Lead Generation Case Study for a Facility Maintenance Company

Campaign Snapshot

Key campaign details, target audience, and engagement channels.

Company name: Central VA Cleaning
Industry: Facility Services
Location: Atlanta, Georgia, United States
Target Prospects: Owners, Office Managers, Operations Managers, Facility Managers, Property Managers
Company Size Target: Minimum 1,000 sq. ft. office space
Service Provided: Commercial Cleaning Lead Generation & Appointment Setting
Campaign Duration: 5 Months
Channels Used: Cold Calling, Email Marketing, LinkedIn InMail Prospecting
Total Appointments: 78

Channel Activity Metrics

Outbound activity levels that supported appointment generation.

• Cold Calls Placed: 18,600+
• Emails Sent: 6,400+
• LinkedIn Messages: 3,200+
• Total Conversations: 2,500+

Central VA Cleaning Overview

Central VA Cleaning is a commercial janitorial and facility maintenance company. They serve in business in multiple industries. They focus on providing reliable, high quality cleaning services to help offices, retail spaces and commercial facilities maintain safe hygiene and a professional environment.

They wanted to grow their business and were looking for a lead generation and appointment setting service to onboard more valuable customers.

The Challenge

Central VA Cleaning needed a consistent quality leads generation and appointment setting pipeline without building a large internal outreach team.

• Lack of multichannel outreach expertise
• Inconsistent flow of qualified appointments
• Limited access to trained outbound specialists
• Need for predictable client acquisition

Campaign Objectives

The goal was to create a consistent pipeline of qualified commercial cleaning opportunities.

• Reach facility and property decision-makers
• Introduce cleaning and maintenance service packages
• Generate qualified discovery appointments
• Support consistent business development growth

Multichannel Outreach Strategy

A combination of calls, email, and LinkedIn outreach increased engagement.

Cold Calling Campaign

Direct phone outreach connected with facility decision-makers.

• Introduced commercial cleaning solutions
• Identified current service providers and needs
• Qualified prospects for discovery meetings

Email Follow-Up

Email communication reinforced the value proposition after calls.

• Sent service summaries and credentials
• Shared company highlights and case examples
• Provided booking links for meetings

LinkedIn InMail Prospecting

LinkedIn outreach helped reach additional decision-makers.

• Connected with facility and operations leaders
• Sent personalized introduction messages
• Generated additional appointment opportunities

Qualification Criteria

Prospects were screened to ensure only high-fit opportunities were scheduled.

• Facility size of at least 1,000 sq. ft.
• Role in cleaning service decision-making
• Current or upcoming cleaning needs
• Interest in reviewing a proposal or quote

Booking Method

Qualified prospects were scheduled directly into the client’s calendar.

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

Campaign Results

The campaign created a steady stream of qualified appointments.

Appointment Outcomes

Summary of meeting volume and conversion metrics.

• Total appointments booked: 78
• Average monthly appointments: 15–16
• Estimated contact-to-appointment conversion: 4.2%

Sales Impact

The client converted a portion of meetings into new contracts.

• Qualified opportunities created: 51+
• New cleaning contracts signed: 17
• Average annual contract value: $18,000

Pipeline & Revenue Impact

The campaign produced measurable revenue opportunities.

• Total estimated sales pipeline: $1.5M+
• Annualized revenue from new contracts: $306,000+
• Appointment consistency improvement: 230% increase

Why the Campaign Worked

Several factors and our strategic approach contributed to the success of this campaign.

Multichannel Prospecting Approach: We outreached decision makers through calls, emails, and Linkedin to increase touchpoints and engagements.

Decision-Maker Targeting: Targeted and focused outreach made sure higher quality of appointments.

Consistent Daily Outreach: Our structured cold calling activity created a predictable pipeline of monthly growth results.

Sales Team Focus on Closing: We managed quality prospecting so their internal team concentrated on deal closing.

Sample Outreach Workflow

A simple, repeatable process ensured consistent results.

1. Identify facilities meeting size criteria
2. Initiate cold calling outreach
3. Introduce cleaning services
4. Qualify decision-maker and service needs
5. Send follow-up email or LinkedIn message
6. Schedule qualified appointment
7. Client sales team conducts site visit and proposal

Key Performance Summary

A quick overview of the main campaign results.

• Campaign Duration: 5 Months
• Total Appointments: 78
• Monthly Average: 15–16
• New Contracts Signed: 17
• Pipeline Generated: $1.5M+
• Revenue Impact: $306,000+ annually
• Appointment Consistency Growth: 230% increase