Costs start before the meetings do
Hiring, training, salaries, and outreach tools all need funding before you know whether the campaign will bring the right buyers to the table.
Performance-based B2B Cold Email
Qualified sales meetings
You pay when they show up.
We find the buyers, write the emails, and book the meetings. Your performance fee applies only when a qualified prospect attends. No-shows carry no meeting fee.
Done for you
We run outreach and manage replies.
No-show, no fee
No meeting fee if they don’t attend.
You approve
Your audience, criteria, and email copy.
Your pace
Cap meetings or pause when you’re full.
Who we help
You sell to businesses.
We start the conversation.
For B2B businesses with a proven offer that want more sales conversations, whether you rely on referrals or already have a prospecting process.
Software, professional services, finance, and commercial businesses. We look at your offer and economics, not just your industry.
Where pipeline growth gets stuck.
A good offer is only part of the work. Building a repeatable way to reach buyers brings its own costs, bottlenecks, and coordination.
Manual work limits your reach
List building, email writing, and follow-ups compete for the same hours. More prospecting leaves your team less time for sales conversations.
Follow-ups lose the thread
When messaging and replies are handled separately, prospects can get disconnected follow-ups and your sales team can miss the context that matters.
Contact data misses the buying context
A name and email address do not explain why someone should care. Without current research, you can reach the right company with the wrong message or timing.
Acquisition costs are hard to predict
When spending is tied to headcount, tools, and activity, it can be difficult to see what each qualified conversation costs or what to budget next.
Growth adds management overhead
More outreach means more contacts to check, inboxes to monitor, and replies to handle. Expanding the campaign can become another job for your team.
A good fit if…
- You have a proven B2B offer and want more meetings.
- A new customer is worth enough to support the cost of acquisition.
- You can take the calls and follow up with interested prospects.
Not the right fit yet if…
- You are still figuring out what to sell.
- You sell to consumers rather than businesses.
- Your customer revenue and margins cannot support the campaign cost.
Your engagement
They show up.
Then you pay.
Your performance fee is charged per qualified meeting attended. A booking alone does not trigger that fee. The monthly technology fee is separate.
- Monthly technology fee
- Sized around your domains, inboxes, and planned sending volume. This fee starts when you commit, so we can set up the domains and begin inbox warmup before outreach launches.
- Per attended meeting
- Only charged when a qualified prospect attends the meeting. No meeting fee for no-shows. Rescheduled meetings become billable when they take place. We agree qualification criteria before launch.
- Before launch
- Your quote sets out the technology fee, price per attended meeting, and terms. Once you commit and pay the technology fee, we begin setup and kickoff.
Included in your campaign
- Prospect research
- Approved messaging
- Sending setup
- Inbox management
- Scheduling
- CRM / Slack handoff
- Weekly optimization
Meeting criteria
What counts as a qualified meeting?
We agree your criteria before launch. All three checks must be met for the meeting fee to apply.
- Company fit
- In your agreed industry, market, and company size. Your account exclusions are applied.
- Buyer fit
- A relevant buyer in a role you approved, with a reason to discuss your offer.
- They attend
- The prospect agrees to the conversation and joins the call. A booking alone does not count.
No-show? No meeting fee.
If they reschedule, the meeting fee applies when the qualified prospect attends.
Fully managed outbound
Your sales team closes.
We start the conversations.
Getting a buyer to the table takes more than sending an email. We manage the research, messaging, and follow-through as one connected campaign.
A list worth reaching
We check company fit, buyer role, and email validity before sending, so your campaign reaches relevant people with fewer avoidable bounces.
Give buyers a reason to reply
We connect your offer to a relevant business problem and write an opening that fits the audience. You approve the messaging before we test angles and follow-ups.
Infrastructure handled for you
We set up campaign domains and inboxes, configure authentication, and begin warmup. Sending health stays under review as volume grows.
An inbox you don’t have to manage
We monitor campaign inboxes, handle replies and follow-ups, and move interested prospects toward a qualified meeting.
Walk into the call prepared
Automatic CRM and Slack updates bring you the meeting details and conversation context. You focus on the prospect in front of you.
Know what’s working
Weekly reviews connect replies, attended meetings, and your sales feedback. We use that evidence to improve the next audience and message test.
