How Vultr Made Rep-Led Prospecting Scalable

More contacts didn’t mean more confidence

Vultr provides cloud infrastructure for developers and businesses building demanding workloads. For Grant Greene, VPof Demand Generation, the challenge was making outbound prospecting both scalable and credible to the people doing the work.

The old process was efficient on paper. Grant would start with a target-account list, use Clay and ZoomInfo to pull a set of contacts for each company, and load those contacts into Salesloft cadences for reps. But the volume came with a trade-off: reps could be overwhelmed by lists they had not chosen, and they did not always trust the data enough to work it.

“Normally, you get a list of companies, get the contacts for the reps, push them into a cadence, and reps are expected to call through all the contacts. However, they just end up not doing it or not trusting the data.”  
— Grant Greene, VP of Demand Generation at Vultr

Vultr needed a way to keep the scale of an automated contact workflow without treating sellers as the last mile of a list-building machine. The goal was simple: let each rep use their own account context to decide who belongs in the motion, then make the enrichment and activation steps nearly effortless.

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Put the rep’s judgment at the center of the workflow

With Frontier, Vultr’s sellers begin in LinkedIn, where they can see the reporting lines, titles, and account context that filters alone miss. Once a rep selects the contact they want to pursue, Frontier enriches the record through Vultr’s Clay workflow and makes it easy to add that contact to the appropriate outreach cadence.

That decision point changes the quality of the motion. Grant says the team’s previous lists were generated from broad filters across thousands of accounts. Now, each rep can vet the people they want to work before a contact enters the sequence.

“It’s automation at scale, but there still has to be something manual to it if you want to do it effectively. Frontier gives us that.”  
— Grant Greene

The result is a workflow that is both more targeted and more operationally scalable. Grant says reps reported finding materially more contact information than with the previous approach—describing it as “70% more” contact data—and that the LinkedIn starting point made the records feel more current and trustworthy. That trust matters: when reps choose the contacts themselves, they are more likely to work them and to make higher-context decisions about each account.

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From selected contacts to personalized outreach with custom Clay workflows

Vultr's Clay tables then turns a rep’s selection into useful context for outreach. Its workflow routes each unique company domain into a company table, where it creates a company summary from sources such as Claygent and recent news. It combines that with the selected person’s information to create a contact-level summary, which can power personalized messages at scale.

This gives Grant’s team an important efficiency advantage: it does not spend enrichment credits creating summaries for every possible contact on a broad account list in Salesforce ingested by Revops. The research runs only after a rep has identified someone worth pursuing.

Grant no longer needs to generate and distribute contacts for the sales team himself. He can instead monitor adoption, improve the workflow, and make sure the right outreach infrastructure is in place. Vultr’s SDRs adopted the workflow quickly and were using it for thousands of exports per week.

“It completely changed my job. I don’t have to generate contacts anymore.”  
— Grant Greene

A prospecting system sellers actually want to use

For Grant, the difference is ultimately adoption. He described Frontier as the software the sales team is happiest with—“by far”—and said the team prefers it to the old process.

The broader lesson is that scale does not require removing seller judgment. At Vultr, the most effective system pairs automation with a deliberate human decision: the rep decides who is worth pursuing; the workflow does the rest.

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