Warmly A+ Round

Pipeline Acceleration Platform Warmly, closed a $6 million Series A+ round following its October 2023 Series A. The round was led by RTP Global and included previous investors Felicis and NFX .

“Company and intent data have become a commodity for the modern sales team. That’s especially true in today’s climate of layoffs and budget cuts, where companies of all sizes are receiving fewer inbound leads. Warmly’s platform helps sales and marketing teams buck this trend to establish strong pipelines despite the headwinds. That’s why it’s no surprise to see Warmly’s accelerating customer adoption, and we’re looking forward to supporting its on its continued path to growth,” wrote RTP Global Principal Orson Stadler .

Warmly is a “signal-based orchestration platform that helps revenue teams find the best warm leads and automatically converts them while they’re still warm.”

Warmly’s Workflow tools support auto-email, auto-LinkedIn, chat (AI, inbound, and live video), real-time routing and alerts, and a meeting scheduler. Warmly’s data services include website visitor tracking and de-anonymization, Bombora intent data, and over 250 million company and contact profiles.

Warmly offers integrations with Salesforce, HubSpot, Outreach, Salesloft, Apollo, Slack, LinkedIn, and Teams.

“Warmly’s platform helps SMB-sized B2B companies identify and engage their warmest leads, based on intent signals, to enjoy stronger sales pipelines and significant revenue gains. Based on the orchestration of 1st and 3rd-party signals, sales teams using the platform can more accurately initiate conversations with prospects when they are considering making a purchase and can scale this outreach with automated, personalized contact via email and LinkedIn,” explained Warmly in a funding blog. “Warmly stands out in the hyper-growth AI sales segment by revealing insight into the buying intent of individuals, which is more actionable for initiating sales conversations than the company-level intent that many competitors share. Warmly also differentiates itself by offering unlimited seats to help all customers achieve scale and maximum value from the platform

Warmly began as a B2C company focused on meetings but pivoted to B2B in 2023. It is enjoying market traction and hit $3 million ARR in December. However, it had its first down month in January after making the strategic decision to drop “bad-fit” customers outside its ICP.

“We decided to right-size our book of business before the new fiscal year (still grew 3x, which is cool),” posted CEO maximus greenwald sald on LinkedIn. However, the company chose to “fire” 11% of its customers.

Warmly, which openly posts details about its operation that most firms would hide internally from non-executives, listed what constituted a “bad-fit” customer:

• Low website traffic = not a fit (we provide a low volume of warm leads).
• Mega Enterprise GTM = not a fit (you don’t want Automation/AI selling to Fortune 100).
• Customer base in Africa = not a fit (our lead data isn’t reliable there).
• Rude customers = not a fit (if you're disrespectful to my team, you’re out).
• APAC HQ = unlikely a fit (time zones affect our ability to support you).
• B2C = unlikely a fit (our costs per lead don’t align with ACV).

I’ve seen a few mentions of an anti-ICP, and it sounds like Warmly has nailed the concept. Bad-fit customers are likely to weigh heavily on the Customer Success team, request functionality that is inconsistent with the firm’s strategic roadmap and are likely churn candidates.

“A customer that was a good fit a year ago might not align with where we're heading now,” explained Greenwald. “The AI SalesTech space is changing so rapidly I could not have predicted where we’d need to go in 2025 to succeed and build a sustainable business.”

Two-thirds of the “bad-fit” customers were inbound leads.

“Our funding will be used to expand into Europe and hire more engineers to build our Command Center for GTM teams, starting with our AI Signals platform that warms up your Total Addressable market,” stated Greenwald.

The funds will double its sales and marketing team, double its European headcount to twenty, and raise its overall headcount to fifty.

“It will also support the platform’s evolution roadmap. In the coming months, new data quality functionalities will be added to the Warmly platform, empowering users with more options to set thresholds for the quality of leads they want to be served. Further integration of AI into the platform will continue as Warmly brings its vision for sales teams commanding entire fleets of lead-generating AI agents to fruition,” blogged Warmly.

“More SMBs are waking up to the fact that cold B2B sales outreach isn’t working, and world-class data makes warmer outreach possible,” said Greenwald. “Infusing this data into SalesTech stacks holds massive possibilities. We’ve seen first-hand how it can bring in millions of dollars of new revenue. The RTP team understands this, and we’re delighted to have them on board as new investors. In 2025, we want to triple our ARR again while maintaining the high levels of customer satisfaction and renewals we’re experiencing today. A larger sales and marketing team will help us get there.”

Additional Resources

• Warmly: Website
• GZ Consulting: Terminus | ABX Platforms | DaaS | Demand Generation

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