Flock Safety uses Unify Agents to detect and sequence over 12,000 high-intent buyers in 6 months

Converting site visitors into eager buyers with powerful intent signals

Trusted by over 5,000 communities nationwide, Flock Safety has high brand awareness among law enforcement, businesses, education, and even HOAs. While this reputation naturally brought tons of potential leads to its website, enriching and sequencing these visitors was easier said than done.

Unless visitors booked a demo, it was nearly impossible to gauge who was exploring the site and why. As a result, Director of Demand Generation and Growth Marketing Michael Bergmann knew key growth opportunities were slipping through the cracks.

To convert higher-intent site visitors into eager buyers, Michael and his team needed access to essential contact data, key firmographic information (like company size and location), and powerful intent signals. This visibility would not only ensure the right prospects received the right communications at the right time but also help Flock Safety personalize messaging across its wide-ranging ICP.

Michael initially considered constructing an in-house MarTech solution consisting of several enrichment and email automation tools to meet these needs. However, he knew each tool would become its own cost center. Plus, handling change management across the organization would be a time-consuming and friction-heavy process. 

To ease the operational burden on his team of marketers and AEs, Michael sought a solution that combined prospecting, enrichment, and outbound under a single roof. After vetting several tools that couldn’t do it all, Michael discovered Unify, and the rest was history. 

"We knew high-intent visitors were landing on our website. But reaching out to them would’ve been a pain from a tooling perspective. Unify saved us the headache of connecting a bunch of disparate software.”

Agile research Agents and customized Plays to trigger outreach based on crime data

With Unify's 25+ native signals and waterfall enrichment, Flock Safety automatically receives top-level visibility into all site visitors and their browsing behavior. Whether Michael’s team is prospecting police chiefs, HOA managers, or directors of loss prevention, they have access to key firmographic, contact, and intent data needed to deploy personalized Plays that drive interest and booked meetings. 

Of the many Plays he's deployed, Michael's most creative and effective is his "Crime Play." He starts by using Unify's AI Agents to automatically analyze criminal activity (via news stories, crime reports, and social posts) near target account locations. Next, his team uses this information to craft personalized outreach highlighting the criminal activity observed and recommending specific Flock Safety products as the solution. The best part? Because Unify automates the majority of this process, Michael doesn't have to choose between personalization and efficiency.

“If my team needs intel, Unify’s Agents are on the case,” Michael explains. “The Agents’ research has been invaluable in understanding our leads’ core pain points, so we can recommend products that meet their unique needs at scale."

While the platform makes it easy for Michael’s team to engage with potential leads, he also credits Flock Safety's success to Unify’s hands-on support team, who are always available to brainstorm email copy and ideate new sequences. Knowing Unify's growth experts are just a Slack message away gives him the confidence to take bigger swings with Flock Safety's outbound strategy.

“Unify’s Agents give us the context needed to get highly personal with our outreach. Their ability to zero in on the exact signals that matter most to our work in public safety is the ultimate growth hack.”

Thousands of leads sequenced, more booked meetings, and $750K in pipeline growth

Unify quickly became an outbound command center for Flock Safety’s sales and marketing teams — consolidating prospecting, enrichment, and sequencing into one intuitive workflow that's already driven $750K in pipeline growth. 

Plus, Flock Safety’s marketers and AEs now own the entire outbound process—no SDRs or BDRs needed. And since Unify automates most of this workflow, Michael and his team can spend more time closing deals and nurturing existing customer relationships.

Moving forward, Michael is eager to expand his Crime Play across a broader range of segments while continuing to leverage the crucial intent data Unify gathers in the background. In a marketing environment where personalization is paramount, he's relieved to have Unify at Flock Safety’s side.

"Now that we’ve seen so many success indicators from Unify, we’re ready to scale our use of the platform. We can’t wait to test-drive all the new features their team never seems to stop shipping."