Case Study [05]
Sales & Lead Generation · Lead Generation
A cold-call + email engine that filled the sales calendar
An outbound lead engine combining cold calling and email sequences that turned an empty pipeline into a full calendar.
- Client
- SaaS company
- Industry
- HR Technology
- Duration
- 90 days
- Year
- 2024
- Lead Prospecting
- Cold Email
- Cold Calling
By the numbers
68 qualified meetings a month within 90 days — with a 42% show rate.
meeting show rate
ROI on campaign spend
qualified meetings per month
01 — The Challenge
What was getting in the way.
A founder doing manual outreach and a pipeline that pinged to zero every month.
The product was strong and getting stronger, but outbound was whatever the founder remembered to do between product calls. Lists lived in a spreadsheet, emails went out in batches from a personal inbox, and the CRM was a graveyard of half-written notes.
There was no repeatable motion — so every month started at zero, and hiring an SDR team would only have scaled the confusion.
02 — The Approach
How we tackled it, step by step.
- 01
Tighten the ICP
We cut the target list from 4,000 loosely-related accounts to 900 that matched firmographic and behavioural signals — fewer sends, better fits.
- 02
Sequences that sound human
Short, research-led email sequences tested weekly: subject lines, angles, proof. Nothing that could be mistaken for a blast.
- 03
Calls with a point of view
An SDR playbook built around the reasons prospects actually say no — plus objection drills and recorded-call reviews.
- 04
One dashboard for the truth
Meetings, replies, shows and revenue in a live view, so founders could see what the engine was producing without asking.
03 — The Results
What changed after launch.
- 0168 qualified meetings booked per month within 90 days
- 02Meeting show rate raised from 28% to 42%
- 033.1× return on campaign spend in the first two quarters
- 04Outbound motion documented and handed to two hired SDRs
- 05Founder-led selling replaced by a repeatable, measurable system
The calendar filled up and stayed full. What changed is that I can tell you exactly why — every meeting is traceable to a sequence.
SaaS company
Tools & stack
- Clay
- Instantly
- Apollo
- HubSpot
- Twilio
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