How Built In Effortlessly Enriches 100k Accounts with Apollo's Verified Data

Built In isn’t your average job board.

Built In is reinventing talent acquisition by helping companies tell their stories and attract top-tier talent with carefully crafted content.

Mark Turner, VP of Revenue Operations at Built In, is well aware that it’s a generational product.

“We help our clients help themselves in terms of employer branding, retention, and talent acquisition,” he says, “A lot of platforms help you post a job, but we help people find, write, and publish relevant content and secure top-tier talent that matches their values..”

With a unique value proposition in a huge potential market, Built In needed a way to find, enrich, and prioritize leads at scale.

Here’s how Apollo helps Built In enrich and score their massive database of over 100,000 accounts to drastically boost their win rate and annual contract value.

The High Cost of Managing Leads at Scale

As the VP of Revenue Ops, Mark’s job is to ensure that all of Built In’s revenue-generating teams are working together seamlessly. This involves analyzing data to understand customer behavior, identifying new opportunities, and working with sales and marketing to create effective campaigns for best-fit leads. 

“I’m always thinking about the process — what points I need to measure along the way and where the pivot points are at each insight.”

At Built In’s size, that’s a tall order.

With a potential target market of, essentially, any company hiring a tech professional, Built In needed an efficient and affordable way to score and enrich their massive Salesforce database.

“My team is trying to find the best leads to go after to be really efficient with their time.”

They’d had success using ZoomInfo and LinkedIn Sales Navigator for enrichment — but only for selective accounts. The high cost of these tools hampered Mark and his team from enriching contact, accounts, and leads at scale.

“We enrich at different levels based on the cost of each tool,” said Mark, “We use ZoomInfo more narrowly, only to enrich a certain number of accounts, and LinkedIn’s Sales Insights is one of the most expensive tools we have.”

They needed an additional solution.

Hands-off Enrichment with Apollo

When they found Apollo, they synced to Salesforce and immediately put the platform to work — automatically pushing and pulling contact data, finding and correcting errors.

“We have a large number of accounts in our Salesforce instance and Apollo started enriching it on a daily basis.”

That large number? 100k accounts. Effortlessly enriched. Every single day.

“Apollo enriches everything we have: contacts, leads, accounts…And we don’t really have to touch it, it just works.”

For a growth-focused company with a sizeable sales team (many of whom have over 1000 accounts assigned!), Apollo was the only solution with the right mix of affordability and capability, offering reliable enrichment services at a fraction of the cost of other providers.

High Apollo Score = Higher Win Rates

On top of always-on enrichment at a massive scale, Apollo also proved valuable for prioritizing leads. 

Built In’s marketing and sales teams used Apollo’s advanced filters to find new accounts that match their ideal customer profile — quickly growing, newly funded businesses.

To prioritize these companies, they used Apollo’s scoring engine. They started simple, by looking at industry, revenue, headcount growth, and technologies, creating a reflection of the buyers who get the most value from their product.

“We thought, ‘We know that we can support these industries really well, these companies are growing in revenue and in size. This is our bread and butter. Let’s prioritize those.'"

Built In launched their Apollo scoring model in October, and saw a major impact in just one quarter. The accounts that Apollo scored highly saw higher win rates and a higher annual contract value.  

We’re talking about double-digit percentage increases in both categories.

A Rev Op VP’s dream.

“Building out an Apollo scoring model was actually very simple,” said Mark, “And what we saw was a higher Apollo score corresponded to a higher win rate and a higher ACV.”

Built In finally had a tool that allowed their reps to scale their outbound motion with reliable data that all but guaranteed more sales success.

Looking ahead, Mark and his fellow revenue leaders at Built In have lofty goals for an organization with seemingly limitless potential.

“We want to get our reps 300 A or B-level accounts, like top, top-tier accounts.”

And you can bet that Apollo.io will be there to help them do it.