Working together
Less to coordinate.
More time for the sales call.
You bring the offer and lead the sales conversation. We manage the campaign that gets the right people to that call.
- Define the audience
- Your teamShare your offer and ideal customer.
- Outbound UnitResearch the market and build a verified prospect list.
- Prepare for launch
- Your teamApprove the direction and qualification criteria.
- Outbound UnitPrepare the sending setup, write the copy, and plan campaign tests.
- Start the conversation
- Your teamTake the call and lead the sales conversation.
- Outbound UnitHandle replies, qualify interest, and coordinate the booking.
- Improve the campaign
- Your teamShare meeting feedback and sales outcomes.
- Outbound UnitTrack attendance, report progress, and refine the next campaign test.
We agree responsibilities and qualification criteria together before launch.
ROI calculator
What could the meetings
be worth to your business?
See how attended meetings could translate into customers and profit. Adjust the numbers to match your business.
meetings
%
USD
Use the same revenue period for each customer, such as their first year.
%
Revenue left after the direct cost of delivering your service.
USD
USD
Use your own sales numbers and quoted fees. The starting values are examples.
Based on your inputs. ROI uses gross profit after campaign fees, before overhead and taxes.
Your ROI
414%
Gross profit return after campaign fees.
- New customers
- 3
- Customer revenue
- $30,000
- Gross profit before fees
- $18,000
- Monthly campaign costs
- −$3,500
- Gross profit after fees
- $14,500
1 new customer to break even. Covers this month’s campaign costs.
Cold email vs. paid ads
How do you want to reach
your next customer?
Ads can capture demand or build awareness. Cold email opens a direct conversation with selected buyers. Here’s how working with us compares to running paid search or social ads.
- Who you reach
- Paid search & social adsReach people through search queries or audience targeting. Some platforms also support company, job-title, and contact-list targeting.
- Cold email with Outbound UnitWe select companies and decision-makers that match your brief, then reach out directly with a relevant reason to talk.
- What you pay for
- Paid search & social adsMedia spend is billed according to the platform and campaign, often for clicks or impressions. That spend does not guarantee an attended meeting.
- Cold email with Outbound UnitA fee for each qualified meeting that takes place, plus a monthly technology fee. No meeting fee for no-shows.
- The path to a meeting
- Paid search & social adsAn ad leads to a website or lead form. Your team or agency still needs to turn that interest into a qualified sales conversation.
- Cold email with Outbound UnitAn email starts the conversation. We handle replies, agreed qualification questions, follow-ups, and booking before handing the meeting to your team.
- The ongoing work
- Paid search & social adsSomeone needs to manage targeting, creative, landing pages or forms, tracking, budget, and optimization, alongside lead follow-up.
- Cold email with Outbound UnitWe manage prospect research, copy, sending infrastructure, inboxes, and campaign testing. Your team approves the direction and takes the calls.
Already running ads? You can use both.
Keep the campaigns that work. Add cold email to start conversations with specific accounts you want to win. Compare each channel by qualified meetings, customers, and total acquisition cost.
Getting started
You’re on board.
Here’s what happens next.
Your first four weeks take you from kickoff to an active campaign. We handle the work, you approve the direction, and every week has a clear purpose.
- Week 1
Align and set up
We turn your offer and sales goals into a campaign brief, then get the infrastructure underway.
- Agree industries, buyer roles, and meeting criteria.
- Set up domains, inboxes, and authentication.
- Begin inbox warmup and map your calendar capacity.
Your part
45–60 min
Estimated effort
Complete kickoff and share your offer, sales materials, and exclusions.
- Week 2
Prepare and approve
We build your first prospect segments and write the messages that will go out under your name.
- Check company fit, buyer role, and email validity.
- Prepare email sequences and follow-ups.
- Configure CRM, Slack, and scheduling handoffs.
Your part
15–20 min
Estimated effort
Approve the targeting, email copy, and booking rules.
- Week 3
Launch the first tests
We start with small batches and compare approved message variations before increasing volume.
- Check inbox readiness and begin initial sends.
- A/B test copy and review replies and bounces.
- Manage responses and book qualified prospects.
Your part
10–15 min
Estimated effort
Review early conversations and tell us what makes a good fit.
