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1. What challenge was the client facing?
The SaaS business relied heavily on inbound demand generation, which drove SQLs at a high cost—averaging $1,200 per lead. While inbound was effective in volume, it lacked the precision to consistently attract their highest-value accounts.
2. Why was this a problem?
Inbound leads varied in quality, leading to lower win rates and longer sales cycles. The lack of control over lead targeting meant many SQLs didn’t match the company’s ideal customer profile (ICP), wasting time and resources. Scaling inbound further would only increase CAC.
3. What approach did we take?
We designed and implemented an outbound strategy led by a dedicated BDR team to complement inbound efforts:
- ICP-Driven Targeting: Built a refined targeting framework, focusing on two core ICP segments that consistently drove the best results.
- Outbound Playbooks: Equipped the BDRs with tailored scripts, email sequences, and call strategies to engage high-value accounts effectively.
- Aligned Messaging: Ensured outbound campaigns mirrored the inbound messaging, creating a seamless experience for prospects.
- Fast Feedback Loops: Monitored outbound performance weekly, enabling rapid adjustments to tactics and targeting.
4. How did outbound improve SQL costs?
Outbound SQLs cost the company $0 in acquisition spend compared to $1,200 per SQL from inbound. By shifting just 20% of their SQL pipeline to outbound within three months, the average cost per SQL dropped significantly, balancing overall demand generation costs.
Example Calculation:
If 80 SQLs came from inbound at $1,200 each, that’s $96,000 total cost. Adding 20 SQLs from outbound at $0 each reduces the average cost to $960 per SQL, saving 20%.
5. What other advantages did outbound bring?
- Higher Close Rates: Outbound SQLs were twice as likely to close as inbound leads.
- Shorter Sales Cycles: Many outbound deals closed within 24-48 hours, compared to weeks or months for inbound.
- Stronger Fit: Outbound leads were pre-selected by the BDRs based on the refined ICP, ensuring higher alignment with the company’s product and value proposition.
6. What measurable results were achieved?
- SQL Cost Reduction: Average cost per SQL dropped by 20%, with further improvements projected as the outbound program scales.
- Pipeline Diversification: 20% of SQLs now come from outbound efforts, reducing dependency on inbound.
- Faster Conversions: Outbound deals often closed within days, driving faster revenue recognition.
- Higher ROI: Outbound SQLs delivered stronger ROI due to their higher close rates and lower acquisition costs.
7. Why did this strategy work?
Outbound gave the company control over who entered their pipeline, enabling them to focus on high-value accounts that were a perfect fit. The targeted approach of the BDRs ensured efficiency, while the seamless alignment with inbound efforts maintained consistency in messaging.
8. What’s the long-term impact of this approach?
By diversifying their demand generation strategy, the SaaS business reduced CAC, improved pipeline quality, and created a scalable outbound framework. The results provide a sustainable model for balancing growth and efficiency.
9. What would you say to other SaaS businesses relying solely on inbound?
Outbound isn’t just an add-on; it’s a game-changer. When done right, it complements inbound, reduces costs, and ensures your pipeline is filled with the accounts you actually want to work with.
Want to Build an Outbound Engine?
Let’s create a tailored outbound strategy that lowers costs and drives high-value deals.
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