How Profound drove 140% increase in pipeline with Default

Challange

Profound was growing fast thanks to strong demand for its Answer Engine Optimization software. But their lead process couldn’t keep up. Inbound leads were manually tracked in Google Sheets, assigned by hand, and followed up one by one. Leads that came in after hours often sat untouched until the next day. As a result, their meeting booking rate stalled at just 20%.

Nick Lafferty, Head of Growth Marketing, quickly recognized the bottleneck. The team was overwhelmed, and without automation or qualification logic, even high-quality leads weren’t getting the attention they deserved.

Nick already knew of Default—he’d seen them frequently on LinkedIn. So when the problem became clear, he didn’t shop around. Within two days of requesting a demo, Profound signed the contract.

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Solution

Use case #1: Route inbound demo requests to the right rep

Profound’s first win came from consolidating all inbound demo routing logic into one clean workflow in Default. The team had previously relied on manual lead assignment through Google Sheets and HubSpot, which delayed follow-up and buried high-intent leads.

With Default, Profound was able to route leads instantly based on company size and location. Large companies from key regions like the US, UK, and Australia were routed directly to senior AEs. Leads from other geos or smaller companies were automatically routed to a self-serve experience. The team even created separate queues—one for experienced reps handling high-value leads, and another for new hires ramping up on smaller accounts.

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Use case #2: Deliver a polished self-serve experience to disqualified leads

Instead of letting disqualified leads drop off, Profound used Default to route them into a high-quality self-serve experience.

When a lead didn’t meet the sales team’s criteria, Default redirected them to a custom landing page, pre-filled with data from the original demo request. The experience was so smooth that one user even shared it on social media, wondering if it had been hand-built. It hadn’t—it was Default, working behind the scenes in combination with a very polished self-serve onboarding flow.

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Solution

Within weeks of launching Default, Profound saw a dramatic shift in inbound performance.

• Meeting booked rate jumped from 20% to 70%. Faster routing and scheduling made it easier for high-intent leads to connect with sales.
• 140% increase in open pipeline. With more leads booked into meetings, opp creation skyrocketed.
• Faster onboarding and rep ramp. Default allowed Profound to set up separate queues for experienced and ramping AEs, helping new hires get reps without hurting conversion.

The lift was so dramatic that the pipeline numbers as potentially “looked too good to be true”. But it was real. The speed of implementation, quality of support, and out-of-the-box results made Default a no-brainer. It helped Profound stop firefighting and start scaling.

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