The Challenge
Before Warmly, Innerspace was doing what most B2B sales teams do: paying for SDR services to fill the pipeline. The spend wasn’t small - $20,000 to $40,000 a month - and the model had a fundamental flaw baked into it. SDRs book meetings, they don’t book interest.
The difference matters. A rep can get on a calendar all day long and still spend their time talking to people who agreed to take a call, not people who actually want to buy. For a company selling a B2B solution to a specific type and size of customer, volume of outreach without precision it’s a cost.
Jon Freeman, who leads sales at Innerspace, knew there had to be a better way to surface the right prospects - people who were already raising their hand, even if they hadn’t said a word yet.
The Solution
Warmly gave Jon two distinct, high-signal prospecting engines - and a workflow to automate nearly everything downstream.
The first was the LinkedIn social tool. Jon built out a feed that pulls posts from competitor companies, competitor key executives, and even competitor sales reps. Every week, he curates the freshest articles, runs them through Warmly’s orchestration process, and the system identifies the people engaging with that content - his competitors’ audiences, surfaced automatically.
“Every one of my competitors, all their prospects - I know who they are. I’m all over those people.”
- Jon Freeman, VP of Worldwide Sales and CS, Innerspace
From there, the workflow runs itself. Records flow into HubSpot via the native connector, get assigned to Jon’s name, and automatically enroll in a purpose-built email sequence. In parallel, the same contacts get exported and receive a LinkedIn connection request. One process, fully orchestrated, running every week.
The second engine was website visitor data. Jon pulls a monthly extract, sorts by time spent on site, filters by company size, and hands that list directly to reps. It’s a warm prospecting database - people who have already spent meaningful time on the Innerspace website - built with no manual digging required.
“I extract everybody on a monthly basis, everybody who visited the website. And I sort it according to who stayed on the website longest… I can filter by the larger companies and I can sort by how much time they spend on our website. And then I just give that list to the reps.”
- Jon Freeman, VP of Worldwide Sales and CS, Innerspace
The Results
Innerspace eliminated their SDR services entirely. The $20,000 to $40,000 monthly spend is gone. In its place: a Warmly workflow that runs weekly, feeds better-qualified prospects into the pipeline, and requires almost no ongoing maintenance.
The quality of leads it’s higher. SDRs book time with people who are willing to talk. Warmly identifies people who are already paying attention.
“Before Warmly, I was spending 20,000 to $40,000 a month on SDR services. With Warmly, I don’t need those services anymore. Warmly delivers better prospects than what I was getting from the SDR process.”
- Jon Freeman, VP of Worldwide Sales and CS, Innerspace
“You can have your SDR set meetings for you. You can have meetings all day long - or you can talk to people that are interested in buying your product, not just interested in talking to you.”
- Jon Freeman, VP of Worldwide Sales and CS, Innerspace
The real advantage was how trainable the system is. Jon built the process once - the HubSpot connector, the sequences, the LinkedIn workflow - and it runs from there. The ongoing lift is minimal: one weekly session to curate fresh content, and Warmly handles the rest.
“There are few tools that help automate sales that are transformative. Warmly is one of them. It takes you from manually digging for your prospects to doing that digging and delivering that information for you. It’s like training a rep to do your work for you. All you gotta do is train it once.”
- Jon Freeman, VP of Worldwide Sales and CS, Innerspace
Innerspace now runs a fully automated prospecting engine - identifying competitor audiences, capturing high-intent website visitors, and delivering warm leads directly into HubSpot - all without an SDR team.