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How a logistics software company went from referrals only to 52 meetings a month.
Growth depended on word of mouth, and an earlier attempt at cold email had burned a domain. Skillfi built a precise ideal customer list, set up deliverability properly and ran personalised email outreach that booked qualified meetings every week. It's how our outbound sales team works: the right list, the right message, meetings on the calendar.
Great product, no predictable way to find buyers.
The company's software audits freight invoices and finds overcharges for mid-market shippers. Customers loved it, but almost every new deal came from referrals, so the three account executives spent half their time waiting for leads.
A year earlier, the team had bought a contact list and blasted generic emails from the main company domain. Bounce rates were high, replies were rare and the domain ended up flagged as spam, hurting even normal customer email. Leadership wanted outbound but didn't want to repeat the damage.
Our last try at cold email landed us in spam. We needed outbound, but done properly this time.
VP of Sales, client
Build the right list, protect the inbox, then write to people.
We started with who buys and why, built the list from scratch and set up sending the right way before a single email went out. Every sequence ran on Instantly, the cold email platform we use across our outbound programs.
A list of 6,400 people who fit
Manufacturers and distributors with $50M to $500M revenue and three or more warehouses, targeting logistics and supply chain leaders. Every contact enriched and verified.
Sending set up the right way
Six separate sending domains and 18 inboxes, properly authenticated and warmed for three weeks, with daily limits kept low to protect reputation.
Emails worth replying to
Four-step sequences personalised by trigger, such as a new distribution centre or rising freight costs, tested weekly and handed to an SDR the moment someone replied.
6 months, step by step
From referrals only to a steady stream of qualified meetings. Here's how the engagement unfolded.
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Week 11 sharp ICP
ICP workshop
Best customers analysed by size, industry, warehouse count and buyer role to define exactly who to target.
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Week 2–36,400 contacts
List built & verified
Accounts and contacts sourced, enriched with company signals and every email verified before use.
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Week 2–418 inboxes
Domains & warm-up
Sending domains bought, authenticated and warmed, keeping the main company domain completely separate.
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Week 46 sequences
Copy & sequences
Messaging written for each buyer role and trigger, with subject lines and openers ready to test.
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Week 5–8First 30 meetings
Launch & test
Campaigns live, with weekly testing of subject lines, angles and send times, and replies handled within the hour.
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Month 3–652 meetings/month
Scale what works
Winning sequences expanded to new segments, with list refreshes every month and meetings booked straight into the AEs' calendars.
From a list to a booked meeting
Four steps our team runs every week, so the account executives only spend time on qualified conversations.
The right people
- Accounts that fit the ICP
- Logistics & supply chain leaders
- Verified & enriched
Into the inbox
- Separate sending domains
- Warm-up & low daily limits
- Inbox placement tracked
Worth a reply
- Trigger-based personalisation
- 4 short, useful steps
- Weekly A/B tests
Meetings on the calendar
- Replies handled within the hour
- Qualified before booking
- Handed over with full notes
Six months after launch
Cold email reply rate
And 3.1% of all emails sent got a positive reply asking to talk.
Our AEs used to wait for referrals. Now their calendars are full of the right people, and our domain is safer than it's ever been.
VP of Sales, clientStill waiting on referrals to fill your pipeline?
Our outbound sales team will build your ideal customer list, set up deliverability properly and book qualified meetings for your sales team, with every lead tracked in your AI CRM. Not sure who to target yet? Start with fractional GTM.
- A sharp ICP & verified contact list
- Sending domains & deliverability setup
- Personalised email sequences
- An SDR booking qualified meetings
30 minutes. No obligation.
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