Orb turns scattered signals into 62% of opportunities with Dreamdata
Company
Orb
Anna Puig
Who
Senior Growth Marketer, Go-to-Market Engineering
Role
51-250 Employees
Size
Billing & Revenue Management
Industry
San Francisco, US
HQ
With Dreamdata’s help, they saw:
62% of opportunities from signal-driven outbound
Numbers that stand up to “intense executive scrutiny”
Before Dreamdata
-
Anna spent more time manually reconciling data to prove Orb's campaign investments than doing growth marketing. It created a fire drill every time, with a board meeting or campaign review always coming up.
Any answer she produced could be challenged by a different number from someone else’s pivot table.
-
Engagement and intent signals existed across Orb's ad platforms, website, and CRM, but they had no way to capture them or translate them to the rest of the GTM team.
With Dreamdata
-
With all of Orb's GTM data unified in one account-based model, Anna can see which channels and campaigns are driving pipeline, with numbers that match Orb's CRM one-to-one.
That's what builds executive trust in marketing's performance numbers.
-
With the complete customer journey, Anna's team turns scattered engagement into signals that automatically flow into their ad platforms, CRM, and Clay.
Orb has shifted from doing demand generation to doing demand capture.
“We went from signals everywhere but no system to capture it or translate it to the rest of our team, to a signal-driven go-to-market engineering machine.”
Anna Puig
Senior Growth Marketer, Go-to-Market Engineering
at Orb
How Orb uses Dreamdata
Unified GTM data, modeled the way Orb runs.
Dreamdata automatically joins, cleans and standardizes Orb's go-to-market data into a unified account-based data model, pulling Salesforce, LinkedIn Campaign Manager and the ad platforms into one place with every touchpoint tied to revenue.
Custom dashboards for reporting to leadership.
In the Analytics Hub, Anna combines her custom reports into a single dashboard for Orb's weekly reviews and board updates. Anna’s team can break performance down by channel, funnel stage, and other segments that matter to the business. Then open any pipeline number to see the exact contacts, companies, and deals behind it.
A custom Engagement Score built on Orb's own criteria.
AI Signals surface the intent signals in Orb's GTM data that correlate with revenue. Anna sets which of those count towards Orb's Custom Engagement Score, so a score reflects how Orb's buyers actually behave. Those scores feed the audiences and automations the rest of Orb's GTM motion runs on.
LinkedIn audiences built on ICP fit and engagement.
Using Audience Hub, Anna builds account lists with unlimited filters like ICP fit, predicted ACV, engagement scoring, persona, and where they are in the funnel. These sync to LinkedIn directly and automatically, so Orb's paid campaigns keep reaching the accounts worth paying for.
Webhooks routing signals to Clay and n8n.
Using Dreamdata's webhooks, Anna pushes intent signals, engagement scores and audiences straight into Clay and n8n, where Orb centralizes most of their GTM automations. From there, those signals feed the workflows her team already runs.
