13-Month Multichannel Strategy That Delivered 75 SQLs, 67% Pipeline Growth, and an 88% Email Open Rate

Client Snapshot

• Company: Slick Cyber Systems
• Industry: Managed IT Services & Cybersecurity
• Audience served: Business decision-makers such as CEOs, CTOs, CIOs, IT Directors, and Operations Managers who are responsible for cybersecurity and IT infrastructure decisions
• Campaign length: 13 months
• Channels used: Cold calling, email marketing, paid ads
• Goal: Setting appointments with targeted prospects

About Slick Cyber Systems

Slick Cyber Systems is a leading cybersecurity and IT services provider in Pennsylvania. While they had strong solutions, they needed a reliable way to connect with businesses that required cybersecurity services and to secure meetings with decision-makers.

Challenges

The main challenge was ensuring that Chris, Slick Cyber Systems’s representative, spoke only with qualified prospects. Without a structured appointment-setting process, time was wasted on unqualified leads, slowing growth and reducing overall sales efficiency.

Objectives

• Schedule high-quality phone call appointments for Chris with genuinely interested prospects.
• Pre-qualify potential clients to ensure productive discussions.
• Optimise Chris’s schedule so every meeting has a high probability of conversion.

Strategy to Overcome Challenges

We have implemented a dedicated B2B appointment setting approach:

Cold Calling

• Identified and reached out to decision-makers in target businesses.
• Introduced Slick Cyber Systems’ IT and cybersecurity services clearly and professionally.
• Addressed initial questions and assessed prospect interest before scheduling.

Email Marketing

• Sent personalized follow-up emails to reinforce the value of services.
• Provided additional resources and information to nurture engagement.
• Encouraged prospects to schedule a consultation with Chris.

Paid Ads:

• Created targeted ads to reach businesses likely to need IT and cybersecurity services.
• Directed clicks to a landing page or contact form to capture leads.
• Reinforced outreach efforts from calls and emails to increase appointment conversion rates.

Appointment Confirmation

• Our appointment setters conducted prescreening questions to ensure prospects met the qualification criteria.
• Confirmed appointments with prospects and coordinated schedules.
• We booked meetings in the shared calendar and provided Chris with detailed briefs for each appointment.

Results

• Scheduled 75 appointments with Sales Qualified IT leads (SQLs) over the 13-month campaign.
• Achieved an average monthly KPI of 6 booked appointments.
• Delivered a growth rate of 67% month over month in qualified pipeline opportunities.
• Improved conversion rate to 22% by ensuring Chris only engaged with prospects genuinely ready to explore cybersecurity solutions.
• Reached an email open rate of 88%, showing that targeted messaging effectively captured decision-makers’ attention.

Why It Worked

• Every appointment was pre-qualified to ensure quality leads.
• Personalized outreach increased engagement with prospects.
• Prescreening confirmed interest, authority, and readiness to discuss services.
• Chris’s time was focused only on prospects genuinely interested in cybersecurity solutions.
• Boosted productivity and the likelihood of successful business discussions.

Sample Workflow

1. Research businesses in Pennsylvania to identify potential prospects.
2. Use cold calling, email marketing, and paid ads to initiate contact.
3. Conduct prescreening questions to verify interest and authority.
4. Confirm appointments and schedule them in a shared calendar.
5. Provide Chris with detailed briefs for each scheduled appointment.