We collaborated with the client to run a targeted B2B campaign to HR leaders to generate new sales for their innovative blood & biomarker diagnostics tool through multi-channel outreach via LinkedIn and cold email.
3 month campaign
We collaborated with the client to run a targeted B2B campaign to HR leaders to generate new sales for their innovative blood & biomarker diagnostics tool through multi-channel outreach via LinkedIn and cold email.
Industry: Healthcare (MedTech)
Country: 
USA
Target Audience: HR Leaders
Company Size: 11-50
Industry: Healthcare (MedTech)
Country: USA
Target Audience: HR Leaders
Company Size: 11-50
This company is a Silicon Valley based medtech specializing in AI-driven blood and biomarker diagnostics for employee health and wellbeing programs. The company provides at-home and on-site testing solutions that measure key indicators such as cortisol, inflammation, blood sugar, and nutrient levels, enabling employers to detect early signs of burnout, chronic stress, and preventable illness within their workforce.
Its platform aggregates anonymized employee health data into real-time analytics dashboards for HR and leadership teams, helping organizations reduce absenteeism, improve productivity, and lower healthcare costs. Their platform integrates with major HRIS systems such as Workday, BambooHR, and Personio, and is fully GDPR and HIPAA compliant.
Before working with TANDA Digital, the client struggled to convert its strong scientific credibility into consistent sales pipeline. The company relied heavily on referrals, conferences, DTC channels, and inbound demo requests, which produced sporadic results and long sales cycles. While their biomarker diagnostics platform generated interest among HR and benefits leaders, outreach efforts failed to resonate… messages were too technical, focusing on biomarkers and AI accuracy instead of measurable business outcomes like reduced absenteeism or healthcare costs. The sales team also lacked a scalable system for identifying and engaging qualified HR buyers at mid-market and enterprise companies, despite relying on Clay. As a result, their response rates were very low, and their offer didn’t feel convincing. They were looking into a way to make outbound profitable and consistent.
Over the 3-month engagement, we handled every stage of the process including repositioning and data enrichment to multi-channel outreach, automation, and SDR enablement.
Our first priority was translating the company’s scientific and technical strengths into ROI-driven messaging that HR executives could immediately understand. Instead of leading with biomarkers or AI precision, we reframed the narrative around organisational health and financial outcomes: reduced absenteeism, lower insurance claims, and measurable productivity gains.
Through strategy workshops with the leadership and product teams, we extracted tangible proof points and use cases, then distilled them into clear outbound angles such as:
“Prevent Burnout Before It Costs You” – early detection of chronic stress and fatigue.
“The ROI of Workforce Health” – connecting biomarker insights to reduced turnover and absenteeism.
“From Wellness Perks to Predictive Health Intelligence” – positioning the platform as an executive decision-support tool, not a wellness add-on.
This clarified story formed the foundation for all copy and outreach sequencing.
We rebuilt the client’s prospecting workflow using our proprietary AI-assisted research framework to identify mid-market and enterprise HR decision-makers across the U.S.
Our data team:
Aggregated and enriched leads from 10+ HR-focused databases and industry directories.
Filtered by company size (250–10,000 employees), HRIS system (Workday, BambooHR, Personio), and sector-specific burnout risk (tech, finance, healthcare).
Verified each record manually for accuracy.
In addition, we deployed our native data extraction and enrichment tools. These include custom-built scrapers designed to outperform off-the-shelf solutions like Clay when dealing with complex or fragmented datasets. Unlike generic enrichment tools that rely on limited databases, our system cross-references multiple data sources and applies AI-based pattern recognition to fill in missing details with exceptional accuracy, including from the LinkedIn profiles of the targets.
This hybrid AI + human process produced a high-precision dataset of HR, Total Rewards, and Benefits leaders with demonstrated interest or responsibility for wellbeing initiatives — the perfect ICP fit.
We executed a two-phase, multi-channel campaign that began with LinkedIn relationship building and research sharing, then transitioned to personalized cold-email outreach for the conversion phase.
Phase 1 – LinkedIn (Warm-Up & Research Sharing)
Initiated connection requests with HR and benefits leaders.
Shared short, insight-driven posts and direct messages around our workforce health research, inviting prospects to contribute anonymized input or participate in a short call.
Used these conversations to build awareness, authority, and natural curiosity before the pitch stage.
Phase 2 – Cold Email (Conversion & Booking)
After engagement on LinkedIn, we followed up via email with concise, ROI-focused copy that referenced the earlier research conversation.
Each email sequence highlighted measurable outcomes — e.g., “Our clients have reduced stress-related absenteeism by up to 22% within 90 days.”
The emails were short, friendly, and data-backed, designed to move warm LinkedIn contacts into scheduled demos.
This layered approach made outreach feel organic and consultative, while dramatically increasing response and meeting rates.
We deployed a cold-email infrastructure of 10 dedicated accounts with fully warmed domains (SPF, DKIM, DMARC) to ensure 95%+ inbox placement. Our CRM facilitated:
Automatic lead creation and updates for every contacted prospect.
AI-based reply classification, tagging responses as Interested, Referral, Not Now, or Unsubscribe.
To manage inbound engagement, we embedded a dedicated SDR from our team. The SDR:
Monitored LinkedIn and email inboxes daily.
Qualified replies using predefined fit criteria.
Booked meetings directly into the account executives’ calendars.
Simultaneously, we trained the client’s internal sales team on conversation flow, objection handling, and transitioning from wellbeing discussions to ROI-oriented demos. This ensured consistent tone and conversion across both channels.
Once live, campaigns were tracked and optimized weekly. We analyzed reply sentiment, engagement by sector, and CTA performance continuously refining subject lines, tone, and timing. Using our AI feedback loop, we adapted sequences dynamically to sustain high deliverability and engagement.
Within 45 days, the system was producing a steady flow of qualified conversations with HR leaders at large organizations.
Over just 3 months, the campaign reached 4,376 HR and benefits decision-makers, generating 352 total replies, 17 qualified appointments, and $150,000 in signed contracts, with additional enterprise pilots still in negotiation. The system we built quickly evolved into a repeatable, scalable outbound engine that consistently produced qualified opportunities from enterprise HR leaders many of whom had been previously unreachable through conferences and inbound efforts.
The results demonstrated a fundamental shift in how the company generated pipeline. Within weeks of launching, outbound became their highest-performing B2B acquisition channel, outperforming inbound demo requests and DTC leads in both speed and conversion quality. By combining warm LinkedIn outreach with ROI-driven cold email campaigns, we achieved reply and meeting rates far above typical benchmarks in the medtech and HR space.
Each conversation was tracked, categorized, and synced automatically giving the leadership team complete visibility into their outbound performance. Every prospect’s status from first contact to booked call was updated in real time while an AI classifier analyzed all 352 replies to prioritize interested prospects for immediate follow-up.
Several factors drove the strong performance of this campaign:
Positioning Clarity: By reframing their offering around workforce health ROI and absenteeism reduction, we made the message resonate with HR and benefits executives.
Multi-Channel Warmup: Starting with LinkedIn research and thought leadership before email ensured higher trust and engagement when prospects received follow-ups.
High-Quality Data: AI-assisted prospecting and manual verification identified the right HR leaders in companies using compatible HRIS systems (Workday, BambooHR, Personio).
Automation & Responsiveness: Our CRM + AI stack removed manual effort, ensuring leads were categorized, qualified, and handed off instantly to the sales team.
SDR Execution: The embedded SDR managed all replies across both channels, ensuring every warm conversation was quickly converted into a booked meeting.
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