The Client: iDashboards

Headquartered in Troy, Michigan, with customers in more than 40 countries worldwide, iDashboards provides easy-to-use, visually-appealing and cost-effective dashboard software for clients in a wide variety of departments and industries—including higher education, health care, energy, and hospitality. With customizable and flexible dashboard solutions that easily integrate with key data sources, iDashboards clients can quickly and effectively view and analyze their critical performance metrics—ultimately leading to enhanced decision-making capabilities.

iDashboards chose SalesLoft to help their growing sales development team reach prospects in a wide variety of industries in a more efficient and measurable way. The SalesLoft platform helped iDashboards develop workflows (for added efficiency), personalize sales emails at scale, and foster a culture of improvement through A/B testing.

The Challenge: So Many Verticals, So Little Time

We spoke with Mark Bliss, Senior Sales Manager of iDashboards’ SaaS division, about the primary challenge that drove him to evaluate the SalesLoft platform.

“One of the biggest challenges we face at iDashboards is that our product could be beneficial to so many industries and verticals,” Mark explained. “Our challenge was articulating that personalized message to each and every individual prospect based on their specific vertical and role.”

With a more challenging prospecting process that required researching and understanding many verticals, reps ended up running into previously unforeseen roadblocks.

“Our reps sometimes had to spend so much time identifying the correct prospect in that vertical, that there was very little time left to personalize sales emails and calls.

The SalesLoft Solution: Personalized Sales Development at Scale

SalesLoft’s workflows, personalized emails, and A/B testing helped Mark take his sales development team’s efficiency and performance to the next level.

“Now my reps can take fifteen minutes and personalize 20-30 emails that already have a relevant message foundation that resonates with that vertical. Reminders help them keep their rhythm throughout the outreach and nurture process. Every now and then it helps to get that ‘hey you have to do this again’ notification.” – Mark Bliss

With so many verticals and different outreach messages, Mark needed to be able to quantify which verticals were responding, and which ones weren’t. SalesLoft’s analytics helped him to better understand which target audiences were responding the best. “My reps are able to identify through their own A/B testing what is working and what isn’t. This is a significant change for us. If I’m marketing to an industry, my sales development reps are the ‘boots on the ground.’ They’re out there doing the dirty work.”

This additional sales development intelligence is helping Mark work with marketing to refine their messaging. “We can come back and bring data that shows marketing that we should change this banner ad or white paper messaging,” Mark raves.

Getting Started: A Smooth Process

The experience getting SalesLoft up and running was as smooth as could be.

“Working with the SalesLoft team is phenomenal. The onboarding experience was wonderful.”

iDashboards was an early adopter of SalesLoft. Mark went on to explain that working with SalesLoft is always collaborative and feedback channels are always open. Mark explains, “we were early adopters and we love beta-ing new features. Every time a new beta feature becomes available, I raise my hand to test it out.”

Mark had similar experiences with SalesLoft’s support team: “The support team is one of the best I’ve seen. They’re very quick to respond.”

The Result: Less Email Waste and Bigger Pipelines

“We have cut the number of outbound emails by at least sixty percent,”

said Mark about moving away from cold email “blasts.” They don’t happen anymore at iDashboards: “We don’t do them. There’s no need to. SalesLoft helps us personalize, and that’s what we need.”

If iDashboards’ sales development reps are reaping the benefits of SalesLoft’s efficient workflows, it may be their Account Executives who are next in line.


“In some cases, Account Executives are experiencing pipelines that have doubled since we’ve implemented personalization with SalesLoft.”