An advertising agency in Australia booked 2,582 sales calls in 12 months with Smirnov Consulting Group. It targeted 4 niches at the same time. We ran LinkedIn outreach with warm emails, separate cold email campaigns, and added accounts as each campaign proved itself.
The agency needed outbound at a scale one profile cannot reach
This agency did not need a trickle of calls. It wanted outbound at real scale, across several industries at once.
That changes the setup. One founder sending from one LinkedIn profile cannot produce that volume, however good the message is. Scale meant more accounts, more lists and more campaigns running in parallel.
We built four target markets and ran them side by side
Here is what we did, in order:
- Improved the agency's current digital assets, so prospects who checked them out were more likely to reply and book.
- Picked 4 niches to target at the same time.
- Built the lists with Sales Navigator, Apollo, Uplead and ZoomInfo.
- Ran LinkedIn outreach with warm emails. A warm email is a follow-up sent after a LinkedIn first touch, so the prospect has already seen the name.
- Ran separate cold email campaigns.
- Set up multiple campaigns, each with 2 or 3 scenarios, usually 5 to 7 steps long.
- Scaled horizontally: when a campaign worked, we added more LinkedIn and email accounts running it.
One campaign: 41.2% accepted, 37.9% replied
The funnel below is the one published with this case. The 2,582 sales calls are the total for the full 12 months.
| Step, one campaign | Number | Rate |
|---|---|---|
| Connection requests sent | 3,535 | |
| Requests accepted | 1,458 | 41.2% of sent |
| Replies after connecting | 553 | 37.9% of connected |
553 replies from one campaign is a lot. But it is one campaign out of many. The agency ran several campaigns across its 4 niches during the year, so the call total is far larger than this one funnel.
2,582 sales calls in 12 months
Across the full 12-month program, the agency booked 2,582 sales calls.
The results, as recorded on the case:
- 2,582 sales calls booked in 12 months
- 553 replies from just 1 campaign
- 4 niches targeted at the same time
Multi-niche outbound works when each niche gets its own campaign
Running 4 niches at once only works when each niche is treated as its own market. One message sent to 4 audiences speaks to none of them. This case ran multiple campaigns, each with its own 2 or 3 scenarios, instead of one big blast.
It also depends on capacity. 2,582 calls in a year means the agency had people free to take them and the ability to deliver for the clients who signed. An agency that pauses outbound whenever it gets busy will not see a year like this. Paused sequences stop mid-way, warm conversations go cold, and the restart begins from a weaker position.
If your agency has proof in more than one industry and a team that can run the calls, the multi-niche setup is worth planning. If your proof sits in one industry, start there.
More results for ad agencies are on our advertising agencies page. See all our results on /case-studies, and how programs are priced on /pricing.
