How Equals streamlined inbound & outbound scheduling with Default

Challenge

After Equals published their learnings about the fallacy of freemium, which documented their switch from a product-led to sales-led motion, iterating on their GTM strategy was far from over. A year after the post, two priorities were top of mind for the team: increasing the number of leads that converted to demos and rolling out an outbound motion.

The current onboarding process was for a lead to book a demo through the Equals website. This would route the lead through a multi-question form before displaying a calendar with a scheduling page. The form and the scheduler was powered by Default. However, tracking the number of folks who clicked on the demo button and the number who made it through to schedule a demo showed that there was falloff through the flow.

At the same time, the Equals team was experimenting with outbounding for the first time. This process was done completely manually: from individual outreach to scheduling demos using Calendly links, to spending time setting up a brittle Zapier push that would maintain Salesforce updated.

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Solution

Use case #1: Automate inbound scheduling

The Equals team wanted to increase the number of leads that showed interest in the product but failed to schedule a demo call. They were convinced that the conversion rate was being impacted by more than just folks who didn’t want to get on a call. Default made it easy to change the flow with a few clicks that allowed for rapid experimentation. In doing so, the team removed several steps in the booking flow such that their current inbound experience is a simple email entry and immediate scheduling page.

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Use case #2: Automate outbound scheduling

As the Equals team started scaling outbound prospecting efforts, they turned to Default to automate outbound scheduling and data collection. They created a workflow that would enrich every meeting with data about the prospect, check for existing account or lead ownership in their CRM, and create records in Salesforce with granular details to reflect the engagement history. Using Default, Equals was able to keep a reliable record of all activity, giving the team better context on which prospecting campaigns were working best and what was driving outbound pipeline. This workflow took 30 minutes to set up and saved hundreds of hours of the sales team's time that would have been spent on manual data entry, routing, and scheduling management.

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Results

Moving fast is the lifeblood of startups, and Equals was able to capture more inbound interest by having a flexible way of iterating on their existing setup. Similarly, migrating off of a manual or Frankenstein-like (Calendly-Zapier-Salesforce) workflow allowed the outbound motion to scale rapidly and efficiently. Thanks to Default, Equals moves faster and can be more creative with their sales processes: launching across multiple channels with a high confidence in their CRM data and no need for tedious activity.

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