Building a 15–20 Meeting-Per-Month Outbound System for SplitFire Graphics
SplitFire Graphics had no formal outbound system and relied on sporadic inbound demand. Trigger-based outreach around events, rollouts and rebrands reached a stabilized 15–20 qualified meetings a month and $45K–$70K a month in quoted project pipeline.
- SplitFire Graphics
- Large-Format Graphics / Corporate Visual Communications
15–20
stabilized run-rate
~60%
roughly 9–12 SQLs a month
$45K–$70K
unweighted quoted project value
Problem
SplitFire Graphics provides custom large-format visual displays, corporate branding prints, fleet and vehicle graphics, trade-show exhibits and promotional signage.
Its target customers included mid-market retail brands, corporate marketing teams, event-management companies and regional commercial fleets with recurring requirements for high-volume visual communications.
The primary buyers were VP of Marketing, Directors of Brand Experience, Marketing Operations Managers and Corporate Event Directors.
Before the outbound program, qualified meetings were sporadic and largely driven by inbound enquiries and referrals. There was no formal outbound system consistently generating new conversations.
Intervention
I built the prospecting strategy around events and business changes that could create a clear reason to need graphics and visual production.
Relevant triggers included:
- Upcoming corporate events
- Retail rollouts
- Seasonal marketing campaigns
- Corporate rebranding initiatives
This meant we could approach prospects around a potential project instead of simply introducing the company's services.
Implementation
The campaign worked with approximately 2,000–3,000 targeted accounts and approximately 6,000 unique contacts over the engagement.
Personalized email was combined with LinkedIn Sales Navigator research and outreach.
The technology stack included:
- Apollo for prospecting and enrichment
- LinkedIn Sales Navigator for account and buyer research
- Salesloft for sequence execution
Among the approximately 6,000 unique contacts reached, the campaign recorded an estimated 6–8% reply rate.
Approximately 2–3% of those unique contacts responded positively. Positive responses were defined as replies expressing actual interest.
The outbound system reached a stabilized run-rate of 15–20 qualified meetings per month.
Approximately 60% of qualified meetings converted to SQLs, representing roughly 9–12 SQLs per month at the stabilized meeting run-rate.
The monthly project pipeline was approximately $45K–$70K in unweighted quoted project value.
My contribution
Company: Outbound Oak
Role: Principal, Outbound & Pipeline Strategy
I built the outbound system, defined the ICP and buying triggers, developed the trigger-based messaging, structured the multichannel sequence and optimized the campaign for qualified meetings and sales opportunities.
The client sales team handled discovery, proposals and closing.
Result
- The main outcome was a consistent way to generate qualified meetings.
- Rather than relying on sporadic inbound demand, SplitFire Graphics had an outbound system that reached a stabilized run-rate of 15–20 qualified meetings per month.
- No closed-won revenue is attributed to this case study. The focus was the outbound system, qualified meeting generation and project pipeline created for the client's sales team.
Lesson
For project-based B2B services, timing can be as important as targeting. A company planning an event, rollout or rebrand has a concrete reason to buy. Outbound works better when it reaches that need at the right moment.
We started working with Outbound Oak because our pipeline had become too dependent on referrals. Within a few months, outbound was consistently generating 15–20 qualified meetings a month. More importantly, those meetings were also turning into qualified sales opportunities. We were also seeing roughly $45K–$70K in unweighted quoted project value in the pipeline each month. It’s now a meaningful part of how we generate new opportunities.