Hello! I’m Carina, Co-founder & Head of Product at Warmly. Last month, I shared in Left Google to start a startup — What it’s like in Y Combinator that I left my beloved Google Maps family of 4 years to start a company with Alan, Max, and Val.

This week I wanted to share why warmth and authenticity matters so much to Warmly, and how it impacts everything we do—from our team culture, to our company mission, and how we interact with our users and investors.

Quick updates

Before I dive in, just wanted to catch you up on some exciting news this month!‍

🎉 We've raised $2.1M in seed funding as announced in the Forbes article. Our seed is led by James Currier from NFX with participation from Natty Zola of MatchstickVC, the Xoogler Angel Syndicate, Elizabeth Weil, Mike Vernal and Harry Stebbings.

Last month of Y Combinator! Side note: Warmly decided to opt out of presenting at this year’s YC Demo Day, as we’re not looking to raise additional funds right now.‍

Last week, we began Sequoia’s Company Design Program. It’s headed by Jess Lee and James Buckhouse. They’ve been really inspiring and immensely helpful with our user and product story. (Check out their YouTube videos: Jess speaks about Founding Polyvore and Becoming a Sequoia Partner, and James shares key lessons on Story-Driven Design.)‍

😊 Our team is growing! Zack Zeyu is officially joining Warmly! Zack became friends with Alan back in HackReactor, and had been so incredible helping us out during our early startup days. He’s an amazingly talented self-taught engineer coming from finance. He’s super smart, driven, humble, humorous, and also talented in so many ways beyond engineering. We’re so grateful he’s part of the Warmly family.‍

👋 Interns last week & goodbyes. I’m incredibly proud of everything they’ve accomplished and how much they’ve grown personally and professionally. Amanda, Brandon, Emily, Grant, Hernán, Natalie, Sanil—you’ve influenced our hearts and our company forever, thank you so much for being a part of Warmly’s journey!‍

⛰ I completed a life goal I’ve had for the past 2 years!—Finished a 200-mile backpacking trip on the John Muir Trail ending at the top of Mt Whitney, the tallest mountain in the contiguous U.S at 14,508 ft. Thank you so much Warmly team for keeping everything accelerating while I was on this journey!

🏝 Warmly relocated to Hawaii for the next 2 months to be able to work in person! It’s nice to be able to collaborate and hang out with everyone after being apart during COVID lockdown.

How warmth & authenticity guides everything we do at Warmly

When students ask for advice on which company to join, I tell them that for me, the people (your manager, your teammates) is the number one most important thing. Even more important than the product, your projects, salary. Why? People who you surround yourself with have a huge influence on your mindset, happiness, aspirations, and growth.

Why I stayed over 4 years on Google Maps was because of the people. Why I made the hard decision to leave Google—to leave an amazing team, an incredible manager, getting to influence and shape the culture and infra for over 200 engineers—was again because of the people, my cofounders Alan, Max, and Val.

What’s so special about these people?

“When you meet them, you can't help but feel the warmth of the team...” says our angel investor and ex-COO of Gainsight Allison Pickens in her blog post Why Every CRO Should Know Warmly. That’s how I felt when I worked with Max on Google Maps Where’s Waldo April Fools. And how I felt when I met Val and Alan. We each came from very different backgrounds and have such a spectrum of personalities and skills. But what we had in common was our warmth and authenticity, how incredibly driven we each were, and how we strived to do things differently than the norm.

Warmth and authenticity is ingrained in so much of our everyday, from our culture to our company mission.

Warmth in our Culture

The first month we started the company, we crazily enough decided to all live in a house together in Boulder. At the time I knew Max well and had only worked with Val and Alan for a week. Yep, a week. We intentionally spent a lot time to get to know each other those first months. In the evenings, we’d cook together, play games like Big Talk and Askhole, and share our favorite hobbies like wushu (from Alan) and free-style rapping (from Max) during weekly team bondings. We made mental health a priority—openly sharing how we felt, including if we were feeling down or stressed. We had weekly gratitudes to appreciate each other. As we grew closer, we opened up more and more of our true selves to each other. We shared our quirks, fears, aspirations, backstories, and even parts of ourselves we don’t love. And yes, we cried more than once together. By the end of the time in Boulder with them, they felt like family. These were people who understood me, who’d support me through both the good and bad times, who want to see me win in life.

When we brought on new hires and interns, we wanted to keep this culture. For example in your first week, every person on the team would meet with you to introduce themselves and get to know you. And our earliest traditions have stuck: weekly mental health check-ins, gratitudes, team bondings. What’s also really cool are our weekly team learnings, where we each share what we each learned. I love our focus on constant personal growth. Even if you’re not a founder, you get to hear about fundraising and product direction. You get to hear about engineering learnings, sales learnings, user research learnings.

And it’s been felt. In our intern exit interviews, we had overwhelmingly positive feedback about our team culture. Interns loved that everyone at Warmly felt so warm, they felt comfortable reaching out to any person or any founder, and they got to work on really impactful projects that they would have never imagined doing as an intern.

Warmth towards our Users

We try to bring this same warmth and love to our users. Instead of making them email support, we gave them a direct line to our CEO’s cellphone, and we created a shared Slack channel with our users so they can directly message the founders. On our weekly warm leads email, we add jokes to make them laugh and updates on Warmly so they can be a part of our startup journey. We also open meetings with a fun virtual ice-breaker to try to get to know each other more.

Warmth with our Mentors

Just as we surround ourselves with amazing people within the company, the people we have chosen as investors were not those who just gave us the highest valuation. We chose people we truly believed were good-hearted, smart people, who we want to form lifelong friendships with. To all our mentors and investors—we are incredibly grateful to you for sharing your experience and wisdom with us, helping guide us through difficult decisions, always rooting for our success, and believing in us as individuals.

Sharing Warmth with our Community

We’ve received so much care and help from our mentors and peer founders to get us to this point. We want to make sure to give back to our community. We block out time each week to help out other founders in Techstars, Y Combinator, and Sequoia. We also built the PushPull community platform to facilitate people helping each other, and we try to personally push people’s pulls each week.

Spreading Warmth with our Company Mission

Lastly, our mission. At the highest level, Warmly aims to spread a cycle of warmth to the world. We want to create a world where normal people can innovate and create products to solve real-world pains. And where the users can have a warm close relationship with the founders/company to help make the product even better, and be the champion to help spread the product so others can have their lives transformed as well.

Our first product makes a step towards this by enabling customer champions to partner with the sales team of a B2B product they love to get it adopted at their new company.

We hope the founders of these companies adopt practices to create a warm authentic culture for their employees, and we hope they spread the warmth back to their community as well. :)

What happened in Week 8 of Y Combinator?

Check out my cofounder Max Greenwald’s post Week 8 in Y-Combinator: Why 376 people help Warmly regularly - The Power of a Weekly Mailing List.‍

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Want to get in touch or send thoughts about the post? Would love to hear them at [email protected]

Imagine a world where you could harness the power of artificial intelligence (AI) to tailor information specific to each visitor who lands on your website. Picture this: someone comes across your company's website, let's say Namecoach, and instead of bombarding them with generic content, AI steps in to provide a personalized experience. Sounds exciting, doesn't it?

AI is here to transform the sales landscape by shifting the focus from variables to engagement. Rather than relying solely on traditional variables like demographics or past purchases, AI opens the door to a multitude of engagement-related factors. It takes into account how users interact with your website, providing a deeper understanding of their needs and preferences.

Transforming Sales with Real Time Insights

Take the case of an SDR who spends hours manually dialing numbers, only to face constant rejection and hang-ups. It's a discouraging experience, to say the least. But what if there was a solution that could automate intent data and help SDRs sell more effectively? That’s where Warmly comes in.

Let's dive into a scenario many SDRs can relate to. Picture yourself as an SDR, diligently dialing number after number, hoping for a breakthrough. However, the reality hits hard—rejection becomes a constant companion. It can be disheartening, questioning your abilities and resilience in the face of continuous hang-ups and dismissive responses.

But fear not! Warmly has come to the rescue with Real Time Insights, a game-changing product that automates intent data and transforms the way SDRs sell. This innovative solution empowers SDRs to tap into real time insights, providing valuable information on prospect intent and enabling them to make more targeted and impactful connections. With Real Time Insights by their side, SDRs can overcome the challenges of rejection and engage with prospects in a way that truly resonates.

Enhancing Customer Experience with AI-powered Chatbots

AI doesn't just stop at personalizing engagements and automating intent data. It also holds the potential to enhance the overall customer experience. By leveraging AI-powered chatbots, companies can provide instant and efficient support to their customers, 24/7. These chatbots are equipped with natural language processing capabilities, ensuring that customer queries are understood and addressed promptly.

Imagine a customer browsing your website late at night, seeking assistance. Instead of encountering a cold, impersonal automated response, they engage with an AI-powered chatbot that feels natural and human-like. The chatbot understands their queries, provides relevant information, and even offers personalized recommendations. It's like having a dedicated customer support representative at their service, anytime they need it.

AI's emergence is transforming the sales landscape, changing business-customer connections with personalized engagements and automated intent data. With AI's power, we create tailored experiences, overcome rejection challenges, and provide exceptional customer support. Welcome to the AI-powered era of sales, where personalization and efficiency converge to shape a future defined by success. Embrace this evolution and unlock AI’s potential.

