Campaign Snapshot
- Company: Highpointe Insurance
- Industry: Commercial Insurance
- Target Location: Kansas, Missouri, United States
- Target Prospects: Business owners, operations managers, and finance decision-makers
- Service Provided: Commercial insurance lead generation
- Campaign Goal: Generate qualified B2B leads and book policy review appointments for commercial coverage
- Campaign Duration: 11 months
- Channels Used: Cold Calling, Email Marketing, LinkedIn Prospecting
- Total Appointments: 190 qualified appointments
Channel Activity Metrics
Phone volume carried the campaign, and email and LinkedIn kept the follow-up warm between calls.
- Cold Calls Placed: 39,600+
- Emails Sent: 23,300+
- LinkedIn Messages Sent: 7,700+
- Total Conversations: 5,700+
- Average Monthly Calls: 3,600+
Company Overview
Highpointe Insurance works in the commercial insurance industry. The company builds coverage plans that protect businesses from operational risk and financial loss. Expert advice and custom plans shape every account, so each client gets terms that fit how the business actually runs.
The Challenge
Client acquisition kept slowing for a few reasons that showed up month after month.
The company ran into four main problems:
- New business leads arrived at an uneven pace
- Owners and finance leads were hard to reach directly
- Outbound prospecting had no structure behind it
- Growth leaned too heavily on renewals and referrals
Before vs After: The Shift in Highpointe’s Pipeline
Pipeline Aspect | Before the Campaign | After 11 Months |
New business flow | Uneven, hard to forecast | Steady 17 to 18 qualified appointments/month |
Lead source | Renewals and referrals | Structured outbound pipeline across 3 channels |
Decision-maker access | Rarely reached owners or finance leads | Direct talks with business and finance decision-makers |
Outbound prospecting | No real system in place | 39,600+ calls, 23,300+ emails, 7,700+ LinkedIn touches |
Pipeline value | Nothing measurable from outbound | $1.7M+ estimated pipeline, 50+ active policy talks |
In short: Highpointe went from waiting on renewals and referrals to running a measurable new business pipeline that filled every month.
Campaign Objectives
Four goals shaped the campaign from the start.
- Find businesses carrying real operational risk
- Get owners and finance decision-makers on the phone
- Book qualified policy review appointments
- Build a steady flow of new corporate accounts
Outbound Outreach Strategy
We ran a structured commercial insurance lead generation model across three channels to lift response.
Targeted Business Prospect Lists
Lists focus on sectors where coverage gaps show up most often.
We built targeted databases across five business types:
- Construction and contracting firms
- Manufacturing and warehousing operations
- Professional service firms
- Retail and hospitality businesses
- Transportation and fleet operators
Role, industry, and location were checked on every contact before it entered the list.
Multi-Channel Outreach
Three channels working together kept appointments booked each month.
Cold Calling
- Direct conversations with owners and operations managers
- Messaging built around risk exposure and coverage gaps
- Real-time appointment booking on the call
Email Marketing
- Follow-up outreach that reinforced the coverage options
- Renewal reminders and plain-language risk notes
- Direct links to schedule a policy review
LinkedIn Prospecting
- Professional outreach to finance and operations leads
- Value-driven introduction messages
- Follow-up scheduling conversations
Qualification Criteria
Every prospect went through a screen before anything hit the calendar.
- Runs or owns a commercial business
- Holds authority over insurance decisions
- Has a renewal coming up or a known coverage gap
- Has availability for a policy review
A prospect booked only after clearing all four.
Booking Method
Our appointment setting team put qualified prospects straight onto the advisor calendar.
- Direct appointment booking
- Phone and email confirmations
- Reminder sequences that cut no-shows
Campaign Results
New business opportunities arrived at a pace the team could plan around.
Appointment Outcomes
The core appointment metrics from the eleven-month campaign.
- Total appointments booked: 190
- Average monthly appointments: 17 to 18
- Pipeline consistency growth: 250%+
Campaign Timeline: How the Pipeline Built Over 11 Months
Four phases, with booked volume climbing through each one as targeting and messaging got sharper.
- Phase 1 (Months 1 to 3), Setup & Ramp-Up: Lists built, messaging tested, outreach systems put in place. 42 appointments booked, about 14 a month, while the pipeline filled.
- Phase 2 (Months 4 to 6), Consistency Building: Call and email cadences found a rhythm, and LinkedIn outreach came online. 51 appointments booked, about 17 a month.
- Phase 3 (Months 7 to 9), Scaling Engagement: Sharper messaging lifted both answer and reply rates. 54 appointments booked, about 18 a month.
- Phase 4 (Months 10 to 11), Peak Performance: Fully tuned outreach and warmer follow-ups. 43 appointments booked, about 21 a month, the strongest stretch of the campaign.
By the final phase, monthly volume ran roughly 50% above the launch months. That climb is what drove the 250%+ pipeline consistency gain.
Pipeline Impact
Real premium opportunities came out of the outreach.
- Qualified opportunities created: 130+
- Active policy discussions: 50+
- Estimated Pipeline Generated: $1.7M+
- Sector coverage: Broader reach across multiple industries
- Long-term pipeline stabilization: Achieved
Why the Campaign Worked
Several choices sit behind the results.
- Risk-Based Targeting: Lists follow the sectors where coverage gaps turn up most.
- Multi-Channel Outreach: Phone, email, and LinkedIn together lifted response rates.
- Consistent Outbound Volume: Steady activity kept appointment flow predictable.
- Advice-Led Messaging: The outreach led with risk and guidance, not premium price.
- Structured Pipeline System: Structured B2B lead generation replaced heavy reliance on renewals.
Sample Outreach Workflow
Every account followed the same route into a booked review.
- Pull a target business from the list
- Open with structured multi-channel outreach
- Walk through the coverage options
- Qualify the risk profile and renewal timing
- Send follow-up details
- Book the policy review appointment
- The client team runs the review and quote
Key Performance Summary
The numbers that mattered most.
- Campaign Duration: 11 months
- Total Appointments: 190
- Monthly Average: 17 to 18
- Qualified Opportunities: 130+
- Active Policy Discussions: 50+
- Estimated Pipeline Generated: $1.7M+
- Pipeline Consistency Growth: 250%+
