Key Takeaway
Octonomy sells AI into a market full of hype, where buyers start with little trust in any vendor. Its revenue team wins that trust by preparing for every conversation. Leadfeeder shows them which companies visit the website, what they look at, and where they are in the journey. SDRs get alerted in HubSpot the moment an account they own visits. Marketing syncs the same visitors into LinkedIn campaigns and lookalike audiences.
Key takeaway: Octonomy reaches website visitors while their intent is still fresh, with context for every conversation.
Products used: Web Visitors to identify visiting companies, and Companies to find relevant contacts and push them into HubSpot.
Standout strategy: one "team pipeline" that combines marketing and SDRs, measured against the same pipeline goals.
Real-world results: instant SDR alerts, website-visitor audiences on LinkedIn, and better-prepared demos.
*This summary was created with AI assistance, using our original content.
Get to know Octonomy
Octonomy builds agentic AI for heavy industry and manufacturing. Founded in Cologne in 2024, the company's AI agents process manuals, technical documents, and operational data. They answer complex customer and field service questions accurately.
The AI market is crowded, so Octonomy's revenue team focuses on trust. Frank Piotraschke, Chief Revenue Officer, makes sure sales and marketing don't drift into silos. Maren Kaserps, VP of Marketing, is responsible for pipeline generation.
The challenge: winning trust in a crowded AI market
Buyers come to Octonomy with very different AI use cases in mind. A generic pitch doesn't land. The team needs to know what a prospect cares about before the first call and before every demo.
Customers tend to have zero trust to any vendor. So our job in sales is to try to find the right customers, trying to also generate very quickly sort of a trust environment where people start trusting us.
Maren Kaserps was already using a competing tool to analyse website visitors. Visibility wasn't the issue. Usability and detail were. She wanted to connect paid search spend to the companies it brought in:
Campaign attribution: which Google search campaign and keyword brought which company
Speed: SDRs needed to know about intent while it was still fresh
Usability: a tool that made the data easy to collect and act on
The solution: real-time intent alerts in HubSpot and LinkedIn
Octonomy switched to Leadfeeder for its usability and detailed visitor data.
Other tools might show you visitor's data, but Leadfeeder had that advantage that the tool usability is better. And also, I'm a design person, so it looks nicer and it's easier for me to collect the data that I need.
Real-time SDR alerts. Octonomy set up an automation between Leadfeeder and its CRM, HubSpot. When a company visits the website, the SDR who owns that account is notified automatically.
"So they immediately know there is an intent now. You have to call that company now. … Everybody knows time kills all deals, so if you're not acting fast, you lose." — Maren Kaserps, VP of Marketing
Website visitors as LinkedIn audiences. Maren syncs website visitors from Leadfeeder to LinkedIn Campaign Manager. She targets them in awareness and lead gen campaigns, and builds lookalike audiences from the same data. LinkedIn's engagement reports then show which visiting companies interact most with the content, and that goes straight back to sales.
"This company has been on our website, has been very active, might be a good chance to talk to them or get on their radar." — Maren Kaserps, VP of Marketing
From companies to contacts. With Companies, the SDR team finds relevant contacts at visiting companies and pushes their details into HubSpot.
"The most important feature for us is of course we can push that information, like the contact data, into our CRM HubSpot, and that is super helpful." — Maren Kaserps, VP of Marketing
The results: every sales conversation backed by visitor data
Leadfeeder now supports Octonomy across the whole funnel. SDRs use it to time their first outreach. Account executives use it to build custom demos and use-case presentations.
Where Leadfeeder comes into play is helping us understand customers better. Where are they at in the journey? What are they looking at? Who are they? … The more we can prepare, the better it is for the conversation.
What changed for Octonomy:
SDRs are alerted in HubSpot as soon as an account they own visits
Website visitors and lookalikes feed LinkedIn awareness and lead gen campaigns
Sales prepares every conversation with context on what the prospect looked at
The data also supports how Octonomy is organised. Marketing, performance, and SDRs work as one "team pipeline", measured against the same pipeline goals.
"It's not the lead that gets credit for marketing. And then you see what happened with the sales. It's not that anymore. Everybody gets credit for the same thing." — Frank Piotraschke, Chief Revenue Officer