TL;DR:

• Warmly shares a case study about a customer, Strive, who churned.
• Strive's challenges with Warmly included a lack of immediate wins, platform slowness, and usability issues.
• Warmly learned from these issues and made improvements to their product and commitment to customer success.
• Strive's CEO appreciated Warmly's efforts and believes their product could still be beneficial for other organizations.
• Warmly offers warm customer engagement alongside AI and automation to prioritize customer success.

Anti-Case Study? Do you mean not a good story? Shared by us publicly? Are we out of our minds?

Yes. Below we’re going to post about a customer that churned.

It’s not all sunshine and rainbows in the business world, and we believe there’s much to learn from our missteps and failures. You deserve the truth.

Buckle up, readers. In this blog post, we will cover:

• A partnership that didn’t meet expectations with Strive, who hoped to boost top-of-the-funnel conversions.
• Discuss Strive’s challenges with Warmly: a lack of immediate wins, platform slowness, and usability issues.
• Show how we improved our product and our commitment to customer success going forward.

Customer That Churned

On Feb. 27, 2022, we signed Strive, which offers employee experience technology. They were our 7th “Design Partner” (early customer) and approached us seeking a solution to increase their top-of-the-funnel conversions. Hopefully, they’d get more appointments and convert site visitors into clients.

Six months into their contract, the results were less than expected. Despite promising conversions from other customers, our collaboration yielded one meeting, which did not convert into a sale. We decided to interview the Strive team to understand why. We spoke with Strive’s CEO, Zach (our executive sponsor) and their Director of Marketing, Rachel (our champion) to get feedback.

Rachel had aimed to book more meetings by using Warmly to get notified when prospects were navigating Strive’s website, then Warm Call them immediately on the site. She told us:

• “[When trying to live chat with site visitors] what we noticed was that many people on our site would see the conversation prompt pop up and immediately exit. This gave us no opportunity to engage with them as they would close the conversation before it could even begin. Consequently, we were not achieving the results we had been seeking. In the end, we couldn’t justify the time our sales team was investing in this effort as it was not moving the needle.” — Rachel Bergman, Director of Marketing at Strive

We worked hard for them but ultimately decided to let them churn, return the second half of their annual commitment and instead ask them for a closer look at the issues so we could learn.

A Closer Look at the Issues

Problem 1: Winning Doesn’t Always Come Quickly

Warmly’s CSM set up Strive’s account in about 30 minutes, focusing on being a lightweight and an easy-to-use tool. But this was likely too fast. Strive’s CEO told us:

• “I think it probably would have been super helpful and given the team a ton of confidence if Warmly was in the driver's seat [from the beginning]. If we were able to get a demo booked or basically get us to a closed deal early then Warmly we’d be gravy the rest of the year. We needed to get a win early to get confidence.” — Zach Beegal, CEO of Strive

🔮 Warmly Learning: Our customers need to get success, fast! And they need our help to do it. Now our CSM team has an internal metric they track we call TTFW, or Time To First Win. With TTFW the CSM team is focused on their ability to work with customers until they’re getting value and using Warmly every day.

Problem 2: Platform Slowness

Processing millions of sessions for our customers turned out to be harder than we thought. Strive’s team experienced loading problems and had difficulty viewing visitor activity on the platform. The slowness made for a poor user experience which caused frustration and in turn, deterred their team from wanting to use it every day to nab leads.

🔮 Warmly Learning: Real-time engagement needs excellent speed and scalability. We then doubled down on making our platform way faster (10x faster actually).

Problem 3: Too Much Effort To Use

• “The concept of catching leads at the right moment and minimizing back-and-forth is impressive for driving top-of-the-funnel growth, but it was a lot of effort for us to learn that and take action on it.” — Rachel Bergman

When Strive told us that they were not getting use of the platform a key reason was that they were spending a lot of team trying to Warm Call everyone who came to their site. It was a lot of effort so we tried to help by literally putting “a man on the inside” and had one of our SDRs fill in for them to try it out for them too. Strive found our team's dedication impressive and appreciated the effort put into making the partnership work - and while the connection rates went up, we couldn’t do that forever (the cost wasn’t there). So we had to solve the problem of having the humans at our customer accounts only taking the time when it really matters - and at the right time of day for them.

🔮 Warmly Learning: Our customers need a level of enablement so they can learn a new motion and we can ensure it fits into their daily workflow. From there we decided to add AI and automation so we could actually just run the platform for Customers without Customers doing any work.

Problem 4: Strive Had Little Web Traffic

Strive is a startup and thus did not have a lot of web traffic. The problem with not having a lot of web traffic is that you’re limited in the number of daily attempts you have to get new sales from it. Our typical customers these days are more up-market — companies ranging from 50 to 500 employees in size, with web traffic typically exceeding 5,000 visitors per month.

🔮 Warmly Learning: We’ve historically worked better with larger companies. But because we want to work with smaller startups too, to address their needs, we’ve recently launched AI Prospecting (auto-email personalized emails to everyone who comes by your site). This automation empowers even small teams to expand their outreach efforts without exerting excessive effort. By automating these processes, we now help companies maximize their outreach potential and achieve a 10x increase in their outreach efforts.

So what happened with Strive? Churn & Refund

Strive, Design Partner #7 of Warmly, churned. And we don’t blame them for it!

Warmly believes in an excellent customer experience, and even though Strive still had six months left on their annual contract, we gave them a refund. We didn’t feel right taking their money when they weren’t excited to use it. Instead, we asked them to do this anti-case study.

🔮 Warmly Learning: Keep your customers, even those who eventually leave, on good terms.

Should Other Companies Use Warmly?

Yes, we hope so! While our collaboration with their company back in 2022 may not have produced the anticipated outcomes, the efficacy of our product today, given our learnings, should not be in question. Plus the churn was also more a matter of fit within their specific operational environment. Zach, Strive’s CEO, still thinks our product could prove beneficial for other organizations especially because of our dedication to our customers.

• “I had high expectations. Your sales pitch was very good, and I really liked working with your CEO Max. I do have to give you guys credit for the partnership mentality you had when things were starting to go south. Getting your COO involved, running email campaigns, and doing all of that for free. You did give it a good effort, so I can't say you didn't do that. It was going downward, and I was expecting you to cut bait quicker, but you gave it a real try, and I appreciate that.” — Zach Beegal

Before considering working with us, think about whether you would be a good fit; At Warmly, we specifically cater to businesses prioritizing warm customer engagement alongside AI and automation. If you make the choice to work with us, we promise to provide insightful metrics, an increase in pipeline and booked meetings. With Warmly, you're not just purchasing a product though — you're gaining a devoted partner committed to your success.

Have you ever had a churn you learned from?

Tell us your story to be featured by emailing [email protected].

The Pitfalls of Old-School Outbound

Outbound isn't dead, it just needs to evolve with the shifting buying landscape.

Outbound sequencing tools have made it that easy to carpet bomb your market with spam.

When used irresponsibly, you turn off prospects, burn through domains (I've done this personally), and waste resources that could've been used for greater return.

A Shifting Paradigm

As discussed by Keegan Otter (Software Cowboy)🤠 and our friends at Tourial:

- Buyers now spend a significant amount of time on self-education before speaking to a sales rep

- Buyers are expecting B2C like experiences in B2B interactions - timely, personalized engagement.

You can learn more on how Tourial adapts their outbound to today's buyers.

Rethinking The Outbound Sales Email for Today's Market

Ensure that outreach is tailored towards the stage of the buyer's journey.

Give (a lot of value) only outbound emails

"Give only" emails for people who are not at the decision/purchase stage of the journey.

We publish the "Warm Sales Insights" weekly newsletter where we present companies in buy-mode for SaaS products similar to yours (e.g., your competitors).

We're giving away free warm leads exhibiting buying intent in the form of a weekly newsletter. It gives the rep an entry point to start a conversation.

Trigger-based outreach.

People write in for more or sign up for our actual product to get more warm leads.

The best part is that this newsletter is a cold outbound evergreen email campaign targeted to salespeople. The "newsletter" base grows weekly as we auto-subscribe more salespeople to it from our email database.

We can reach a wide audience who then become familiar with our brand over time.

Helps to bridge the mental shortcut of associating Warmly with warm leads, especially when they come to the site.

Social proof notification outbound emails

For our Zoom nametags product, we created something we lovingly termed "intra-company adoption" emails, alerting other company people that the Warmly nametags have been approved in their organizations.

We contextualized the email with each send by updating the "number of people in your organization" using Warmly's nametags.

Social proof!

This doesn't feel like spam, has high click-through rates and low unsubscribes, and leads to an increasing density of folks signing up for our nametags product within an organization.

We did this to solve what Andrew Chen, a16z General Partner, refers to as the "The Cold Start" problem, which is the challenge new platforms or services face when starting from scratch and attracting an initial user base.

The email is so natural and doesn't feel like an outbound campaign, yet it attracts more users onto our platform.

Once the number of users within a company meets a threshold, our product-led sales team steps in and we begin to upsell.

