After: 19 leads and 11 meetings in 4 weeks with an outbound prospecting system
How we helped a social wellness startup go from selling through its network of contacts to having a lead generation channel of its own.
- Industry
- Workplace social wellness
- Service
- Design and launch of the prospecting system
- Tools
- Clay, Lemlist
- Timeline
- 2 weeks of set-up and 4 weeks of campaigning
The starting point
After designs movement and connection experiences for company teams, coworking spaces and communities. It had already validated its service with events at companies such as Personio, Nova Talent and WeWork.
Those clients came through the network of its founder, Arturo Serrano. To grow, After needed a channel that didn't depend on who the team knew.
The challenge
Build a prospecting system that would reach the right companies and, within each one, the person who has the need, with a message that connected that need to what After offers. And do it in weeks, not months.
What we did
- [01]
Understand the business
A session with Arturo to go over the verticals, the service portfolio and the feedback from the first clients.
- [02]
Define the ICP and map the market
Companies with 500 to 1,000 employees in Spain, in the finance, software, consulting, legal and pharma sectors. Young workforces with an intense workload, who need to stay active to keep their energy up. Clay returned 925 companies.
- [03]
Segment by who has the need
We identified two entry points:
- Companies with an Office Manager or Event Manager, responsible for having a portfolio of activities ready for when a team asks for a team-building activity.
- Companies with large sales teams, where the CRO or Sales Director needs to keep the team's energy up to hit targets.
- [04]
Messages by role
4 campaigns in Lemlist, each connecting the role's specific need to After's value proposition.
- [05]
Prepare and launch in 2 weeks
While we warmed up the sending domain, we filtered companies and contacts and prepared messages and sequences. Then we launched the campaigns and followed them up.
19 leads and 11 meetings in 4 weeks
| Metric | Result |
|---|---|
| Companies in the target market | 925 |
| Contacts reached | 196 |
| Leads generated | 19 |
| Lead generation rate | 9.7% |
| Meetings booked | 11 |
We count every positive reply from someone interested in booking a meeting as a lead.
What we learnt
The Office and Event Manager segment responded very well. They want to get to know suppliers, but they don't book straight away. They want you on their radar for when a team asks for an activity.
So we also went after the sales leaders. They run the teams that need team-building and, in September, with the year-end close ahead, the energy boost is urgent.
The lesson
The role that opens the door isn't always the one who feels the urgency. The first builds a relationship over the medium term; the second brings conversations now.
“Working with Guille means going from trying to sell to having a system that helps you sell. We defined the ICP and built a strategy around the right profile, without wasting time. He is very action-oriented and fast. The result? Lots of meetings that are already turning into business. In the end, that's what it's for: selling more, and selling better.”
The services behind this case
Sound familiar?
If your team sells well once it reaches the conversation, but depends on its network to get there, let's talk. Book a fit call.
30 minutes, no sales pressure.