The challenge
Pipewright helps platform teams find flaky tests and slow pipelines before they hold up a release. Developers adopt it bottom-up: someone connects a repo on a Friday afternoon, and by Wednesday half the team is using it. Great for adoption — hard for sales.
With 40,000 free users across 9,000 workspaces, Pipewright’s five account executives had no reliable way to tell a curious hobbyist from a 300-engineer team hitting its usage limit. Product data lived in Snowflake, deals lived in HubSpot, and the weekly “PQL list” was a CSV exported by a data engineer who had better things to do.
The timing was random, too. By the time a promising workspace made it onto the list, the team behind it had often already bought a competitor or decided to build something in-house.
The solution
Pipewright fed its Snowflake usage tables and Segment events into Veyro alongside HubSpot and Stripe. Signals identified the behaviors that predicted a paid conversion — a third repository connected, SSO settings viewed, build minutes trending past 80% of the free limit — and weighted them against firmographic fit.
Every workspace now carries a live score. When one crosses the threshold, Veyro creates the account in HubSpot, enriches the key users, finds the likely economic buyer and routes it to the right AE with a short brief. The follow-up agent drafts a note that references what the team is actually building, not a generic “just checking in.”
The team started small: one segment, one threshold, one AE. After four weeks, routed PQLs were converting at five times the rate of the old CSV list, and the rest of the sales team asked to be switched on.
Our AEs used to prospect. Now they show up when a team is already feeling the pain — and they know exactly which pain.
— Elif Kaya, VP Sales
The results
In its first two quarters with Veyro, Pipewright turned its free tier from a vanity metric into its biggest source of new revenue.
5.4× higher conversion from product-qualified lead to opportunity
4 minutes median time to route a PQL, down from six days
$1.8M in new ARR sourced directly from product signals
Zero CSV exports, freeing the data team to focus on the product roadmap
Pipewright is now using the same signals to spot expansion inside existing customers — starting with teams that are about to outgrow their plan.