Outbound emails that amplify the partner tool ecosystem

We use our intent data to discover whether prospects are using partner tools in our ecosystem like Hubspot, Salesforce, ZoomInfo, Apollo, Outreach, etc.

Then we send a contextual email that specifies how Warmly can help the prospects' team amplify the power of their existing techstack.

You'll notice that we have a fair number of links as well that route back to our website.

When a prospect lands on our website from an outbound email, we're able to automatically ID them using Warmly. The rep is alerted via slack, then has the opportunity to start a conversation with the prospect right on our site via the Warmly chat widget.

Again, we've automated this sequence to fire so reps don't have to manually send anything.

Hands free prospecting!

Bottom-of-funnel outbound sales emails

Once we find that an account is surging 🔥 or in buy mode (thanks to the intent data we've collected on our paltform), we shift from "give only" emails to more sales-focused ones.

We love to use tools like sendspark to embed personalized videos that add a human touch to the outreach. The dynamic thumbnail of a real human invites you in.

Notice in the email below we use "competitor intent," referring to when the prospect is researching a competitor. You can trigger an alert for the sales team to reach out when this happens (but in our we do it automatically).

We use 6sense third party data to understand when competitors are being researched by our target accounts.

Often times we'll multi-thread the conversation, which means targeting people not just in the buying committee, but champions, users and other internal stakeholders as well.

In the case below we trigger the outbound email to the junior sales reps because everyone has the potential to influence the buying decision and we want as many internal champions as we can get!

They could bring it up with their manager if they like how we've outreached them (yes this happens a lot).

Omnichannel outbound

Right, we don't just use email. We take an omnichannel approach to outbound and diversify across email, LinkedIn, chat, phone, sms, and others.

For LinkedIn especially we like to combine our intent data with LinkedIn automation tools like Salesflow, which allows us to trigger a LinkedIn sequence based on intent.

Below is a connection request campaign to buying committee members for high intent accounts that have expressed interest in our product.

We know people are busy so we try to convey as much relevant information in as few words as possible. In addition to personalized videos we like to use product tours/demo environments using tools like Tourial or TestBox.

We've found that buyers don't love the traditional sales process of a string of meetings before seeing how the product works.

Sophisticated buyers typically have a solution in mind from speaking with friends/colleagues and want one more confirmation that it works the way they expected.

If you're slow to show them, they might just go with a competitor who was able to move faster.

So we try to give them the product experience right when they're ready.

Wrapping up

As of November 2023, we've grown MRR at 30% MoM this past year. It gets harder every month because the way the math works but at the same time easier because these incremental improvements we've made to our outbound have built us long-term brand equity that compounds over time.

When in need of entrepreneurial guidance, I don’t seek wisdom from my mentors or investors. Rather, I turn to my mother, Rachel Greenwald, a professional matchmaker who has successfully orchestrated 850 marriages over the past two decades. Envision a delightful blend of "Fiddler on the Roof" and Harvard Business School. Given such an inspirational figure for a mother, it's hardly surprising that my initial business venture revolved around a ‘Tinder for co-founders.’

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The parallels between dating and starting a business are more significant than one might imagine. In both arenas, the crux is to foster authentic connections. Be it pursuing a romantic interest or sealing a deal, here are five insights from my matchmaker mother to help your business thrive and endure.

1. Navigating Co-founder Relationships 

The statistics surrounding co-founder relationships are rather dismal, with nearly half disintegrating within four years. The primary lesson from my mother in identifying an ideal partnership involved asking insightful questions. When conducting reference checks for potential co-founders, she suggested bypassing former colleagues and opting for their siblings instead. Her rationale was that Silicon Valley is brimming with talented engineers. Our business's success would hinge not on exceptional coding capabilities, but on the individual's intrinsic nature. And who could provide a more accurate depiction of this than siblings who've shared memorable childhood experiences?

2. Engaging Investors

In my early attempts at raising seed funding for my company, I played up our team's impressive credentials, including Forbes 30u30, TechStars, Y Combinator, and Google alumni. The approach, however, fell flat. My mother then shared that fruitful conversations in dating aren't necessarily about sharing facts but about expressing authenticity. This is where the power of vulnerability comes into play. She advised being candid with investors about the challenges of raising funds in a pandemic-stricken world through Zoom. I shifted my narrative from our achievements to our setbacks, and the approach resonated with Harry Stebbings, managing partner at 20VC, who decided to invest:

3. Understanding Your Product

When users log onto Zoom, they rarely contemplate the interface or the placement of buttons. Their thoughts are consumed by the anticipation of connecting with someone new and making a positive impression, hoping to form a lucrative relationship. The most adept product designers focus less on granular details and more on the user's emotional journey. While consulting on our flagship product's design, my mother emphasized the significance of making the user feel acknowledged. She urged us to concentrate on how the user would feel navigating the product, and that insight guided our design process. Our approach to new features now begins with outlining the intended user experience. The result? A user experience that resonates. As Maya Angelou observed, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

4. Approaching Your Sales Prospect

Much like the early stages of romance, you aim to make a favorable impression, armed with preparation. How can one achieve this while juggling back-to-back sales meetings? Drawing inspiration from the pre-date briefings my mother provides her clients, my company developed a tool that functions as a business meeting precursor over Zoom. Our dashboard gathers crucial information about the individual you're scheduled to meet, such as their LinkedIn profile, company, title, mutual connections, and even your email history with them. Warmly serves as a silent assistant, providing reminders of your shared interests, and facilitating effortless conversation and connection. Interestingly, some of our users have also employed our tool for their virtual first dates!

5. Growing Your Business

What motivates people to go on first dates? It isn't to dazzle their date to the greatest extent, treat them to an extravagant dinner, or aim for a first kiss. Ideally, the goal is to establish a relationship that is mutually beneficial. The most valuable insight I've gleaned from “business dating” is the importance of laying a solid foundation for long-term relationships. For instance, my former supervisor at Google, whom I worked tirelessly for, became one of Warmly's initial angel investors. A college friend undertook a covert operation to acquire our domain name, Warmly.ai. I met Elizabeth Weil, managing partner at Scribble Ventures while seeking running companions in Palo Alto. She not only became our initial investor but our families even vacation together. Oftentimes, new acquaintances may not turn out as expected, yet they can lead to something even better.

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You can never predict whether the person you're meeting will become your future co-founder, employee, or even the future partner of your best friend. The key, much like in dating, is to prioritize building a relationship. With that foundation, every other aspect will be exponentially more fruitful. Thanks Mom.

When I was brought onto the team in May as an intern, I was thrilled to learn we’d be having a work trip to Sitka, AK. I had been to Alaska a number of times for cold-weather training while in the military, so the irony of going back as a civilian with a company named Warmly was particularly delightful!

DAY 1

Getting out of the tiny airport was the easiest flight experience ever, and we were greeted with fresh, crisp air and beautiful, green mountains behind a charming town. Half of our team was staying in a local’s house, with the other half at the Sitka Fine Arts Camp, our work HQ for the trip. We drove a mile from the airport, along the water’s edge, and onto the campus, with wooden buildings, tall trees with frequent bald eagles, and a stream running through it!

We had our first formal meeting down at a rocky beach where we made s’mores, had many first face-to-face chats, and drew pictures of the future on the backs of paper plates. We had our first Sitka creative moment -- no one had pens to draw, so we charred the tips of our wooden marshmallow skewers. Definitely a great first in-person bonding activity.

It started to drizzle, which we learned was pretty standard throughout the day, so we wrapped up the evening by explaining our cave-art-like drawings. Burning them makes them come true, right?

DAY 2

After breakfast at the fine arts camp, we had our opening work meeting in our vaulted ceiling, wooden office space, the only downside to which was the echo! We ended the meeting with a brainstorming session, led by Max, on what we were interested in finding out from Warmly’s launch with the Zoom App store, and what methods we could use for measurement. We were able to shake off some angst about the launch and have comforting side convos about what we were thinking and feeling.

At the end of the workday, Shep led a Diversity, Equity, and Inclusion session where we moved throughout the room according to our own identity perceptions. It was fun to watch as we walked who was going to each identity based on the prompts, and people vacillating between several.

DAY 3

We found a cool Gazebo, above the campus stream, where we could take our Sitka team pic. We crammed all of our virtual and physical people into it, snapped the picture, and (like any good tech startup) jetted up to the office to start work.

In the afternoon, Carina and Glen held a chalkboarding session (on a real chalkboard!) about a specific product development. We each took 10 minutes to think up our most viral version of this (secret) product, shared with each other, and then voted. This was a really fun session because it displayed not just our own personal interests, but also what we each thought others would be attracted to.

DAY 4

We started the morning with an intimate meditation session - only three of us showed. I don’t actually know how to meditate, but I followed Max and Jim’s lead, and in no time I was doing a really poor job of not getting lost in my thoughts. When I opened my eyes, Max and Jim were staring at me, kindly not interrupting what they assumed was me meditating.

The highlight of work today was a Zoom meeting with one of our investors and experts, James Currier, GP at NfX. It’s always exciting to hear thoughts from a leader in your industry, and especially when they’re talking right to you about your company, tying in decades-old relevant anecdotes!

We also had our “Warmite” graduation, where all the new employees became full-fledged members. Totally corny and totally fun. I enjoyed getting random pieces of info about each person for the slide show, like this super cute one of Jim and his wife!

