B2B lead generation and appointment setting
An outbound engine that books meetings for a B2B AI software vendor
A software vendor with a strong product and no outbound motion needed qualified meetings with buyers in the US and Europe. We built the targeting, messaging and qualification system and delivered appointments on a pay-per-meeting basis before moving to a retainer.
- Client
- AI solutions and SaaS provider
- Region
- United States and Europe
- Scale
- 50 to 100 employees
- Timeline
- Live in 2 weeks, ongoing retainer
What the client got
0 to 30
Qualified meetings per month
The range we commit to on retainer engagements of this type.
0 weeks
From kick-off to first meetings
ICP, lists, domains and sequence live inside the first fortnight.
0%
Replies measured, not opens
Reply rate and conversation rate are the only metrics we report.
The bottlenecks
Bottleneck 1
Founders were the only salespeople
Pipeline came from referrals and events. Between releases, nobody was prospecting, so revenue arrived in waves.
Bottleneck 2
Previous outbound measured the wrong things
An earlier agency reported opens and clicks. Reply rate was under one percent and no meetings were booked.
Bottleneck 3
No defined ICP for international markets
The product fit several verticals, which made every list broad and every message generic.
What we built
Step 1
ICP and persona mapping
We defined three buyer personas per region and built verified contact lists through LinkedIn Sales Navigator, enriched and cleaned before a single message went out.
Step 2
One master sequence, variable-driven personalisation
Instead of ten parallel campaigns, one sequence with persona and industry variables, and reply-based calls to action in the first touch rather than calendar links.
Step 3
Deliverability before volume
Dedicated sending domains, warm-up, bounce management and daily caps through our in-house email platform, so the main domain was never at risk.
Step 4
Qualification and hand-off
Replies are handled by our team against a qualification script. Meetings are booked directly into the client calendar and logged in HubSpot with the full thread.
The automation workflow
Outbound pipeline
From ICP to booked meeting in the client calendar
Questions clients ask about this engagement
How is a qualified meeting defined?
A booked call with a decision-maker who matches the agreed ICP and has confirmed interest in the problem the product solves. Anything else is not counted.
Do you offer trials?
No paid or free trials. Engagements start on a monthly retainer, or on a per-appointment basis for an initial period as in this case.
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Have a similar bottleneck?
Tell us how the work happens today. We will show you the workflow we would build and prototype it on your own process.