--- title: "Appointment Setting for a Business Music Provider: CustomChannels Case Study" description: "With Belkins, a business music provider CustomChannels, booked 115 appointments with multi-location businesses in 9 months and closed $10K–$25K deals." url: "https://belkins.io/case-studies/belkins-outreach-strategy-helped-a-music-agency-close-deals-valued-thousand-dollars" --- ![Custom Channels](https://belkins.directus.app/assets/2afbf541-7f08-4ac2-83ab-77b824cd3165?fit=inside) # Lead generation for a music agency Multi-location targeting helped a music agency close $10K–$25K deals in 6 months - 115 appointments booked within 9 months - $10K+ avg. deal size Category Appointment setting Industry Music Headquarters Lafayette, Colorado, USA Company size 11-50 employees ## [YouTube video player](https://www.youtube.com/watch?v=MAqrkjRiJ80) ## About CustomChannels CustomChannels offers a simple, reliable, and effective solution for businesses to enhance customer experiences with quality licensed music. Their team, passionate about music, works closely with businesses to craft the perfect playlist tailored to their unique atmosphere and customer base. ## Impact of our partnership: dream-client deals Over 9 months, CustomChannels booked 115 appointments with decision-makers at multi-location businesses. Within the first 6 months, the company closed deals worth $10K to $25K each, including contracts with several of its dream clients. - **115 appointments** in 9 months - **Deals of $10K–$25K** closed within 6 months - **10,834 leads** researched, with lead volume growing from 1,500 to 2,000 per month - **7,000 leads from restaurants**, about two-thirds of the total and the largest segment - **50–55% open rate** and **8–10% reply rate** on cold email Targeting only businesses with multiple locations drove these results. A single account could put CustomChannels’ music into many venues at once, which made each appointment worth more than a single-venue sale. ## Client’s challenges CustomChannels wanted to close more deals and to reach companies operating multiple locations across several sectors. Two things stood in the way. First, the value of business music isn’t obvious to every buyer. The team had to show stakeholders how music shapes customer experience and reach them when they were ready to make a decision. Second, the company’s deal sizes were smaller than those of the larger companies that typically hire appointment-setting vendors. That made it harder to find a lead generation partner that fit. ### Why they chose Belkins CustomChannels had explored several lead generation options without finding one suited to its deal size. Belkins built a campaign around that constraint: precise targeting of multi-location businesses, so every appointment had the potential to cover several venues. ### Partnership objectives The goal was to book appointments with decision-makers at multi-location businesses and raise the number of deals CustomChannels closed, while expanding its reach across sectors in the US and Canada. ## Strategy and implementation The campaign ran on cold email. It started with a narrow definition of the ideal customer: businesses with more than one location. ### Defining the ICP Working with CustomChannels, the team targeted multi-venue businesses in the US and Canada: restaurants, dental clinics, property management companies, franchisors, and retailers. Outreach went to the people who decide on in-venue technology and customer experience: CEOs, Presidents, Directors, heads of operations, IT managers, and marketing leaders. ### Researching location counts Industry databases don’t reliably show how many locations a company runs. The research team checked prospects one by one to confirm they operated multiple venues and to estimate the number of locations. As the campaign scaled, lead research grew from 1,500 to 2,000 leads per month. Restaurants turned out to be the deepest segment, with 7,000 of the 10,834 leads. ### Using internal-reference approach in emails by industry Our team used a colleague-mention approach: each email named a colleague at the prospect’s company and asked whether that person or the prospect handled the decision. Every template carried a value proposition written for the prospect’s industry and closed with one clear call to action. The approach performed well from the start, so the team kept refining it rather than switching to other strategies. ## ![Screenshot](https://belkins.directus.app/assets/20797af5-7b0a-429b-9755-3aa872182505?width=1628&height=1038) Quick and substantial results of this project proved that this approach fits companies with mid-sized deal values that sell to businesses with many locations. A company selling to single-location businesses at the same price point would need far more appointments for the same revenue. ## Challenges we encountered Finding businesses with multiple locations was the hardest part of the campaign. At the start, the team had to identify which industries had enough multi-venue companies and then confirm each prospect’s location count before outreach. That research kept the campaign aligned with the client’s core requirement and focused on accounts large enough to justify a deal. - Reading duration 10 min - Published 14 Feb 2024 Want 100+ qualified appointments yearly? Let's map your winning lead generation strategy. Contact us to unlock your growth potential Want to get 100 to 300 opportunities yearly and 10x your ROI? Book a call with Belkins experts to pick the right strategy and tactics that brings your sales to the next level. 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