Overview
Better context. Better conversations. More pipeline.
Din builds campaigns on the account context and reusable skills already in Swan. Sales puts them to work before, during, and after events. CS carries the same relationship history into customer conversations. Each new play builds on what the team already knows.
We use Swan for all of our outbound. And it's not just sales anymore - our whole customer success team is in Swan every day.
Din Arbel
GTM Engineer, Utila
The challenge
Manual work slowed campaigns, events, and customer follow-up.
After a full day of event meetings, Utila’s reps went back to the hotel and spent another 3–4 hours logging the people they had met. Capturing contacts and conversation details added an administrative shift after the selling day.
Din faced a similar burden when launching campaigns. Account research, audiences, messaging, and workflows had to come together before the team could act. Moving from an idea to a campaign could take weeks.
Customer success was missing parts of the buyer’s history, including context from the original deal and later conversations. Repeated manual work and fragmented knowledge slowed the team across campaigns, events, and customer handoffs.
The solution
Build the GTM knowledge once, then put it to work everywhere.
Swan is Utila’s context and orchestration platform. It connects account history, signals, research, and the team’s GTM knowledge in one shared brain. Reusable skills capture how to research an account, choose an outreach angle, and run a play, so each campaign starts with that knowledge already in place.
Din builds the workflows around the work the team needs to do. Swan researches accounts and prepares relevant outreach; sellers act on it in Slack. The same foundation supports event collaboration, internal automations, and customer success, with context carried from the first signal through the deal and into the customer relationship.
Systems, agents, and humans working together
- Systems HubSpot history, account research, and intent signals supply the context. Slack makes it available in the team’s working day.
- Agents Swan researches accounts, interprets signals, chooses a relevant angle, and prepares outreach using shared knowledge and skills.
- Humans Din builds and improves the plays. Sales, CS, growth marketing, and operations use the context, contribute what they learn, and act on the next step.
Who uses the GTM brain
The day-to-day GTM brain for the whole team.
Thirty people have used Swan across Utila’s sales, customer success, growth marketing, and operations teams. Din builds the shared GTM brain; each department puts its knowledge to work in its own campaigns, customer conversations, and internal workflows.
Account history, research, and reusable skills stay available in Slack. A rep preparing for an event, a CSM planning a customer conversation, and a marketer launching a campaign can all start from the same context.
GTM engineering
Din builds and improves campaigns and automations using the knowledge already embedded in Swan. Reusable skills let each new play build on the last.
Sales & business development
Sellers use account research, meeting preparation, signals, and relevant outreach every day. At events, they share context in Slack and carry it into the next conversation.
Growth marketing
Marketing uses the shared workspace for campaigns, traffic quality, marketing-influenced leads, and tracking. Event knowledge and successful outreach patterns become reusable team resources.
Customer success
CSMs use the full buyer journey to prepare for customer conversations, identify expansion opportunities, and strengthen relationships after the sale.
Operations
Operations connects post-call intelligence and CRM updates with internal workflows, keeping account knowledge useful across the team.
One event’s learning becomes the next event’s starting point.
Account research, outreach skills, and the team’s shared event context remain available after the conference. Sales can follow up, CS can use the relationship history, and the next campaign starts with knowledge the team has already built.
The use cases
How the engine works.
USE CASE 01
Turn each event into a coordinated pipeline campaign
Double-digit
meetings per rep at each event
Supported by pre-event reply rates rising from 10% to 27%.
Before the event, Swan researches target accounts, brings together relevant signals and relationship history, and chooses an angle for the outreach. Messages reflect why that account should meet Utila. Din reports that pre-event reply rates rose from 10% to 27%, helping reps book double-digit meetings at each event.
At the event, the shared GTM brain becomes a workspace for everyone attending. Because Swan lives in Slack, people can draw on the same account context while capturing leads, researching a new contact, or preparing the next message. A colleague can pick up the conversation with the context already available.
After the conference, the team uses that context for outbound and follow-up. Account research and what the team learned at the event give the next touchpoint a specific reason to continue the conversation.
The work carries forward to the next event too. Outreach patterns and research methods live in reusable skills. One seller’s event-outreach template became a standard for future campaigns, making it easier to repeat and improve the process across the events calendar.
