From neglected leads to 700% ROI: How Checkr scaled pipeline with 11x

Neglected segments left opportunity on the table

Checkr has historically benefited from strong inbound demand, with SDRs qualifying leads through calls and email. As the business expanded and self-serve pathways grew, they identified an opportunity to better serve a scaled segment of high-intent prospects who could benefit from more personalized consultation and strategic guidance to fully realize the value of their platform.

Manual workflows limited scale and speed

Before 11x, outbound and inbound workflows required heavy manual effort. Outbound was still developing as a motion and reps spent significant time sourcing leads, validating contacts, personalizing messages, following up, and logging activity in Salesforce.

While there was high inbound interest, speed-to-lead was inconsistent down segment, and SMB and self-serve prospects were identified as a group who would benefit from a higher touch than is often available down-segment. Without a scalable system in place, Checkr had no reliable way to engage every lead immediately, leaving unconverted leads on the table.

Coverage gaps limited consistency and customer experience

Checkr needed a way to activate intent signals and consistently reach unmanaged accounts that weren't getting human follow-up. At the same time, they wanted to scale a high-quality customer experience by guiding more prospects through self-serve journeys, even when no rep was assigned.

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Converting unmanaged segments into opportunities with intent signals and voice AI

Checkr implemented 11x to create a reliable engagement layer across outbound and inbound, using 11x to serve segments with limited coverage and support. With 11x, Checkr was also able to partner with an AI native team willing to iterate quickly and help experiment across new AI workflows.

Scale outbound with 11x across unmanaged segments

Checkr had a mature GTM stack, but wanted to consolidate their workflows and turn intent signals into actions. Rather than replacing reps, 11x was designed to expand coverage where humans couldn't economically operate.

With 11x, they focused on three priorities:

1. Activate intent signals for unmanaged accounts

Checkr identified accounts indicating buying signals (like website visits), synced account lists from Salesforce into 11x, and launched outbound campaigns without needing a dedicated BDR or AE.

2. Test signals before scaling

11x became a practical testing ground to validate which signals performed best and which segments were most responsive. This allowed Checkr to test outbound strategies at scale, without disrupting existing BDR and AE workflows.

3. Run always-on outreach for new verticals

11x autonomously sourced new ICP leads within target verticals, researched prospects, and launched personalized multi-step sequences for cold outbound.

Checkr integrated 11x directly with Salesforce, syncing every outreach action into their CRM. When replies came in, account owners could seamlessly pick up the conversation from their own inbox while referencing full context, including research the platform conducted on the lead and account, directly in the platform. Beyond the Business Development team, Checkr's Field Marketing team also launched 11x campaigns using Salesforce-synced prospect lists to drive engagement ahead of key events and conferences.

Checkr also ran a closed-lost revival campaign, re-engaging past opportunities with messaging personalized using CRM notes and historical context. This helped convert previously lost prospects back into active customers.

This shift fundamentally changed how the team approached previously unmanaged segments.

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Support SMB prospects in self-serve journeys

11x was also deployed to solve a different problem: speed and access. For inbound workflows, the platformstepped in where there were no humans available to provide guidance.

Initially, Checkr connected 11x to their Talk to Sales form. Instead of leaving SMB prospects on their own after filling out the form, 11x called inbound leads instantly to answer questions, onboard them, and help select a suitable background check package and check out. Over time, Checkr expanded the voice agent's role further, publishing the phone number directly on their website for self-serve customers to call.

Rather than measuring success purely by speed-to-lead, the team evaluated 11x on call quality and whether each conversation moved prospects forward in their journey.

One of the biggest surprises for Checkr was how quickly prospects adapted to AI voice. Many prospects answered calls expecting to speak with a human, but quickly became comfortable engaging with the voice agent as the conversation progressed, driven by its natural responses and human-like intonations. That shift helped Checkr build confidence in voice AI, validating it as a real channel for scaled customer engagement.

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Transforming unmanaged GTM into measurable pipeline growth

Checkr used 11x to close a critical gap in their go-to-market motion: unmanaged leads with intent, but no consistent follow-up. These were missed opportunities for revenue that no one was capturing.

With the platform, Checkr operationalized outbound and inbound coverage across segments, creating a repeatable methodology to engage prospects, guide self-serve journeys, and validate which signals were worth scaling.

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With confidence in both signal-based outreach and voice AI, the Checkr team is now focused on scaling what works, improving orchestration between channels, and expanding beyond its initial workflows into broader use cases across the business with 11x.

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