How a B2B technology company moved beyond referrals and generated 68 meetings in six months
The engagement started with no structured sales team, low-quality inbound and no outbound motion. It ended with a multichannel system able to learn and adjust.
Documented outcomes
01
The situation
The company had more than 12 years of experience and the technical capability to serve major organizations. Yet its best opportunities still came through referrals. Inbound quality was inconsistent, there was no structured sales function and outbound did not exist.
Specialist calendars had limited room. Every poor-fit meeting carried a high cost, while growth remained tied to an unpredictable channel.
02
The approach
An early volume-led attempt exposed the limits of a narrow addressable market. Protagnst expanded the ICP and split the strategy by business problem: intranet for HR and communications, contract management for legal and finance, and digital transformation for technology and innovation.
The motion combined email, LinkedIn, phone and, in selected situations, Microsoft Teams. Weekly reviews brought the client, SDR and account management together to turn opens, replies, meetings and losses into commercial learning.
03
The outcome
From June through November, the operation identified 89 expressions of interest, booked 68 meetings and held 63. Project records show seven contracts closed during the period.
The program also opened meetings and opportunities with major organizations. Those names represent access and pipeline, not an assertion that every company became a customer.
Figures are presented with the context and limitations documented in the project material.
04
What this case demonstrates
Outbound becomes more predictable when segmentation, messaging, offer, calendar capacity and follow-up management operate as one process. Switching on a sequence alone does not fix the system.
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Commercial assessment
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