From Cold Starts to Consistent Pipeline
Client Background
A Series A funded SaaS company specializing in compliance automation. Their product streamlined regulatory workflows for financial services and healthcare organizations, but despite strong product–market fit, they lacked predictable outbound traction. The founding team was relying heavily on referrals and ad-hoc outreach, which wasn’t scalable.
Challenge
The sales team’s attempts at cold outreach weren’t landing. Emails went to spam, reply rates hovered around 3%, and calls weren’t converting because scripts weren’t tailored to compliance-heavy buyers. Founders were frustrated — they had invested in a great product but couldn’t consistently get in front of CTOs, COOs, and Compliance Officers, the very people who needed them most.
Strategy & Execution
Vertech stepped in as their outbound department:
- Infrastructure Setup:
- Registered and warmed 3 new domains.
- Configured SPF, DKIM, and DMARC to fix deliverability.
- Rotated mailboxes to spread volume safely.
- ICP Research & List Building:
- Built a verified list of 3,000 prospects using Apollo, Crunchbase funding filters, and LinkedIn Sales Navigator.
- Segmented by company size, recent audits, and job titles.
- Omni-Channel Campaign Design:
- Email Sequence: 5 steps mixing urgency-driven copy (audit prep, compliance fines) with social proof.
- LinkedIn: Connection + value-drop messages.
- SMS Nudges: Used for warmed leads after 2 touches.
- Cold Calling: Custom script built around live objection handling (budget, timing, competing solutions).
- Weekly Optimization:
- A/B tested subject lines and CTAs.
- Shifted messaging from “save costs” to “pass audits faster,” which tripled engagement.
Shared live dashboard reporting.
Qualified Meetings
With CTOs/COOs in finance & healthcare
Pipeline Added
5 deals closed in Q1
Series B
Funding Progress
Accelerated fundraising conversations
MarTech SaaS: Building Predictable Appointment Setting
Client Background
A growth-stage MarTech SaaS with $5M ARR, serving mid-market marketing teams. Their inbound funnel was strong, but outbound was messy — sales reps followed up inconsistently, data wasn’t enriched, and leadership had no clear forecasting from outbound activities.
Challenge
The company wanted a system that could scale demos predictably. They needed consistent meetings booked with marketing directors and CMOs without stretching their in-house sales team.
Strategy & Execution
- Dedicated Appointment Setters:
- Deployed Vertech-trained SDRs as a white-labeled extension of the client’s team.
- Trained them to speak fluently about product benefits and handle objections like “we already have a tool” or “budget isn’t approved.”
- Custom Script Development:
- Designed scripts tailored to marketing personas: stressing ROI tracking, campaign efficiency, and MarTech stack integration.
- Tech Integration:
- Synced with HubSpot CRM to track calls, booked demos, and follow-ups.
- Built automated workflows that triggered an email + LinkedIn follow-up whenever a call connected but didn’t convert immediately.
- Campaign Mix:
- 3-touch cold calling campaign.
- 4-email sequence with case study references.
- LinkedIn touchpoints positioned around peer success stories.
Client Feedback
“Our outbound is finally consistent. I don’t worry about empty calendars anymore. Vertech became the SDR team we didn’t know we needed.” – Director of Sales, MarTech SaaS
Conversion
1 out of 6 meetings turned into a qualified opportunity
Pipeline velocity increased
Leadership finally had predictable forecasting from outbound &
Vertech was retained as a permanent external SDR partner.
DevOps SaaS: Breaking into Enterprise
Client Background
A DevOps SaaS company selling CI/CD automation solutions. They were popular among startups but struggled to penetrate mid-market and enterprise accounts. Despite having a technically superior solution, they weren’t on the radar of larger players.
Challenge
Enterprise deals required multi-threaded outreach and credibility. The client’s internal team lacked bandwidth for structured outbound and didn’t know how to position messaging for enterprise decision-makers.
Strategy & Execution
- Account-Based Targeting:
- Identified 2,000 accounts hiring DevOps engineers or raising recent funding.
- Segmented by industry: FinTech, SaaS, and Healthcare.
- Persona-Specific Messaging:
- For CTOs: emphasized cost of downtime + compliance.
- For Engineering Leads: highlighted ease of pipeline automation.
- For DevOps Managers: showcased integration with existing tools.
- Outbound Engine:
- Personalized 5-step email campaigns referencing funding rounds or job postings.
- LinkedIn messaging that mirrored thought leadership (e.g., industry challenges).
- Cold calling campaigns targeting technical decision-makers with pain-first scripts.
- Reporting & Optimization:
- Implemented deal-tracking dashboard in Pipedrive.
Bi-weekly campaign reviews with the client to refine hooks.
enterprise meetings secured.
enterprise pilot contracts signed (avg. $180,000 per deal)
Established credibility with larger accounts, helping client expand ARR and attract investors.
EdTech SaaS: From Regional to Nationwide
Client Background
An EdTech SaaS offering classroom management software. The product was used by a handful of regional schools but the company wanted national adoption. Their growth had plateaued because they relied only on inbound and referrals.
Challenge
The team had no outbound experience, no scripts for administrators, and limited insight into how to target education decision-makers. They needed a full system to book demos with IT Directors and Superintendents at schools and universities across the U.S.
Strategy & Execution
- Market Segmentation:
- Built lists of school districts, universities, and private institutions.
- Focused on schools adopting 1:1 laptop programs and digital learning initiatives.
- Message Development:
- Created outreach highlighting “student engagement,” “digital adoption,” and “cost savings on administration.”
- Designed separate sequences for IT Directors vs. Superintendents.
- Outbound System:
- 4-email drip campaigns with demo invites.
- Cold calls to administrators with scripts around budget planning cycles.
- LinkedIn messaging emphasizing peer adoption (e.g., “districts like yours are rolling this out”).
- Automation Layer:
- Integrated campaigns into the client’s CRM.
- Automated demo scheduling and handoff to account executives.
qualified meetings booked nationwide.
new contracts signed, adding $720,000 ARR.
Client expanded from 2 states → 12 states within one school year.
