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Client Snapshot
Company: FinQuery (financial/lease accounting & contract/SaaS spend management)
ICP: Mid-market & enterprise firms with material lease portfolios and/or significant SaaS/vendor spend; multi-entity/multi-location; quarterly audit cadence
Buyer Personas: CFO, Controller, VP/Director of Accounting & Finance, Finance Ops (secondary: IT/Procurement for SaaS spend)
Channels: Outbound Email: Zoom Info, Clay, Instantly
Goal: Increase Demos & Introduce outbound email

Overview

In 90 days, I built a scalable outbound engine for FinQuery using ZoomInfo (ABM accounts + buying committees), Clay (ICP-level enrichment & dynamic first lines), and Instantly (sending, warmup, sequencing). Outcome: predictable meetings, cleaner SQL flow, and attributable pipeline from outbound only.

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The Problem

No repeatable outbound motion; generic lists & messaging hurt relevance
Deliverability drag from cold domains; inconsistent sending
Messaging not mapped to distinct persona pains (Controller vs CFO vs IT/Procurement)

The Solution

ABM Targeting (ZoomInfo)
- Curated ~10,200 target accounts by ICP fit (industry size t, multi-entity, lease/SaaS intensity)
- Pulled full buying committees (CFO, Controller, Finance Ops, IT/Procurement)
Personalization at Scale (Clay + ICP logic)
- Enriched contacts with locations, entity structure, headcount trend, renewal/contract cues
- Generated persona-specific openers (audit time saved for Controllers; renewal risk & SaaS overlap for CFO/IT) and CTA variants
High-Deliverability Outbound (Instantly)
- Warmed 10 sending domains & 30 inboxes; throttled ~30 sends/day/inbox
- Ongoing a/b testing for subject/hook/CTA A/B tests; - Feedback & Reporting
- Weekly creative sprints; shared dashboards; tight SQL definition with Sales; opportunity tracking to demo/proposal

The Results (3 Months)

- Contacts targeted: 10,200
- Open rate: 40–42%
- Reply rate: 9–11%
- Positive reply rate: 5–6%
- Qualified meetings booked: 112
- SQLs (advanced to demo/proposal): 43
- Qualified pipeline (weighted): $1.1M

Let’s create something together special

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Germany 785 15h Street Office 478 Berlin

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+999 23654 2654

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