When Warmly first launched a few years ago, individuals frequently met in Zoom, and the business offered a unique Warmly Pivots from Zoom Tool backdrop and details about the participants. It was helpful up to a point, but when the creators had problems convincing people to adopt the strategy, they decided to change course and come up with a new concept: supplying sales departments with warm leads by pushing data about people who are actively shopping on a website.
Today, the firm announced a $11 million Series A to continue advancing that ambition. Felicis led the investment, including NFX, Zoom Ventures, F-Prime Capital, Maven Ventures, and other unidentified investors.
The Warmly solution involves combining several sales techniques to identify leads. “The Warmly platform orchestrates metadata from Salesforce, HubSpot, Slack, Outreach and SalesLoft and combines them with intent data from 6sense, Clearbit and Bombora to identify, track and connect with website visitors who are in active buy mode,” claims the startup.
Although other programs are operating in the background, according to Greenwald, all it takes is one line of code on the website to begin tracking the traffic. It searches for signs that a visitor is about to make a purchase and uses a bot to send a message or wave to the prospective client. It can also send a Slack message to a salesperson to engage with the client or business that appears prepared to purchase.
Warmly Pivots from Zoom Tool:
Warmly Pivots from Zoom Tool (Image Source: techcrunch.com)
“We commence by analyzing your website’s anonymous traffic and identifying the visiting companies, and occasionally even individuals. This enables us to swiftly assist you in taking responsive actions.” stated the individual.
He claims a free tier is available for individual sales representatives to draw customers to the program. For a sales team to participate, it costs $850 a month, or roughly $10,000 per year. There is also an enterprise tier available for more complex sales workflows. The business has 100 paying clients, including Sendoso, New Relic, and Gainsight. Greenwald claims that despite the apparent privacy consequences, the business complies fully with all GDPR, CCPA, and other privacy and security laws.
The three founders of Warmly are all former Google employees, and Aydin Senkut, who is in charge of Felicis’ investment, claims that this is one of the factors that attracted him to the team. He also claims that Warmly is an excellent incubator for founders and that it addresses a problem with lead generation that he frequently encounters in the company’s portfolio companies.
“We also saw, having a broad portfolio, how many of our portfolio companies struggle with this issue,” he added. We helped encourage the team and possibly act as a motivating voice by saying things like, “Yes, we should focus even more on this most recent iteration because it has a lot of potential.”
According to Greenwald, Felicis introduced itself to some of those portfolio companies, which helped introduce and develop this new version of the product.