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Book the right meetings faster with one-click scheduling
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Engage website visitors with automated Journeys and live chat
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Qualify, route, and schedule prospects directly from your web form
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Route records in Salesforce based on a Trigger
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Route and schedule prospects from bizdev to sales to implementation
Ok… I didn’t know if I was going to be able to share this. But my boss gave me the green light, so I’m running with it.
Let me show you how we use Chili Piper Distro, Clay, Urlbox, and some clever internal engineering to run an outbound sales play that generates nearly 500 meetings a quarter.
This process below outlines our outbound flow. For inbound we drink our champagne and use our demand conversion platform to make sure all our qualified hand raisers go directly to sales.
The first step is assigning and distributing Accounts to SDRs.
We don't have inbound SDRs at Chili Piper (here's why not), so we're routing to SDRs based on on account tiers..
Our account tiers are based on firmographics and technographics but also from data points that Ai agents capture. The data we have on accounts is all enriched already from Zoominfo, Clearbit, LeadIQ and others.
The AI agents capture data that's specific to our own product. Such as whether they have forms on their website, they are a b2b business, they sell to SMBs and so forth.
We have about 300 data points that give us a score that allows to assess whether an account as a high propensity to close
Your can read more on this topics here:
We don't route leads, we route accounts. We use Distro, our own product, for lead to account matching and account distribution.
We distribute accounts based on Account Score that we determine via technographic and firmographic data — things like whether they're hiring AEs or whether they have a demo form on their website. (If you're interested in our process, we go into more details in this article.)
Some of our customers use our Distro product to route other Salesforce Records to reps — common use cases include routing webinar registrants, badge scans, or content downloads. Since we don't scan leads and we don't gate content we haven't made much use of this feature ourselves.
We have 20 outbound SDRs that get assigned accounts based on size, geo, tier and their current projects (e.g. an SDR might work on creating pipeline for a specific product hence they might get accounts that are a better fit for that particular product)
We also include CRM actions in our Flow Builder that automatically create events, assign ownership, notify reps, and enforce SLAs so they strike while the iron is hot.
The key to our outbound sales approach is personalized outreach that clearly demonstrates the value of our product.
We use Clay to automatically enrich prospect data and enable our reps with a complete profile they can use to tailor their outbound messaging.
Every lead account that passes a certain account score and is distributed to our SDRs is also sent to Clay, where they are enriched with additional people and company data, in case we might have it from the other data sources mentioned above. We might add:
It also creates a list of people to reach out to our SDRs . The right people to reach out to for each product get added to Salesforce automatically
We then generate a report for our SDRs containing a number of data points that give them more context around their deal, like what tools the prospect uses, notable customers, and main competitors.
In addition to our prospect report, we’ve also built our own internal tool that uses Clay data to automatically capture screenshots of our prospect’s demo and home pages.
We then use those to create and personalize product gifs, showing them what Concierge and Chat would look like on their website.
This is our secret sauce. These gifs are simple, but allow the prospect to see what our products will look like on their website. Immediately, they understand our product and can easily imagine the impact it will have on their conversion rates.
We started creating these manually for each client, then eventually scaled it using virtual assistants. But now, it’s all completely automated using Clay, Urlbox, and some crafty internal engineering.
After we've notified the SDRs of the new account, equipped them with enriched data, and created the gif overlay — we let the SDRs add their own personal creativity for the last mile.
Our main goal is to automate the manual parts of SDR outreach as much as possible, to give SDRs creativity and freedom to personalize outreach where it counts.
This play drives nearly 500 meetings a quarter. It works because:
It’s simple, scalable, and most importantly, it works.
Outbound sales can feel impersonal — a numbers game. But with the right tools and some creativity, you can make it personal at scale. You can show prospects that you get them before you’ve even had a conversation.
This play isn’t just a tactic. It’s a philosophy: every lead deserves to feel like your #1 priority. And with the right system in place, they can
I also prefer that we keep our last mile for our SDRs to add their personality into the mix because a future where robots talk to robots is not a very inspiring future. 🤖
If you want to try this spicy use case yourself, learn more about Chili Piper Distro here.
Also if you’re not doing so already, be sure to follow Jonathan on LinkedIn — he shares spicy Chili Piper tips and tricks regularly.
