North America’s largest digital marketing franchise, WSI, was struggling to generate reliable leads through traditional trade shows and fragmented outbound efforts. They lacked a structured sales development process and were unable to test messaging at scale, which made achieving product-market fit difficult. To address this, we implemented a structured outbound strategy that included defining their Ideal Customer Profile, ensuring full coverage of their Total Addressable Market each quarter, and running 20–40 simultaneous narrative and sub-ICP tests to identify which messaging resonated most. Within the first three days of launching the campaign, the client generated $75,000 in pipeline value while achieving clear product-market-messaging fit. The campaign continues to run, providing a repeatable, scalable process for predictable pipeline generation.
Client Background
Industry: Marketing Services
Company Size: North America’s largest digital marketing franchise
Decision-Maker: General Manager
Context: The client relied heavily on trade shows and conferences to generate leads but lacked a sophisticated outbound sales development process.
They needed a predictable, scalable system to reach the right prospects and test messaging.
The Challenge
Problem: Reliance on trade shows and conferences was generating inconsistent leads. Outbound efforts were fragmented and unstructured.
Impact: Unreliable lead flow, missed revenue opportunities, and unclear product-market fit for messaging.
Root Cause: No structured approach for TAM coverage, ICP definition, or systematic narrative testing. Previous methods failed to generate consistent, high-quality pipeline.
Goals & Success Criteria
Define Ideal Customer Profile (ICP) and achieve full TAM coverage each quarter
Test multiple messaging narratives to identify product-market fit
Generate measurable pipeline quickly and validate outbound strategy
Success metric: pipeline generated, speed of results, and messaging validation
The Solution
Our Approach:
ICP Definition – Pinpoint target prospects for structured outreach.
Full TAM Coverage – Map and cover the Total Addressable Market each quarter.
Narrative & Sub-ICP Testing – Launch 20–40 structured outbound campaigns simultaneously to test messaging and identify product-market fit.
Why It Worked: Only the winning campaigns are scaled, minimizing risk and wasted effort.
Engagement Scope: Ongoing, high-volume structured outbound campaigns.
Implementation
Conducted ICP workshops and defined full TAM coverage
Designed and launched 20–40 simultaneous outbound campaigns
Continuously monitored campaign performance to identify top-performing messaging narratives
Scaled winning campaigns only, reducing wasted effort and accelerating pipeline generation
Results
Pipeline Generated: $75,000 in the first 3 days
Time to Results: 24 hours to achieve product-market-messaging validation and initial pipeline
Additional Outcome: Ongoing, repeatable outbound process with validated messaging and TAM coverage