CASCase study
Booking meetings when nobody has heard of the brand
A professional training startup, no brand awareness, no media budget, one salesperson. What was needed was not clicks: it was conversations with company owners, in volume, to shape an offer that was still moving.
The constraint No brand to lean on, no contact database, no SDR team. Every meeting had to be won directly, and the channel had to hold week after week with nobody watching it.
How it ran
- LinkedIn targeting by job title, company size and sector. Lists are built before any sending, never during.
- Automated direct reach with LinkedHelper: profile visits, connection requests, then a paced message sequence on the network.
- Work email addresses found with Hunter.io, to double the LinkedIn channel with cold email when the connection does not land. Sequences and follow-ups orchestrated with Make.
- Every contact, every reply and every meeting logged in HubSpot. Nothing stays in an inbox.
- Qualification through HubSpot workflows: lifecycle stages, lead scoring, automatic stage moves, follow-ups triggered on inactivity, forecast and pipeline readable at a glance.
- The meeting is run as discovery: open questions about the problem, no demo on the first call.
Outcome
- 7 to 10 discovery meetings a week, once the channel was running.
- Company LinkedIn account grown from 0 to more than 2,000 followers, personal profile from 500 to 5,000.
- That conversation volume was used to find product-market fit, not only to sell.
What I take from itA meeting is not a sale, it is a source. Treating outbound as product research changes what you ask on the first call, and what you get out of it. And the CRM is not admin: without systematic logging, nothing said in those conversations survives the week.