- Week 4 onward
Expand what works
We use early results to refine the campaign and increase outreach within your agreed capacity.
- Expand the audiences and messages showing promise.
- Review meetings and performance together each week.
- Keep testing while managing inboxes and bookings.
Your part
10–15 min/week
Estimated effort
Take the calls, share outcomes, and adjust your meeting limit as needed.
Estimates cover kickoff, approvals, and campaign feedback. Time on sales calls is additional.
After week four, we keep managing replies, reviewing results, and testing. Launch and volume increases depend on inbox readiness and your approvals.
You stay in control
More meetings.
On your terms.
We do the daily work. You control capacity, see what is happening, and have a direct line to the people running your campaign.
Your meeting handoff
Delivered to your CRM and Slack
- Prospect
- Name, role, company, and contact details.
- Qualification
- How the company and buyer match your agreed criteria.
- Conversation
- Their reply and the context behind the meeting.
- Appointment
- Meeting time, time zone, and calendar link.
Set the pace of your calendar
Set a meeting limit or pause new outreach when your calendar is full. We coordinate the change with you and keep existing conversations accounted for.
Leave the campaign inbox to us
We manage replies, follow-ups, qualification, and scheduling. You get the relevant conversation history before taking the call.
Get updates where you work
Automatic notifications in your CRM and Slack keep meeting details and campaign conversations visible. We configure the handoff during onboarding.
Talk to us directly
You have a direct, one-to-one conversation with us for feedback, questions, and changes. Reach out whenever you need to adjust the campaign.
Firsthand experience
Outbound experience.
Real sales conversations.
For Exhibitant, we turned trade-show lead research into cold email campaigns, booked meetings, and a growing sales pipeline.
Trade show booths and exhibit services
20–30
Meetings booked per month
Monthly bookings from the cold email campaign for Exhibitant.
What we handled
From finding the right prospects to turning replies into booked meetings.
- Trade show research
Researched relevant businesses from trade shows and grouped prospects into focused outreach segments.
- Relevant businesses to reach
- Segments for tailored messaging
- Prospect lists ready for outreach
- Outreach and replies
Built email sequences, managed inboxes, and followed up with interested prospects to book calls.
- Emails built to start conversations
- Inbox management handled for you
- Follow-ups that lead to booked calls
- Testing and growth
A/B tested messaging and refined campaigns using reply feedback to grow Exhibitant’s sales pipeline.
- Message testing to find what works
- Refinements based on real replies
- New conversations for your pipeline
Frequently asked questions
Questions before you start?
Choose a topic to find the details that matter to you.
6 questions about fees & meetings.
What makes a meeting qualified?
Before launch, we agree the industries, markets, company sizes, and buyer roles you want to reach, plus exclusions and any qualification questions. A qualified prospect must match that brief, agree to a conversation about your offer, and attend for the meeting fee to apply.
Do I pay if the prospect does not show up?
No meeting fee is charged for a no-show. If the meeting is rescheduled, the performance fee applies when the qualified prospect attends. The separate monthly technology fee still applies.
How does pricing work, and when do fees start?
Your monthly technology fee depends on the domains, inboxes, and sending volume you need. It starts when you commit, before meetings arrive, so we can set up infrastructure and begin warmup. The separate performance fee applies to each qualified meeting attended. Both rates are agreed in your quote.
What if a meeting does not match the agreed criteria?
We review the meeting against the written qualification criteria and shared conversation record before billing. That keeps the review tied to the audience and conditions you approved at kickoff.
Is there a guaranteed number of meetings?
No fixed meeting count is guaranteed. Results depend on your offer, audience, and campaign response. You control the agreed capacity, and the performance fee applies only to qualified meetings that take place.
What commitment or cancellation terms apply?
Your quote and agreement set out the commitment, cancellation terms, and responsibilities before you sign up. If you only need to pause because your calendar is full, we can plan that separately from ending the engagement.
Before you commit
We talk through your offer and campaign fit first. Your quote then sets out the fees, scope, and terms, so you know what you’re agreeing to.
Get started
Pay for meetings that happen
Find out whether cold email fits your business. Leave with a clear recommendation for your next step.
We’ll review your audience, an initial outreach angle, and the cost per attended meeting.