- Account research
- Relevant pre-event outreach
- Shared context at the event
- Contextual follow-up
One of the biggest battles for our reps was that after every event they'd go back to the hotel and spend another 3–4 hours logging everyone they met. Now they finish a meeting, tell Swan in Slack, 'I met A, B, C, we talked about this, update it' - and that's it.
Din Arbel
GTM Engineer, Utila
USE CASE 02
Launch campaigns in hours with the GTM knowledge already built in
Weeks → hours
to launch new campaigns
With the knowledge and play already in place, an idea can become a campaign in minutes.
Din can build on the account research, messaging knowledge, and skills already in Swan. The engine understands the type of play and has the context to support it, reducing the setup needed to turn a new idea into a working campaign.
That changes how quickly the team can act on an opportunity. Campaign launches that took weeks now take hours, and ideas that draw on existing knowledge can become campaigns in minutes. Improvements to a shared skill become available to the next workflow and the next person using it.
- Campaign idea
- Shared knowledge & skills
- Workflow ready to run
- Team executes in Slack
I just built a list of 800 personas for a huge banking event in New York. The moment I hand it to Swan, I have a campaign ready within half an hour. Sequences, messaging, everything. The only thing left is to approve and send.
Din Arbel
GTM Engineer, Utila
USE CASE 03
Give every outbound conversation a relevant reason to happen
Utila combines signals such as hiring, funding, business events, regulation, and LinkedIn engagement with the account’s history. Swan researches what has changed and prepares a message grounded in the buyer’s situation. A funding announcement followed by a digital-asset hire, for example, can become a specific reason to engage.
The same approach supports re-engagement. In an existing play, closed-lost accounts return for review after 90 days. Swan brings together the previous deal context and fresh signals so the seller can reconnect with a useful reason.
Din reports that Swan-related opportunities convert at 3× the rate of outbound before Swan. He attributes the improvement to better account context, relevant signals, and the GTM knowledge embedded in the engine.
- Account history + fresh signals
- Research & relevant angle
- Outreach in Slack
- Next pipeline conversation
USE CASE 04
Give customer success the whole relationship, from first signal onward
The context stays useful after the deal closes. Utila’s GTM brain brings together the buyer journey, from the first signal and sales conversations to the closed deal and the interactions that follow. CSMs can work from that history instead of starting with an incomplete handover.
CS uses Swan to identify upsell and cross-sell opportunities, prepare for customer conversations, and strengthen relationships. Knowing how the account arrived, what mattered in the buying process, and what has happened since helps the team choose a relevant next step.
The same shared context supports retention work. Sales and CS can draw on one account history, making it easier to keep the customer’s needs in view as the relationship develops.
- Signals & sales conversations
- Closed-deal context
- Ongoing customer knowledge
- Expansion & relationship building
The impact
A signal-based outbound engine with pipeline to show for it.
In four months, Utila attributes 37 opportunities and $1.8M in pipeline to Swan. Swan-related opportunities convert at 3× the rate of outbound before Swan.
Events make the change tangible: pre-event reply rates increased from 10% to 27%, with reps booking double-digit meetings at each event. The team can reuse the skills and account knowledge behind that work across future events, while launching campaigns in hours instead of weeks.
Swan is now a daily source of GTM knowledge across departments. Sales, CS, growth marketing, and operations use the same context for outreach, customer conversations, and internal workflows. Each new play builds on what the organization already knows.
Our people now show up to events with double-digit meetings already booked
Din Arbel
GTM Engineer, Utila
Results context
Pipeline, opportunity count, conversion, and event results are customer-reported. The $1.8M represents pipeline across 37 opportunities over four months. The 3× comparison is with outbound before Swan; the 10% to 27% comparison is pre-event outreach reply rate.
Before Swan
- Campaign launches could take weeks
- Pre-event outreach had a 10% reply rate
- Teams rebuilt account context across tools
- CS lacked parts of the buyer’s history
With Swan
- $1.8M in pipeline attributed to Swan in four months
- 3× opportunity conversion versus prior outbound
- 27% pre-event reply rate and double-digit meetings per rep
- Shared GTM knowledge from first signal through post-sale
