Cymbal
How Cymbal scanned 22,000 venues to find their true ICP and hit 6x ROI in 30 days
Cymbal needed to know which concert venues actually used a supported ticketer. Axon real-time attempted to buy tickets from 22,000 venue websites, detected the primary ticketer on each, and cross-compared against Cymbal's partner list to define ICP — then found the best-fit buyers for outbound.
"We operate in a fairly niche market: concert venues that use specific ticketing products (Ticketmaster, Eventbrite, etc). We struggled for years with using tools like Apollo and Clay. We even tried different AI tools like Artisan. But then we found Axon. Within one month of using Axon, we closed multiple deals, netting us a 6x ROI and hundreds of thousands in pipeline. We're stoked."
Cymbal
Cymbal is an event marketing platform for concert venues and live-event promoters. Its product only works when a venue runs one of Cymbal's supported ticketing partners — which meant the entire market had to be qualified by what ticketer each venue actually used.
The goal: find who you can actually sell to
Cymbal had a list of 22,000 concert venues, but no way to know which ones used a supported ticketer. The ticketer a venue runs isn't a field in any dataset — it has to be discovered live, on each venue's website. Without that, outbound would fire at venues Cymbal couldn't serve.
The Opportunity
Cymbal's platform only works for venues running a supported ticketer. But ticketer data isn't a field you can buy — it has to be discovered. Cymbal had a list of 22,000 concert venues, but no idea which ones actually qualified, let alone who to contact once they did.
- Ticketer used by a venue is not available in any off-the-shelf dataset — it has to be detected in real time
- Of 22,000 candidate venues, only a subset ran a supported ticketing partner — the rest were noise
- Without knowing the ticketer, outbound would fire at venues Cymbal literally could not serve
- Even once ICP was defined, the right buyers at each venue still had to be identified and enriched
- The team needed the whole thing loaded into Attio, scored, and ready to work in a single sprint
attio.com/companiesHow Cymbal scanned 22,000 venues, found their true ICP, and hit 6x ROI in 30 days
Real-time ticketer detection turned an opaque 22,000-venue list into a scored, outbound-ready pipeline in Attio.
Connected the 22,000-venue list
Cymbal provided Axon with a list of 22,000 candidate concert venues. None of them had ticketer data — that field simply doesn't exist in any dataset you can buy. Axon took the list as the starting universe to qualify.
Detected the primary ticketer in real time
For each venue, Axon visited the venue's website and attempted to buy a ticket — observing which ticketer powered checkout. This real-time ticket-purchase attempt revealed the primary ticketer used by each of the 22,000 venues.
Cross-compared against supported partners to define ICP
Each detected ticketer was compared against Cymbal's list of supported ticketing partners. Venues running a supported ticketer were classified as ICP; the rest were filtered out — so outbound only ever fired at companies Cymbal could actually serve.
Found best-fit buyers at every ICP venue
For each qualified venue, Axon identified the best-fit buyers — scored with axon_buyer_score and enriched with verified email, phone, and LinkedIn. Every contact carried AI reasoning explaining why they were a fit.
Loaded the scored list into Attio
The full ICP universe — venues, detected ticketers, fit classification, and best-fit buyers — was loaded into Attio as a single outbound-ready source of truth, segmented by ticketer partner and buyer score.
Launched outbound and hit 6x ROI in 30 days
Cymbal ran their first outbound campaign against the Axon-scored list. Within 30 days, the campaign returned 6x ROI — the market that was previously opaque was now a clean, working pipeline.
The Results
By the end of the first outbound campaign — 30 days after the scan — Cymbal had 6x ROI. The market that was previously opaque was now a clean, scored, buyer-ready list in Attio.
attio.com/companiesattio.com/companiesReady to achieve similar results?
Get a free scan of your HubSpot CRM and see what Axon can do for your team.