Factmata

Factmata Case Study

From £15 to £1.20 Per Lead: How GTM + RevOps Engineering Delivered 300 Qualified Leads Daily

92% Cost Reduction  |  300 Daily Qualified Leads  |  £15 → £1.20 Per Lead

Client Background

Factmata is an AI-driven media monitoring and analytics platform founded in 2017 by leading AI/ML specialists. Originally focused on detecting misinformation and fake news, the company pivoted to narrative monitoring, helping brands identify emerging online risks and opportunities before they impact reputation.

Backed by high-profile investors including Biz Stone, Craig Newmark, Mark Cuban, and Google/Alphabet, Factmata developed proprietary AI technology that identifies risky narratives earlier and more reliably than human analysts. This technology later attracted Cision, a global PR and media intelligence giant, which acquired Factmata in November 2022.

The Challenge

As an innovative AI startup disrupting the media intelligence space, Factmata faced the classic challenge: revolutionary technology, limited resources. With a lean team of seven people focused on product development, they needed to generate qualified leads at scale without diverting engineering talent away from their core AI platform.

Their initial lead generation approach was expensive and unsustainable. At £15 per qualified lead, the customer acquisition cost threatened to outpace their growth trajectory. Manual enrichment workflows consumed valuable hours, and the process lacked the systematic approach needed for a company building AI systems designed to detect patterns at scale.

The Solution: GTM + RevOps Engineering

Pyrashyut approached Factmata's challenge through the lens of GTM + RevOps Engineering, treating lead generation as an engineering problem rather than a purely marketing challenge. The solution centered on rebuilding the enrichment workflow from the ground up, applying the same systematic, scalable principles that Factmata used in their own AI platform.

The core insight: instead of incrementally optimizing existing manual processes, we architected an automated infrastructure that transformed lead generation into a predictable, scalable revenue engine. This required rethinking data flows, enrichment pipelines, and quality assurance mechanisms at a fundamental level.

The approach combined technical implementation (GTM Engineering) with operational framework design (RevOps Engineering) to create a system that could generate qualified leads at scale while dramatically reducing cost per lead.

Implementation

The implementation focused on three critical pillars:

1. Automated Enrichment Pipeline

We rebuilt the enrichment workflow as an automated data pipeline, replacing manual research with systematic data gathering, validation, and scoring. This pipeline integrated multiple data sources, applied qualification logic, and routed leads based on fit and intent signals.

2. Quality Assurance Systems

Rather than manually verifying each lead, we implemented systematic quality controls that automatically filtered out low-quality prospects, validated contact information, and ensured only qualified leads entered the sales pipeline. This maintained lead quality while dramatically increasing volume.

3. Scalable Infrastructure

The entire system was designed for scale from day one. As volume increased, the infrastructure adapted without requiring proportional increases in manual effort or cost. This transformed lead generation from a linear cost model (more leads = more cost) to an exponential value model(more leads = lower cost per lead).

Results

The transformation wasdramatic and measurable:

Metric /  Impact

Cost per Lead  /  £15 → £1.20 (92% reduction)

Daily Qualified Leads / 300 qualified leads per day

Workflow Efficiency / Manual enrichment eliminated

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The infrastructure proved its value beyond immediate metrics. By building a scalable system rather than optimizing manual processes, Factmata gained the ability to expand lead generation capacity without proportional cost increases. This positioned the company to accelerate growth during the critical phase leading to their acquisition.

Client Testimonial

"Creativity as well as disciplined iteration are key to cutting through the noise in modern marketing. Pyrashyut have both in buckets."

Antony Cousins, CEO at Factmata

The Validation

In November 2022, Cision, a global PR and media intelligence company with over 100,000 customers and a $2.74 billion valuation, acquired Factmata. The acquisition recognized Factmata's unique AI capabilities in narrative monitoring and the company's ability to identify risky narratives earlier and more reliably than human analysts.

While multiple factors contributed to this success, the scalable lead generation infrastructure played a critical role in demonstrating market traction and validating product-market fit during the crucial growth phase preceding the acquisition.

What This Means for Your Business

The Factmata case study demonstrates a fundamental principle of modern GTM strategy: treating lead generation as an engineering problem, not just a marketing challenge.

Most companies optimizetheir existing processes, incrementally improving manual workflows.This approach hits natural limits. You can only optimize a manual process so much before diminishing returns set in.

GTM + RevOps Engineering takes a different approach: rebuild the infrastructure. Replace manual processes with automated systems. Design for scalefrom day one. This transforms the economics of growth, turning what was once a linear cost model into an exponential value engine.

Ready to Transform Your GTM Infrastructure?

If you're a startup, growth-stage company, or boutique agency struggling with:

• High customer acquisition costs that threaten profitability

• Manual workflows consuming engineering resources

• Lead generation processes that don't scale efficiently

• The need forenterprise GTM infrastructure without building a full RevOps team

Then it's time to apply GTM + RevOps Engineering principles to your business.

Schedule a Strategy Session

Visit pyrashyut.com to learn how we can rebuild your GTM infrastructure for scale.

Pyrashyut| GTM + RevOps Engineering | pyrashyut.com

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