How Salsa turned API-doc traffic into 50+ qualified opportunities a year
Salsa's enterprise sales cycle means a great year is 15-20 closed platform partners. With Knock2, their team is sourcing roughly one new qualified account every week, all from people quietly reading their docs.
Long sales cycles, technical buyers, and a website that quietly tells you everything
Salsa sells embedded payroll infrastructure to SaaS platforms. The product sits at the infrastructure layer, the buyers are technical, and the deals are big and slow. A typical rep closes 15-20 platform partners a year, each one a multi-stakeholder evaluation that runs months.
Salsa's API documentation is public, which means their highest-intent prospects, engineers actually scoping an integration, are showing up on the site every day. The problem: nobody knew who they were.
"We're a technical product. Our API docs are open to the public, and that's where we see real interest. Knock2 has been great to give us insight into who's coming in and reviewing those."
A 5x multiplier on pipeline, hiding inside their own analytics
Here's the part that reframes how you think about visitor identification for an enterprise team. Salsa's reps don't need volume. They need the right accounts, surfaced early, before competitors get there. Knock2 is delivering that at a rate that dwarfs their close rate.
surfaced per week
per year, per rep
For a long-cycle B2B2B motion, that kind of leading-indicator visibility is the difference between guessing where the year ends up and actually steering it.
One tool, every stage of the funnel
Most intent tools get pigeonholed as "top of funnel." Nestor uses Knock2 across the entire sales cycle, with a Slack-integrated daily review that takes minutes and informs where his time goes.
"It helps me cover every part of the cycle, whether it's nurture, active deals, or new prospects entering the top of the funnel. With limited time in a good market, you have to prioritize. Knock2 tells me which prospects are actually vetting us at any given time."
Lead with value, not "I saw you on our website"
Nestor's outreach approach is consultative. He shares a product update or a relevant section of the API docs, and the website signal becomes a confirmation, not a cold opener. When a prospect engages with the material and lands on a docs page, that's the moment to circle back with something useful.
"You can start A/B testing, get creative with your outreach, and measure how well it's going based on whether it's actually driving traffic to your website. For sellers hitting a wall trying to measure their outbound, Knock2 is a great way to find that additional signal."
It's a quiet shift, but it's the one that matters. The website becomes a feedback loop on outbound, not just a top-of-funnel source. Did the campaign land? Did the prospect actually look? Knock2 closes the loop.
What two years of Knock2 looks like at Salsa
"The more activity I see across the website, the more I see them circulating internally with their executives before they sign. That's usually a good sign. On the contrary, if I only see one or two visits on a 'close' deal, it's a tell."
Find the deals already evaluating you
If your buyers are technical, your cycle is long, and your website knows things your CRM doesn't, Knock2 is the missing layer. See what your team has been quietly missing.
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