How cofenster turned outbound from an experiment to a reliable pipeline engine with 11x

A hard-to-reach audience made outbound essential, but manual processes couldn't keep up

cofenster's target audience, HR managers, internal communicators, and marketing teams, is nearly impossible to reach through traditional advertising. Companies don't typically advertise that they need video software, and internal initiatives don't show up in standard technology filters or intent signals. Outbound prospecting was the only viable way to test the waters and see if a company had video needs.

cofenster initially explored outbound on their own, building a patchwork motion using several vendors. It quickly hit a ceiling.

"We realized that it is very, very difficult to do outbound at scale if you're just trying to do it manually. You run into a lot of problems with domains and deliverability and keeping the messages highly personalized so it doesn't sound like a robot."

Disconnected tools created friction at every step

Running outbound manually meant constant problems with domain management, email deliverability, tracking who had been contacted, and keeping messages personalized. Every campaign required sourcing leads, verifying contacts, enriching data, crafting messaging, and monitoring performance across disconnected tools. As outbound requirements grew, the process couldn't keep up.

Scaling outbound from a team of one

cofenster doesn't have a designated BDR team. Kirsten Brown runs revenue operations across sales, marketing, and CS, and outbound is just one part of her role. She needed a way to orchestrate campaigns at scale, send emails and LinkedIn messages on behalf of the account executive team, and deliver consistent results without consuming her entire workload.

"Without 11x, I don't actually know if it would be possible to do outreach at this scale."

Replacing a fragmented outbound stack with a single platform

cofenster implemented Alice to replace their patchwork outbound tools with a single platform that handles prospecting, enrichment, personalization, multi-channel outreach, and deliverability management in one place.

They started with 11x as a proof of concept to see if they could get any results. The breakthrough came when Kirsten launched 10-14 simultaneous campaigns targeting different customer lookalike profiles, each with tailored messaging and prompting. The results were significantly better than anything they had run before.

"That was when it clicked that this is actually a really powerful tool. This is something that we can do at scale."

Building a repeatable feedback loop

From there, Kirsten built a repeatable system: analyze which prospects responded, identify which messages performed, determine which campaign profiles converted, and relaunch with refined targeting. This turned outbound from an experiment into a forecastable channel.

Each iteration sharpened the formula. Kirsten could see which types of people responded, which messaging resonated, and which campaigns to scale. What started as proof of concept became a process the company now plans around quarterly.

"Once it gets up and running, you're able to analyze what the emails or the prospects who responded look like, which messages they were responding to, which campaigns they were in. And then you start to see a success formula."

Orchestrating entire outbound from one seat

Alice enabled Kirsten to send personalized emails on behalf of account executives without them having to do anything. Built-in controls prevent connection request thresholds and account blocks that previously happened when reps managed their own outreach.

"I save time because I don't have to use multiple tools. But my team also saves time because they don't have to act on tasks I give them. Like, 'hey, can you please email these 40 people?' That doesn't happen anymore."

Scaling multi-channel, multi-market campaigns in German

cofenster expanded Alice campaigns across the DACH region, launching personalized outreach in German to highly specific personas. Kirsten tests new verticals, messaging variations, and audience segments continuously, running campaigns that have contacted over 86,000 prospects while managing the entire operation alongside her broader RevOps responsibilities.

Beyond direct outreach, the team also uses learnings from Alice campaigns to inform their cold calling agency's approach. 11x became a strategic input across their outbound motion, not just an execution layer.

"The main advantage with 11x is that it's an all-in-one platform that can do multichannel. It takes so much of the burden away from monitoring deliverability and maintaining emails, and the whole prompting and messaging side of things."

From experiment to forecastable pipeline channel

What started as a proof of concept is now cofenster's most predictable outbound lead source. For the last six months, results have consistently tracked against forecast.

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cofenster now sets company-wide goals split between inbound and outbound, with outbound forecasts built on reliable conversion rates from Alice campaigns. The team can predict how many leads, MQLs, and SQLs they'll generate based on campaign volume.

A company-wide success story

11x was called out in cofenster's company all-hands as a successful partnership. Without the platform, outbound at cofenster's current scale simply wouldn't be possible, and what is now a manageable part of one person's role would become an entirely separate function.

“Outbound is something that we can now do at scale. We're very happy with the results we've seen."