DAY 5

Today was boating in the Sitka Sound! We rented a couple small boats and took groups either sightseeing or fishing. (If you know how to fish, please join our team so that we catch more fish on our next trip!) Whales were amazing to see, but otters were the cutest and most entertaining of the wildlife. Several people found out their tolerance levels for boats on the ocean. Trooper awards go out to Glen Lipka and Nicole Creshon.

DAY 6

A cool thing that started happening toward the end of the trip was random people in Sitka coming up to us and asking what Warmly is, because they had seen us walking around in our bright purple hoodies throughout the week?

Our last activity night was really fun. The Lipka fam guided us in a musical rhythm and tone session. It was fun to see how talented the kids were, even though they got skunked in Bugout chess by me and Max.

DAY 7

Several of us took a last drive, into the mountains of Sitka, and then boarded our plane. The only thing many of us may not miss is the slightly ever-present and not entirely irrational fear (exhilaration for some) of a bear being around a corner or tree. We’re unanimously looking forward to the next offsite trip!

Written by Alan Zhao, CTO & Cofounder

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During my time at Warmly, I've had the great privilege of working with an incredible team of engineers. They are the people driving the technical engine of the company. And we have all learned a lot from each other.

Our culture and how we operate have been shaped by the mistakes we've made and learned from in the past. Below are 9 standout tenets:

1. We don’t repaint the Taj Mahal.

We focus on outcome, not output. It is crucial that we avoid the engineering build trap of building for the sake of building. We never want to throw time and effort into the machine without a firm strategy. Everything we release at Warmly had been prioritized for highest business impact. Our job is to build the next Taj Mahal, not recoat it with another layer of paint.

2. We don't prescribe solutions.

When collaborating on product ideas, leadership does not prescribe a specific solution but paints a clear picture of the problem or opportunity and then brings the engineers into the meetings with customers. That way, by the time the tickets are reviewed, everyone is on the same page. Leadership decides the “why”. Product and engineering collaboratively decide the “what”. Engineering decides the “how”.

3. We don't burn ourselves out.

Using hard work to solve all our problems is a crutch for real innovation. It’s also a depleting resource that may not have the intended long-term effect. There's a saying that startups don't die, they commit suicide. Trying to sustain hard work for long periods with no end in sight leads to burnout, frustration, and eventually churn. We take care of our mental health and are always thinking of creative ways to do more with less. We set a very high bar during hiring so everyone on the team is already efficient, can self-organize, and is intrinsically motivated.

4. We don't micromanage.

While newer engineers at Warmly are encouraged to over-communicate changes and run them by tech leads, senior engineers maintain and “own” parts of the code base and have more discretion. This allows our engineers to preserve personal autonomy and flexibility, while also controlling against the codebase descending into chaos.

5. We don't expect conformity.

Consistency is a value in and of itself. Being able to agree on how things are generally done frees up mental space to focus on creating great product. That said, technical culture here is less a doctrine than a living document. Different engineers will have different feelings about PR best practices or how much testing should be done. While we have some overarching broad strokes that we try to reinforce, even that is ever-evolving because each person that joins the team brings something new.

6. We don’t evolve for the sake of evolving.

Though we take pride in our tech stack, we never want to focus all our innovation tokens on technological innovation. Anything we do is in service of pushing the long-term success of the business. When we bring in a new technology, it’s because of the impact it would have on our customers. We consider how well new tech integrates, how much lift it will give us, or what’s the cost of maintenance. We optimize globally, not locally. We’re always evolving, but never for the sake of evolving.

7. We don’t care who wins.

Conflict often happens from egos clashing and people wanting to be right. The theory of Energy Leadership identifies seven levels of energy in communication.

Level 1: “I lose.”

Level 2: “I win, you lose.”

Level 3: “I win, and if you win, I’m ok.”

Level 4: “You win, then I’ll win.”

Level 5: “We both win.”

Level 6: “The whole company wins.”

Level 7: “Winning and losing is an illusion.”

At the highest level of energy, winning and losing is an illusion. It shouldn’t matter who is right. There are 11 paths, and 9 of them are going to work out, so just pick one and go.

At Warmly, we prioritize a common scoreboard, rather than every department competing with each other. It doesn’t matter how many goals an individual scores if the team doesn’t win. We either all win or we don't win at all. The moment we start to think it’s Engineering versus Product, we’ve already lost.

8. We don’t avoid conflict. (i.e. You want TACOs, not NACHOs.)

Warmly came up with this acronym to describe our structure: Totally Aligned Committed Organization—TACO for short. Everyone needs to be emotionally bought into the success of the company and are not just clocking in and out. Part of that is creating a safe environment that allows questions and a healthy amount of pushback. This is especially important on an “A-player only” team where new engineers might be afraid to ask “Where’s this thing” or “How do I do that?” because nobody wants to be seen as incompetent. When you have a psychologically safe environment it allows for productive conflict, and only through conflict can you get to commitment. Then whatever decision is made, either individuals agree or they feel, “I may not agree with this decision, but I trust the process. I’ve said my piece, everything was considered. Let's give this a shot.”

9. We don’t let underperformance slide.

The other part of commitment is accountability. We make sure that there is clarity on the team goals. “What does success look like, what does failure look like, and what happens if we don’t hit success.” It might be, we try this new thing out and if we don’t see X result by this date, we take it out, or do Y. We put it in writing, publicly, so there’s no ambiguity when goals aren’t being hit. This way members of the team can hold themselves and one another accountable respectfully, while having high expectations for one another’s performance. When we’re worried about letting our teammates down, we’re more willing to step up our performance.

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If this sounds interesting to you, shoot me an email ([email protected]). I'd love to hear your thoughts.

Overview

As the leading Customer Success platform provider, Gainsight has employees all over the world, supporting customer-centric businesses with key business issues such as customer success, product experience, and revenue optimization to name a few. Their mission to help others build deep and lasting relationships and bring a human element back into this digital space resonates strongly with our own purpose.

Gainsight's customer facing teams realized the difficulties with developing trust and credibility as meetings increasingly shifted to Zoom. To combat these rising challenges, Gainsight introduced Warmly to its workforce and almost instantly saw positive results.

Inspiring confidence and trust

Presenting as a unified front is key to establishing yourself and team as qualified, knowledgeable professionals. Rather than showing up visually disjointed due to the mismatched backgrounds, Gainsight Admins synced all backgrounds with a click. External clients seemed more focused now they knew who they were speaking to rather than trying to match the names and titles to the faces.

Warmly removes background distractions and allows meeting hosts to set personalized shoutouts and display presentations over their shoulder. To fit brand standards, Gainsight used the Admin Portal to regulate the backgrounds and Nametag elements.

Reallocating time for action items

Instead of going through back and forth introductions and “how’s the weather” chatter, Gainsight's salespeople and solution architects had access to those details in their participants’ bios. Unlike 74% of other individuals, client-facing staff no longer needed to frantically sleuth the internet for Linkedin summaries and name pronunciation queries during the meeting.

With relevant information accessible at a glance, employees were able to reutilize those five minutes to dive deeper into action items and agenda topics, which shortened deal cycles by 15%.

"A Warmly Nametag in every meeting is a no brainer for any organization hoping to enhance its virtual meeting experience.Warmly helps Gainsight save thousands of hours a year on wasted introduction time."-Nick Mehta, CEO

Saving time with 90% less
pre-meeting prep

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Like many other companies, Gainsight's sales team spent several hours per week searching for information about who they're meeting with. Handling a large portfolio of clients can be difficult to remember details of a particular customer, especially when they've scheduled the initial or follow up call weeks ago. The team frequently had to refresh their memory by Googling or reviewing previous communications while balancing a packed schedule.

After enabling Calendar Signatures, Gainsight salespeople were able to easily access names, name pronunciations, job titles and location details all within the event invite as they leap into video calls. They were able to gather instant insights on their customers within their own calendar, reducing pre-meeting preparation time by 90% and reallocating the saved time to upselling current clients or securing new deals.

“Should I do an accelerator?” – almost every founder ever

Everyone asks me if they should even do an accelerator in the first place. If you’re a first-time founder, I will reply with an enthusiastic yes. As a company we've gone through them all: Techstars, Y-Combinator, Sequoia’s Company Design Program, and On Deck. They are a lot of work and by no means a magic bullet to unicorn-hood, but if you put in the effort, you will reap copious rewards.

“Should I do more than one accelerator?” – you, after reading the above paragraph

The answer is a clear and strong, ¯\_(ツ)_/¯. We certainly don't regret it but it depends on your business model and what networks will be integral to your success. At Warmly, we think a lot about helping folks build stronger networks and deeper relationships (we're a free app that connects to your calendar to give you instant insights on people while you're meeting with them over Zoom).

