In this episode of the Transform Sales Podcast: Sales Software Review Series, Eddie Bello and Nick Zeckets talked about how SaaS founders, sales leaders, and small B2B outbound teams can use Air Traffic Control to solve the problem of unstructured outbound programs.
Air Traffic Control (ATC) is not your typical account-based marketing (ABM) software. Instead of relying on vague intent data or expensive advertising tools, it enables teams to personalize content across the entire customer journey using the content they already have. For outbound sales teams using HubSpot, this tool brings a practical, person-level content recommendation engine directly into their CRM. If you’re looking to scale personalized outreach without hiring a massive RevOps team or building complex workflows, ATC might be exactly what you’re missing.
When it comes to unstructured outbound programs, what alternatives were your customers most often using before buying your software?
Before switching to Air Traffic Control, most customers used these three common approaches:
Enterprise ABM Tools like Demandbase, RollWorks, or 6sense – These tools focus mainly on ad targeting and intent data but are too expensive and overwhelming for most small B2B teams using HubSpot.
Manual content workflows in HubSpot – Marketing teams were building complex and fragile segmentation workflows manually, trying to deliver personalized experiences at scale.
One-size-fits-all email sequences and landing pages – Without dynamic personalization, companies sent generic content to every contact, resulting in low engagement and wasted content.
These tools and strategies lacked the flexibility and affordability small teams needed to scale 1-to-1 experiences.
What challenges were your customers running into that Air Traffic Control helped them overcome?
Here are the top three challenges Air Traffic Control helps teams solve:
Complex and time-consuming personalization workflows
Underused or poorly matched content assets
Difficulty measuring content impact and planning next steps
Let’s look at these challenges in more detail.
Complex workflows: Most teams were building manual workflows in HubSpot to map content to lifecycle stages and personas. This took lots of time, often broke, and wasn’t scalable.
Underutilized content: Teams were producing blogs, case studies, webinars, and ebooks but had no easy way to connect the right content with the right person at the right time.
Lack of content performance insights: Marketing teams struggled to know which assets were helping move deals forward, and what to produce next.
What are the key features of Air Traffic Control that help overcome those challenges?
How Air Traffic Control Overcomes Complex Personalization Workflows
Situation: Teams want to deliver 1-to-1 content without building dozens of workflows.
Problem: HubSpot users are often stuck creating manual segments and complex workflows that are time-consuming and hard to manage.
Solution: Air Traffic Control plugs directly into HubSpot and adds dynamic personalization tokens for every user. This allows marketers to insert personalized blog recommendations, case studies, videos, and more using the same process they use for “first name” fields.
How Air Traffic Control Overcomes Content Underutilization
Situation: Most teams have great content but aren’t getting the most value from it.
Problem: Without a system to match content to user behavior or interest, great pieces often go unseen.
Solution: ATC creates a daily-updated interest graph based on emails, website visits, CRM notes, and call transcripts. Then it automatically recommends the most relevant content from your library to each contact.
How Air Traffic Control Overcomes Lack of Content Strategy Insights
Situation: Teams want to know what content is working and what gaps they have.
Problem: It’s hard to attribute content to pipeline progress or know what content to make next.
Solution: ATC shows how much revenue each piece of content has influenced, identifies topics your target audience cares about, and highlights content gaps. This helps teams focus content production on what will move prospects forward.
What tasks, deliverables, and/or people need to be involved in setting up your software and how long does it typically take to reach full productivity?
Air Traffic Control is built for HubSpot users and designed to be simple to activate:
No technical team needed: Any business user can connect their HubSpot account directly via the marketplace in one step.
No setup work: There’s no need to manually map fields or create properties. Personalization tokens auto-populate.
Free onboarding: The first few weeks are free. Once connected, ATC immediately starts analyzing contact behavior and content.
Ready-to-use templates: Users can activate a complete ABM lifecycle program, including email and landing page templates, in under 2 weeks.
For organizations with poor-quality content or outdated blogs, the only slowdown might be a quick audit to improve or remove old assets. ATC can flag low-performing content and help prioritize updates.
What KPI’s should SaaS founders, sales leaders, and small B2B outbound teams use to evaluate their success with Air Traffic Control for outbound sales, and what quantifiable outcomes can they expect?
Here are the most important KPIs to track:
Click-through rate on emails: Expect a noticeable lift as contacts see more relevant content.
Pages per visit and time on site: These should increase as web pages dynamically adjust to the user’s interests.
Revenue influenced by content: ATC tracks content-attributed revenue by piece, giving teams insight into ROI per asset.
Content utilization rate: See how much of your content library is being used in active campaigns.
Content gap analysis: Get a clear view of missing assets for each stage of the journey and recommendations on what to create next.
Teams often find that older content starts driving more pipeline once it’s properly matched to audience interests. This evergreen value helps justify quality content investments and guides future content strategy.
Pricing:
Free onboarding period
Flexible packages
Conclusion
Air Traffic Control helps SaaS sales and marketing teams turn unstructured outbound programs into organized, scalable, and effective 1-to-1 experiences. It brings your existing HubSpot instance to life by analyzing behavior, enriching interest profiles, and matching contacts with the most relevant content in your library.
Instead of building manual workflows or relying on vague intent data, teams can deliver personalized content in emails, landing pages, chatbots, and more—all from the tools they already use. With real insights into content performance and a roadmap for what to produce next, Air Traffic Control isn’t just helping you scale; it’s showing you exactly how.