When Mimecast first adopted UserGems in 2019, the goal was clear: stop losing track of champions who moved to new companies. The results spoke for themselves — $18M in new pipeline within the first year. But that was just the beginning.
Fast forward to today, and Mimecast has leveled up its go-to-market motion with UserGems’ AI agent, Gem-E. By combining multiple buying signals with AI research, enrichment, and personalization, Mimecast is now driving pipeline faster, more efficiently, and with better precision.
The Challenge: Scaling pipeline without burning out reps
Mimecast’s BDRs were spending hours each week researching accounts, verifying contacts, and writing outreach emails. Sales leaders knew this wasn’t sustainable.
“Our reps were spending so much time on research and manual work,” explains Tammy Bernberg, Growth Marketing Manager at Mimecast.
The Solution: Using AI for research, outreach emails & capturing signals
Mimecast turned to Gem-E, UserGems’ AI Outbound Agent, to:
- Automatically capture & enrich Contacts: Gem-E pulls in net-new contacts from target ICP accounts – faster than a BDR could research them. These contacts flow directly into Salesforce.
- AI-powered research & messaging: Instead of “spray and pray” emails, Gem-E generates tailored messaging aligned to a prospect’s challenges.
- Combine multiple signals: Mimecast uses multiple UserGems' native signals (champions, new hires, M&A activity, multithreading). They also combine their existing intent data from 6sense with the UserGems platform and Gem-E. This allows reps to prioritize in-market accounts and the right buyers within them, while Gem-E writes emails for reps using all of these insights for highly personalized and relevant emails.
"We found that Gem-E gives us net-new contacts quicker than a BDR could go out and research them themselves, so that helps us reach out at the right time.
We've also been able to build greater coverage across our engaged Accounts and provide warmer buying signals to our reps. So reps now spend less time on their research steps as Gem-E has taken this tedious step away from them.
And then, Gem-E's AI messaging allows us to get more specific in the outreach and get to the customer's pain points quicker."
AI-powered campaigns and a favorite win story
Mimecast doesn’t just run one-size-fits-all programs. The team has built creative, flexible campaigns on top of Gem-E. A favorite: the New Leadership Hire play. When a VP or CISO joins an in-market account, Gem-E launches a personalized sequence that gets Mimecast in front of them within their first 90 days.
They’re also experimenting with M&A signals, identifying accounts going through acquisitions where security needs spike. By layering persona-based filters, Mimecast ensures outreach is both timely and relevant.
One of their biggest opportunities came from UserGems & Gem-E. It was a mid-market manufacturing company that recently hired a Vice President. Tammy shared. “Gem-E picked up this signal, found the buyer, added them to an automated cadence and sent. So our BDR got the meeting booked after the second email.”
A thoughtful approach to AI
Mimecast took a deliberate, pilot-first approach to adopting AI. Rather than rolling out automation broadly, the team started small -- launching campaigns in the SMB segment and testing AI-driven messaging with a limited set of BDRs. Early pilots were critical for building trust: marketing worked closely with BDR and sales leaders, sharing performance data, highlighting time savings, and showcasing examples of AI-generated outreach.
Once leaders saw positive results and approved the messaging, the program expanded into mid-market and enterprise accounts. Documenting the process ensured it could be replicated and scaled across teams. Champions within BDR leadership also helped accelerate adoption, with the team prioritizing leaders already open to automation and efficiency gains.
The result was a smooth, step-by-step rollout where early wins created momentum and credibility for AI across the organization.
Pipeline impact and Rep efficiency gained from AI
With Gem-E, Mimecast eliminated hours of manual research and data validation for its BDRs. Instead of spending time combing through Salesforce, LinkedIn, ZoomInfo, and 6sense to identify and verify prospects, the team now receives ready-to-go contacts complete with signals and context.
“From a BDR perspective, they’re saving hours on their research steps. They’re not having to go look at their full TAM or check five different platforms—we’re doing that for them,” Tammy shared.
The impact has been twofold:
- Reps reclaim multiple hours each week to focus on conversations, and
- The business sees stronger pipeline results.
One Gem-E powered campaign became “one of our most highest generating pipeline campaigns to date” by reaching new leaders within their first 90 days—securing Mimecast an early seat at the decision-making table.
The Results: Pipeline growth + More efficient reps
In the last 2 years, UserGems has influenced $20M+ new pipeline for Mimecast. This includes:
- Generated $500K+ in new pipeline in just 4 months from Gem-E AI automation
- Saved BDRs hours every week by eliminating manual research and data entry
- Secured some of its largest mid-market deals to date through Gem-E's AI automated outreach
Mimecast sees AI as central to its growth strategy. With a company-wide push to adopt AI across tools and workflows, Gem-E is a key part of how Mimecast's marketing & BDR teams are operationalizing AI to drive growth and efficiency, with measurable ROI and business impact.
