Company
Alderbridge Technologies partnered with Outcend to build a more focused outbound programme. Its Marketing Director shares the results of reaching relevant prospects and turning those conversations into sales opportunities.
Industry
B2B technology
Services
ICP targeting, Outbound prospecting, Meeting qualification, Appointment setting
Alderbridge Technologies wanted its marketing investment to translate into more conversations with businesses that were a strong fit for its offering. For the Marketing Director, the priority was to reach the right customers more directly, improve the quality of leads passed to sales and make the cost of generating those opportunities easier to justify.
The company partnered with Outcend to build a focused outbound programme around its ideal customer profile. Rather than treating every response as a valuable lead, the engagement centred on relevant accounts, suitable decision-makers and qualified meetings that could give the sales team a useful starting point for a commercial conversation.
Momentum arrived quickly: more than five qualified meetings were booked in the first week. That early activity was supported by a strong level of customer fit, with 90% of meetings matching the agreed profile. Together, those measures gave the marketing team a clearer view of both the volume and relevance of the opportunities being created.
Over six months, the approach delivered a 75% reduction in cost per qualified lead and a 4x return on marketing investment. The story shows how a more direct prospecting approach can connect marketing efficiency with sales readiness, giving the team a stronger basis for evaluating where its budget produces meaningful commercial value.
The Challenge
The marketing team needed a more efficient way to reach ideal customers. Lead generation had to support sales with relevant conversations while making better use of the available budget. A lower headline cost would mean little if the resulting leads lacked the fit needed to progress.
The challenge was to balance speed, quality and return. Alderbridge Technologies wanted early meetings, but it also needed confidence that the businesses entering those conversations matched its ideal customer profile. That made cost per qualified lead and meeting relevance central measures of success.
A more direct approach offered a way to bring those priorities together. The team needed a prospecting programme that could create useful sales conversations and demonstrate how marketing investment contributed to commercial outcomes over time.
The Solution
Outcend focused the programme on the company’s ideal customer profile, making relevant accounts and contacts the starting point for outreach. The aim was to reach potential customers directly and create conversations that reflected the needs of the sales team.
Prospecting, meeting qualification and appointment setting formed a connected process. Qualification helped distinguish a positive response from a suitable sales opportunity, while the handover gave the team a clear next step with prospects who matched the intended audience.
The first week delivered more than five qualified meetings. As activity continued, the programme was assessed through lead cost, customer fit and return on marketing investment, connecting early meeting generation with the longer-term value of the engagement.
The Result
Alderbridge Technologies reduced its cost per qualified lead by 75%. More than five qualified meetings were booked in the first week, and 90% of meetings matched the company’s ideal customer profile.
The engagement delivered a 4x return on marketing investment within six months. That result combined more efficient lead generation with improved lead quality, giving the marketing team a clearer connection between its spending and the commercial value created.
For the Marketing Director, the benefit was a more direct route to the customers the company wanted to reach. The programme brought speed, relevance and measurable return together in one outbound approach.