Unify follow-up sequence

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Use case #2: Outbound scheduling CRM automation

After automating Unify's inbound funnel, the Default team built out additional workflows to support their outbound efforts. As reps started to book more outbound demos, routing, assignments, enrichment, and CRM data hygiene took too much of the sales teams' time.

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Here is how Unify automated outbound scheduling:

• Once prospects schedule a time using the Default scheduling link, Default checks for an existing account
• If an existing account is found, Default updates the record with up-to-date enrichment data and rep's name
• If there is no account found, Default creates a new one based on the prospect's email and enrichment information
• Each meeting is then reflected as a Salesforce event, and a new outbound opportunity

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Results

Thanks to Default, Unify was able to build a scalable inbound and outbound scheduling infrastructure that helped them capitalize on a massive fundraising announcement. During the weeks following the Series A announcement, Unify scheduled and routed over 500 inbound opportunities, generating over $7M in pipeline.

By implementing a proper inbound infrastructure well ahead of the announcement, Unify was able to increase their inbound conversion rates and prepare for the most successful outcomes of marketing activity without worrying about misrouted leads, poor scheduling systems, and lack of CRM data hygiene.