The scorecard that opened 16 conversations
A Swiss custom-software firm
- GTM System
The problem
The client sells custom software to mid-size manufacturers, with a serious price tag and a long sales cycle. The first campaign pitched a fixed-price offer directly: 306 contacts, 22 replies, 1 positive. The market did not want another pitch.
The mechanism
The rebuilt campaign inverted the ask. Instead of selling, it offered each prospect their own digitalization benchmark: a short assessment scored 0 to 18, routed by tier, with a personalized report generated automatically.
The pipeline behind it: list built and enriched in Clay, sequenced by email, answers collected through a prefilled form, scored and written into the CRM as 17 custom properties, and returned as a personalized PDF with savings estimates. No human in the loop between reply and report.
The email ask dropped from "buy this" to "should I send you access". Low friction in, evidence out. Interested prospects arrived at the sales conversation already holding their own numbers.
The numbers shown are the scorecard campaign alone: 585 contacted, 33 replies, 16 interested. The full program for this client reached 1,722 contacts, 206 replies and 80 interested responses; pipeline counts only the 16.