SQL Lead Generation For Application Testing Company
Booked Solid: 62 High-Intent Appointments for a Fast-Growing QA & Testing Company
338
SQLs Generated
62
Qualified Appointments
7
Months
Campaign Type
Sales Qualified Appointments
Channels
Targeted Emails With LinkedIn Outreach
Target Location
India | United States | Europe
Target Job Roles
CTO, VP (IT), Director IT, Head of IT
Target Industry
ECommerce, SaaS, AI Platforms
About The Client
The client is a rapidly growing software testing and quality assurance (QA) company, recognized for delivering high-quality, cost-effective testing solutions. With expertise across performance testing, automation, and security, the company supports businesses in ensuring application reliability, scalability, and compliance.
Challenges Client Faced
The client has built a strong reputation, earning the trust of existing customers through there service excellence. Much of their business growth has been driven by referrals and direct relationships formed by the founders at industry events. However, despite their success, the firm struggled to acquire new customers and faced delays in reaching sales targets due to an inconsistent lead pipeline and rising industry competition.
To meet their revenue goals by expanding their presence in the Indian market and tapping into overseas opportunities, the client aimed to target businesses seeking high-quality, cost-effective services. To support this strategy, they decided to partner with a specialized lead generation agency.
Among the shortlisted providers, CodeRenowned emerged as the preferred choice for its structured lead qualification framework and proven appointment-setting capabilities.
Our Observations
Through our initial assessment, we identified several critical areas that were impacting the client’s ability to scale consistently:
Founder-Led Sales
Sales efforts were primarily driven by the founding team, with no dedicated sales resources in place. While this ensured high-touch engagement, it limited scalability and stretched the founders' bandwidth.
Marketing Campaigns
There were no ongoing marketing or outbound campaigns. The company relied entirely on referrals and personal networks, which restricted their visibility beyond known circles.
Value-Driven Offers
No clear, compelling offers were in place to create urgency or drive differentiation. Sales conversations often lacked momentum due to the absence of strong value propositions.
Inconsistent Lead Flow
Lead generation was sporadic and unstructured, leading to unpredictable pipeline velocity and delayed goal achievement.
Undefined ICP
Without structured outreach or data-backed segmentation, the team lacked clarity on their most valuable customer segments.
Bottleneck in Growth
The combined effect of these gaps created a significant bottleneck in growth. The absence of scalable systems, consistent lead generation, and a clear go-to-market framework made it difficult to accelerate revenue or expand into new markets.
CodeRenowned Solution
In the initial onboarding session, our team conducted a deep dive into the client’s service offerings and value proposition to gain strategic clarity. The goal was to understand:
- What types of companies has the business previously worked with?
- Who are the typical decision-makers engaged during the sales process?
- Which industries does the company primarily serve or gain the most traction in?
- What core services are offered by the business?
- What is the unique value proposition that differentiates the business in the market?
- What pricing or engagement model is generally followed?
- What key pain points does the offering aim to solve for its customers?
- What are the most common objections or decision triggers observed during the sales cycle?
- What successful case studies or representative use cases demonstrate the business's capabilities?
Once we had a clear understanding of the client’s business, we moved into the execution phase to implement the tailored strategy.
Our Go-To-Market Strategy
1. ICP Research
Identified high-fit accounts by analyzing past client profiles, industry relevance, company size, and decision-maker roles to create a targeted list of prospects most likely to convert.
2. Data Collection & Segmentation
Collected and enriched decision-maker data based on ICP criteria, segmented by industry, size, tech stack, funding signals, and geography to enable precise targeting across sales and marketing channels.
3. Messaging & Value Proposition
Developed clear, pain-point-driven messaging tailored to each persona, highlighting reliability, cost-efficiency, and scalable QA solutions that differentiate the brand in a competitive, trust-sensitive market.
4. Channel Strategy
Activated outreach across LinkedIn, email, and targeted content to engage ICPs, ensuring visibility, consistency, and measurable touchpoints throughout the buyer journey.
5. Offer Strategy
Designed value-based offers including a free performance audit and a low-risk pilot package, incentivizing faster conversions and reducing initial friction in decision-making among technical stakeholders.
Campaign Execution
With a clearly defined ICP, validated messaging, and enriched data targeting eCommerce, SaaS companies and recently funded AI platforms, we moved into the execution phase by launching targeted campaigns focused on generating high-quality, sales-qualified opportunities (SQL) at scale.
Multi-Channel Outreach
A multi-touch outreach campaign, using email and LinkedIn automation, was tailored to each segment. The messaging emphasized the client’s core differentiators—cost-efficiency, performance assurance, and deep technical QA expertise supported by industry-specific case studies showcasing relevant performance metrics. Personalized touchpoints were crafted to address common challenges within each target industry.
A/B Testing
To optimize campaign performance, we conducted continuous A/B testing on subject lines, email copy variations, CTAs, and LinkedIn messages. Insights from these tests enabled the CodeRenowned campaign team to implement real-time refinements and adopt high-performing variants, resulting in improved open and reply rates across all audience segments.
Lead Scoring & Qualification
A structured lead scoring model was implemented in HubSpot CRM to prioritize high-intent responses based on campaign engagement, firmographics, job titles, company revenue, technology stack, funding stage, and geographic region. This ensure the sales team focuses on the most relevant, sales-ready opportunities while booking appointments with those SQLs.
Lead Scoring & Qualification
Qualified leads were handled by the CodeRenowned SDR team, who engaged warm prospects via email and calls at the right time, booking one-on-one calendar appointments. This process ensured a seamless handover of sales-qualified appointments to the client, enabling them to focus on converting high-quality meetings into revenue opportunities.
Results
The campaign delivered high-quality outcomes with strong engagement and conversion rates across the defined ICP segments:
- 12,867 total contacts reached through personalized, multi-touch outreach across email and LinkedIn
- 338 Sales-Qualified Leads (SQLs) identified based on firmographic fit and engagement behavior
- 62 one-on-one appointments booked with key decision-makers, including CTOs, QA Heads
- Achieved a 18.3% SQL-to-appointment conversion rate, exceeding industry benchmarks for outbound B2B lead generation
This result-driven campaign not only delivered qualified meetings but also equipped the client with a structured outbound process aligned to their ICP laying the groundwork for predictable revenue growth.