The Challenge: Invisible Prospects and Uncertain ROI

Before Syft, Tonic.ai's marketing team, led by Robert Kim, struggled with fundamental visibility issues that hampered their growth:

"Generally we had a 2% conversion rate - which means that we didn't know what 98% of traffic was like. We were investing a lot in marketing across sources but not being sure quickly if it was the right source or not."

This lack of visibility created several critical pain points:

• Anonymous website visitors: With only account-level de-anonymization through Clearbit Reveal, they couldn't identify specific prospects visiting their site
• Uncertain campaign performance: Unable to quickly validate if marketing investments were reaching the right audience
• Inefficient BDR processes: Sales development representatives spent excessive time researching and creating leads from anonymous visitors
• Wasted marketing spend: Without clear data on campaign performance, budget optimization was challenging

These challenges became more pressing amid increasing pressure to drive pipeline, a strategic push to refine their ICP from account to persona-level targeting, and limited resources following layoffs.

The Solution: Person-Level Identification and Intent Data

After evaluating multiple solutions including RB2B, Tonic.ai selected Syft for its superior visitor identification capabilities and comprehensive feature set.

Why Syft?

Robert's team ran a comparative test of visitor identification solutions:

• RB2B identified someone who shared Robert's workspace but not Robert himself
• Other solutions couldn't identify visitors at all
• Syft correctly identified Robert, demonstrating superior accuracy

"It seemed like the Syft team really took the time to understand what are the questions that are important to me. They're trying to understand why I wanted certain features and came up with additional features to help me in my problem space."

Key Features That Delivered Value

1. Lead Creation: De-anonymizing website visitors at the person-level, not just account-level
2. Pipeline Reports: Providing data-driven insights to optimize marketing campaigns
3. Buyer Journey Summarization: Enabling personalized outreach based on prospect activity
4. Seamless Integration: Working well with Tonic.ai's complex tech stack without requiring significant implementation effort

Results: Faster Decisions, Better Pipeline, Lower Costs

4X Return on Investment

The Syft-sourced contacts directly generated 4x pipeline cost, providing exceptional ROI on their investment. This pipeline wasn't just from identifying anonymous visitors, but from understanding the entire buying committee:

"Syft has helped us with multi-threading. For example, on one of our deals we saw a few security folks from that account and proactively sent over some information that they would care about, how we process data, etc."

27% Reduction in Wasted Ad Spend

Robert highlighted faster decision-making as his biggest win with Syft:

"B2B often has to wait to get enough data to know if something is working or not - and even then you don't have as much confidence as you'd like - making decisions on directional/trend data. As ad platforms have gotten more expensive and perform worse - being able to see quickly that you aren't attracting the right ICP has enabled us to pivot much faster and reduced wasted spend by 27%."

A specific example was their experience with an expensive newsletter campaign that was marketed as reaching developer audiences. Despite initially promising click-through rates, Syft's de-identification revealed that approximately 70% of visitors from this campaign were actually sales, marketing, and partnership professionals. This insight prevented further investment in a channel that wasn't reaching Tonic.ai's target audience, demonstrating how Syft's data enabled more informed marketing decisions.

Improved BDR Efficiency and Effectiveness

The BDR team experienced substantial efficiency gains:

• Less time spent identifying prospects and adding them to CRM
• Higher confidence in lead quality
• Doubled email open rates from approximately 30% to 60%

Better PLG Motion Qualification

With Syft, Tonic.ai was able to improve their product-led growth strategy by identifying which Gmail signups were legitimate prospects versus students or other non-target users:

"We wanted people to come into the product to try to use it, realizing that a lot of employees would not be able to use the work email based on the security teams... Being able to identify, 'Hey, is this just a student trying to research versus hey, this is actually like an engineer at a large enterprise company' - distinguishing that has been tremendously helpful in terms of prioritizing."