41 qualified demos booked in 6 weeks for a Series B SaaS company
Series B SaaS company, enterprise procurement software, 45-person sales team, average contract value $38,000 ARR
The situation
Their SDR team of five was maxed out. Deal flow from existing channels was strong but the company had recently expanded into three new verticals — manufacturing, logistics, and public sector — and their internal team didn't have the bandwidth or the vertical-specific expertise to build those sequences from scratch.
They needed additional top-of-funnel coverage without adding headcount at a stage where hiring costs and ramp time were constraints. They also needed someone who could build the ICP for the new verticals from scratch — their internal SDRs were specialist in their core market (technology companies) but hadn't operated in the new verticals.
What we did
We ran a three-week discovery process to build the ICP for all three new verticals independently. Manufacturing and logistics were grouped together due to overlapping buyer personas (VP Operations, Director of Supply Chain). Public sector required a separate sequence approach due to procurement cycle differences.
LinkedIn outreach targeted senior procurement and operations leaders with messaging focused on cost-reduction outcomes — the primary buying driver in all three verticals. Cold email ran a parallel sequence for contacts who were active on LinkedIn but hadn't responded. Every demo booked was pre-qualified against their 6-question discovery criteria before being pushed to the client's calendar.
The outcome
Forty-one qualified demos in six weeks across the three new verticals. Demo show rate was 74% — above the client's historical average of 68% from their internal SDR team. Pipeline generated in the period: $2.4M based on average ACV.
All three verticals showed viable pipeline within the first campaign period. Manufacturing and logistics produced 26 of the 41 demos. Public sector underperformed relative to forecast in the first cycle and was retargeted in cycle two with adjusted messaging around compliance outcomes rather than cost savings — show rate improved to 79% in the second cycle.
"We needed someone who could build ICP from scratch for markets our team had never operated in. LeadGeninja did the research, built the sequences, and had demos on the calendar within two weeks. The show rate actually beat our own team's average."
Key Results
- 41Qualified demos in 6 weeks
- 74%Demo show rate
- $2.4MPipeline generated
- 3New verticals activated
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