Hologram.io provides global cellular connectivity solutions for IoT (Internet of Things) devices. They offer SIM cards, eSIMs, and cellular IoT connectivity platforms that enable devices to connect to mobile networks in over 200 countries.

In June of 2024, Hologram decided to invest in their marketing and sales operations by adopting Clay and partnering with The Kiln to help with Clay implementation and professional services. Their primary goals of implementing Clay and partnering with our group were to:

• Increase the efficiency of their sales and marketing operations

• Drive more TOF through quality cold outbound at scale

To accomplish these, we started by building Hologram’s tech stack. These are the steps we took:

1. Constructed email infrastructure optimized for deliverability

2. Advised on, and implement, a tech stack for outbound operations that fit Hologram’s existing sales and marketing ops

3. Installed Clay as the central orchestration tool of Hologram’s cold outbound operations

Then, we began launching automated cold email campaigns using this tech stack to help drive top-of-funnel. These campaigns were medium to high volume and leveraged generative AI personalizations, both first and third party data, and many of Clay’s 100+ data providers. These campaigns yielded a staggering average positive reply rate of ~2%. “30-40% of our pipeline is now being generated from these systems”, says Jonathan. It also saves our team around 90% of our time in certain processes … So from an ROI perspective, we’re generating more pipeline, more opportunities.”

In addition to fully-automated outbound, we also built systems to automate the manual and repetitive parts of Hologram's sales processes. One such system was an account research automation system, which saved Hologram's sales reps time on accounts and prospect research. Regarding these systems, Jonathan noted that "What used to take an hour of our time now takes a matter of minutes. And we're spending more time actively selling, rather than spending time preparing to sell… it allows our team to send out way more messages than they used to."

When asked about the ROI Jonathan has seen from adopting Clay and partnering with The Kiln, he said “I would definitely recommend it. First and foremost, it's allowed us to do more with the limited resources that we have. It allows us to tap into tools that I don't think our competition is using, meaning that we are more prepared to be successful in the future and adaptive to changes in B2B sales then our competitors would be, which is inherently important from an ROl perspective.”