From PLG to Sales-Led: How Otter.ai Used First-Party Data to 2X Outbound Pipeline

Colin Netal, Head of Demand Generation at Otter.ai, joins Common Room's Will Taylor to explain how Otter layered a sales-led motion onto its PLG engine by scoring product usage instead of relying on commoditized signals like website visits and keyword intent. His result: a 2x jump in outbound pipeline. What you'll learn: How to build behavior-based lead scoring from first-party product usage How buying committees shift as deals move upmarket, and how to speak to each stakeholder The five usage-based plays Otter.ai used to drive that 2x pipeline jump See how Common Room turns first-party signals into pipeline: https://bit.ly/4w2S7ww