Webstacks Unlocking ABM

Every business dreams of having the right information at their fingertips. For Webstacks, that dream became a reality with GoodFit’s data platform, fueling a GTM strategy that transformed their sales and marketing alignment.

Webstacks, a fast-growing composable website design agency, excels in building custom CMS solutions. But with a vast and diverse audience, knowing who to target—and how to reach them—was no small feat. They needed to uncover the accounts, streamline outbound sales, and maximize their GTM strategy’s potential.

By partnering with GoodFit, Webstacks:

• Sparked value-add sales conversations from the very first touchpoint.
• Got tight on their audiences, focusing deeply on their pain points.
• Saved SDRs hours of manual research every week.
• Unified sales and marketing through actionable, real-time data.

And here’s how they did it, step by step.

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Know Where to Aim 🎯

Any marketing leader will tell you that finding actionable data is hard. And Webstacks’ manual data collection process was gruelling. “We were literally inspecting sites manually, pulling inaccurate tech data, and compiling it into Google Sheets,” said Jesse Schor, Webstacks’ Head of Growth.

Their “Frankenstack” of tools—including LinkedIn, Crunchbase, and Clearbit—meant that by the time data was enriched and with sales reps, it was outdated.

GoodFit’s dynamic data tools enabled Webstacks to:

• Map the Market: Identified thousands of target accounts aligned with their Ideal Customer Profile (ICP)—U.S.-based B2B tech companies with 10+ employees.
• Enrich Account Data: Delivered real-time insights on website performance, company technographics, and team composition. No data point was older than 30 days, ensuring agility.‍
• Unlock New Use Cases: With enriched data, Webstacks expanded into LinkedIn A/B testing, personalized ABM campaigns, and precise ad targeting.

All in all, GoodFit data helped reduce research time, allowing SDRs to focus on selling and equipped marketers with accurate data to create custom audiences. But most importantly, this data was how they could focus on “finding the right accounts".

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Don’t split focus

Broad outreach usually ends the same way for most businesses: An unpredictable sales pipeline. As Jesse put it, “conversations varied wildly”—some prospects were ready for a full CMS overhaul, while others were still in exploratory phases. 

This ebb and flow of time-intensive outreach and scattergun retargeting meant they were ineffective twice over. They had a great strategy, borne out of precision, but what Webstacks needed was a framework, and the information, to bring it all together.

And with our data, they were able to:

• Score Accounts: Prioritized high-propensity-to-buy accounts using benchmarks such as website performance and technographics.
• Segment Strategically: Organized accounts by value proposition, campaign needs, and geography, creating clear focus areas for sales and marketing teams.
• Benchmark for Impact: Leveraged industry benchmarks in outreach. For example, Webstacks compared a prospect’s website performance against top competitors, instantly establishing credibility and fast-tracking conversations.

Having a good strategy meant they could use GoodFit data to power improved targeting efficiency, ensuring reps spent time on high-fit leads. In turn, this aligned sales and marketing efforts to specific, segmented audiences.

What’s more, the broad spectrum of industry-specific data they now had access to meant they were able to “benchmark website performance at scale,” which was, in Jesse’s own words “a game-changer”. Not only did this let Webstack offer value out of the gate, but It let them fast-forward conversations and skip weeks of back-and-forth ⏩

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Get Personal 

Once Webstacks knew the organizations they were targeting, they needed to know which person to speak to. If only it were as simple as targeting a single role in each organization. In a fragmented CMS market, ownership of website strategy can belong to the likes of Heads of Brand, Marketing VPs, or SEO Managers. 

So sales Reps needed to identify decision-makers and tailor their approach to resonate with each persona. Here’s where our data came in handy:

• Define Personas: Built clear profiles for decision-makers based on pain points and job responsibilities. For example, SEO leaders cared about high-content publishing, while Heads of Brand focused on performance and aesthetics.
• Enrich Contact Data: Provided accurate, up-to-date contact details for direct outreach.
• Target Pain Points: Delivered content that addressed specific persona needs, resulting in more meaningful conversations.

After Webstacks knew exactly who they were talking to, their highly targeted outreach increased engagement rates. Their messaging became more pain-point-specific and built trust with prospects early in the sales process by finding “the perfect angle” for each one.

Have your data cake and eat it too 🎂

In the end, you need to make sure that all of your people, tools and processes are set up for you to keep delivering on the quality of your outbound sales and marketing. But fragmented tools and siloed data won’t do you any favors. It kept Webstacks’ sales and marketing teams from working in sync for the longest time.

GoodFit data unified Webstacks’ GTM motion. Outreach became more personalized, retargeting more effective and workflows more seamless:

• Align Tools: Integrated enriched data into Webstacks’ CRM, linking sales outreach and ABM tools with actionable insights.
• Perfect ABM Campaigns: Leveraged GoodFit data with Mutiny to deliver hyper-personalized ABM campaigns at scale.
• Enable Personalization: Created custom videos and walkthroughs tailored to each account’s website performance, building authentic and relevant engagement.

Creating one cohesive funnel allowed Webstacks to drive higher engagement rates in ABM campaigns through personalized touchpoints; scaling outreach without sacrificing authenticity or depth.

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The Right Data 🤝 The Right Strategy

For most organizations, it’s not about having more data. It was about having the right data and using it effectively. With GoodFit’s tailored approach, Webstacks transformed their sales and marketing processes

SDRs saved countless hours by avoiding manual research, marketing and sales teams united under a single GTM strategy, and they made connections with exactly the clients they were after. All because they have the right data when they need it. 

GoodFit helped us execute a scalable ABM strategy while keeping conversations personal. That’s the sweet spot. – Jesse Schor, Head of Growth