123 Qualified B2B Appointments in 7 Months for a Security Service Company

Campaign Snapshot

Company Name: Umbrella Security Services Inc.
Industry: Security Guard Services
Location: San Diego, California
Target Prospects: Owners, Managers, Founders, Operations Managers, Facility Managers, Property Managers, Security Directors
Company Size: 10–100 employees
Service Provided: B2B Lead Generation & Appointment Setting
Campaign Duration: 7 Months
Channels Used: Cold Calling, Email Marketing
Total Appointments: 123

Channel Activity Metrics

• Cold Calls Placed: 27,400+
• Emails Sent: 9,600+
• Total Conversations: 3,500+
• Average Daily Calls: 185+

Company Overview

Umbrella Security Services Inc. is a licensed and insured private security service providing company located in San Diego.  They deliver customized security solutions for residential, commercial, retail, institutional and industrial environments with a strong focus on proactive risk prevention.

They were seeking for a structured outbound system to reach new industries and generate high quality appointments with facility and property decision-makers.

The Challenge

Before launching the campaign, Umbrella Security Services faced several growth barriers:

• Expanding into a new industry vertical without established contacts
• No in-house SDR or cold calling team
• Limited outbound sales expertise within the internal team
• Inconsistent pipeline of new commercial opportunities and qualified security sales leads 

The company required a predictable B2B lead generation and appointment-setting system to reach decision-makers and secure new contracts.

Campaign Objectives

The primary goals of the campaign were:

• Reach facility and property decision-makers across target industries
• Introduce tailored security guard and patrol services
• Generate qualified appointments for the sales team
• Build a consistent pipeline of commercial security opportunities

Multichannel Outreach Strategy

Cold Calling Campaign

Our team executed a targeted outbound calling campaign to:

• Reach facility managers and security decision-makers
• Introduce the company’s security services
• Identify current security challenges and contract timelines
• Schedule qualified discovery appointments

Email Follow-Up

Email outreach supported the calling campaign by:

• Sending company credentials and service summaries
• Reinforcing the value proposition after calls
• Providing booking links for interested prospects

Qualification Criteria

Each prospect was pre-screened based on:

• Role in security or facility decision-making
• Current or upcoming security service needs
• Size and type of facility
• Interest in reviewing a security proposal

Only qualified prospects were scheduled for appointments.

Booking Method

Appointments were scheduled through:

• Direct calendar booking with the sales team
• Confirmed meeting times via phone or email

Campaign Results

Appointment Outcomes

• Total appointments booked: 123
• Average monthly appointments: 17–18
• Estimated contact-to-appointment conversion: 4.5%

Sales Impact

• Qualified opportunities created: 82+
• New security contracts signed: 29
• Average annual contract value: $42,000

Pipeline & Revenue Impact

• Total estimated sales pipeline: $5.1M+
• Annualized revenue from new contracts: $1.2M+
• Pipeline growth: 275% increase over previous period

Why the Campaign Worked

Industry-Specific Targeting: We targeted facilities and properties with well defined security requirements, and it came out with high quality appointments.

Direct Decision-Maker Outreach: Directly engaging facility and security managers increased our conversion rate and shortened sales cycle.

Consistent Follow-Up Process: Integrated approach of email and cold calling improved engagement and appointment setting rates.

Predictable Appointment Flow: Our daily disciplined outreach created a consistent pipeline of qualified and predictable meeting flow.

Sample Outreach Workflow

1. Identify facilities and property decision-makers
2. Initiate cold calling outreach
3. Introduce security services and value proposition
4. Qualify security needs and contract timelines
5. Send follow-up email with company details
6. Schedule qualified appointment
7. Client sales team conducts discovery call and proposal

Key Performance Summary

• Campaign Duration: 7 Months
• Total Appointments: 123
• Monthly Average: 17–18
• New Contracts Signed: 29
• Pipeline Generated: $5.1M+
• Revenue Impact: $1.2M+ annually
• Pipeline Growth: 275% increase