Order.co traded cold outbound for warm outbound on website intent
Mark Saltarelli, Order.co's Sr. Director of Marketing, wanted the outbound his team still does to be targeted rather than cold. Knock2 identifies who is on Order.co's site, keeps the industries it wins in, and puts them in HubSpot under the right rep.
for reps in six months
fit visitors in HubSpot
was an easy internal sale
Cold outbound stopped getting through
In 2025 Order.co pulled back on outbound and moved to a marketing-led sales process. It still needed some outbound to round out pipeline, but cold email had become harder to land.
The site's traffic was there, but hard to use. Order.co's existing tool only identified companies, and in Mark's words it “hasn't been that helpful” at finding the person. An extensive blog also brings in plenty of readers who are too early in their research, or too junior, to buy.
Only the visitors Order.co wins with
Knock2 identifies visitors down to the person, then scores each one against Order.co's ideal customer profile, so blog readers and junior titles fall away before a rep ever sees them. On top of the score, Order.co filters for the industries where its platform wins.
Visitors are resolved to the individual, with their title, company and contact details.
Every visitor is scored against Order.co's ideal customer profile, so the long tail of blog traffic stays out of the CRM.
Retail, property management, boutique hospitality, private education and nonprofits, among others.
No new tool for the reps
Order.co's reps already lived in HubSpot, sequences included, so that is where Knock2 sends its visitors. Each fit visitor is created as a HubSpot contact, with Knock2 as the record source, so the team can filter and report on everything Knock2 brought in. At Order.co's request, Knock2 added mobile numbers to the contacts it creates.
Order.co's head of sales built a HubSpot sequence for these contacts. Order.co then built a Knock2 Play for each rep, so every fit visitor is created in HubSpot under the rep who should work it. In the last six months Knock2 has created more than 1,000 of these contacts.
Order.co can go further when it wants to. Knock2's advanced HubSpot attribution stores the pages visited, first and last visit, and page count in custom properties without touching existing ones. Mark's reaction when he saw it: “I love that. The more customizable, the better.”
Month to month made it an easy yes
Order.co trialled Knock2 for a week, then moved to a paid plan in January 2026 and began testing it with members of the sales team that month. Order.co had been stuck in a long contract with a tool that didn't deliver before, and Knock2's month-to-month plans removed that risk.
Warm outbound, run from the CRM
Order.co's outbound now starts from intent: people who came to its site, from the industries it wins in, created in HubSpot under the rep who owns them. Every rep on the team now has their own Knock2 Play, and on a plan Order.co could cancel any month, it has kept Knock2 every month since.
“We have very specific industries we win very well in because of how our platform works. So being able to filter down is really helpful.”
Turn website intent into
warm outbound in HubSpot
Knock2 identifies the people visiting your site, scores them against your ideal customer profile, and creates the ones that fit in HubSpot under the right rep.
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