Luzmo Customer Story

The challenge

Strong inbound, but a changing market

For years, Luzmo had what Jonathan called a luxury position: around 95% of the business was built inbound. That worked when the market was less crowded and the company's motion was more product-led.

But as the category matured and average deal size grew, the team needed a more intentional sales motion. Not more list-pulling. Not more mass outreach. A better way to find the right accounts, the right people, and the right reasons to engage.

Like many companies ten years into market, Luzmo was also sitting on a familiar problem: a CRM full of ebook downloads, event lists, and old contacts that nobody could confidently act on.

"If your pipeline is empty in January, look at your CRM."Jonathan Wuurman, VP of Growth

The solution

From old CRM noise to live buying groups

Jonathan's starting point was simple: fresh, accurate contact data, especially phone data. But the goal was never just to buy "more data." It was to build a system that could qualify accounts, verify whether the right personas were still in seat, enrich missing contacts, and improve over time as the team learned.

"By buying your platform, I'm basically buying the knowledge, the research that you guys did."Jonathan Wuurman, VP of Growth

Account qualification

Started with 89 companies Luzmo had touched over the years through inbound, events, and other channels. ICP agents validated 37 as true fit.

Contact validation

Across those 37 companies, Luzmo had 278 contacts in the CRM. After persona validation, only 4 were still relevant.

Buying group rebuild

Evergrowth helped rebuild the buying groups to 73 relevant contacts with fresh data, verified roles, and accurate contact information.

Repeatable outbound workflow

The workflow became a repeatable system: validate account fit, validate persona fit, enrich missing contacts, rebuild the buying group, and hand reps better context before outreach starts.

Results

A faster path to sales-ready conversations

The clearest outcome was speed. When asked whether the pace from outbound to AE-stage conversation was typical, Jonathan's answer was immediate: "No. Much faster." That speed didn't come from blasting more contacts into sequences. It came from removing the manual prep work between prospecting and conversation.

317 → 239

Contacts run through the workflow, 239 reached with a call attempt and follow-up email

92 qualified

Accounts identified in the Netherlands PoC

~30% more

Phone numbers found vs. a large incumbent data vendor

~60% better

Contact data accuracy compared to the same incumbent vendor

"Accurate data is much more important than a lot of data which is not qualitative."Jonathan Wuurman, VP of Growth

Unexpected value

Agents didn't just apply Luzmo's ICP. They helped improve it.

One of the more interesting outcomes was that the qualification agents began showing not just yes or no, but why. That made the output explainable enough for the team to retrain and improve over time.

"What your agents did was giving an explanation about why yes, why no, why I don't know."Jonathan Wuurman, VP of Growth

This created two clear benefits. First, Luzmo could reverse-engineer the logic against existing customers and sharpen its ICP thresholds. Second, the team began to see segment nuance they hadn't been acting on before, including telecom, fintech, and service agencies already present in the CRM.

The Evergrowth project didn't just help Luzmo work its market more efficiently. It helped the team see where to focus next.

Impact

Better data also made reps more confident

One of the strongest parts of Jonathan's story is that the benefit was not just operational. Calling is hard. Reps don't just need a number. They need a reason to call and the confidence that the conversation will be relevant.

"If I give a good reason to George to call you, I make his life easier, I give him more confidence."Jonathan Wuurman, VP of Growth

Evergrowth didn't just improve data hygiene. It helped Luzmo create better starting conditions for real conversations.

Looking ahead

From project to GTM habit

The strongest signal of success was not just in the numbers. It was in the behaviour. As Luzmo kept working with Evergrowth, the platform stopped being a one-off project and started becoming a reflex inside RevOps and GTM execution.

"There is not a single day that there is not a Slack message popping in RevOps that says, 'Hey guys, can we do this in Evergrowth?'"Jonathan Wuurman, VP of Growth

I still think we are early. I am not going to paint this like some fairy tale. Internally, I would still say we are maybe 20% into the journey. But that is exactly why I like it. This is not a one-off project. It is an always-on system. You keep learning, keep refining, keep getting more value out of it.

Jonathan Wuurman

VP of Growth, Luzmo