How TeamOhana turns zero-click traffic into pipeline

The problem: buyers stopped raising their hands

"Zero click is a real thing," says Blake Cohlan, VP of Marketing at TeamOhana. "Zero click, and not being able to see people on that journey, that's a constraint to understanding where they are."

The behavior underneath it is familiar to every B2B marketer. Buyers open ChatGPT or Claude, run their comparisons, form their shortlist, and arrive at your website already informed and needing one or two specific things.

 "More and more, people are not filling out forms. They want to get their information." Buyers arrive already researched, take what they need, and leave without identifying themselves.

TeamOhana's response wasn't to fight the trend. It was to stop depending on the form.

"We want to meet buyers where they are in that journey, and give them more detail to help them along it."

Capturing what zero-click hides

In a post-AI funnel, the visit is the signal. And often the only one you'll get. Which makes the resolution of that signal everything.

"The main thing Breakout has been able to provide us is the ability to uncover who is on our website, not only at the account level, but at the contact level."

That gap is the difference between a signal you can act on and one you can only report. Account-level tells you a company is looking. Contact-level tells you which person, in which role, is doing the looking: the one fact a form used to give you and zero-click takes away.

"Everyone has a different buyer's journey," Blake says. "Breakout is an early signal for us to determine if an account maybe has a pain that we can solve, and to craft a plan to do personalized one-to-one messaging and engage with them."

The action window is the visit

identification only matters if it moves at the speed of the session.

"What you guys have unlocked for us is the ability to connect our data internally as fast as that moment happens, and route these leads to the right people immediately, so that whenever there is a signal, we can act on it right then and there, in time with the person who's actually visiting the site."

The motion:

• Visitor lands; Breakout identifies the account and the contact

• Signal is enriched with firmographics, demographics, and page-level behavior

• AI SDR engages the lead

• Parallely, lead routes to the right rep automatically, in real time

• Rep reaches out while the research is still happening

• A signal you can't verify is a signal you can't act on

Zero click puts enormous weight on inference. And inference is only as good as the data underneath it. That's where TeamOhana's evaluation of the category turned.

"We've looked at multiple different vendors that have this intent data. The one thing that stood out from Breakout is your ability to actually take the data and validate it. Not just sending us raw data from whatever intent provider; you're looking through it, you're combing through it, and you're giving us the signals that it's accurate, and even additional data points that we might not necessarily get."

Validation is what makes real-time routing survivable. Sending a rep after a bad signal costs more than sending no one.

"So not only do we have speed-to-lead, we're understanding where that company is, their firmographics, their demographics, how we can help them, and identifying what pages they're looking at to show us what intent we might want to put in front of them."

Reading the pain from the pages

Without a form, page behavior becomes the intake questionnaire, and for a multi-product company, it's what decides which conversation to open.

"TeamOhana solves multiple things. The main thing is authorization for your headcount," Blake explains. "We're able to see: okay, are they looking at how they're spending AI tokens? Or are they in the traditional core platform of trying to manage their headcount without the headache? Being able to understand where they are in those journeys is so important for us."

Same website, two very different buyers, neither of whom announced themselves.

What's next: Spoc

TeamOhana runs an internal AI power hour: a standing session where the marketing team solves problems with AI. "We're so AI forward here."

That posture comes with a standard. "We don't want AI slop. We don't want all the different things where we're not paying attention. We want to really understand the accounts we partner with, to provide them with excellent service and solve the challenges they need."

Which is why Spoc, Breakout's Claude Code for GTM, landed with Blake.

"What you're building with Spoc is exactly in line with what we're trying to do. We're trying to provide personalized experiences. Designing those experiences, and having the knowledge to power them, is the next frontier. Helping us move faster, helping us have more accurate data to make better decisions: that's right in line with where we're going."

In Blake's words

"The main thing Breakout has been able to provide us is the ability to uncover who is on our website: not only at the account level, but at the contact level. And the reason that's so important is because everyone has a different buyer's journey. More and more, people are not filling out forms.

What you guys have unlocked for us is the ability to connect our data internally as fast as that moment happens, and route these leads to the right people immediately — so whenever there is a signal, we can act on it right then and there. So not only are we speed-to-lead, we're understanding where that company is, how we can help them, and what they're actually trying to solve."

— Blake Cohlan, VP of Marketing, TeamOhana