Two founding AEs. No SDR team. No complex sequences. Just real buying signals acted on fast.
Blazel helps founders and executives build their brands on LinkedIn and ties every post directly to revenue. The platform handles everything from content creation to competitive intelligence, tracking which accounts are engaging with a client's content and surfacing who's liking and commenting from target companies.
After growing to $1M ARR while still in stealth, the team was gearing up for a public launch and needed to know exactly who was showing up on their website.
Blazel's sales motion runs lean. Nick and fellow AE Mark handle the full cycle as founding reps (prospecting, demos, closing) with no SDR team underneath them. Every minute spent chasing unqualified leads is a minute not spent closing.
Before Knock2, Nick had cycled through several visitor identification tools, including RB2B and Vector. The experience left him skeptical of the whole category.
"I've used plenty of tools similar to Knock2. I've never really been a fan. They just overpromise. You're really only getting like 3–5% of who's actually coming into your website."
Nick Pallavicini, Sales & Growth Lead
The existing tools were noisy, inaccurate, and didn't give Nick what he actually needed: a fast, honest signal about who was interested so he could act on it right away.
A RevOps colleague named Jeremy referred Nick to Knock2 just as Blazel was about to launch out of stealth. The timing couldn't have been tighter. Nick needed a tool installed before the announcement went live the next morning.
"We got our funding announcement, and I was like, hey, we need to get something installed tomorrow just to track who's coming to our website. I jumped on a call with John and got it installed in minutes before our launch."
What sold Nick wasn't a feature comparison. It was the approach.
"The one thing is you guys are just direct. You have our B2B data. You're not lying about the analytics."
Nick also found the ICP scoring immediately useful. After the initial launch flooded the Slack channel with noise (job seekers, international visitors, low-fit profiles), he turned on Knock2's AI-powered filters and saw an instant improvement.
"Your AI actually got our ICP right. It filters out a lot of the noise. When I first set it up without filters, I was like, this person's looking for a job, this person's not relevant. But once the filters were dialed in, it was just people we actually want to reach out to."
Setup took minutes, not days. Nick installed the tracking script the night before Blazel's stealth launch, connected Slack, and was seeing live visitor data by morning.
Over the following week, Nick and John (Knock2's founder) dialed in the configuration on an onboarding call:
"I've set it up in like three minutes. It's super simple."
When Knock2 identifies an individual visitor and pushes a profile to Slack, it's a green light. Nick or Mark connects with them on LinkedIn immediately.
"If anything comes in the website lead channel and it's a profile, Mark and I just go and connect and go after them right away."
This is where Blazel has seen the most success. Nick monitors the accounts view in the Knock2 dashboard, sorting by page visits. When a company shows 5+ visits, or especially 20, 40, or more, he treats it as a strong buying signal even without a contact-level match.
"I just talked to Cl******** yesterday, and this employee loved what I was talking about. They saw us 40 times. Now I'm gonna go on LinkedIn, pick three to four people to connect with."
"If it's five visits, it's usually enough for me. But if it's forty, twenty, that's high intent. I should probably click on LinkedIn and go find them."
Nick doesn't need Knock2 to hand him the exact person every time. As an experienced rep, he uses the account signal to narrow the field, then leverages LinkedIn to identify the likely buyer himself.
"I've been in sales a long time. I can figure out who it probably was on LinkedIn. I connect, I'm just like, hey, how's it going? And they're like, oh yeah, I saw your site."
Knock2 also serves as a confirmation layer for outbound. When Nick or Mark are already working an account and see it show up in Knock2 with repeat visits, it reinforces that outbound is working.
"If we're outbounding accounts and they start coming to the website, something's working. So you double down your outbound efforts."
All of this with a two-person sales team, no SDR layer, and no automated sequences. Just two experienced reps acting on high-quality signals.
"It gives us exactly what we need to action on data instead of spraying and praying. It just makes our data a lot more actionable."
Blazel plans to deepen their Knock2 integration as the team scales, pushing qualified contacts directly into HubSpot workflows and Apollo sequences to automate the first touch. They're also looking forward to Knock2's upcoming Buyer Committee Discovery feature, which will automatically surface relevant prospects at high-intent accounts.
For now, the playbook is working: Knock2 surfaces the signal, Nick and Mark do what great reps do. Connect fast, lead with value, and close.
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