NetSPI Books 71% More Meetings with 63% Faster Follow-Up

NetSPI provides penetration testing services to help companies uncover gaps in their cybersecurity. Vice President of Growth Marketing, Jeremy Middleton owns everything digital, from advertising, marketing automation, website to campaign strategy; and leads the SDR team.

Pipeline is the engine. When inbound interest doesn’t turn into meetings, growth slows down fast.

Jeremy had already transformed NetSPI’s marketing motion from bottom-of-funnel lead generation to account-based marketing. Their ABM program moved 40% of target accounts closer to a “talk to us” moment, nurturing them down the funnel until they were ready to fill out the Contact Us form. The strategy worked. Contact Us submissions increased significantly. 

But that success created a new problem.

Inbound was up 4x. Meeting conversion was stuck at 50%

Inbound demand was rising. Meetings were not.

“We got all this good stuff going on. And we’re not booking it. We’re not booking enough of it.”

Originally, NetSPI was booking about 1 in 2 Contact Us meetings. That meant 50% of their highest-intent prospects weren’t converting into conversations.

For a cybersecurity company with long buying cycles, that’s expensive. Prospects often research for 8 to 10 months before reaching out. When they finally raise their hand, speed matters.

Jeremy’s goal was clear: improve efficiency and increase opportunity creation rate.

Fix conversion, reduce friction, and route instantly

NetSPI didn’t need more leads. They needed better conversion.

Specifically, they needed to:

• Improve operational conversion rates through the funnel.
• Increase meeting set rate from inbound forms.
• Reduce time from form submission to booked meeting.
• Route meetings automatically to the right rep.

It wasn’t about volume. It was about friction.

Embedding Chili Piper into the Contact Us form changed everything

Jeremy had known about Chili Piper for years. When budget allowed, he decided to try it.

"We looked at one or two other options. Chili Piper was really the one that was most dynamic and had the best capabilities. The concierge and auto-routing to the sales team is huge.”

Jeremy Middleton, Vice President of Growth Marketing at NetSPI

They first implemented scheduling links in email signatures around May. Adoption was limited. Reps had to connect Zoom and Outlook manually, and usage was inconsistent.

The real shift came when they embedded Chili Piper directly into the Contact Us form at the beginning of the year.

“What has really helped it take off is when we embedded it in our Contact Us form on the website. That’s been the game changer for us.”

Implementation was smooth

“The implementation process was very smooth.”

Once the workflow lived directly on the inbound form, behavior changed. Meetings routed correctly. Reps were aligned. The system worked the way it was designed to.

From 1 in 2 to over 80% booking and a 63% faster speed-to-meeting

The impact was fast and measurable.

“Originally we were booking about 1 in 2 Contact Us meetings. Overnight with Chili Piper, it went up over 80%.”

From the January-ish launch:

• Meeting set increased by 71%
• Time from form fill to meeting decreased by 63%

“Our increase in meetings was 71%. We’ve also seen a 63% decrease in time from form fill to meeting.”

And the results have held.

“It’s been consistent. We haven’t seen a change. Over 4 out of 5 is the best I’ve ever seen.”

NetAPI also implemented Meeting Prep at the same time. Meeting Prep is an AI agent that preps every meeting. It pulls key info from CRM, the web, and enrichment tools. It drops a clear brief straight into the rep’s calendar.

“Since that implemented a 20% increase in opportunities being accepted by the sales team after the initial meeting. Literally, it jumped overnight.”

Meeting Prep reduced manual research time and helped reps walk into conversations prepared.

“The time the rep saves going through Salesforce and the fact that you can use the AI prompt to customize the messages is fantastic.”

Faster booking. Higher meeting quality. Better follow-through.

A 5-person team running a frictionless inbound engine

Today, Chili Piper sits directly inside NetSPI’s inbound engine.

Prospects choose their time immediately. Meetings route automatically. Reps save research time. Operational metrics improved without adding headcount.

Jeremy leads a five-person team.

“A whole 5 people. That’s why it has to be efficient. Because there’s no room for people to not be.”

Efficiency isn’t a nice-to-have. It’s required.

“If we turned this off, we’d miss our targets.”

When asked what would happen if Chili Piper disappeared tomorrow, Jeremy didn’t hesitate.

"I don’t think we would hit our targets for the year. If we had to turn this off, we would miss our aggressive targets.

That’s the difference between a helpful tool and revenue infrastructure.

And when he explains Chili Piper to peers, he keeps it simple:

“It is an auto-booking tool that makes engaging with a prospect frictionless. I think frictionless is the word that best describes it.”

Frictionless for prospects. Efficient for sales. Measurable for revenue.

“I knew it would be good. I didn’t realize it would be this good.”