About Vespa:
Vespa.ai is an AI Search Platform that powers search, recommendations, and personalization for large-scale AI applications. Companies like Spotify, Perplexity, and leading global commerce platforms rely on Vespa to deliver fast, accurate, and highly personalized search experiences across massive datasets.
As generative AI has transformed how organizations build applications, engineering teams increasingly need search infrastructure that combines traditional keyword search with semantic search, ranking, and personalization. Unlike many AI search solutions that combine separate search and vector databases, Vespa supports these capabilities natively on a single platform. Before becoming an independent company, the technology powered more than 150 applications at Yahoo for over a decade, giving it years of production-scale experience.
The Challenge
As an open-source AI Search Platform, Vespa's buying journey looks very different from traditional enterprise software. Engineering teams often spend weeks evaluating documentation, experimenting with open-source software, and validating technical approaches before they're ready to engage with sales.
While Vespa could see activity in GitHub and its community, much of that journey remained invisible. The team had little visibility into which companies were actively evaluating Vespa, where they were in their journey, or when previously engaged accounts had become active again.
"There was a huge blind spot in understanding who's using our open-source technology and who's moving toward becoming a commercial customer."
— Fernando Mora Jr., Head of Growth, Vespa.ai
How Vespa Uses Reo.Dev
Vespa uses Reo.Dev to gain visibility into developer engagement long before an engineering team reaches out to sales.
By combining website activity, documentation engagement, GitHub signals, and developer intent, the team can identify companies evaluating Vespa, understand where they are in their technical journey, and prioritize outreach based on real buying signals rather than guesswork.
Today, Reo.Dev powers multiple go-to-market motions across Sales and Marketing—from identifying new target accounts to re-engaging existing opportunities actively exploring Vespa and prioritizing high-intent accounts.
- Discovering New Target Accounts: One of Vespa's biggest challenges was identifying companies evaluating AI search infrastructure before they ever reached out to sales.
Reo.Dev gives the team visibility into developer engagement across its website, documentation, and open-source resources, helping uncover organizations that are actively evaluating Vespa. Instead of relying solely on inbound leads or manual research, the team can proactively identify high-intent accounts and build a more targeted pipeline.
- Re-engaging Existing Opportunities: Not every prospect is ready to buy after the first conversation. Many engineering teams continue evaluating solutions behind the scenes, even after going quiet with Sales, making it difficult to know when to re-engage.
Reo.Dev helps Vespa monitor developer engagement across existing accounts, giving the team visibility into when prospects revisit documentation, explore the product again, or progress further in their evaluation journey. Instead of relying on guesswork, Sales can reconnect with accounts at the right time, armed with the context needed to have more relevant conversations.
"I'm now using it not just to look for new prospects, but also to look at the prospects I've already been engaged with who maybe have gone silent with me. They're popping up on Reo.Dev, going from exploring to evaluating, or from evaluating to building." — Fernando Mora Jr., Head of Growth, Vespa.ai
- Prioritizing High-Intent Accounts: Developer engagement doesn't just help Vespa know when to reach out - it also helps the team decide where to focus their time.
Using Reo.Dev's Developer Funnel, the team can quickly understand whether an account is exploring, evaluating, building, or already deployed. This enables Sales to prioritize the highest-intent opportunities, dedicate deeper research to accounts showing stronger buying signals, and allocate time more effectively across their pipeline.
"The Dev Funnel has been really valuable because it helps me cut through all of the noise and see which accounts are at which precise stage in the funnel, which then helps me with prioritization. I can invest five minutes on one account or an hour on another, making sure I'm doing that with the most relevant companies." — Fernando Mora Jr., Head of Growth, Vespa.ai
- Aligning Sales & Marketing: Developer intent signals don't just help Sales - they also help Marketing better understand where accounts are in their buying journey.
Insights from Reo.Dev help the Vespa team identify which accounts are actively evaluating the platform, allowing Marketing to support those opportunities with more relevant content and outreach. The team is also extending these insights into its account-based marketing strategy, using Reo.Dev to identify high-intent accounts for targeted LinkedIn and Google campaigns.
"By having that insight, we're able to send them more information, more helpful content, and help progress things along that otherwise we would have no visibility into." — Bonnie Chase, Director of Product Marketing, Vespa.ai
Business Impact
By integrating Reo.Dev into its GTM strategy, Vespa has transformed how Sales and Marketing engage developer-led buying journeys.
Instead of relying primarily on inbound leads or manual research, the team can now identify companies evaluating Vespa earlier, re-engage existing opportunities with better timing, prioritize outreach using developer intent signals, and coordinate targeted sales and marketing campaigns around the same high-intent accounts.
As Vespa continues to mature its developer-led GTM strategy, Reo.Dev has become a core part of how the team uncovers, prioritizes, and engages future customers.