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Y-Combinator vs Techstars

A question I get a lot from other founders is “Which one should I do – which one is better?”. As with every normative question, the answer is it depends. Depends on what you and your company are looking for.
Techstars is better at:

• Cohort camaraderie
• Providing work space
• Growing you as a leader and person
• Help pivoting and finding a real pain point
• Teaching the detailed operations bits on how to run a company
• Providing mentors who are responsive and invested in you
• Being open to new ideas and process improvements
• Access to B2B companies outside of Silicon Valley (Midwest & East Coast that trend more old school)

Y-Combinator is better at:

• Connecting you with a network of lots of unicorn founders
• Having a very active and helpful internal social network
• Fundraising – raising bigger rounds at higher valuations
• Opening doors due to brand recognition
• Pushing your business to hit aggressive revenue goals
• Investing in moonshots (wild and risky ideas that might be huge)
• Giving you tactical and succinct advice about a slew of very relevant topics such as GTM strategy
• Access to the almost any Silicon Valley startup and extension B2C growth advice

Let’s break it down

Cohort camaraderie

‍Winner: Techstars

‍Caveat: We did half of Techstars in person and half remote (COVID). We did all of YC remote.

Techstars Boulder

Techstars is a massive program with cohorts all over the world. We did the Techstars Boulder program, so I can really only speak to the experience there. I don’t know much about the other Techstars programs, although I suspect they are similar-ish.

• The Techstars Boulder program accepts 10 companies. With an average of 3-4 people per company, that’s about 30-40 people you get to know. Our Boulder Slack channel has 63 people in it, including program leadership.
• They hosted weekly bonding events where each week one team is responsible for planning something fun while we announce “wins”, “gratitudes”, “asks for help”, and who is “in the ditch”. Being in the ditch means you did something dumb like getting your GSuite suspended for your entire company for 24 hours so no one could send emails or open up a doc (yeah, I did that).
• 3-day offsite in the mountains packed with bonding and high quality, well run personal growth workshops (Not sure how they do this during COVID)
• Weekly CXO (CXO’s are any founder who’s not a CEO) and CEO forums where people gather and practice conflict resolution and work through emotional pains together. My cohort’s CEO and CXO forum is still going after the program! (Active during COVID)
• Swag on day 1 that everyone wears at the office (hat, hoodie, t-shirt, water bottle, stickers), it makes us all feel like more of a community.

Y-Combinator

• YC accepts ~200 companies. Our YC S20 Slack channel has 583 people in it, including program leadership. The 200 companies are broken up into roughly 5 groups. Our group has 110 people in the Slack channel. The groups then have sections of 5 companies each. Our section Slack has 15 people.
• Weekly dinners with half of the cohort
• During COVID this turned into a zoom call with a YC alum talking about their journey. I personally really enjoyed these speaker sessions and found them to be helpful to building a business. Downside is that there was no hangout time with other founders in the cohort.
• After dinners, founders typically hang around to chat together
• During COVID: Donut chats via Slack, otherwise no planned cohort bonding time. I enjoyed my Donut chats, although the response rate wasn’t great from other cohort members.
• Buy your own swag. Swag isn’t important to me and I think that because of COVID YC actually is sending us a swag pack, although they ran into some shipping issues (much like the rest of the world) and we still haven't gotten it.

Fundraising

Winner: YC

For their investor network, especially in a virtual world, it’s YC. We don’t have enough data on who is better at teaching how to fundraise since we weren’t raising during YC. And that, is a very important skill to learn.

Techstars Boulder

• Techstars has an extensive network of investors and a lot of background in B2B SaaS companies. We intended to pitch in front of 200+ investors in person in Boulder but because of COVID this turned virtual. The Demo Day with Techstars went well – check out our polished 4 min virtual presentation (yikes, so old! several pivots ago) that Techstars helped us prepare for extensively.
• Several of our Techstars mentors angel invested in us, as well as one VC firm Matchstick Ventures, a firm associated with Techstars. All of these were relationships we built in the program.
• Although the money we ended up taking didn’t come from inbound virtual Demo Day Techstars investors (~50 inbound), the video seemed to be quite helpful for the investors we ended up choosing. We have a hunch that we would have had more in-person investors had COVID not occurred.
• The very basis by which we learned how to fundraise, came from Techstars. David Cohen, the founder of Techstars, gives a seminal lecture to founders on essentially “How to convince most investors to ask to invest in you.” It’s legendary.
• Techstars provided the following fundraising help: (1) Multiple pitch-practice sessions in internally (2) 2 pitch-practice sessions externally live with real investors (great to get real investor feedback!), (3) Warm intros to ~10 top requested investors from their internal list
• Techstars’ internal data on investors from their Techstars Connect portal was not very helpful.

Y-Combinator

• YC has an incredibly strong brand name amongst investors in the Valley. With companies like Stripe, Airbnb, DoorDash, Coinbase, Instacart, Ginkgo Bioworks, Gusto, Reddit, and more coming out of YC, that shouldn’t be surprising. Investors want in on YC companies and the average valuation of a YC startup is substantially higher than a Techstars startup. YC is like a feeder high school to the ivy league investors.
• In YC in June we were getting ~2 inbound investors requests per day (this increased to 4 per day after we publicly announced our Seed Round in Forbes).
• YC provides “Fundraising Office Hours” and helps prepping for and demoing on Demo Day. The partners are quite responsive. Caveat: this is hearsay from founder friends since we skipped Demo Day as we didn’t need to fundraise
• YC Demo Day was virtual and participants were allowed a single slide (!) and 1-minute (!) to explain their company to watching investors. We actually really appreciated this simplicity vs the traditional lengthy slide deck.

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Grow as a person and leader

Winner: Techstars

Techstars Boulder

• Techstars invests in your brain and well-being. I already mentioned the emotional support CXO/CEO groups, which are lead by a mental health pro, who is in the office everyday for 1:1 chats at any time. Our pro was Keith Gruen, who just launched his own YouTube channel.
• Additionally, they provide you a free leadership coach that you meet with weekly. My coach was instrumental in helping me work through and gain the skills to manage some the really challenging things I went through during the program. In addition to this, a lot of their curriculum is structured around being a better team leader, in addition to tactical business building advice.

Y-Combinator

• No mental health support or leadership coaching that I’m aware of. Maybe there is one, but it wasn’t made known to me nor did I proactively ask for one. However, you search for “mental health” in Bookface (YC’s internal social network), you find a good number of posts where founders are speaking honestly to each other about this sort of thing.

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Internal social network

Winner: YC

Techstars Boulder

• Techstars has an extensive internal network that thousands of people are on. It’s pretty good and has tons of resources to help founders build a company.
• There’s an ad hoc mailing list that people can reach out to when relevant (it’s call Amplify). The rule of thumb is that for every Amplify request you have, you get 10 people with theirs. They are usually akin to “help like/share/comment on my new launch”.

Y-Combinator

• Because YC is a smaller community, bonds are stronger and the internal network (Bookface) is much more active and reliable than Techstars’ internal network. Almost every post has several replies and people are eager to help with all sorts of professional and personal favors. For example I was looking for roommates for my place in Hawaii and I posted on Bookface instead of Techstars Connect because the smaller community felt more personal and has an established norm of not always being only about business.
• YC has a daily digest emailed to you of the most poppin’ posts of yesterday.

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Help pivoting and finding a true pain point

Winner: Techstars

Techstars Boulder

• We got into Techstars with an MVP for a mobile app for professional networking. By the time we started Techstars we learned that this idea wasn’t going to take us anywhere so we pivoted to PushPull. Week 2 of Techstars has a thing called Mentor Madness, where you pitch your idea to 80+ mentors. After the crazy two weeks of Mentor Madness, you choose 4-6 longer term mentors who help you throughout the program and beyond. The Madness weeks are grueling but incredibly enlightening. We pitched our PushPull idea and got expert feedback on the reality of building a business like this. We met with our chosen mentors weekly and got incredible insights that would have taken us a very long time to get ourselves. Because of Mentor Madness we ended up pivoting and finding a pain point that got us real paying customers by the end of the program. We wrote our first line of code in the middle of March and, by the end of April, showed up to Demo Day with 19 customers and raised $2M+. This was only possible because of the insights we got.
• We had also had a Weekly Ops Review with Techstars, and this had a very clear and effective structure to discuss our business goals and how well we did on the goals from last week. Everyone made a slide deck using the template and had 5 minutes to share their updates. At the end there would be a brief Q&A where other founders would comment and typically ask insightful & helpful questions.

Y-Combinator

• By the time we started YC, we knew what we were building, or so we thought. Our idea seemed good enough and we were never really challenged on it. We had traction and a tiny amount of revenue after all. Because of this, we didn’t proactively ask for help on figuring out a pain point. That being said, I spoke to a few founders (via Donut chats) who were in the very early stages (like what we were in at the start of Techstars) and they said they still felt really lost and like they weren’t getting the help or support in finding a pain point.
• With YC you have a weekly check-in meeting. Every week it alternates between a group (5 companies) check-in with your YC Partner and one without the partner. The goal of those meetings is to check in on how you did last week and what you want to do this week. Those meetings didn’t have strong structure and overall didn’t feel very productive or helpful. The ones without the Partner were truly unstructured, albeit, a nice social time.

Investing in moonshots & wild ideas

Winner: YC

Techstars Boulder

• Techstars leans more heavily towards companies with proven business models and it seems to take less risks on wild ideas.

