‍The Challenge

Meridian’s team knew their market opportunity was massive, thousands of businesses across the Midwest could benefit from ERP modernization. The problem?

Knowing which ones to focus on.

For six months, Meridian relied on traditional intent data to prioritize outreach, tracking IP-based searches for terms like “ERP,” “integrating accounting and procurement,” or “saving costs.”

But despite the promise, intent data didn’t deliver.

“We’d get alerts, but nothing ever connected,” said JT, Business Development Representative at Meridian. “It felt like it was no better than doing it randomly.”

Intent data was anonymous, noisy, and disconnected from real buying momentum:

• A single web search rarely indicated corporate interest.

• No one could tell who actually searched. A developer? An intern?

• Even the rare relevant signals lacked context or timing.

After half a year of effort, Meridian had zero meetings to show for it.

The Turning Point

Meridian partnered with BirdDog to rethink how they identified opportunities.

Instead of tracking anonymous web searches, BirdDog identifies real-world business signals, tangible events and company changes that actually create buying moments. Together, BirdDog and Meridian defined custom signal filters for their go-to-market motion, including:

• Executive changes that signaled new decision-makers

• Cost-cutting initiatives indicating operational review

• New product launches suggesting process expansion

BirdDog analyzed all 2,800 of Meridian’s target accounts, stack-ranking them by readiness based on these signals. At the very top of the list?

An account JT already knew was a strong fit, one he’d been trying to break into for months.

BirdDog revealed that the company had recently undergone a C-level leadership change, a perfect window for outreach. JT leveraged that insight and reached out.

Within one week, he booked a meeting with that executive.

How Meridian Uses BirdDog Today

01. Focusing on the right accounts

BirdDog continuously ranks Meridian’s accounts, surfacing those showing fresh activity or leadership movement giving every rep a dynamic, prioritized focus list.

“We finally know where to start every week,” said JT. “BirdDog gives us direction, not just data.”

02. Acting on real-world signals

From executive hires to cost initiatives, BirdDog turns market changes into actionable insights that reps can use in their outreach immediately.

03. Embedding signal intelligence across the team

Meridian now integrates BirdDog insights directly into their CRM and weekly workflows. Ensuring every outreach, email, and campaign is grounded in reality, not guesswork.

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The Results

BirdDog didn’t just help Meridian book one meeting, it helped them reshape how their team approaches outbound.

• Faster: Sales reps now move from insight to outreach in minutes, not weeks.

• Smarter: Every call and email begins with context that matters.

• Scalable: Signals refresh automatically, ensuring reps always work from up-to-date data.

“BirdDog helped us stop chasing digital noise and start seeing real opportunity,” said JT. “It’s like having a radar that tells you when and where to make your move.”

Impact Summary

• C-level meeting booked in first week using BirdDog

• 2,800 accounts prioritized with custom real-world signals

• 6 months of zero results reversed in 7 days

• BirdDog data now integrated across Meridian’s sales process

Why BirdDog Works

Intent data guesses. BirdDog knows.

By surfacing real-world signals like events, initiatives, and changes that actually influence buying decisions. BirdDog gives sales teams the confidence to act when the timing is right.

It’s a smarter, faster, and more human approach to revenue generation.

One Week. A New Way to Sell.

In just seven days, Meridian went from uncertainty to a C-level conversation. Now, BirdDog’s real-world signals power every part of their sales process helping the team focus, move fast, and win big.

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