A rapidly growing tech startup, focused on providing innovative solutions for [industry or niche], aimed to penetrate the mid-sized and enterprise market segments. The company had a well-defined Ideal Customer Profile (ICP), targeting businesses with [specific criteria such as annual revenue, number of employees, industry verticals, pain points, etc.]. To drive growth, the sales team adopted a proactive approach, leveraging cold calling and email outreach to secure Top of Funnel (TOFU) demo bookings.


The primary challenge was breaking through the noise and reaching decision-makers within the target companies. Additionally, the startup needed to differentiate its offering from competitors and articulate the value proposition effectively to generate interest and secure demo appointments.


  • Ideal Customer Profile (ICP) Definition:
    • The sales team meticulously defined the ICP based on parameters such as company size, industry vertical, pain points, and technological requirements. This ensured that outreach efforts were targeted towards businesses most likely to benefit from the startup’s solutions.
  • Custom Calling Function:
    • The sales team developed a custom calling function that involved:
      • Personalization: Each call began with a personalized introduction referencing the prospect’s company, industry trends, or recent news.
      • Value Proposition Highlighting: The sales reps succinctly communicated the unique value proposition tailored to the prospect’s pain points and business needs.
      • Open-ended Questions: Utilizing open-ended questions to engage prospects in meaningful conversations, uncover challenges, and explore opportunities for collaboration.
      • Persistence and Follow-up: Implementing a structured follow-up cadence to nurture leads and maintain momentum.
  • Email Outreach Strategy:
    • Crafting compelling email templates customized to resonate with the ICP.
    • A/B testing subject lines, messaging, and call-to-action (CTA) to optimize email performance.
    • Leveraging marketing automation tools to schedule personalized follow-up emails based on prospect engagement.
  • Multi-channel Approach:
    • Integrating cold calling with email outreach to increase touchpoints and reinforce messaging consistency.
    • Social Selling: Engaging with prospects on professional networking platforms like LinkedIn to establish rapport and credibility.


  • Increased Demo Bookings: The strategic implementation of the custom calling function and targeted email outreach resulted in a significant uptick in TOFU demo bookings.
  • Higher Conversion Rates: By aligning messaging with the prospect’s pain points and needs, the startup observed higher conversion rates from booked demos to qualified opportunities.
  • Shortened Sales Cycle: The personalized approach and effective communication led to a reduction in the sales cycle duration as prospects were better informed and more inclined to move forward.
  • Improved Pipeline Health: The influx of qualified demo appointments enriched the sales pipeline, providing the sales team with a steady stream of opportunities to nurture and close.


Through a combination of a well-defined ICP, personalized outreach strategies including custom calling functions, and a multi-channel approach, the tech startup successfully generated a consistent flow of TOFU demo bookings from mid-sized and enterprise companies. This approach not only expanded the company’s market reach but also laid a solid foundation for future growth and scalability.