How twelfth agency Built $500K ARR with Dripify Driving 80% of Revenue

“We don’t ‘support’ go-to-market — we own the system behind it, end to end.”

Steve Armenti

twelfth agency

That’s how Steve Armenti, founder of twelfth agency and former Head of Demand Generation for Google’s enterprise businesses, describes the company.

And it’s not just positioning — this is how they actually operate.

twelfth agency was built as a full-funnel growth partner for B2B technology companies, spanning everything from signal-based targeting and ABM to demand creation, inbound funnel design, and outbound execution.

Strong strategy. Slow execution

twelfth agency doesn’t simply run campaigns. They build systems that drive a predictable pipeline. And, as it often happens with founder-led companies, that system starts in one place: LinkedIn.

Steve is direct about it:

“My personal LinkedIn is our primary inbound channel for new leads at the moment.”

Steve Armenti

twelfth agency

The strategy worked. What didn’t work was the mechanics behind it.

“Our biggest challenge before Dripify was manual, time-consuming outreach. Everything was done by hand. LinkedIn is our primary acquisition channel, built on connections, content, and visibility in the feed. But every connection request was manual, taking at least two hours a week. We couldn’t go on without automation anymore.”

Steve Armenti

twelfth agency

What most teams get wrong

When companies find themselves in a similar situation, they turn to LinkedIn automation and use it… backwards 😱

That’s because they treat it like a top-of-funnel weapon:

• 😬 blast more messages

• 😬 chase more people

• 😬 hope something converts

twelfth agency took a different approach when they implemented Dripify.

Rather than asking, “How do we automate outreach?”, they focused on: “Where should automation actually sit in the funnel?”

That question changed everything.

Dripify as conversion layer, not prospecting tool

Instead of using Dripify to start cold conversations, twelfth agency positioned it as a conversion layer — activating demand that had already been created through content and ads.

In their system, Dripify doesn’t generate awareness. It captures it. By the time a prospect enters a Dripify sequence, they’ve already:

• 👉 seen the founder’s content

• 👉 been exposed to thought leadership

• 👉 built a level of familiarity

So when the connection request or message arrives, it doesn’t feel like outreach. It feels like a continuation.

“What Dripify is actually doing for us is driving middle-funnel engagement, trust, and activity, so that people who see my content — organically or through ads — are much more likely to accept my request and engage with me.”

Steve Armenti

twelfth agency

That’s the shift most teams overlook. They try to use automation to create demand. twelfth agency used it to capture and convert demand at the exact moment it’s ready — turning warm attention into conversations, and familiarity into replies.

When twelfth agency knew Dripify was a keeper

Steve knew Dripify was there to stay by watching one metric: replies.

Replies = conversations, and conversations = pipeline.

“When I log into Dripify, I see average acceptance rates between 26% and 51%. Some campaigns hit as high as 51%. Response rates range from 2% on the low end to 17% on the high end, which is insane!”

Steve Armenti

twelfth agency

Over time, the top campaigns pushed those numbers even further. The before/after shift is stark:

*At twelfth agency, every reply counts as a lead — because conversations are what drive pipeline. The jump from hundreds to thousands reflects how dramatically automation scaled the volume of active dialogues they could maintain at once.

“You simply can’t get those numbers with cold email right now. LinkedIn creates the opportunity, and Dripify gives us the ability to test, optimize, iterate, and scale what works across different audiences.”

Steve Armenti

twelfth agency

And the results after a year of using Dripify speak for themselves:

“twelfth agency generates $500–600K in annual recurring revenue, with roughly 80% influenced by Dripify.”

Steve Armenti

twelfth agency

How twelfth agency made it to $500K with Dripify automation

1. Creating demand before outreach starts

Before sending a single connection request, the groundwork must be laid: demand must be created first. This is especially true for founder-led companies operating on a personal brand.

Steve explains:

“Before outreach, I post organic LinkedIn content three to four times a week — images, videos, carousels, you name it. After about a week, I identify top-performing posts and boost them with targeted LinkedIn ads. That’s how we generate awareness.”

Steve Armenti

twelfth agency

This kills two birds with one stone:

• 👍 builds awareness
• 👍 promotes familiarity

By the time outreach starts, the prospect isn’t cold.

💡 Pro-tip! Outreach works best when it follows visibility, not replaces it.

2. Turning signals into segments

As a signal-based marketing agency, twelfth agency leverages signals and data to their full potential, building precise segments for both its own outreach and client campaigns.

“Segments are micro audiences that are then targeted with different marketing channels — Dripify being one of them.”

Steve Armenti

twelfth agency

Instead of dumping all leads into one campaign, twelfth agency segments them based on behavior and level of demand — from content-engaged prospects to cold ICP contacts and those already touched by ads or email.

“We usually have multiple campaigns in Dripify built off these segments. This is how we handle connection requests, and it allows the messaging to be highly personalized, which increases acceptance and reply rates.”

Steve Armenti

twelfth agency

💡 Pro-tip! Low reply rates aren’t always a messaging problem — check your segmentation first. Segment campaigns based on what the prospect knows about you:

• If they’ve seen you → don’t reintroduce yourself
• If they engaged → assume interest
• If they’re cold → lower expectations, add context

“This workflow performs really well for founder-led companies or companies that are willing to put their leadership team on LinkedIn and create thought leadership. Our approach is multi-faceted.”

Steve Armenti

twelfth agency

3. Messaging that doesn’t feel like outreach

Whether automated or manual, most outreach goes wrong by selling too early or too aggressively.

twelfth agency knows the drill:

“Our strategy is simple: keep it soft. Send a connection request, wait for a positive reply — that’s your opening. No long, pushy pitches. No ‘we do XYZ.’ In fact, something as simple as ‘Hi + first name’ often gets more replies than anything else.”

Steve Armenti

twelfth agency

When someone is already engaged, they build on the dialogue by offering value:

“We might follow up with: ‘Thanks for your response. I just recorded a webinar on AI workflows, thought you might find it useful.’ We send it over, and often get replies like, ‘This is really great, thank you.’”

Steve Armenti

twelfth agency

Such an approach creates a double benefit:

“Now, all of a sudden, we’ve got a dialogue, which does two things — first, it creates a warm sales opportunity. Second, it signals to the LinkedIn algorithm that we’re connected, that this person has some affinity with me, so it’s very likely my organic content will show up in their feed the next time they log in.”

Steve Armenti

twelfth agency

Conclusion

Dripify didn’t work for twelfth agency because it automated outreach. It worked because it was placed in the right part of the system:

Still stuck at zero-level reply rates?

twelfth agency built a $500K ARR business from LinkedIn conversations alone. With Dripify, you can too. Join professionals like Steve who turn B2B outreach into a predictable system.

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