Engaging an Audience That Avoids Sales Interactions

ARMO’s core buyers—DevSec professionals—prefer to explore products independently, test solutions hands-on, and avoid traditional sales touchpoints. This led to significant friction in converting high-intent website visitors into pipeline:

1. Buyers skipped forms and demos: The buyers preferred independent product testing and technical documentation over filling out forms and scheduling demos
2. Sales was chasing cold leads: Sales team spent excessive time chasing reluctant leads, elongating sales cycles.
3. Pipeline growth was slow: High-intent visitors from top-tier brands weren't converting through traditional methods.

With their global SDR team already stretched thin managing both inbound and outbound tasks, ARMO needed a solution to simplify workflows and generate more impactful results..

Frictionless, Real-Time Buyer Engagement

ARMO implemented Knock to create frictionless buyer engagement through messaging apps, allowing technical buyers to connect on their own terms—without forms or scheduled demos:

1. Seamless engagement via Slack: Knock enabled real-time conversations through messaging apps, meeting buyers where they were.
2. Strategic CTAs across touchpoints: Knock was embedded into ARMO’s website, documentation, and LinkedIn to capture engaged users.
3. Rich buyer insights: Knock provided firmographic data and 1st-party intent signals,  ensuring no valuable opportunity was lost.
4. Expanded into product onboarding: Improving activation and adoption by enabling users to with ARMO’s team directly during product onboarding.

More Pipeline, Higher Conversions

By reducing friction in the buying process, ARMO significantly improved conversion rates and sales efficiency:

1. 3.5x higher lead-to-opportunity conversion - Knock outperformed traditional forms and demo requests by a wide margin.
2. 10x return on investment - ARMO saw massive ROI within months.
3. Faster sales cycles - Instant engagement reduced the time from first interaction to pipeline.
4. Improved sales-marketing alignment - Deeper insights into lead intent helped sales prioritize the right conversations.

By embedding Knock across their customer journey, ARMO maximized pipeline efficiency—without forcing their technical audience into a sales motion they wanted to avoid.