The objective
To automate and scale the qualification process for a large volume of marketing leads, increasing efficiency and speed while concurrently boosting pipeline
How Periti helped a financial services company automate sales prospecting and build pipeline
"Working with Periti has made a huge difference in terms of speed and execution. It allowed us to get everything set up properly and start seeing value much faster than if we'd tried to do it all ourselves."
-Katy P., Head of Marketing, Eventus
1.5M
HubSpot Credits used per month
50%
of all sales activity now involves AI outreach
~5 hours
Time saved, per rep per week
About Eventus
Eventus is a global leader in trade surveillance software, helping financial firms monitor, manage, and stay compliant with complex trading regulations. Founded in 2015 by capital markets and compliance experts, the company built its flagship platform, Validus, to meet the real-world demands of modern trading environments: handling high volumes, diverse asset classes, and stringent regulatory requirements.
Validus serves a wide range of clients, from banks and broker-dealers to crypto platforms and proprietary trading groups, across markets including equities, futures, FX, fixed income, and digital assets. Known for being powerful yet easy to deploy, Eventus has established itself as a trusted partner for firms navigating today's most demanding compliance challenges.
Project Snapshot
The mission
To introduce Breeze agents, such as Data Agent and Prospecting Agent, into Eventus' lead triage process, automating Ideal Customer Profile (ICP) matching and distribution to the correct Account Executive (AE)
The HubSpot tools needed
Marketing and Sales Hub Enterprise; Breeze AI agents
Eventus' challenges
Manual lead distribution processes
The marketing team was generating plenty of leads, but time-consuming, manual reviews of these leads for ICP fit and AE assignment were creating a bottleneck for the sales team.
Missed sales opportunities
Because of the intensive, manual lead distribution process, handoff from marketing to sales was cumbersome, and leads were sitting idle for too long. This understandably caused a decrease in pipeline.
Scalability challenges
Eventus has small marketing and sales teams, and they were tasked with a lofty goal of increasing pipeline without adding headcount. Their process was hindering their ability to successfully attain this objective.
Inefficient use of resources
The amount of time spent manually reviewing each lead for ICP fit was taking its toll on the heads of sales and marketing, and kept them from making progress on other important initiatives.
Periti's solution
Design a multi-layered AI architecture inside HubSpot
The architecture was built to mirror, and ultimately replace, the manual processes that had been consuming the sales and marketing teams' bandwidth.
Implement Data Agent as the foundation
The Periti team first cleansed Eventus' data, then got to work building a sophisticated, ICP-matching workflow within Data Agent that delivered three outputs: a confidence score, an ICP match determination, and a plain-English reasoning summary.
Build an execution layer with Prospecting Agent
Next, Periti configured Prospecting Agent to take over once a lead was qualified and assigned by Data Agent. Tailored agents were built for each of Eventus’ account executives to send emails to the prospects, customized based on historical deal data, previous engagement, closed-lost context, etc.
Incorporate Buyer Intent & Deal Loss Agents
Periti extended Eventus' architecture further with two additional intelligence layers. A deal loss agent now analyses patterns across closed-lost opportunities, surfacing insights that previously required hours of manual review. And buyer intent signals (such as website visits) now trigger automatic enrollment of leads into prospecting workflows.
The Impact to Eventus' Revenue Operations
Measurable Sales Results
The new, AI-based prospecting solution helped Eventus book 10 meetings in a single month. And that was in addition to, not instead of, the team's own outreach. Not only that, but each sales rep reclaimed approximately five hours per week. Time previously spent researching companies, drafting messages, and manually routing leads, was no longer necessary.
Optimal Usage of HubSpot Credits
Eventus' budget for HubSpot Credits, formerly an area of uncertainty, was calibrated precisely by the Periti team before the project event began. With more visibility into what credits were actually needed to maintain the new AI workflows, Eventus was able to use almost exactly what was allocated. Not a token wasted.
Massive Efficiency Gains
The weekly ICP review session that was once a manual, time-consuming trawl through company profiles, now takes a fraction of the time. The “needs review” bucket surfaces only the genuinely ambiguous cases, pre-loaded with the AI’s reasoning and a concise company summary. Decisions that used to require a deep-dive into a company’s website now take seconds.
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