How We Helped a B2B SaaS in Financial Services Generate $1,382,375 in Sales Pipeline in 6 Months

The solution we designed consisted of the following elements:

1. Redefining the Target Market & ICP Expansion

The first step was to rethink the client’s addressable market. Historically, their outreach focused exclusively on enterprise finance teams within multinational corporations that already had complex ERP setups. We helped them look beyond that narrow segment and identified entirely new verticals including construction, logistics, and engineering conglomerates that shared the same multi-entity accounting pain points but had been overlooked.

We created multiple ICP tiers, from CFOs of global enterprise groups to finance directors of large project-based companies, each with custom value messaging. This expansion more than tripled their total reachable market and opened a pool of qualified prospects who had similar challenges but far less competition from other vendors.

2. Prospecting, Triggers & Data Enrichment

Once the new ICPs were defined, we developed a proprietary AI-powered prospecting stack to identify and enrich 12,000+ leaders across target industries. Using our proprietary scrapers and pattern-matching algorithms, we went beyond generic databases like Apollo or Clay to extract accurate, contextualized data.

To reach prospects at the right moment, we built trigger-based workflows that prioritized contacts who had recently:

• Been appointed as CFO, VP Finance, or Group Controller (role-change triggers).

• Overseen new acquisitions or entity restructures (press release or filing triggers).

• Adopted new ERP systems such as NetSuite or SAP S/4HANA (technographic triggers).

Each record was manually verified by our research team for accuracy and relevance. The final dataset was segmented by industry, trigger event, and decision-maker hierarchy, allowing for hyper-targeted personalization at scale.

3. Multi-Channel Outreach Architecture

We executed a dual-channel outbound strategy across LinkedIn and cold email to maximize visibility and engagement.

LinkedIn Outreach (Phase 1 – Warm-Up & Networking)

• Connected with CFOs, Group Controllers, and Finance Directors.

• Shared insights and data snippets about financial consolidation best practices.

• Initiated friendly, non-sales conversations referencing key industry events or finance transformation initiatives.

Cold Email Outreach (Phase 2 – Conversion & Referrals)

• Followed up with personalized email sequences written around strategic value, not product features focusing on outcomes like reduced month-end close time or improved audit readiness.

• Used referral-based outreach to reach the top of organizations often starting with the CEO or COO and then securing warm introductions down to finance leadership.

• Each sequence varied tone and depth based on the target’s seniority, making outreach feel organic, informed, and relevant.

This layered, multi-channel approach built awareness first and then converted engagement into qualified appointments.

4. Messaging & Value Narrative

The core messaging challenge was shifting from technical automation to executive outcomes. Together with the client’s marketing and product teams, we rebuilt their value story around three pillars:

1. Control & Visibility – one version of financial truth across subsidiaries.

2. Speed & Efficiency – reducing close cycles from weeks to days.

3. Governance & Confidence – full auditability and compliance without manual intervention.

Every campaign variant on email, LinkedIn, or referral angle was anchored around these pillars, supported by measurable outcomes such as “reducing audit prep time by 40%” or “eliminating 200+ monthly reconciliation hours.”

5. Infrastructure, CRM Integration & Automation

We set up a cold email infrastructure with 20 fully warmed-up sending accounts across multiple domains to ensure 98%+ inbox placement. Each domain was configured with SPF, DKIM, and DMARC authentication and managed through our custom sending rotation system.

All outreach data and activity were natively integrated into Pipedrive, enabling real-time visibility and collaboration between marketing, SDRs, and account executives. Specifically, we implemented:

• Automatic lead creation and updates for every contacted prospect.

• AI-based reply classification, tagging responses as Interested, Referral, Not Now, or Unsubscribe.

• Two-way sync so every lead’s engagement status was reflected in Pipedrive instantly.

This removed manual data entry and ensured that SDRs always worked from the most current, accurate information.

6. SDR Training & AI Assistance

Because the client’s SDRs handled all follow-ups and meetings internally, our focus shifted to training and enablement. We conducted in-depth workshops covering:

• Conversational frameworks for C-suite engagement.

• Objection handling for finance transformation discussions.

• Referral path strategy: how to move horizontally or downward within large organizations.

We also built AI-powered assistance tools that analyzed SDR inboxes daily, highlighting high-priority replies and suggesting optimized responses. This dramatically improved response time and consistency, helping SDRs convert more replies into booked meetings.

7. Reporting, Optimization & Iteration

Performance was tracked through a unified reporting dashboard that integrated email, LinkedIn, and Pipedrive data. Every week, we analyzed metrics such as open rate, reply rate, and meeting conversion by industry and trigger type. Using this data, we iterated on subject lines, angles, and timing, optimizing the campaigns for both volume and quality.