How BetterContact is Revolutionizing B2B Sales Outreach with Waterfall Enrichment

Welcome to This Week’s Newsletter. If you're a B2B founder, sales leader, or growth strategist, you’re in for a deep dive into data enrichment, GTM strategy, and scaling a SaaS business without a traditional sales team.

Today, we explore the journey of Roman, co-founder of BetterContact, a fast-growing sales tech startup that’s transforming B2B outbound sales with its Waterfall Enrichment technology. His team has rethought how lead data should work—seamlessly integrating 20+ data providers into one, ensuring sales teams only pay for verified contact details.

But what makes BetterContact stand out isn’t just the product—it’s the way they built and scaled it. Instead of relying on cold outreach or high-cost sales teams, Roman and his co-founder leveraged content-led growth, strategic integrations, and automated customer acquisition to grow from a few signups per day to over 1,000 per month.

Let’s break down his approach—and what founders can learn from it.

Why Sales Teams Struggle with Data Enrichment (And How BetterContact Fixes It)

While working at a B2B SaaS startup, Roman realized that even premium data platforms like ZoomInfo only returned 30-40% valid leads—and a chunk of those were still unusable.

The problem?

• Expensive data providers deliver incomplete or outdated contacts.

• Sales teams spend hours manually verifying leads across multiple tools.

• Reps burn time and budget chasing bad data.

BetterContact’s solution: Waterfall Enrichment.

• 20+ data providers aggregated into one seamless API.

• Automated provider sequencing—finding the best source for each lead.

• Verification-first model—users only pay for valid contacts (no more wasted spend).

This shift means sales teams increase their connect rates and unlock unreachable leads—without extra manual effort.

BetterContact’s Growth Strategy: From a Few Signups to 1,000+ Monthly Users

BetterContact’s rapid growth is no accident—it’s a carefully crafted multi-channel approach.

1. Content-Led Growth: Building Authority & Driving Inbound Demand

Roman chose to prioritize LinkedIn content-led growth instead of traditional cold outreach. The reason? Scalability and leverage.

• At first, he saw just a few signups per day from organic content.

• With consistent LinkedIn posts, this grew to 500-1,000 signups per month.

• Active users: 1,300+ customers.

Key tactics:
✅ Optimizing LinkedIn network—removing irrelevant contacts, adding ICPs.
✅ Automating connection requests using Heyreach + Sales Navigator.
✅ Publishing content based on real ICP pain points (extracted from customer calls).

2. Product-Led Growth: A Free-to-Paid Conversion Engine

BetterContact operates on a PLG model, meaning:

• Frictionless onboarding → Users sign up and start enriching contacts instantly.

• Freemium access → Users can test results before committing to a subscription.

• Usage-based pricing → Lower risk for new customers, higher ROI on spend.

The impact?

• 42% higher connect rates for sales teams.

• 31% increase in sales opportunities for enterprise customers.

• 23% improvement in call success rates for outbound reps.

3. Partnership-Led Growth: Unlocking Entirely New Customer Segments

By integrating directly into leading sales tools like Heyreach, Clay, and Trigify, BetterContact taps into existing user bases with zero sales effort.

For example, after integrating with Clay, BetterContact immediately gained access to a new ICP segment (RevOps teams) without needing to speak their language or market to them directly.

Why BetterContact Prioritized Content Over Cold Outreach

Many early-stage founders default to cold email + LinkedIn DMs + phone calls to acquire customers. BetterContact took a different approach.

Why?

1. Compounding effect → A cold email dies in a day. A viral post stays visible for months.

2. Trust & authority → Decision-makers buy from people they trust, not cold messages.

3. Scalability → One post = 10,000 views, while cold calls scale linearly.

How they did it:

• Roman built highly targeted LinkedIn lists of sales leaders.

• Automated connections using Heyreach.

• Extracted content ideas from real ICP conversations (using tools like Fathom).

• Published content daily, mixing personal insights with actionable sales strategies.

Pricing Strategy: The Game-Changer in Customer Trust

A few months ago, BetterContact changed its pricing model, shifting to a pay-per-verified approach.

Before:

• Users paid per lookup, even for bad/incomplete data.

Now:

• Users only pay for successfully verified emails and phone numbers.

📈 Impact:
✅ Higher trust → Users no longer worry about paying for bad leads.
✅ More conversions → Lower risk = more trial users upgrading to paid plans.
✅ Stronger competitive advantage over traditional data providers.

This move didn’t create overnight viral growth, but it improved sign-up-to-paid conversion rates and deepened customer loyalty.

Real-World Impact: How BetterContact Drives Revenue Growth

Sales teams using BetterContact report tangible business outcomes:

• 31% more sales opportunities for an enterprise customer.

• 42% higher connect rates for an agency’s outbound team.

• 23% improvement in call success rates—fewer dead-end calls.

By eliminating bad data and maximizing valid contacts, BetterContact helps teams increase pipeline efficiency without increasing headcount.

The Future of Sales Tech: What Founders Need to Know

According to Roman, sales tech will evolve dramatically over the next 3-5 years.

Key trends:

1. Rise of AI Agents → Sales teams will shift from manual execution to AI-driven orchestration.

2. SaaS will become a pure sales & marketing play → Features will be easy to replicate, distribution will be the differentiator.

3. Higher-leverage founders → Instead of hiring more sales reps, winning companies will focus on automation, partnerships, and PLG.

“SaaS is now a sales and marketing game. The founders who win are the ones who master distribution.” — Roman

What’s Next for BetterContact?

Looking ahead to 2025, BetterContact is staying laser-focused on its strengths:

✅ Doubling down on content-led and partnership-led growth—no sales team hires planned.
✅ Deepening integrations with top sales tools.
✅ Advancing AI-powered provider sequencing for even better data accuracy.

Unlike competitors expanding into broader data markets, BetterContact is staying lean and specialized, ensuring it remains the go-to solution for contact data enrichment.

Final Thoughts

BetterContact’s journey is a masterclass in content-driven growth, strategic integrations, and scalable sales enablement.

For founders, the key question is: Are you making it effortless for your customers to get value from your product?

Too many startups focus on adding more features. The real unlock is removing friction—whether that’s in onboarding, pricing, or product adoption.

If this strategy resonates with you, follow Roman on LinkedIn—he’s building something that’s changing the way sales teams approach data enrichment.

Until next time, keep refining, optimizing, and scaling smarter.

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