Mid-Market SaaS Drives 64 Qualified Demos in 90 Days
B2B Workflow Automation Platform
Service
Lead Generation & Appointment Setting
Industry
SaaS
Client Profile
Mid-market SaaS company providing workflow automation solutions to enterprise operations teams. Average deal size $60K ACV, 8-10 week sales cycle.
Company Size
50-100
Location
US-based
Industry
SaaS
The Challenge
The company had achieved product-market fit and was growing at 40% YoY. However, pipeline growth wasn't keeping pace with revenue targets.
Their sales team of 4 was spending 70% of their time prospecting and only 30% closing deals. Cold email was generating leads but response rates were declining. LinkedIn outreach was inconsistent.
The core problem: They needed a higher volume of qualified opportunities, but didn't have the resources to prospect effectively without pulling reps away from closing.
Objectives
Generate 60+ qualified demos scheduled within 90 days
Free up sales team to focus on closing deals
Maintain 20%+ response rate on outreach
Build sustainable pipeline that extends 6+ months out
Target specific buyer personas: VP Operations, Director of Process Improvement
Strategy
We developed a multi-channel prospecting approach tailored to their ICP:
Account Selection: Identified 500 target accounts in manufacturing, healthcare, and financial services—industries with high workflow optimization needs.
Buyer Research: Mapped decision-makers at each account (VP Operations, CRO, Director of Process) and verified contact information.
Messaging Framework: Developed personalized messaging around operational efficiency, process standardization, and time-to-value. The core insight: workflow automation ROI is fastest in operations with 50-500 employees.
Multi-Channel Execution: Coordinated email, LinkedIn, and phone outreach to break through noise and get meetings scheduled.
Qualification Framework: Every lead was pre-qualified on budget, authority, need, and timeline before scheduling a demo.
Execution
Research & Setup
- •Built target account list of 500 companies
- •Created ICPs and buyer personas
- •Developed email templates and LinkedIn sequences
- •Set up tracking and reporting dashboard
Outreach & Testing
- •Launched email sequences with 5 variations
- •Phone prospecting to top 100 accounts
- •LinkedIn campaigns to decision-maker audience
- •A/B testing on subject lines, messaging, CTA timing
- •Weekly optimization based on response data
Scale & Refinement
- •Scaled highest-performing sequences
- •Expanded phone prospecting
- •Refined qualification criteria based on deal quality
- •Built pipeline forecast model
- •Transitioned leads to client sales team
Results & Metrics
meetings booked
64 qualified demos
reply rate
23% (up from 8% on prior cold email)
qualified rate
67% (met or exceeded ICP criteria)
qualified opportunities
43 SQLs created
pipeline generated
$2.58M (based on 64 demos × $60K ACV × 67% conversion rate)
time to first meeting
12 days average
meeting quality
Average deal size: $58K (within ICP target)
Timeline
Week 0-2
Research, targeting, messaging
Week 3-4
First email sequence launch
Week 5-6
Phone outreach begins
Week 7-8
Hit 30 demos booked
Week 9-10
Hit 50 demos booked, refine approach
Week 11-12
Final push, 64 total demos booked
Week 13+
Transition to ongoing retainer
Key Takeaways
Multi-channel outreach (email + phone + LinkedIn) outperforms single-channel by 3.5x
Personalization based on company research increased response rate from 8% to 23%
Phone follow-up to top accounts increased demo quality—43 of 64 became SQLs (67%)
Weekly optimization and A/B testing improved performance by 35% over 12 weeks
Freed up sales team to close more deals—closed 12 of 43 SQLs within 90 days ($720K revenue)
Outcome
Results exceeded expectations. The company booked 64 qualified demos, 43 of which met SQL criteria. 12 of the 43 SQLs converted to closed deals within the first 90 days—representing $720K in incremental revenue.
Most importantly, the sales team went from spending 70% of their time prospecting to 20%. They're now focused on closing deals instead of hunting for them.
We've transitioned to an ongoing retainer to maintain pipeline flow and continue optimizing based on deal outcomes.
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