[CS 06]
Last Updated
03.21.2025
How Lumana's GTM team replaced manual research with an AI intelligence engine — and booked
A conversation with
VP RevOps and Enablement
Head of Sales Development
Lead Intelligence and Pipeline Ops
Senior Manager of RevOps
41
Meetings Booked in Q1
Directly attributed to Floqer-enriched accounts
10K+
Accounts Enriched
Across Higher Education, K-12, and Senior Living verticals
0
Minutes of Manual Pre-Call Research
Security signals, camera counts, site locations already in Salesforce before rep opens the account
4
Active Workflows Running
ABM scoring, CRM enrichment, event list building, and HeyReach automated outbound
About Lumana
Lumana is an AI-powered physical security platform that helps organizations monitor, manage, and respond to security events across multiple sites using intelligent video analytics. Their platform is built for multi-location environments — K-12 schools, higher education campuses, senior living communities, and enterprise facilities — where security complexity scales with every new building added.
Selling into these verticals requires more than a name and a job title. It requires knowing how many cameras a prospect is running, what security infrastructure they already have in place, whether they've had a recent breach or incident, and how many locations they're managing. None of that lives in Apollo or ZoomInfo.
Industry
Physical Security / AI Video Analytics
CRM
Salesforce (SFDC)
Headquarters
Los Gatos, California
Stack
ZoomInfo, Apollo, HubSpot, Floqer
The Challenge
Before Floqer, Lumana's research process looked like this.
On the rep side: before any cold call or discovery, an SDR would open four or five browser tabs — LinkedIn for the contact, Google for recent news, the prospect's website for location pages, local news archives for security incidents, and sometimes state or district procurement portals to check for security-related bids. They'd piece together whatever they could find, take rough notes, and hope it was current. On a good day that took 15 minutes. On a bad day, they'd give up halfway and dial cold. Multiply that by every account in the queue and most of the morning was gone before a single call was made.
On the ops side: RevOps was exporting raw lists from ZoomInfo, cleaning them in Excel, and manually classifying accounts into Lumana's verticals — because ZoomInfo's industry tags were too broad to be useful. "Software" told them nothing. They needed to know if it was a K-12 district, a senior living operator, or a higher education campus. That classification was done by hand. Territory assignments ran off incomplete firmographic data, so headcount and revenue fields were often wrong or blank, which meant accounts landed with the wrong rep and had to be reassigned later.
Neither side had a system. Both sides had a pile of manual work that grew faster than the team could keep up with.
ZoomInfo and Apollo weren't the problem — they're still in the stack. But they were never built to answer the questions that actually matter for a security sale: How many cameras is this prospect running? What access control system are they on? Have they had an incident in the last 90 days? How many sites are they managing? Those questions have no filter in any contact database. The answers had to be found by hand, every time, for every account.
- Reps burning 15-20 minutes per account on pre-call research - tabs, notes, guesswork
- Inconsistent research quality depending on how much time the rep had
- Cold calls opening without context, discovery calls starting from scratch
- CRM fields half-filled, industry tags too vague to use, territories built on bad data
- No scalable way to prioritize accounts by actual security fit
"Outbound has enough challenges. When you also have poor or outdated contact data and no intent-level insights, it makes it even harder. I wanted our AEs and SDRs enriched with data points that are actually relevant to our business - number of cameras, number of sites, recent security events, existing infrastructure, suggested talking points. At scale." - Head of Sales Development, Lumana
The Fix
1. ABM Scoring — Research the Account Before the Rep Does
Lumana's ICP isn't just firmographic. A prospect with 200 employees at a single location is a completely different conversation than one managing 40 schools across a district. Floqer built an ABM scoring workflow that autonomously researches each account before a rep ever sees it. The workflow pulls:
- Existing security infrastructure (camera brands, access control systems)
- Number of locations and sites
- Hiring signals (security director, IT ops, facilities roles)
- Grants and public safety bids (especially relevant for SLED and K-12)
- Recent security incidents or breach news
- Suggested talking points matched to Lumana's product
Each account gets scored against Lumana's ICP criteria. High-fit accounts surface to the top. Reps know exactly which accounts to prioritize — and why.