In the meantime, stay spicy 🌶️
Batıkan is the Head of Growth & Conversion Systems at Chili Piper, and he's often referred to as the "Swiss Army Knife" of the team. When he's not driving growth and achieving milestones, you can find him spending quality time with his dog Maya 🐶 or exploring the latest video games 👾. Batıkan is passionate about leveraging data and insights to optimize strategies and fuel the company's success. Feel free to connect with him on LinkedIn.
Ok… I didn’t know if I was going to be able to share this. But my boss gave me the green light, so I’m running with it.
Let me show you how we use Chili Piper Distro, Clay, Urlbox, and some clever internal engineering to run an outbound sales play that generates nearly 500 meetings a quarter.
This process below outlines our outbound flow. For inbound we drink our champagne and use our demand conversion platform to make sure all our qualified hand raisers go directly to sales.
The first step is assigning and distributing Accounts to SDRs.
We don't have inbound SDRs at Chili Piper (here's why not), so we're routing to SDRs based on on account tiers..
Our account tiers are based on firmographics and technographics but also from data points that Ai agents capture. The data we have on accounts is all enriched already from Zoominfo, Clearbit, LeadIQ and others.
The AI agents capture data that's specific to our own product. Such as whether they have forms on their website, they are a b2b business, they sell to SMBs and so forth.
We have about 300 data points that give us a score that allows to assess whether an account as a high propensity to close
Your can read more on this topics here:
We don't route leads, we route accounts. We use Distro, our own product, for lead to account matching and account distribution.
We distribute accounts based on Account Score that we determine via technographic and firmographic data — things like whether they're hiring AEs or whether they have a demo form on their website. (If you're interested in our process, we go into more details in this article.)
Some of our customers use our Distro product to route other Salesforce Records to reps — common use cases include routing webinar registrants, badge scans, or content downloads. Since we don't scan leads and we don't gate content we haven't made much use of this feature ourselves.
We have 20 outbound SDRs that get assigned accounts based on size, geo, tier and their current projects (e.g. an SDR might work on creating pipeline for a specific product hence they might get accounts that are a better fit for that particular product)
We also include CRM actions in our Flow Builder that automatically create events, assign ownership, notify reps, and enforce SLAs so they strike while the iron is hot.
The key to our outbound sales approach is personalized outreach that clearly demonstrates the value of our product.
We use Clay to automatically enrich prospect data and enable our reps with a complete profile they can use to tailor their outbound messaging.
Every lead account that passes a certain account score and is distributed to our SDRs is also sent to Clay, where they are enriched with additional people and company data, in case we might have it from the other data sources mentioned above. We might add:
It also creates a list of people to reach out to our SDRs . The right people to reach out to for each product get added to Salesforce automatically
We then generate a report for our SDRs containing a number of data points that give them more context around their deal, like what tools the prospect uses, notable customers, and main competitors.
In addition to our prospect report, we’ve also built our own internal tool that uses Clay data to automatically capture screenshots of our prospect’s demo and home pages.
We then use those to create and personalize product gifs, showing them what Concierge and Chat would look like on their website.
This is our secret sauce. These gifs are simple, but allow the prospect to see what our products will look like on their website. Immediately, they understand our product and can easily imagine the impact it will have on their conversion rates.
We started creating these manually for each client, then eventually scaled it using virtual assistants. But now, it’s all completely automated using Clay, Urlbox, and some crafty internal engineering.
After we've notified the SDRs of the new account, equipped them with enriched data, and created the gif overlay — we let the SDRs add their own personal creativity for the last mile.
Our main goal is to automate the manual parts of SDR outreach as much as possible, to give SDRs creativity and freedom to personalize outreach where it counts.
This play drives nearly 500 meetings a quarter. It works because:
It’s simple, scalable, and most importantly, it works.
Outbound sales can feel impersonal — a numbers game. But with the right tools and some creativity, you can make it personal at scale. You can show prospects that you get them before you’ve even had a conversation.
This play isn’t just a tactic. It’s a philosophy: every lead deserves to feel like your #1 priority. And with the right system in place, they can
I also prefer that we keep our last mile for our SDRs to add their personality into the mix because a future where robots talk to robots is not a very inspiring future. 🤖
If you want to try this spicy use case yourself, learn more about Chili Piper Distro here.
Also if you’re not doing so already, be sure to follow Jonathan on LinkedIn — he shares spicy Chili Piper tips and tricks regularly.
In the meantime, stay spicy 🌶️
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