Y-Combinator

• YC seems to have a much higher risk tolerance and so do the founders they accept. YC casts their net wide with a cohort of 500+ people and accepts in competitive companies (there were at least 3 Zoom competitors in our batch) and relatively high-risk (compared to SaaS) biotech or hardware companies. The average YC founder comes from the tech scene already, so they are primed to be extraordinarily scrappy and have bold visions. YC founders are also much younger on average, and don’t have families or mortgages, so they are willing to lose it all.

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Office Space

Winner: Techstars

Techstars Boulder

• Free office space where 10 companies work and laugh together
• Not available during COVID, obviously

Y-Combinator

• No office space, although I think not during COVID the YC HQ has couches and hangout areas for socializing after the weekly dinners.

Help getting media mentions

Winner: YC

Techstars Boulder

• Their press announcement led to a few more article mentions (google "techstars boulder class of 2020 colorado")
• Techstars gave us 120 personal intros to customers in Techstars Network
• They tweeted/facebooked our Forbes seed round announcement

Y-Combinator

• Getting media and PR may seem like a “nice to have”, but trust me, it’s key. Proper marketing, especially in a saturated market like sales enablement tools (our startup) can make or break an aspiring unicorn.
• They have a partner devoted to press and PR (Kat Manalac) and she spent time with us reviewing and offering suggestions for our press release that was very helpful in our pitch to multiple outlets. Though their connections to TechCrunch declined to profile us <sad violin music plays>, Kat's wordsmithing was critical towards getting Forbes excited about us (the Forbes intro came through our investors).
• Our Bookface post (internal YC network) was read by 1000+ and led to multiple customers
• They tweeted/facebooked our Forbes seed round announcement

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En Conclusión

Ultimately the choice is yours. But if you're drowning in decision paralysis then one way to think about it is as a mindset:

• If you are a baby bird that just hatched out of your cushy and stable 9-5 job and know little of the world of entrepreneurship, go for the program that will support you more (Techstars)
• If you are an older bird who knows what they are doing but just needs more access, go for the better brand recognition program (YC)

And while picking an accelerator is important, the reality is if your business sucks then neither accelerator will make you a unicorn.

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May the odds be ever in your favor,

Val

Cofounder @ Warmly
YC S20 & Techstars Boulder '20

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Oh yeah, and who are we?

Warmly is a free app that helps you create deeper relationships with the people who matter most. By simply connecting your calendar, Warmly gives you instant insights & context on everyone you meet, directly in Zoom & Google Hangouts.

As explained in prior articles we are going through a sales and marketing evolution. Buyers are moving faster than ever. Sales teams can use slack to stay ahead of the competition.

One way to achieve this is through effective communication and immediate action on leads. Today, many leading companies, including Hubspot, Drift, Stripe, AllSend, Webflow, and Salesforce-acquired Troops.ai, are leveraging the potential of Slack to enhance their sales communications. They send instantaneous notifications to their sales reps via Slack, keeping their teams alert and responsive. Especially when the average digital attention span is eight seconds, you want to immediately respond to buyer interest.

Essential Role of Slack Notifications in Revenue Operations

For revops teams, creating a system for your salespeople with relevant Slack notifications is no longer optional - it’s essential. If you’re not using this strategy, you’re missing a crucial opportunity. Using tools like Zapier, you can create low-code alerts for just about anything into Slack, a platform where your reps already live and work. The aim is to drive immediate action, keeping your team responsive and agile.

Sample automated email from an inbound request to Warmly. The rest of the Slack message includes meta information like email, how they heard about us, and why did they decide to book with us.

The One-Channel Strategy

Some businesses prefer to channel all their alerts to one communal Slack channel. This strategy generates a sense of urgency and competition, as every member can see and respond to the same alerts. After taking action on an alert - say, someone visited your website or opened a sales collateral - reps mark the notification with a check, indicating it’s been handled. For instance, we use the #f-sales channel to sync on every sales process, including mistakes, customer successes, and lessons that we can learn.

The Individual Channel Strategy

Alternatively, some companies create individual channels for each rep. In this setup, the rep’s manager or supervisor is included in the channel to ensure accountability. As an example team, our growth team has two to three members officially in charge of tasks, but we’re keen on bringing everyone into the loop, so we’ll post weekly and bi-weekly updates, either in the form of long-form digests or links to projects, to share the learnings. Even though the individual channels focus on the messages of two members, the wider community is involved in the reply and comment sections.

Types of Slack Notifications for Sales

From top-of-the-funnel interactions to greenfield accounts, there’s a wide array of potential alerts for your sales team:

1. Top of Funnel Interactions: If someone opens your email, that’s an ideal moment for a cold call, so why not set a Slack alert for this?
2. Meeting Requests: When someone wants to set up a meeting, a timely Slack alert can streamline the scheduling process.
3. Active Deals: Keep your team updated on any significant activity on active deals with real-time Slack alerts.
4. Account Visits: When a potential lead or customer visits your website, an immediate Slack alert allows your team to quickly follow up.
5. Inbound Form Fills: Instant alerts, whenever someone fills a form to request a demo, can help your team respond promptly.
6. Greenfield Accounts: These are companies visiting your website that are not yet in your CRM. If they’re within your ICP, this might be a great opportunity to reach out.

You can also differentiate your Slack notifications by priority level, with distinct alerts for high-priority and less important tasks. This strategy can help your team manage their time and focus more effectively.

Crafting a Sensible Slack Notification System Using Warmly

Creating an effective notification system on Slack requires a thoughtful approach. The goal is to design a set of notifications and channels that make sense for your team’s structure and workflow. At Warmly, we adopt the following channels to streamline our processes:

• #a-inbound-request: Prospect booked a demo
• #a-warmly-for-free: Prospect is trying our free version
• #a-inbound-pounce-response: Prospect responded to an outbound AI chat message on our website
• #a-identified-user: Prospect is identified on our website
• #a-identified-company: Target company is identified and active on our website
• #a-[AE name]-accounts: Target accounts owned by the AE is active on the website

Balancing the Use of Slack Notifications

While Slack notifications can be incredibly useful, it’s also important not to over-rely on them. Too many notifications can create a sense of constant urgency that might result in more noise than signal. Consider using Slack for real-time, actionable items that need to be addressed within the day. Other less time-sensitive information might be better suited to a daily email or dashboard.

Remember that it’s okay to mute a Slack channel unless you’re being directly messaged. This way, you’re only getting notifications for leads that you need to take action on, rather than getting drowned in information about your coworkers’ leads. Be willing to experiment with the number and frequency of notifications, and adjust them to find a balance that keeps your team responsive without overwhelming them.

Celebrating Success on Slack

Finally, remember that Slack is not just for tasks and alerts; it’s also a fantastic tool for celebrating success. Use it to create a positive work culture by celebrating wins, big or small. This practice not only boosts morale but also encourages further success.

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Slack notifications are powerful tools in the arsenal of any sales team. Used wisely, they can significantly improve the speed and effectiveness of your team’s communication, helping you to stay ahead in the competitive world of sales.

Warmly Secures $11M Series A to scale its AI fueled pipeline acceleration platform for SMBs 

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Delivers ready to convert prospects increasing pipeline by +200% in the first 3 months

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San Francisco, CA - October 19, 2023 - Warmly, the first AI fueled pipeline acceleration platform that harnesses the power of existing sales enablement and intent tools to automatically deliver ready to convert prospects to sales, announced an $11M Series A round led by Felicis, NFX, Zoom, F-Prime Capital, Maven Ventures and others. The Warmly platform orchestrates metadata from Salesforce, Hubspot, Slack, Outreach & 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. This allows teams to prioritize the deals most likely to close. Warmly is purpose built to meet the growth targets and budgets of small and medium (SMB) sized B2B companies. Early adopters include New Relic, Zoom, Seamless.ai, and Sendoso.

“Organizations spend more than $47 billion each year to drive prospects to their websites, yet 97% of visitors never fill out a form or share their information,” said Warmly cofounder Carina Boo, “The ability to engage with these prospects in real-time, while they are actively researching on your site fast-tracks time to purchase, and that’s what sales reps need,” said Boo.

SMBs are struggling

99% of organizations are SMBs. In this climate of layoffs, global financial pressures and budget cuts, companies of all sizes have fewer in-bound leads while needing more ‘at-bats’ to meet growing quotas. Large organizations can often hire more staff or buy expensive enterprise grade solutions to help. The Warmly Platform was purpose-built to automate and orchestrate the sales tech stack for SMBs, and deliver ready to convert prospects. Warmly clients have seen: 

• ROI - Namecoach got 282% ROI in 6 months while Behavioral Signals doubled their enterprise pipeline in 30 days
• Fast results - Kanji booked two qualified new business meetings with minutes of installation 

“We were running multiple campaigns and weren’t seeing the results we wanted,” said Jay Leano, VP Sales, Behavioral Signals. Within the first month of using Warmly we were able to double our enterprise pipeline with outbound campaigns that converted quickly on our site.”

According to Gartner, most prospects require on average 20 touches to convert to a trial or a meeting. And cold outbound conversion rates have plummeted as buyers are now inundated with sales outreach. Warmly cuts to the chase, enabling sales to start a warmer conversation with prospects directly, at the exact moment they are actively researching.  

