From Inconsistent Leads to 167 Appointments in 9 Months

Campaign Snapshot

Company Name: CFBS Group 
Industry: Facilities Services
Location: Florida, 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: B2B Lead Generation & Appointment Setting
Campaign Duration: 9 Months
Channels Used: Telemarketing & Email Marketing
Total Appointments: 167

Channel Activity Metrics

• Cold Calls Placed: 36,800+
• Emails Sent: 12,500+
• Total Conversations: 4,200+
• Average Monthly Calls: 4,000+

Company Overview

CFBS Group works with the commercial cleaning industry and offers janitorial and maintenance service to businesses who search for reliable and high-quality facility care. Their focus is on helping clients who maintain a clean, safe and professional environment that helps operational efficiency.

They wanted to expand their client base and generate more commercial cleaning leads, so they needed a stronger outbound strategy to reach decision-makers and build a consistent pipeline of commercial cleaning opportunities.

The Challenge

Before launching the campaign, CFBS Group faced several growth challenges:

• Entering a new market without an established network
• Inconsistent or dry sales pipeline
• Sales team had availability but lacked qualified leads
• Heavy reliance on referrals and limited inbound inquiries

They needed a predictable B2B lead generation system to generate qualified appointments.

Campaign Objectives

The primary goals of the campaign were:

• Reach facility and property decision-makers in targeted areas
• Introduce commercial cleaning service packages
• Generate qualified appointments for the sales team
• Build a steady monthly pipeline of new opportunities

Multichannel Outreach Strategy

Telemarketing Campaign

Our team executed a targeted outbound calling campaign to:

• Reach facility and property decision-makers
• Introduce cleaning and maintenance services
• Identify current cleaning providers and contract cycles
• Schedule qualified discovery appointments

Email Follow-Up

Email outreach supported the calling campaign by:

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

Qualification Criteria

Each prospect was pre-screened based on:

• 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

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: 167
• Average monthly appointments: 18–19
• Estimated contact-to-appointment conversion: 4.7%

Sales Impact

• Qualified opportunities created: 109+
• New cleaning contracts signed: 39
• Average annual contract value: $21,000

Pipeline & Revenue Impact

• Total estimated sales pipeline: $3.4M+
• Annualized revenue from new contracts: $819,000+
• Pipeline growth: 310% increase over previous period

Why the Campaign Worked

Targeted Market Entry Strategy: We identified facilities that matched CFBS Groups service criteria and improved appointment quality.

Direct Decision-Maker Outreach: Outreached facility and property managers and increased conversion rate.

Consistent Appointment Flow: Our daily outreach shaped a predictable pipeline of high quality meetings.

Sales-Team Focus on Closing: We handled prospecting externally and their client team focused on proposal and contract wins.

Sample Outreach Workflow

1. Identify facilities meeting size and industry criteria
2. Initiate telemarketing outreach
3. Introduce cleaning service solutions
4. Qualify decision-maker and service needs
5. Send follow-up email with service details
6. Schedule qualified appointment
7. Client sales team conducts site visit and proposal

Key Performance Summary

• Campaign Duration: 9 Months
• Total Appointments: 167
• Monthly Average: 18–19
• New Contracts Signed: 39
• Pipeline Generated: $3.4M+
• Revenue Impact: $819,000+ annually
• Pipeline Growth: 310% increase