Outbound that turned cold prospects into $1.4M in issued quotes.
A fully managed outbound system for a European window systems manufacturer selling into a narrow, technical B2B market. Every figure below traces to a real conversation or a record in the client's CRM.
What this number meansQuotes the client's sales team actually sent, pulled from their CRM. Not an estimate, a projection or closed revenue.
At a glance
A market described as "residential and commercial projects" can't be searched or reached.
Turn it into findable industries, fitting accounts and four buyer roles.
244 replies, 28 quote opportunities and $1.4M in issued quotes.
They knew who they sold to. They couldn't actually reach them.
The manufacturer described its buyers the way most businesses do: "residential and commercial projects." That's a fair description of the market. It's also impossible to build a campaign against. You can't search a database for "commercial projects," and outreach built on a vague picture lands on people who feel the problem but have no authority to buy.
The result is the quiet tax most outbound pays: wasted list, wasted sends, and conversations with the wrong people. Before a single message could work, the market itself had to be made reachable.
- "Residential and commercial projects"
- No searchable criteria
- Unclear who can move a project
- Real estate and construction segments
- Accounts with genuine project fit
- Four buyer roles with a reason to engage
Make the market reachable, then work it in layers.
The first job wasn't sending. It was translating a vague market into a defined, database-findable ICP, then deciding, level by level, exactly who to reach and why.
Turned "residential and commercial projects" into specific industries and titles you can actually build a list against: real estate and construction, targeted by role, not by a fuzzy label.
Narrowed to the accounts that genuinely fit the product, filtering the market down to the companies worth a real conversation instead of spraying the whole list.
Targeted the roles that both feel the pain and can move on it: interior designers, builders, project managers and architects, aimed at business outcomes, not outreach tasks.
Four buyer roles across two industries.
Two industries: real estate and construction. Each role was reached with a reason to care that matched what they actually own, so the meetings that landed were with people who could carry a project forward.
A defined market turned into real commercial activity.
Alongside direct outreach, the client's company page gained 1,466 followers, building an owned audience for future campaigns.
Eight months, every figure traceable.
The interest was there. The follow-up was the gap.
244 leads replied and 122 engaged, many asking for product detail, pricing or CAD files. The top of the funnel was clearly working. Opportunities that stalled did so after the first response, where consistent second-touch follow-up wasn't yet systemised.
13 additional prospects had already signalled future quote intent. A structured follow-up and nurture layer was the clearest way to carry more of the interest already being generated through to a quote, before adding any new volume.
What the partnership felt like from their side.
"We have had numerous qualified leads that have helped expand our sales potential. The communication has been excellent throughout the partnership."
We don't believe in reaching everyone. We believe in reaching the right ones.
Build a managed outbound system that turns a defined market into qualified opportunities.
Free 30-minute call. An honest answer, no pitch.
