How Semgrep warmed up cold outbound to grow pipeline 74% in a single quarter | Common Room

How Semgrep warmed up cold outbound to grow pipeline 74% in a single quarter

“Once our reps got their hands on Common Room, the response was unanimous: ‘Buy it, please.’ We sourced pipeline right away running plays from product usage, web visits, GitHub activity—you name it.”

Jason Klumpp

Director of Sales Development

Summary

How Semgrep runs go to market intelligently

About Semgrep

Semgrep is an open-source application security platform used by engineering teams at some of the biggest brands around the globe.

Problem

Semgrep’s outbound sales motion wasn’t keeping pace with its inbound motion. The company wanted to grow outbound pipeline contribution by moving away from traditional cold outbound in favor of warm outbound. Its SDR team needed a way to automate high-converting signal-based sales plays in order to make every rep a top performer.

Solution

Semgrep chose Common Room for its AI-powered signal capture and enrichment, ease of implementation, and fast time to value. Instead of tabbing between siloed point solutions and enrichment tools, SDRs access and action on person- and account-level signals from across digital channels all in one place.

Strategy

Semgrep uses Common Room as its system of intelligence for sales. Reps use digital signal capture, unified identity and account intelligence, and powerful workflow automations—all powered by AI—to automatically uncover warm prospects that were previously hidden, get complete context for every account, and follow up on in-market buyers fast.

Results

Common Room generated:

Key quotes

“Common Room’s scope is a competitive differentiator. It has more integrations, more signals, more ways to see where prospects are engaging with us. I felt like I was buying an AI copilot, enrichment tool, product tracking tool, website tracking tool, social tracking tool, and job-change tracking tool all at the same time.”

Jason Klumpp

Director of Sales Development

Background
Buying intent comes in many forms—not just demo requests. But if you’re blind to the signals, separating in-market accounts from the rest is a manual, time-consuming process. It’s the reason so many sales teams fall back on cold outbound.

That’s why data-driven organizations like Semgrep make sure their sales reps have full visibility into high-fit prospects and companies showing intent across channels—and the tools to take action fast.

Here’s how Semgrep used Common Room to:

Turn cold outbound warm

Semgrep’s sales organization was seeing success on the inbound front, thanks in part to the company’s popular open-source product, Semgrep OSS.

But its outbound motion wasn’t driving the same results.

The company decided to switch up its go-to-market approach. Instead of outbounding any account that matches its ideal customer profile, the SDR team would start focusing on the warmest accounts in its ICP.

“I wanted to fundamentally change our targeting,” said Director of Sales Development Jason Klumpp. “There’s a ton of stuff that happens before a prospect opts in with a form fill. We should be using those signals to see which accounts are interested in us, our offering, or our space.”

The only thing stopping Semgrep from building its warm outbound rhythm? The ability to access and action on buying signals at scale.

Jason and his team set out to find a solution. As they evaluated different vendors, Common Room’s AI-powered customer intelligence platform became the clear standout.

“Common Room’s scope is a competitive differentiator,” Jason said. “It has more integrations, more signals, more ways to see where prospects are engaging with us. I felt like I was buying an AI copilot, enrichment tool, product tracking tool, website tracking tool, social tracking tool, and job-change tracking tool all at the same time.”

Common Room’s AI-powered signal capture automatically fetches contact, account, and activity data from your first-, second-, and third-party data sources. Our machine learning algorithms process this data and turn it into structured outputs for team members to access, analyze, and action on.

Jason and his team use Common Room’s intelligent automations to quickly spin up plays built around this info.

Semgrep currently has 16 plays up and running, including plays built around:

When reps click into a play, they get a holistic view of every person and account assigned to it, from product usage and website activity at the contact level to annual revenue and funding at the org level. Reps can click into any contact or organization to dive deeper into their profile.

Results

From August 2024 to October 2024, Common Room directly contributed to a 74% increase in qualified pipeline.

According to Jason, closed-won deals sourced from Common Room helped Semgrep 2.5x Common Room’s purchase price in under a quarter.