“The reason to buy Warmly is to deliver more new business meetings to your reps,” said Jonathan Pogact, VP Marketing, Seamless.ai. “Knowing that someone who has engaged with our content and emails before is back again, and being able to engage with them in real-time, ensures our sales reps have higher rates of conversion. This solution is critical for any business that runs on inbound marketing and SDRs,” said Pogact.

“The average digital attention span is 8 seconds, according to media analysts and data scientists,” says Aydin Senkut, Warmly Series A investor, Founder and Managing Partner at Felicis. “So the opportunity to catch a prospect while they are actively engaged with your content is fleeting. There is no time to chat the visitor, upload a lead into a CRM, enrich the data, and add to a follow up sequence. Warmly provides real-time orchestration of these tasks within that 8-second window.”

How Warmly works: Simple, automated orchestration with easy installation:

• Warmly identifies anonymous traffic and associates the ‘suspects’ to opportunities and target accounts in the CRM
• Accounts are scored based on intent signals from website, CRM, Outreach, SalesLoft, 6sense and Bombora
• High propensity to convert prospects visiting the site are served to sales reps instantly so they can engage and greet ideal prospects via AI chatbot real-time
• If the AI Chabot is not able to secure a meeting, then Warmly automatically finds the decision makers of hot accounts and sends personalized messages on behalf of the sales reps via email and LinkedIn

By automatically aggregating data and integrating insights from various platforms, Warmly identifies which accounts to prioritize, the stage of the buyer journey, and orchestrates the most effective next step to drive trials and meetings.

“Many of the newer sales tools and strategies work in silos to solve one piece of the sales funnel challenge," explained James Currier, General Partner of NFX. "Warmly's AI driven approach and automated orchestration of these tools enables sales teams to convert leads faster.”

“Organizations still struggle with how to increase sales productivity,” explained Max Greenwald, CEO of Warmly. “The promise of AI is not to replace humans, it’s to enable humans to be more effective and deliver more with the same or less. Warmly has the first solution that does this today. With this new capital we will bring the vision of autonomous sales orchestration. By shifting from automation to autonomy, we can empower sales teams to navigate complex processes on autopilot and serve prospects more dynamically.”

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About Warmly

Founded in 2020 by Ex-Google and Forbes 30 under 30 honorees, Warmly is the first AI fueled pipeline acceleration platform that harnesses the power of existing sales enablement and intent tools to automatically identify high propensity website visitors and alert them to sales for real-time engagement. It’s the first such solution purpose built to meet the business and budget needs of SMBs.

Based in San Francisco, Warmly investors include Felicis, NFX, Zoom, F-Prime Capital, Maven Ventures, Soma Capital, YC and others. The company has grown 30% month-over-month during the last year. 

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About Felicis

Founded in 2006, Felicis is a venture capital firm investing in companies reinventing core markets, as well as those creating frontier technologies. Felicis focuses on early-stage investments and currently manages over $3B in capital across 9 funds. The firm is an early backer of more than 47 companies valued at $1B+. More than 100 of its portfolio companies have been acquired or gone public, including Adyen (IPO), Credit Karma (acq by Intuit), Cruise (acquired by General Motors), Fitbit (IPO), Guardant Health (IPO), Meraki (acq by Cisco), Ring (acq by Amazon), and Shopify (IPO). The firm is based in Menlo Park and San Francisco in California. Learn more at www.felicis.com.

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About NFX

NFX is the world’s largest venture firm dedicated exclusively to pre-seed and seed stage companies. The firm is based in San Francisco, CA and Herzlia, Israel, and invests in network-effects driven startups. Founded by entrepreneurs who built 10 companies with more than $10 billion in exits across multiple industries and regions, NFX is transforming how true innovators are funded. Learn more at www.nfx.com.

Let’s be real here:

Drift really isn’t a good fit for small and medium-sized businesses today.

I mean, the tool itself is great (if you’re looking for a purely automated passive lead collector). But with a $30k starting price tag, it's not really within reach of SMBs anymore.

But hey, it’s not 2015 anymore, either. 

There are a number of powerful Drift competitors & alternatives available, many of them with pricing and feature sets designed to serve a non-enterprise audience.

In this guide, we will dive into seven attention-worthy alternatives to Drift. Each provides a slightly different take on conversational marketing and sales, so you’ll no doubt be able to find one that matches what you’re looking for.

Table of Contents

• 7 Drift Competitors & Alternatives Worth Their Weight In Leads
• 1. Qualified - Best For Integrating With Salesforce 
• 2. ServiceBell - Best For Live Video Chat
• 3. Intercom - Best For Customer Support
• 4. ZoomInfo Chat - Best For A Full Stack GTM Solution
• 5. Signals - Best For If/Then Workflow Logic 
• 6. HubSpotChat - Best For Out-Of-The-Box Chat
• 7. Warmly - Best For Account-Based Orchestration
• Why Consider An Alternative To Drift? 

7 Drift Competitors & Alternatives Worth Their Weight In Leads 

1. Qualified - Best For Integrating With Salesforce 

Qualified brands itself as a “pipeline generation machine” and offers a host of features (like chatbots, meeting scheduling, and some really great lead routing) to help sales teams achieve this goal.

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Why Consider Qualified As An Alternative To Drift?

Qualified is at the other end of the automation-human spectrum to Drift.

Here, The focus is on orchestrating human capital to have sales reps respond on the site rather than conversations being entirely automated and passive.

Qualified’s “Signals” feature is slick. It reveals your hottest accounts (using AI-predicted purchase intent) to help reps identify which leads to prioritize.

They've got a bunch of great lead-based features (chat, video, forms) that do a fantastic job of routing leads to the right rep and mapping them over to the correct account.

Also, their reporting suite is great, with important insights into chat analytics, marketing attribution, and some brilliant leadership dashboards.

Then, there’s Qualified’s integration with Salesforce, which is best-in-class, making Qualified a good option for teams deeply embedded in the Salesforce architecture. 

Similarly, they've got great integrations with Marketo and Outreach. If you're using this tech stack (Salesforce, Marketo, and Outreach), you probably have the scale and complexity to justify using Qualified.

Where Qualified Falls Short

If you’re using any CRM other than Salesforce, then Qualified probably isn’t for you.

While its Salesforce integration is strong (Qualified leadership are all former Salesforce people and have very strong partnerships with the brand), integrations with other CRM platforms are a non-starter.

Like Salesforce, Qualified takes a long time to set up and maintain, making it more of an enterprise tool.

Then there’s the cost involved…

Qualified Pricing

Qualified is even more expensive than Drift, with its cheapest plan costing in the range of $42k a year for “the basics.”

For more customization and strong Salesforce connectivity, you’re looking at $72k or more annually. 

With all of this considered, Qualified is a solid platform if you've got the scale and budget for it, and to run a human-led playbook.

If not (like most companies that fall under the SMB banner), its probably not for you.

2. ServiceBell - Best For Live Video Chat 

ServiceBell is one of few video-focused alternatives to Drift, designed specifically for brands that run on Hubspot.

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Why Consider ServiceBell As An Alternative To Drift?

ServiceBell describes itself as “built for HubSpot” and even uses a similar color scheme to align itself with that brand. But it goes beyond that, offering deep integrations with HubSpot suites of tools (CRM, CMS, marketing hub, etc.)

Its main selling point is that it's one of the only tools on the market that focuses on live video chat that sits directly on your website.

So, it's obviously much more on the “human” side of the spectrum than is Drift.

Where ServiceBell Falls Short

There is, of course, an obvious drawback with the whole live video thing: someone has to be around to be on the other end of the call.

That means reps need to be available instantly, which is a huge problem if your company is small and only has a couple of reps. 

You don’t want them sitting around all day waiting for an opportunity to jump on a video call. Your timing needs to be perfect in order to capture the intent.

As I’m writing this, there are no reps available at ServiceBell, so their chat reverts to this:

ServiceBell Pricing

ServiceBell is reasonably priced, with a free plan and paid options starting at $9k a year.

This puts them in the range of SMBs, which is kind of strange since those companies often have the budget for enough AEs to run a play like this.

3. Intercom - Best For Customer Support 

Intercom has been the name in customer chat for a while now. 

With generative artificial intelligence (like ChatGPT) blowing up the SaaS game, they’ve shifted gears a little to an AI-based chat solution.

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Why Consider Intercom As An Alternative To Drift?

For support-focused teams, few tools are as well equipped as Intercom.

Built primarily around their people-driven chat tool, the AI component sits at the front end of the conversation and helps answer customer queries until human intervention is required.

Intercom's AI chat tool might be a cost-effective solution for small companies with limited budget for support but who want to improve their service level.

Where Intercom Falls Short

Of course, the flip side of the focus on customer support is that Intercom doesn’t offer a lot to serve the sales use case. 

Chat is passive and reactive, not proactive (like Qualified, Warmly, and ServiceBell), meaning capturing buying intent at the right moment isn’t Intercom's strong suit.

Plus, they don't offer much in the way of reporting and analytics that matter to sales teams.

Intercom Pricing

Intercom’s Starter plan comes in at just $888 a year. However, this only includes their standard AI for customer service chatbot, and you can’t add any custom responses until you upgrade to the Pro or Premium plans (pricing obscured).

4. ZoomInfo Chat - Best For A Full Stack GTM Solution 

ZoomInfo Chat is an interesting one.

