27 meetings booked from 900 leads contacted in four months.
A mid-sized accounting and advisory firm, 30 to 50 staff, based in Queensland. The client asked not to be named, so there is no logo and no quote on this page. Everything else is exactly what happened.
Campaign ran November 2025 to February 2026. Phone only, no email or LinkedIn.
Pipeline that depended on two people staying put.
Almost everything came from referrals and two long-standing introducer relationships. That worked while both introducers were active and stopped working when one of them retired. The firm had no outbound function, no list, and nobody whose job it was to make first contact.
Two partners tried calling between client work for a quarter and booked four meetings, which told them the problem was time rather than message. They looked outside because they wanted the calling to happen whether or not anyone had a free afternoon.
Exactly what the campaign was.
- ChannelsPhone only
- List source and sizeApollo, 900 records, filtered to firms with 20 to 200 staff in the target verticals
- Volume180 to 220 new leads contacted per week
- CadenceFive touches over 12 working days, then a 30 day rest before requeue
- Segment20 to 200 staff, professional services, Queensland and New South Wales
The numbers, with denominators.
- 951Dials
- 618Connects65% of dials
- 484Conversations with a decision maker78% of connects
- 27Meetings booked6% of conversations
Four months of calling, November 2025 to February 2026. Show rate across the campaign was 78 per cent.
What we would do differently.
The first six weeks underperformed. The list was too broad, built on headcount and industry rather than on any signal the firm was actually in market, so setters spent most of their connects talking to people with no reason to move. We rebuilt the segment around a specific trigger in week seven and the booking rate roughly doubled from there.
The cadence was also too slow at the start. Five touches spread over three weeks meant conversations went cold between attempts, and tightening it to 12 working days made more difference than any script change. If we ran this again we would spend the first fortnight on list quality instead of dial volume.
Tell us what you sell and we will tell you straight.
Send the details and you get a reply within one business day: your ICP, your average contract value and your close rate, then a plain answer on whether we would take the campaign.