How we Booked 40 Demos for an Early-Stage SaaS
We helped an early-stage carbon accounting platform generate traction before achieving product-market fit.
The campaign targeted three distinct verticals—Accounting, Construction, and Utilities—each approached with custom logic, list-building tactics, and messaging playbooks.
Email
7,586
Emails Sent
4.98%
Reply rate
17.75
Postive Reply rate
27
Leads
13
Booked Calls
Linkedin
2,652
Connections Sent
52%
Connect Rate
369
Replies
81
Leads
27
Booked Calls
Vertical 1: Accountants
The Strategy — Building a Partner Channel via Platform Signals
The platform integrated directly with Xero, giving us a wedge into the market. Our hypothesis: Accountants using Xero could white-label the platform, offering carbon reporting to their clients and acting as distribution partners.
The Results:
Email
Emails Sent: 2,352
Reply Rate: 5.11%
Leads Generated: 6
Linkedin
Connections Sent: 714
Reply Rate: 32.2%
Leads Generated: 22
List Building
  • Pulled targets from Xero’s public partner portal
  • Enriched via Clay, layering firmographics like:
  • Company size
  • Client types (focused on firms whose clients had the highest carbon reporting needs)
  • Detected Xero, QuickBooks, and Sage logos on company websites
  • Segmented by Google vs non-Google firms (to improve email deliverability via provider matching)
  • Used LinkedIn social engagement signals, scraping people engaging with relevant influencer content (via Clay)
Copywriting Approach
  • Core Message: “We’re helping firms like yours offer carbon reporting to clients — risk-free.”
  • Positioning: A growth lever — helps firms retain clients and increase revenue per client.
  • Structure:
  • Hook: “Saw you’re a Xero partner…”
  • Value: Tied to client retention + revenue expansion
  • CTA: “Happy to share how others are doing it — no pressure”
  • Channel-Specific:
  • LinkedIn referenced posts from accounting influencers
  • Email leaned into urgency and social proof
Why It Worked
  • Leveraged a strong platform signal (Xero integration)
  • Framed around revenue and growth potential
  • Personalized with client callouts to improve conversion
Vertical 2: Construction
The Strategy — A Compliance Edge in Bidding Wars
We targeted UK construction firms bidding on public projects, which were under increasing pressure to submit carbon reports—not yet law, but critical to winning bids. We positioned the product as a strategic edge for forward-thinking bidders.
The Results:
Email
Emails Sent: 4,824
Reply Rate: 5.75%
Leads Generated: 19
Linkedin
Connections Sent: 941
Reply Rate: 70%
Leads Generated: 34
Why It Worked
List Building
  • Defined the UK TAM: Commercial firms with <200 headcount
  • Used Clay to compile the company list
  • Scraped company websites for live or past projects, verified matches
  • Layered in a key regulatory signal: carbon reporting changes expected in 2025
Copywriting Approach
  • Core Message: “Saw you worked on [Project X] — how are you preparing to meet future carbon reporting requirements?”
  • Positioning: Loss aversion — stay ahead of the curve to win more bids
  • Structure:
  • Subject: Featured scraped project name
  • Body: Linked project to the product’s value (“firms are already preparing for new RFP standards…”)
  • CTA: Soft — suggesting a quick chat
Why It Worked
  • Highly personalized messaging
  • Tied directly to regulatory tension
  • Even with a broad list, performance was strong due to credibility and relevance
The Strategy
Construction companies bidding on government projects were facing increased pressure to provide carbon reports — not yet law, but practically mandatory to stay competitive. We framed the product as a strategic edge.
List Building
  • Defined UK TAM: commercial construction firms <200 headcount.
  • Used Clay to pull company lists.
  • Scraped company sites for live or past projects, verified them, and matched with company names.
  • Signals Carbon Accounting Regulations to change in 2025
Copywriting Approach
  • Core Message: “Saw you worked on [Project X] — how are you preparing to meet future carbon reporting requirements?”
  • Positioning: Loss aversion — win more bids by staying ahead of compliance curves.
  • Structure:
  • Subject line featured a project name (scraped)
  • Body linked project to value prop (“to stay competitive, firms are already preparing for new RFP standards…”)
  • CTA: light-touch — suggest a quick chat
Tech Stack Used
Looking to learn more

Cal.com

Repify-site-call | Cameron Brown | Cal.com

Repify-site-call

Made with