About Unstructured.io
Unstructured.io helps companies preprocess unstructured data like PDFs, emails, and videos—transforming it into formats that can be ingested by generative AI models. Their product powers use cases across Fortune 1000 enterprises as well as fast-growing startups, and their open-source project is widely adopted across the AI/ML ecosystem.
Objective
Unstructured’s RevOps lead, Orlando Nieves, wanted to:
- Identify developers actively using their open-source tool
- Improve how his team engaged with potential champions
- Shorten the path from developer adoption to enterprise deals
But existing tools like Scarf and Common Room fell short. Scarf gave them company-level signals, but not individual users. Common Room helped with GitHub and social media activity—but not open-source usage signals from installations or CLI commands.
Strategy & Execution
Tools Used:
- Reo.Dev (Intent signal intelligence)
- HubSpot (CRM and sequencing)
- Meet Alfred (LinkedIn automation)
- Keyplay (SMB account scoring)
- Apollo (Outbound email automation)
- Power BI + Microsoft Data Lake (Buyer presentation dashboards)
1. Segmenting Developer Intent with Reo.Dev
Using Reo.Dev, Orlando created precise segments based on high-signal developer activity:
- Docker pulls
- GitHub engagement
- CLI executions
- Website and docs visits
These were tagged as "True Developer Activity" and automatically piped into HubSpot. His team differentiated between champions (practitioners) and buyers (decision-makers)—and personalized messaging accordingly.
"We know developers want to save time. Buyers want to save money. Reo.Dev lets us identify and message both—at the right time."
— Orlando Nieves, RevOps Lead, Unstructured.io
2. Automating Outreach Without Losing Personalization
If only a LinkedIn handle was available, Reo.Dev signals triggered an automated workflow:
- Developers were auto-enrolled into Meet Alfred sequences on LinkedIn
- These sequences mimicked manual steps like profile views, skill endorsements, and contextual DMs
- SDRs monitored inboxes for replies and call bookings
"We don’t just ‘spray and pray.’ These developers were already engaging with us. We just made the first move."
— Orlando Nieves, RevOps Lead, Unstructured.io
3. Equipping AEs with Developer-Level Intel Before Calls
Before any call, AEs used Reo.Dev data to:
- See usage activity (repo visits, downloads, commands)
- Understand segment and ICP fit
- Tailor the conversation based on actual dev behavior
4. Powering the 'Build vs Buy' Conversation
Reo.Dev’s API fed usage data into Unstructured’s data lake, which was visualized in Power BI dashboards. Orlando’s team showed this data during sales calls:
- Number of active developers
- Frequency of interactions
- Estimated hours spent building internally
This helped tell a clear story: you’re already building this, but there’s a faster and cheaper alternative—Unstructured’s paid solution.
"Buyers often had no idea how many people internally were using our open-source. Reo.Dev helped us expose and leverage that story."
— Orlando Nieves, RevOps Lead, Unstructured.io
Results
- 20% increase in initial meetings booked after introducing Reo
- 2 hours saved per rep per day on prospecting
- 40% of our deal pipeline since March has come from companies identified by Reo in which developers introduce us to their decisionmakers (i.e. buyers)
Key Takeaways for DevTools
- Track real usage: Signals like CLI commands or GitHub stars > generic firmographics
- Champion-first strategy: Devs are the new influencers. Win them, and they bring in buyers.
- Data-backed selling: Your open-source adoption is the wedge. Reo.Dev helps you turn it into revenue.
“I recommend Reo.Dev to any DevTool company—especially if you’re open-source. It’s the best way to find and activate your real users.”
— Orlando Nieves, RevOps Lead, Unstructured.io
