The Challenge: Targeting Decision-Makers in Enterprise Accounts

BetterComp, a fast-growing compensation management software company, faced the challenge of connecting with key decision-makers in enterprise-level accounts. With busy marketing teams and a need for SDRs to act swiftly, prioritizing and engaging the right contacts efficiently was crucial.

“We realized that scaling our outbound efforts required a more strategic approach to engaging prospects,” says Brad, SDR Manager at BetterComp. 

“We needed a solution that could deliver the right message, to the right people, at the right time.”

That’s when Supercadence came into play. “I first came across SuperCadence at a conference and immediately saw its potential to streamline our SDR process with minimal effort and cost,” Brad recalls.

BetterComp tested the tool with their largest accounts, including Fortune 1000 companies, as a cost-effective way to break into key accounts by delivering personalized ads directly to decision-makers—without heavy marketing support.

The Solution: Precision Targeting with Supercadence

SuperCadence gave BetterComp's SDR team an edge by simplifying their ad targeting. The seamless Outreach integration allowed SDRs to instantly push ads to contacts in their active sequences, while real-time engagement notifications enabled SDRs to tailor follow-up efforts based on each contact's interaction.

"Supercadence made it easy to focus on the people actually engaging with our content," Brad explains. "It was no longer a guessing game — we knew exactly who to reach out to and how to approach them.” 

Using SDR faces in ads further humanized outreach, resulting in higher engagement. While incorporating SDRs’ faces initially seemed unconventional, it became a key driver of their success increasing their opportunity conversion rate by 250%.

"We switched to using Guillermo's face in the ads, and it worked. It was a game-changer," said Brad. 

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The Results: Streamlined Outreach and Enhanced Engagement

SuperCadence has significantly transformed BetterComp’s outbound strategy during its trial phase. Initially piloted with one SDR, its early success has led to plans for broader rollout across the team and expanded involvement from the marketing team in the near future.

Even in the early stages of implementation, the targeted outreach resulted in reaching 31% of key decision-makers within their target accounts, driving $1.6M in pipeline over just 7 months. For each dollar spent on SuperCadence, it yielded an impressive $372 in influenced pipeline.

“The SuperCadence team consistently helped us optimize our strategy, and the results so far have been very encouraging,” Brad notes.

BetterComp has already seen a 2x increase in meetings and a 4.14x higher meeting-to-opportunity conversion rate with contacts who engaged through personalized ads. Additionally, their pipeline grew by 5.4x with engaged contacts. 

Looking Ahead: Scaling Outbound with Supercadence

With SuperCadence, BetterComp has the potential to strengthen the partnership between marketing and sales by continuing to test and refine their use of personalized ads. As the tool proves its value, they expect to fully integrate it into their go-to-market strategy within the coming months.

Brad remarks, “SuperCadence is innovative and effective—not just for revenue impact, but for overall value.” Looking ahead, BetterComp plans to scale their use of SuperCadence by tailoring ads to specific personas and stages in the funnel, and eventually using the tool to re-engage closed-lost deals.

“SuperCadence has been a game-changer,” Brad concludes. “It’s helped us target the right people and improve our outreach. We’re excited to see where it takes us next.”

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About BetterComp

BetterComp is a leading compensation management software provider, helping companies streamline and optimize their compensation processes. Trusted by enterprise-level clients, BetterComp offers innovative solutions that drive efficiency and growth for HR and compensation teams.

Location: California, USA
Industry: Compensation Management Software
Size: 50 employees