Bynder's 13 BDRs were stuck in a trap of carrying 80% of the pipeline, hitting rising quotas, and doing it all with the same headcount. They'd built a strong tech stack, including 6sense and SalesLoft, but every workflow created manual handoffs.

Six months after launching Gem-E, everything’s changed. Here's how they automated 10% of pipeline, booked 64 SQLs, and gave their BDR team their time back.

About Bynder

Bynder is an AI-powered hub for brand creative assets. Designed for marketing and creative teams, the platform centralizes all digital content, including: images, videos, logos, documents, and more, making it easy to organize, manage, and distribute across every channel. With over 4,000 brands and 1.7 million users worldwide, Bynder helps organizations to create consistent content at scale, keeping every project aligned and accessible.

About Steve Dodsworth

Steve Dodsworth is the Senior Director of Sales Development at Bynder, where he leads the SDR team. He builds high-performing teams that execute smart outbound strategies, using proven playbooks and targeted engagement to consistently deliver qualified opportunities. With over 20 years of experience, Steve has a strong background in scaling sales organizations and streamlining go-to-market processes.

‍

Building the foundation: AI that orchestrates

Bynder had been using UserGems since 2021 for a single signal and static sequences. Under Steve Dodsworth, Senior Director of Sales Development, Bynder entered a new chapter with Gem-E, UserGems’ AI outbound agent, to orchestrate multiple buying signals (including 6sense intent) into dynamic, personalized messaging that runs at scale.

"Initially I was thinking this would take involvement from my IT team, my ops team, all these resources we just don't have enough of. But it really didn't require any of that." 

Instead of juggling point solutions, Gem-E sits inside the UserGems platform, reads Bynder’s Salesforce data (including 6sense score and buying stage), and automatically builds the buyer list, prioritizes, and drafts intelligent outreach that references champions, industry peers, and relevant product advances.

‍Why Bynder chose Gem-E:

• Easy to start: No IT or ops team required for setup and management
• Works with your tools: Connects seamlessly with current tech stacks
• Proven results: UserGems' own BDR team was already seeing success
• Fast setup: From decision to first campaigns live in under 30 days
• Human-first AI: Gem-E automates repetitive tasks but keeps people in control.

Within a month, the first campaigns were running.

The solution: Gem-E

Bynder launched Gem-E with a "crawl, walk, run" strategy, two simple campaigns targeting high-intent accounts, with volume intentionally kept low to test messaging, refine targeting, and build team confidence.

The workflow is now fully automated. Whenever an account in Bynder’s ICP reaches the “Purchase” stage in 6sense (which syncs with Salesforce), Gem-E automatically:

1. Identifies prospects matching Bynder's target title criteria
2. Enriches contacts with accurate email and phone data
3. Adds prospects to SalesLoft sequences
4. Researches the account what's happening, why they're showing intent, what's unique about them
5. Generates and sends personalized emails on the BDR's behalf

All of this happens in the background, and now, Bynder BDRs start each day with warm leads ready for phone follow-up, complete with context and initial engagement already in motion.

"Gem-E acts as the orchestrator that connects all these best-of-breed solutions and allows the workflow magic to happen... It goes from identifying the account we want to prospect, to finding contacts in a completely different tool, to enriching them in yet another tool, to pushing everything into SalesLoft, to actually doing research and writing an email, which for us is yet again another tool."

Driving team adoption

The rollout showed exactly what Gem-E can do for reps: make their work easier, without replacing them. Gem-E handles tasks like finding contacts and cleaning data automatically, freeing reps to focus on conversations with prospects, navigating complex sales, and building pipeline.

“It’s an extension of my BDR team. It’s not there to replace anyone, but it allows the team to focus on the parts of their job that they actually enjoy… talking to prospects.”

As results started showing, the team’s approach changed and reps began leaning on Gem-E as their main signal for who to prioritize. When automated emails hit an account, they’d add their own research, uncover new contacts, and further tailor messaging to the contacts that mattered most.

“The team is now using Gem-E almost as a replacement to 6sense, where it’s like, I don’t need to go look to see what accounts are showing high intent. I can just wait for Gem-E to surface those for me.”

Consistent impact: 10% of Pipeline and accelerating

Six months in, their results with Gem-E are impactful and growing:

• 64 SQLs booked with notable household brands
• 31 sales opportunities created 
• 2 deals closed worth $73K in new revenue
• 10% of the team's total pipeline now comes from Gem-E campaigns, and they're still in what they consider the "walk" phase of their rollout.

The team has achieved this by running three core plays:

• High-intent ICP accounts in 6sense Decision/Purchase stage 
• Closed-lost opportunities targeting prospects who already know the product and demonstrated interest
• High-intent accounts with past champions combining intent data with relationship intelligence

Next up, Bynder plans to expand into new plays: accounts entering the consideration stage, competitors of recent wins, and SQL nurture campaigns.

Predictable pipeline achieved

In just six months, Bynder proved they could scale pipeline without scaling the team. Gem-E pulled their tools into one system, eliminated the manual steps that slowed everything down, and shifted BDR focus back to real conversations. They’re still early in their rollout with three campaigns live and more coming, but the impact of Gem-E already shows up clearly in the pipeline numbers.

‍

"Without Gem-E, we'd be stuck in a world of manual processes… It's been a game changer."

‍