Colossyan were looking to target blue chip companies with over 10,000 employees and achieve 20% of their pipeline from outbound efforts. As a result of Air Marketing’s work, they began getting the customers they were looking for, creating an Ideal Customer Profile (ICP) that typically retains and with which they can expand.

They achieved this 20%, generating over £500k in six months, with a high-quality lead being generated every 10 hours. These are fantastic results given that outbound was a new motion for them.

Not only has this helped with sales but it has also matured their business as their account executives pivoted to outbound and became more adept at data-driven decision making which has helped with their inbound sales too. Now the team is creating the requirement and the demand rather than merely presenting the solution.

What’s next?

Ones of the biggest draws for Colossyan was Air’s flexibility:

“We can scale up or we can scale down depending on our needs” says Mahdi “Now that we’re seeing trends, we need 40% of our pipeline to be outbound, with enough notice we can scale that up and that’s a conversation we’re having with Air at the moment – how we scale that up, especially in different regions.”

Mahdi cites the best part of this meaningful growth as being the cost “We did it at the cost of an SDR, so it wasn’t a big outlay. If you think about the cost of acquiring and hiring an SDR, ramping them, the time it takes to bring them up to speed and the sunken costs of these efforts if you don’t get it right, then passing that on to another organisation is really powerful.”