Rill Data
Rill Data Case Study
Turning Anonymous Website Traffic into Revenue with Syft
Rill Data is a fast-growing startup that provides real-time BI dashboards helping teams understand their data faster.
Executive Summary
Rill Data, a fast-growing startup in real-time BI dashboards, faced a familiar early-stage challenge: thousands of anonymous users were visiting their website, but few were converting, and even fewer could be identified or acted on. With Syft, Rill unlocked critical visibility into these visitors enabling targeted outreach, better content ROI, and faster sales cycles. Key outcomes included:
- Clear identification of high-value visitors across the funnel
- Smarter targeting of event leads and cold outreach
- A real-time Slack-based feedback loop to track interest and signal timing
- A breakthrough 45-seat enterprise win from a formerly "lost" lead
The Challenge: A Missing Middle
Before Syft, Rill's marketing and sales teams operated with major blind spots. "We had Google Analytics, we had Salesforce, we had outreach tools but we had no idea who was visiting the website unless they filled out a form," explained Marianne Jarvis, Rill's Growth Marketing Lead. "The messy middle was completely invisible to us."
As a lean team, they were running highly targeted ABM experiments trying to find product traction with different ICPs across ad tech, ecommerce, and tech companies. But they lacked the data to validate whether they were reaching the right people, and whether their content or campaigns were working.
Why Syft
Rill implemented Syft across their marketing site, documentation, and product in under an hour. The onboarding was "incredibly easy," and the impact was immediate.
"We were able to see exactly who was coming to the website down to job title, vertical, and company size. That helped us validate our ICP hypotheses, segment better, and double down on what's working."
Key differentiators for Rill included:
- Full-Funnel Journey Tracking: From blog or doc visits to actual product install Syft gave the team a complete picture of engagement.
- Cross-Team Access: Everyone from marketing to product to sales leadership could see the data in one shared platform.
- Signals + Slack: Target account visits triggered Slack alerts in real-time, letting the team strike while interest was hot.
Biggest Wins: Conversions, Timing, and Targeting
One standout moment came from a product user who had praised Rill publicly on LinkedIn. He wasn't in an active deal cycle, so the team thanked him and moved on.
"Six months later, we saw his manager all over the pricing page. Syft made that visible. We reached back out, started a conversation, and landed a 45-seat deal. Without Syft, we never would've known the right moment to re-engage."
Syft also reshaped how the Rill team approached event marketing. Instead of blasting everyone post-event, they focused only on attendees who returned to the site - a 90% reduction in manual effort.
"Now we're much more targeted," Marianne said. "If only 50 of our 200 ABM accounts are active, we only focus on those."
From Gut Feel to Fingerprint Feel
Founder Mike Driscoll summed it up best: "What I love most about Syft is that I can just keep Slack open and get a fingertip feel for who's showing up. Industry, geo, title.. it's all right there."
The Path Forward: Owning the Buyer Journey
As Rill expands its PLG motion and ramps up event marketing, Syft has become core infrastructure for unifying digital and offline signals from booth scans and blog readers to LinkedIn engagement and Slack pings.
"Syft isn't just a visibility tool. It's a decision tool. It shows us what to do, who to focus on, and when to act."
"Syft isn't just a visibility tool. It's a decision tool. It shows us what to do, who to focus on, and when to act."
Marianne JarvisMarketing Lead | Rill Data
- ✓45-seat enterprise deal from a "lost" lead
- ✓90% reduction in manual effort for event follow-up
- ✓Real-time Slack-based lead intelligence
- ✓Better ICP validation and segmentation