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Interested replies
12 months
Engagement length
$750K+
Pipeline sourced
◇ Case study · Cybersecurity SaaS
Cybersecurity
Series A Cybersecurity company.
A Series A cybersecurity company that had just launched its SaaS product in the Middle East, selling to a small, well-defined population of security professionals — with no team on the ground to reach them.
We worked the market as one list rather than a campaign: the practitioners first, then a top-down motion into the leadership above them, with conference and event leads folded into the same follow-up.
◇ Snapshot
- The brief
- Fill an account executive's calendar with qualified meetings in a market the client had only just entered.
- Who they needed to reach
- Cybersecurity practitioners and the leadership above them.
- Market
- United Arab Emirates and the wider Middle East.
- Channels
- Cold email, cold calling and LinkedIn.
- Timeline
- Nine months, 2024 to 2025.
$1.25m
Pipeline sourced
60
Meetings booked
25
Qualified opportunities
Before
- A newly launched product in a market the team did not yet know
- No local team on the ground to open conversations
- An ICP too niche to absorb a high-volume motion
- Conference leads arriving with nobody to work them
After
- $1.25M in pipeline sourced
- 60 meetings booked for the account executive
- 25 qualified opportunities out of those meetings
- Coverage across a significant share of the addressable market
◇ Challenge
The challenge
This client had recently launched their SaaS product in the Middle East and needed support booking meetings with a niche audience of cybersecurity professionals. Without a local team on the ground, they were looking for a reliable partner to drive outreach and fill their account executive's calendar with qualified meetings.
◇ Approach
Practitioners first, leadership second.
- 01
How we ran it
Our strategy focused on highly targeted outbound outreach. Given the niche nature of the ICP, we spent the initial months engaging directly with key individuals through email, LinkedIn, and phone calls. We then shifted to a top-down approach, nurturing relationships with the leadership team to drive broader engagement. This allowed us to effectively cover a significant portion of the market. In parallel, we followed up with leads generated from the client's participation in conferences and industry events to maximize conversion opportunities
◇ Results
A calendar filled in a market they had just entered.
Over nine months the motion booked 60 meetings, produced 25 qualified opportunities and sourced $1.25M in pipeline.
The order mattered more than the volume. Working the practitioners first gave the top-down conversations something to reference, which is what let a small team cover a niche market without a local presence.
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