Unlike other Drift alternatives, it's not designed as a standalone conversational marketing tool (though it can be used as one).

Instead, ZoomInfo Chat is part of the wider ZoomInfo architecture, which is comprised of their sales, marketing, operations, and talent (HR) suites.

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Why Consider ZoomInfo Chat As An Alternative To Drift?

ZoomInfo Chat is an obvious solution if you’re already using the company’s MarketingOS or SalesOS suites. 

Or, of course, if you’re looking for a chatbot tool as part of a wider go-to-market strategy and you like the idea of managing everything in a single platform.

For instance, their SalesOS suite includes a conversation intelligence feature (think Gong), which can be used to fuel the human element of chat-based conversations.

Where ZoomInfo Chat Falls Short

While ZoomInfo Chat does allow for some decent “if/then” workflows to guide buyers through a journey, these workflows aren’t quite as strong as Signals or Qualified.

Also, Chat isn’t ZoomInfo’s primary tool (or even in their set of four primary “operating systems”). They acquired a company called Insent back in 2021 as an extension of their core business.

That's because they've saturated their core competency (B2B data) and have had to look for other ways to keep growing NRR.

So, while they fact that Chat isn't their primary tool isn't problematic in and of itself, it does imply that feature growth for this tool might be limited, and you will be subject to a whole lot of upsell/cross-sell conversations.

ZoomInfo Chat Pricing

Unfortunately, ZoomInfo is one of those “you’ll have to talk to us first” companies, so we don’t have any pricing details available for them.

5. Signals - Best For If/Then Workflow Logic 

Signals is another AI-based lead capture platform.

Attributes, behaviors, and intent signals are used to qualify visitors, and rule-based chatbot workflows drive conversations before funneling leads to a sales rep.

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Why Consider Signals As An Alternative To Drift?

Signals best feature its workflows, which allows you to architect a bunch of powerful if/then logic.

Sure, this takes a bit of setting up, but once you’ve got the conditional logic locked in, you’ll have a great contextual conversation marketing tool.

Signals also has the ability to reveal the company of the person on your site, find the right decision-makers (based on your ICP), and add them to a pre-programmed email sequence.

Aside from that, the team at Signals is super friendly, and they've come a long way as a completely bootstrapped company.

Where Signals Falls Short

Signals’ company data (for revealing who is on your site and for enriching that with firmographics) is all done in-house.

Other alternatives (e.g., Warmly, Qualified, and ServiceBell) partner with third-party data suppliers, such as 6sense and Clearbit, to reveal anonymous visitors and then enrich that with best-in-class data.

Signals Pricing

Signals is one of the few alternatives to Drift that allows you to pay monthly.

Plans start at $599 a month or $5988 a year (they provide a discount for annual subscriptions).

6. HubSpotChat - Best For Out-Of-The-Box Chat 

HubSpotChat is a basic chatbot tool from HubSpot.

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Why Consider HubSpotChat As An Alternative To Drift?

HubSpotChat is a good option for a simple, basic, out-of-the-box chat tool.

It doesn’t offer the deepest functionality, but it is available for free, which is why we’ve included it in our list of Drift alternatives.

Where HubSpotChat Falls Short

To be quite honest, the list of cons is a lot longer than the list of pros for this one.

HubSpotChat lacks a lot of functionality that platforms like Warmly and Qualified can support, like:

• Intent identification
• Company reveal
• Full-cycle orchestration
• Reporting and analytics 

HubSpotChat Pricing

HubSpotChat is one of many free tools from HubSpot. For deeper functionality, however, you’ll need to subscribe to one of their paid plans (like their MarketingHub suite).

7. Warmly - Best For Account-Based Orchestration 

Warmly (yours truly) combines the best of AI-powered automation and real-life human involvement.

We call this account-based orchestration—a more scalable, efficient, and cost-effective alternative to account-based marketing.

Further learning: The Rise of Account-Based Orchestration in the Age of AI and Automation.

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Here's the problem:

There are so many awesome tools out there that help with intent data and buyer signals, but all of these siloed solutions still have to be orchestrated.

Usually, this orchestration is a human job, which is super costly in both time and money, and that's before considering what's involved in maintaining that complex tech stack.

This puts effective sales orchestration largely out of reach for SMBs (so, like, 99% of organizations).

Warmly has the first sales orchestration solution that automates this process quickly and seamlessly and delivers truly ready-to-buy/try prospects to sales.

Why Consider Warmly As An Alternative To Drift?

When 35-50% of sales go to the company that responds first, speed is everything. But only 7% of companies respond within five minutes of a prospect’s form submission, and half don't even respond until five business days later.

Warmly provides the best (in our opinion) middle ground between human touch and AI automation, helping you respond to buyer intent lightning-fast and drastically improving your speed-to-lead.

Our agile platform combines best-in-class intent data from 6sense, Clearbit, Bombora, and People Data Labs to help you capture every piece of intent and understand exactly when an actual human should engage.

Here’s the big difference:

We use generative AI to automate and personalize outreach on your rep's behalf. 

This is triggered by intent signals from the tools you already have in your tech stack (Apollo.io, HubSpot, Salesforce, Slack, Pipedrive, Outreach, SalesLoft, etc.).

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The entire workflow—from intent being triggered to outreach being fired—is automated. This delivers more consistent coverage and messaging, plus much faster and more proactive communication with high-intent prospects.

All of these touchpoints look like they come from an AE (personalized emails, LinkedIn requests, messages, etc.) but are, in fact, automated and sent by Warmly’s orchestration system.

Take Warmly's AI chat.

You can set up AI-generated messages triggered based on known prospect data:

The chatbot will also communicate with the relevant sales rep (via Slack integration), so they can jump in and reply in real-time when appropriate.

This transition takes place seamlessly, as if they were speaking with you all along!

Warmly helps growing SMBs scale up an AI SDR army to catch interest at optimal points, only looping in sellers when an account is actually ready for a human conversation.

Learn more about Warmly: The Account-Based Orchestration Platform.

Why Warmly Might Not Be A Good Fit For You

A bit of transparency here:

Warmly is designed for the SMB and lower middle market. Easy to start. Easy to use. Easy to see ROI.

That means we’re a great alternative for smaller and mid-sized organizations who see Drift’s enterprise feature set (and subsequent cost) as overkill, but it does mean that our integrations right now don’t fully support the upper middle market or enterprise organizations.

Warmly Pricing

Warmly offers 3 different plans:

At $850 a month, our most basic paid plan comes in at 30% of the price of Drift’s cheapest tier and less than 25% of the price of Qualified, a popular Drift alternative.

Plus, unlike some of the other Drift alternatives discussed here, you can get started for free on our platform without needing to chat with a salesperson.

Why Consider An Alternative To Drift? 

Drift has been the defacto brand for sales-focused chatbots for a few years now. They’re regularly praised for coining the term “conversational marketing” and for even creating the category itself.

So, why might you consider a Drift alternative in the first place?

Prohibitive Pricing

Let’s be honest: 

Drift is not cheap.

They've shifted their focus to enterprise, and it's reflected in their pricing.

Their cheapest plan, which is billed as being for “small businesses,” comes in at $30k a year. They also have a $90k and a custom enterprise option, which is what they’re really gunning for.

To be sure, this is the standard path for software companies. 

Drift, like many others, started off servicing SMBs. Then, they gradually moved upmarket as the brand gained traction, and their size allowed them to pursue deals with a greater CAC but a much higher deal size.

That’s great news for them, but it does leave Drift as an immediate non-option for smaller organizations with leaner budgets.

No Human Involvement 

Drift’s focus has always been on using automated conversation workflows to drive the passive collections of leads from your website over to sales.

This works well with high-volume traffic, as it becomes a numbers game. With 200,000 monthly visitors to your site, even a 1% conversion rate drives 200 new leads a month.

Clearly, this is less effective for smaller companies with a lot less traffic coming through each month. But, more importantly, a fully passive and automated approach leaves a lot of quality intent on the table by not getting a human involved.

Some alternatives to Drift (such as Warmly, Qualified, and ServiceBell) improve on the Drift model by putting a greater focus on human involvement. 

Lack Of Proactive, Real-Time Engagement 

Drift doesn’t really have a feature to show what people are doing on your site in real-time.

This means that you can’t interact with them proactively. Drift is designed to be reactive, kicking off when a visitor engages with the chatbot and then routing that customer to sales.

An SDR Army at Fraction of The Price of Drift 

Drift is, without a doubt, the industry standard for on-site conversational marketing.

But with industry-standard tools come industry-standard price tags, not to mention some pretty heavy startup costs, once you consider the weeks (or months!) involved in integration and onboarding sessions. 

With Warmly, you can begin receiving hard ROI in 20 minutes with just two steps :

1. Add a code snippet to the site
2. One-click authenticate your existing systems (Hubspot, Outreach, Apollo, Slack, LinkedIn, etc.)

You’ll immediately start improving conversion rates by revealing who is on your site, enriching that with best-in-class data, syncing that data back to your CRM, and routing hot accounts to the right rep.

Plus, with plans starting from just $850 a month (billed annually), you’ll reduce your Drift bill by at ~70%.

Discover how Kandji booked 2 qualified meetings just 8 minutes after going live with Warmly.