54 qualified meetings with IT directors in 90 days for a Texas-based MSP
65-person Managed Service Provider, Texas-based, mid-market enterprise focus, average contract value $8,400/year
The situation
This MSP had been running outbound for 18 months before engaging LeadGeninja. They had leads — but the wrong kind. Their contact lists were populated primarily with IT support staff and help desk coordinators, not the IT directors and VP of IT roles with purchasing authority.
By the time a contact made it to their calendar, the meeting often had to be rescheduled twice because the contact wasn't actually the decision-maker. Show rates were around 48%. Conversion from meeting to proposal was under 12%. The problem wasn't the outreach cadence or even the messaging — it was that the ICP was defined too broadly and the list was built against the wrong job titles.
What we did
We started with a full ICP teardown. Over three weeks, we worked with their sales director to define the exact seniority levels, company sizes, and technology stack signals that indicated a genuine purchasing decision at the IT director level or above.
Contacts were filtered against current employment data, verified by our targeting team, and scored against the ICP criteria before any sequence began. We removed 73% of their existing contact list. The LinkedIn sequence focused on pain-specific messaging for mid-market enterprises with outdated endpoint management — a problem their solution solved directly. Cold email ran a parallel nurture track for contacts who didn't respond to LinkedIn within 14 days.
The outcome
Fifty-four qualified meetings in 90 days — every one confirmed to be IT Director level or above, with stated purchasing authority and a documented pain point matching the client's solution.
Meeting show rate improved from 48% to 81%. Conversion from meeting to proposal improved from 12% to 31%. Pipeline value generated in the campaign period was $1.8M based on their average deal size. Cost per qualified meeting was $74.
"We'd been doing outbound for a year and a half and couldn't figure out why the meetings weren't converting. Turns out we were talking to the wrong people the whole time. LeadGeninja fixed the targeting in the first three weeks and the difference was immediate."
Key Results
- 54Qualified meetings in 90 days
- +340%Lead quality improvement
- 81%Meeting show rate
- $1.8MPipeline value generated
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