The scorecard that opened 80 doors
A Swiss custom-software firm
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 80 interested responses are the program total across all campaigns for this client (1,722 contacted). The scorecard campaign alone: 585 contacted, 33 replies, 16 interested. Kept separate on purpose.