The Challenge: Visibility into Anonymous Traffic

Operating within the highly specialized open-source security market, Pomerium struggled to gain actionable insights from their website traffic. Colin Mo, developer relations manager at Pomerium, articulated the challenge clearly:

"We had one of the best open-source security products. The problem being: it's open-source. It's great that so many enthusiasts and companies like our product, but it doesn't help us build a community or address their needs if we don't know who they are."

Key challenges included:

• Limited insight beyond basic analytics (Google Analytics)
• Difficulty identifying specific individuals or decision-makers visiting their site
• Challenges in accurately tracking user journeys and intent signals

Why Syft: Superior Identification and Ease of Use

Pomerium evaluated several tools and ultimately selected Syft due to its superior data throughput, ease of implementation, and proactive customer support:

"Syft provided higher throughput in identifying visitors compared to our existing solutions. Implementation was straightforward. I could set it up within two hours even without engineering expertise. The Syft team also actively listened to our feedback and quickly addressed issues."

Key Syft features utilized:

• Person-level and account-level visitor identification
• Real-time Slack alerts and buyer journey summaries
• Identification of intended form submissions not captured due to backend issues
• Enhanced filtering capabilities for targeted lead generation

Impact: Greater Efficiency and Improved Lead Generation

Identified 30% More Qualified Leads

Syft allowed Pomerium to surface approximately 30% more qualified marketing leads (MQLs) that were previously anonymous:

"We had so many users but no idea who they were. Syft gave us crucial insights into this hidden traffic, enabling us to identify and engage prospects we otherwise wouldn't have found."

Enhanced Sales Enablement and Faster Response

Syft's detailed visitor insights transformed the sales enablement process at Pomerium:

"If someone booked a meeting, our sales team wasn't guessing anymore. Syft allowed us to precisely see which pages prospects visited. Sales could go into meetings well-informed, knowing exactly which topics mattered most to potential customers."

Preventing Lead Loss from Broken Forms

An unexpected but significant benefit was Syft's capability to capture leads even when forms failed to submit properly:

"Syft identified someone who completed a form but never made it into our CRM due to a backend issue. In B2B, where each lead is potentially valuable, this alone was a lifesaver."