Smappen - From Personal Emails to Qualified Leads

The Company

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Smappen is a powerful, interactive map tool designed to help businesses make smarter location-based decisions. From defining catchment areas and optimizing logistics to preparing localized marketing campaigns, Smappen enables users to create custom areas based on travel time, giving them the data they need to grow efficiently and strategically.

With a rapidly growing user base, Smappen's free trial model is key to its lead generation engine.

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The Challenge: High Volume, Low Visibility

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Smappen was generating impressive inbound traction, with over 1,000 free trial sign-ups per day. But this growth came with a problem:

• A large portion of sign-ups came from personal email addresses (e.g., @gmail.com)
• The team couldn’t easily tell who the user was, where they worked, or whether they matched Smappen’s ICP
• As a result, only 2% of free trial users were considered qualified, leaving the sales team blind to high-potential leads and unsure where to focus their efforts

This limited visibility created a bottleneck in lead routing, nurturing, and sales conversion.

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The Solution: Turning Anonymous Sign-Ups into Qualified Opportunities

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To solve this, Laurent and the team at Smappen turned to Reverse Contact, a data enrichment tool that reveals detailed professional profiles behind email addresses.

With Reverse Contact, Smappen could now:

• Enrich personal and business email addresses in real time
• Retrieve job titles, company names, industries, and LinkedIn URLs
• Automatically score and route leads based on company size, sector, or seniority level

"Reverse Contact helped us turn a high-volume funnel into a high-value one. We now know who’s behind each signup, and that changes everything."
– Laurent, Co-founder at Smappen

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Implementation Workflow

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1. New free trial sign-ups are captured via website or product onboarding
2. Reverse Contact API enriches the email with verified LinkedIn and company data
3. CRM records are updated with job title, company, and industry
4. Qualified leads are flagged for sales or routed into nurturing workflows based on segment

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The Results

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4x increase in qualified leads
Since implementing Reverse Contact, the qualified lead rate grew from 2% to 8% — unlocking a much larger portion of the user base.

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1,000 sign-ups/day transformed into actionable pipeline
With enriched profiles, Smappen now prioritizes outreach based on fit, intent, and business relevance.

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Smarter lead routing and faster sales cycles
High-potential users are now routed directly to the sales team or nurtured with tailored campaigns.

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Stronger alignment between marketing and sales
Marketing focuses on attracting volume; sales focuses on the enriched, high-value segments.

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Takeaway for Product-Led SaaS Companies

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If your free trial or freemium model generates high sign-up volume but low visibility:

• Use Reverse Contact to reveal the person and company behind the email
• Score and route leads instantly based on fit
• Focus your sales resources on qualified opportunities, not guesswork

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Conclusion

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By integrating Reverse Contact into its onboarding flow, Smappen transformed trial signups into a powerful engine for qualified pipeline growth. The result? Better visibility, smarter prioritization, and a 4x improvement in lead quality.

For product-led growth companies, this kind of enrichment is not a luxury — it’s the missing link between user volume and sales success.