Infinity booked 3 meetings in their first week and added $518,000 of pipeline

Challenge: Too much noise and wasted spend

Infinity’s call‑tracking and analytics platform connects the customer journey to the phone call so marketers can invest their budget in the tactics that work. Yet while their advanced call analytics helped nail advertising budgets, Head of Marketing Matt McGillicuddy and CRO Raj Dass were still scratching their heads trying to identify which website visitors were actually in‑market for Infinity’s leading enterprise call tracking solution.

The team invested heavily on a variety of different acquisition channels which were generating lots of clicks, but most of the 'converting' leads weren’t a good fit. SDRs were swamped with prospects who would never convert, leaving high‑potential accounts untouched. Infinity needed a way to know who was ready to buy without blowing “stupid amounts of money on ads” or wasting time on poor‑fit leads. They were looking for a partner to carefully analyse everything including inbound traffic sources, content strategy, search engine and generative engine optimization and sales funnel velocity to nail down where to invest time and money, and where the ready-to-buy leads were really coming from.

Solution: A smarter, tighter pipeline engine

1. ICP fitting: Know exactly who belongs in your funnel

CustomerOS starts by helping teams define and refine their Ideal Customer Profile — not based on vague segments or guesswork, but by analysing actual buyer signals from your site and historical data. For Infinity, this meant moving beyond basic firmographic filters and instead building a precise profile of the companies most likely to convert and stay.

The engine continuously evaluates inbound traffic against this dynamic ICP model, automatically flagging high-fit visitors for outreach. It’s like giving your SDRs a head start: they only spend time with companies who actually look like your next best customer — not random browsers or misaligned startups. As Matt put it, “We finally had a way to prioritise conversations that mattered.”

2. Deanonymization: See who’s really on your site — without compromising compliance

Before CustomerOS, Infinity’s site was a black box — lots of visits, but little clarity on who those visitors were. With CustomerOS’s GDPR-compliant deanonymization tech, Infinity could identify which companies were engaging with high-intent content — even if they hadn’t filled out a form.

Rather than relying on shaky third-party enrichment or forcing opt-ins prematurely, CustomerOS leverages deterministic identity resolution tied to real user behaviour. That meant Matt’s team could see which specific accounts were showing interest before they raised their hand — and reach out with confidence. No guesswork. No cold outreach. Just warm, informed engagement from day one.

3. Intent tracking & stage identification: Know who's ready to buy — and who isn't (yet)

Infinity wasn’t just guessing who to talk to — they knew when to talk to them. CustomerOS tracks real-time signals across the funnel: which pages a visitor viewed, how frequently they returned, and how their journey compares to past conversions. The platform then uses this data to infer where each account sits in the buying journey — from early education to evaluation to ready-to-buy.

Armed with these insights, Infinity could tailor messaging and outreach to meet leads at the right moment, with the right tone. For the ready-to-buy group, meetings were booked in under 48 hours. For slower-burn prospects, the system helped marketing and sales stay patient — investing time only when the timing was right. Raj, Infinity’s CRO, noted that “our SDRs stopped wasting cycles on leads that were never going to close — and that materially changed our revenue.”

Outcome: Pipeline clarity and revenue growth

By filtering out poor‑fit leads and prioritising the warmest prospects, Infinity gave its SDRs time back and kept its pipeline full of meaningful conversations. In the first quarter of working with CustomerOS, the company added $518,000 of enterprise customer pipeline, directly attributed to CustomerOS's data. The combination of ICP qualification and real‑time intent data meant Infinity could invest its marketing budget with confidence, eliminating waste and focusing resources on what really works.

The success of the initial rollout has inspired Infinity to double down on the partnership. They’re excited to use CustomerOS to optimise ad spend further, attract more ICP‑fit leads and replicate the early wins across other segments. As Matt sums it up, the approach “prints meetings”—and does so thoughtfully, without compromising Infinity’s careful and calculated approach to marketing and sales.