The result: Reps open cold calls with context. Discovery calls start from insight, not introductions.
2. CRM Maintenance & Automated Account Scoring — Automate Everything Triggered in SFDC
Every new account triggered in Salesforce now runs through Floqer automatically. No manual input required. The enrichment workflow populates:
- Headcount, revenue, region, funding stage
- Industry classification (not "Software" — actual vertical: K-12, Senior Living, Healthcare, etc.)
- Existing security infrastructure
- Hiring signals and open roles
- Grants, bids, and public contract activity
- Recent security breach or incident news
From there, accounts are scored and prioritized based on fit. The team went from a CRM with partially filled fields and outdated records to one where every account has a complete, current intelligence profile — automatically.
"With Floqer, every account and contact has recent and relevant insights our team can use in messaging, cold calls, and discovery. Before, we were limited by what Apollo and ZoomInfo could give us. Now the context is already there." — Senior Manager of Revenue Operations, Lumana
3. Event List Building — Turn Conference Noise into Pipeline
Lumana attends industry events across physical security, education, and senior living. Before Floqer, working those events meant manually hunting down attendee lists, researching each company, and qualifying contacts one by one. Now Floqer handles the full workflow:
- A LinkedIn signal catches content activity around a specific event or conference
- Floqer enriches each company and scores it against Lumana's ICP criteria
- For accounts that pass, Floqer enriches the relevant personas with verified emails and phone numbers
- Qualified leads push directly into SFDC
For events where no attendee list is provided, Floqer builds one from scratch using LinkedIn signal activity. The team showed up to Q1 conferences with fully enriched, pre-qualified lists — not spreadsheets.
4. HeyReach Automated Outbound — Reps Review, Floqer Does the Rest
Lumana's outbound motion is moving to near-full automation through the Floqer + HeyReach integration. The workflow:
- Floqer identifies target personas at a given company (via LinkedIn Chrome extension or Apps)
- Enriches each contact with emails, phone numbers, and account context
- Generates a highly personalized email and LinkedIn message based on the account's security profile, location count, infrastructure signals, and ICP fit
- Pushes directly to HeyReach via built-in integration
The rep reviews, approves, and watches meetings land. This workflow is currently in deployment — expanding across the full SDR team as the ops roadmap clears.
The Results
What's Running Now
The Numbers
41
Meetings booked
in Q1 from Floqer-enriched accounts
10K+
Accounts enriched
(Higher Ed, K-12, Senior Living)
0
Minutes in Pre-call research
Per account (automated)
Multiple
Attendee lists built
For events with no list provided
4
Active workflows
Floqer workflows
41
Meetings booked
in Q1 from Floqer-enriched accounts
10K+
Accounts enriched
(Higher Ed, K-12, Senior Living)
0
Minutes in Pre-call research
Per account (automated)
Multiple
Attendee lists built
For events with no list provided
4
Active workflows
Floqer workflows
Why It Worked
ZoomInfo and Apollo still have a role at Lumana — contact data, prospecting volume, coverage. But they were never the intelligence layer. They were never going to tell a rep how many cameras a K-12 district is running, flag a senior living operator who just had a breach, or surface a university that's actively bidding on a new access control system. That's not a gap those tools can close.
Floqer is what replaced the five-tab research process. Not an add-on sitting on top of the existing stack — the actual research motion itself, rebuilt as an automated workflow. Every question a rep used to answer manually before a call is now answered before the account ever surfaces in Salesforce.
That's the shift. Security is a niche sale. The intelligence that matters — camera counts, site numbers, infrastructure details, incident history, procurement activity — doesn't exist in any contact database. Floqer's agents do what a sharp rep does before a great call. Just faster, at scale, and before anyone has to ask.
"I wanted the ability for our AEs and SDRs to walk into every call already knowing the account. Floqer made that happen. We've already booked 41 meetings in Q1 from enriched accounts, and we're just getting started — there are five more use cases I want to run through Floqer once our ops roadmap clears." - Head of Sales Development, Lumana
