Client Background

The client is an SMB email marketing agency based in Canada, serving DTC brands in a highly competitive market. The Founder and CEO was the primary stakeholder, overseeing all growth initiatives. While the company had expertise in email marketing, their brand lacked differentiation, and outbound efforts had not generated meaningful pipeline. With unqualified inbound leads dominating their sales process, they faced unpredictable growth and a stalled sales engine. They required a structured approach that would clarify their USP and establish a repeatable outbound strategy.

The Challenge

For over 13 months, the client struggled to make outbound work. Leads generated through previous efforts were either unqualified or non-responsive, and their messaging failed to highlight what made them unique in a crowded market. The lack of a defined USP, coupled with the highly competitive DTC space, made it difficult to capture attention or generate interest. As a result, the company experienced unpredictable growth, with pipeline generation and revenue remaining flat. Without a systematic outbound process, the client’s team lacked both direction and confidence in scaling their sales efforts.

Goals & Success Criteria

The client’s primary goal was to establish predictable lead flow and generate qualified opportunities through outbound. They sought to:

• Clarify and communicate their unique selling proposition effectively

• Test multiple messaging narratives to identify what resonated with DTC brands

• Establish a repeatable and scalable outbound process

• Close qualified deals consistently
  Success would be measured by immediate deal activity, reliability of lead flow, and the ability to convert prospects into paying clients.

The Solution

We began by analyzing the client’s value proposition and refining their USP to ensure differentiation in a competitive market. Narrative and Sub-ICP testing was implemented across multiple outbound campaigns, allowing us to experiment with messaging variations and identify which approaches resonated most with target DTC brands. Winning campaigns were then scaled to maximize engagement, while underperforming approaches were paused. This structured, high-volume methodology created a repeatable system for generating qualified leads, providing clarity, predictability, and measurable results for the client.

Implementation

The process began with a workshop to define the client’s unique selling proposition and ideal customer segments. Multiple narrative and sub-ICP tests were deployed simultaneously, with messaging personalized for target DTC brands. Campaign performance was closely monitored, and the highest-performing narratives were immediately scaled. The iterative approach allowed the client to see results quickly while refining the overall strategy. This campaign remains ongoing, providing consistent pipeline and enabling the client to continuously improve outreach effectiveness.

Results

Within the first week of ramping up the campaign, the client closed their first deal. Beyond this early success, the structured outbound process delivered reliable, consistent lead flow—something the client had been unable to achieve in over a year. By clarifying their USP and systematically testing messaging, the client gained a repeatable, scalable outbound strategy that positions them for sustained growth in a competitive market. The process continues to generate qualified opportunities, building confidence in both pipeline and revenue projections.