When this services client approached us, they were feeling the strain of a common disconnect: leadership expected significant returns on marketing spend, but the infrastructure beneath their B2B efforts wasn’t equipped to deliver consistent, measurable pipeline. They had a large database, but most of it sat dormant. Key signals from the market were present: email engagement, referral traffic, and website visits, but the handoff to sales was inconsistent, and follow-through was unpredictable.
To move the needle, we didn’t start with campaigns, we started with structure.
Phase 1: Build the Engine, Not Just the Output
Our first move was to treat their B2B motion like a product in need of a true operating system. We defined core ICP segments, cleaned up fragmented contact ownership, and built the infrastructure to support a more intentional, responsive nurture program. Instead of relying on static lead lists, we incorporated dynamic signals like business growth, hiring trends, and digital engagement that allowed the system to react to real-world movement.
The outcome? High-fit accounts didn’t sit in a CRM waiting for action. They were automatically funneled into the right programs and sales motions, depending on where they were in their journey.
Phase 2: Build a Following, Not Just Lists
We shifted the focus from static contact lists to strategic audience building, not just for the brand, but for the individual reps behind it. Instead of waiting for a lead to raise their hand, we used intent signals to proactively build first-degree LinkedIn connections between reps and high-fit prospects before any formal outreach began.
This approach flipped the traditional order of engagement. Lists weren’t just for cold outbound, they became prioritized networks for social selling. When our system detected firmographic or behavioral triggers like press mentions, team growth, or website engagement — those contacts were added to curated engagement lists for reps. From there:
- Reps connected with qualified buyers while still in the “awareness” stage
- Authentic interactions (likes, comments, DMs) were guided by relevance, not scripts
- Marketing content supported those relationships, reinforcing brand credibility across platforms
The result? A growing base of first-degree connections who were already familiar with the brand and its people making formal outreach feel like a continuation, not a cold start.
By blending CRM activity with social engagement strategy, we helped the client build not just pipeline—but a digital following that accelerated trust, credibility, and conversion across channels.
Phase 3: Drive Pipeline with Precision
Once engagement was flowing, we turned our attention to conversion. We wired meaningful intent signals—like high-interest email clusters or spiking website behavior—into workflows that prioritized outreach tasks for the sales team.
Instead of asking SDRs to dial into cold lists, we gave them targets already warmed through nurture. The results were clear: connect rates hovered around 20%, and one in three live connects turned into a meeting booked for AEs. Far outperforming the 1% meeting conversion rate common in cold outbound environments.
What Did All This Deliver?
In the first partial year, the focus was foundation: data integrity, workflow setup, and early content. Attributed revenue was just under a quarter-million dollars, with nearly all opportunities sourced from the new system. Modest on the surface but meaningful. This was the base layer.
Twelve months later, the picture changed entirely.
- Attributed revenue jumped to $1.7M — a 588% year-over-year increase
- Meeting volume stayed consistent but deal quality and close rates dramatically improved
- 65% of revenue came from net new business, with 35% from expansions, proving the system’s ability to land and expand
This wasn’t just a bigger pipeline. It was a cleaner, higher-integrity pipeline that made scaling possible.
What’s Next: Scale with Intention
As we head into the new year, the question isn’t whether the market will respond—the demand is clear, and engagement proves it. The goal is now sharper: a $3M annual revenue target from this engine alone. And thanks to stronger rep alignment and broader coverage of target accounts, we’re already tracking well ahead of pace.
With the foundation in place, the focus shifts to execution at scale:
- Bringing all high-fit contacts including those previously siloed in rep-owned lists into structured, trackable nurture
- Ensuring SDRs move fast on high-intent signals with tighter workflows and clearer accountability
- Expanding outreach capacity without overloading internal teams, using smart automation and optional support from AK’s SDRs
In short: this isn’t just a system, it’s a coordinated go-to-market effort with full team buy-in. The groundwork is done, the momentum is real, and the $3M target isn’t a stretch…it’s the natural next step.
The Takeaway: Compounding Beats Campaigning
The real transformation wasn’t in flashy tactics or one-off wins. It came from compounding operational discipline:
- Clean data powering relevant outreach
- Smart signals triggering timely follow-up
- Consistent content turning a database into an audience
- Cross-functional alignment turning interest into revenue
That’s the playbook. And it’s one we’ll continue to evolve, because $1.7M isn’t the ceiling. It’s the proof of concept for what’s possible when marketing and sales operate as one.