DMT assists in establishing the outreach process - leading to 38 appointments set a quarter

A young company - offering IT and management solutions for laboratories - was taking its first steps in outbound sales and needed to identify the right strategy and targeting. With no prior experience in outreach, the client chose to utilize DMT's lead generation and sales development services to develop their SDR process.

Given that the Client’s services are primarily tailored for the healthcare industry, the Client needed to be highly precise, as outreach in this sector can be particularly challenging. Before initiating the campaign, it was essential to ensure:

• Targeting companies that align with the client's capabilities.
• Sending emails to the appropriate titles to maximize efficiency.
• Crafting messaging that is concise and engages the prospect from the outset.
• Ensuring SDR’s workflow allows making quality follow-up activities to prevent lead loss.

With these considerations, DMT managed the client's outbound activities.

Developing the Ideal Customer Profile

DMT's standard procedure involves sharing an ICP questionnaire post-discovery call to assess initial prospecting volumes and define lead generation strategy.

Before the project started, we had a strategy call to discuss both the research and outreach aspects. Eventually, the research strategy was approved - and during the first two weeks, DMT team shared lead lists with the client for review and feedback - to align on the right targeting.

Lab Specifications

Types: Genetic, Clinical, Toxicology

Optimal Lab Size: 5–25 employees

Key Titles: LIS Manager, Lab Manager, Lab Technician, CEO

Domain Reputation Management

With advancements in anti-spam systems, cold outreach now demands a much more careful and strategic approach. Since the client opted for a project plan with a higher daily email volume, we needed a solution that would protect their domain reputation.

To minimize risk, we set look-alike domains and did it on scale to reach the necessary sending limits. Our team also went beyond the standard one/two-week warm-up period - also involving a couple of tools for a more efficient email warm-up. This reduced the volume per sender and helped ensure long-term deliverability.

After the research part was aligned and the infrastructure was prepared for the outreach - we started generating content for the sequences.

Content Writing

The key to high open rates lies in the subject line and opening sentence - they grab attention and encourage the prospect to engage. But keeping their interest through the entire message requires thoughtful structure and clarity.

Here are the principles we followed when crafting content for this campaign:

Trigger-first paragraphs – Each paragraph starts with strong, engaging keywords to help busy readers quickly grasp the message.

Short paragraphs – No paragraph exceeded 2–3 sentences to maintain readability.

Relevant data – We incorporated statistics tied to the prospect’s potential pain points for credibility and relevance.

Low-pressure CTA – Instead of pushing for a demo too early, we first offered value — like a relevant case study or a video — and only suggested next steps once genuine interest was shown.

LinkedIn Performed Well

In parallel with the email campaign, LinkedIn outreach proved to be an effective alternative channel. Used primarily for follow-ups, it helped us connect with leads who don’t check email frequently.

As DMT operated as an extension of the client’s team, we created a dedicated LinkedIn profile for a fictional employee — someone with a relevant background, based near the company’s HQ, and connected to the CEO’s network. During the warm-up phase, we built a professional network to increase credibility before beginning outreach.

Over a Quarter, the DMT team achieved:

• Over 5,000 cold leads sourced and engaged with relevant, personalized messaging.
• 38 appointments booked with high-interest prospects, resulting in a strong conversion rate.
• 5–10% response rates and consistent open rates maintained across the campaign.

Although the first month yielded only 4 meetings, performance quickly ramped up — stabilizing at 8–10 qualified appointments per month.

The steady improvement in pipeline and ROI demonstrated that the outreach strategy worked — and ultimately, that our client’s investment in sales development paid off.