Driving Qualified Pipeline for an E-commerce Tracking SaaS

Client

Metrion is a SaaS platform that helps ecommerce brands—and advertising agencies serving ecommerce—fix tracking loss caused by browsers, cookies, and blockers. The product plugs directly into the store to verify, recover, and validate tracking data across advertising platforms.

Context

Metrion sells a technically sophisticated product. It is relevant only for e-commerce brands and agencies that manage e-commerce accounts with enough paid traffic for tracking loss to materially affect performance.

Before working with us, Metrion had already tried outbound both internally and with an external agency. Despite multiple attempts, results were inconsistent, and conversations rarely turned into real sales opportunities.

The Challenge

Metrion faced three constraints and challenges.

1. Agency targeting was too broad

Past outbound relied on broad “Marketing & Advertising” industry targeting. This led to conversations with agencies that either did not manage e-commerce ad accounts or did not operate at a scale where tracking accuracy mattered.

2. E-commerce brands needed ad sophistication filtering

Many ecommerce brands reached through outbound were too early, too small, or not running enough paid traffic for tracking loss to be a real problem. Without filtering for real ad activity and scale, outreach hit accounts that were not a fit.

3. Tracking maturity varied widely

Prospects had very different levels of tracking awareness. Some already ran advanced setups and needed validation and gap detection. Others relied on basic pixels and needed education. Treating them the same weakened the positioning.

Our Approach

We built the campaign around systematic qualification and maturity-based messaging, then scaled with controlled volume.

1. Agency qualification through website and service analysis

Agencies were qualified by analyzing what they actually do and who they serve based on their own words. Let me explain:

Using a combination of Clay plus in-house scrapers, we gathered all of the text, links, and elements from:

• homepages—to understand positioning and focus

• service pages—to confirm paid media and e-commerce related offerings

• case study pages/our work pages—to identify client types

This was done at scale, and for every company instance we deployed a trained AI model that analyzed the collected website data to validate fit.

This let us consistently identify advertising agencies serving e-commerce brands, instead of broad or irrelevant agency categories.

2. E-com qualifiers: running ads & website technology gap

Each e-commerce brand passed through a verification workflow before outreach.

We:

• scraped Meta Ad Library and Google Transparency Center to confirm active advertising and estimate ad volume

• verified e-commerce websites through identifying cart/checkout functionalities

• analyzed tech stacks and tracking setups using custom BuiltWith and Wappalyzer integrations

• identified whether brands relied on basic pixels, server-side setups, or competitor solutions

3. Messaging based on tracking maturity

Messaging followed different paths based on maturity.

• Higher-maturity accounts received positioning around verification, blind spots, and discrepancies between reported and actual performance

• Lower-maturity accounts received educational positioning around how inaccurate tracking leads to wasted spend and misleading optimization

• Agencies were positioned around protecting client results, improving reporting confidence, and avoiding optimization decisions based on incomplete data

4. Volume and delivery infrastructure

Once qualification logic was locked, distribution scaled.

Using a Microsoft Azure inbox infrastructure, we delivered approximately 14,000–15,000 emails per month. LinkedIn outreach ran in parallel at 80–120 connection requests per day using internal and external profiles.

Volume was used to amplify verified qualification, not compensate for weak targeting.

5. Qualification before booking

All interested leads were qualified before calendar booking to confirm relevance, ad maturity, and readiness to evaluate a solution. Only qualified decision-makers were passed to Metrion’s sales team.

Results (first 2 months)

• 28 meetings booked

• 20 meetings showed up and were completed

• All meetings were qualified decision-makers within the defined ICP

The partnership is ongoing at the time of writing (31st Jan, 2026).

Takeaway

For SaaS platforms with real adoption thresholds, outbound performance depends on qualification depth.

When targeting is built around who can actually use the product, how mature they are, and whether the problem is present today, outbound becomes a predictable pipeline channel instead of a hit-or-miss exercise.