48 appointments and 5 deals in 4 months: targeting С-level executives in $200M companies via cold emails for software development company

  • $900K new project revenue
  • 48appointments booked in 4 months
CategoryAppointment Setting
IndustrySoftware Development
Company size501-1,000 employees

About the Client

Our client is an on-demand software development company offering outsourcing teams to companies all over the world. Having acquired a solid pool of developers with expertise in 100+ tech skills, the company managed to be listed on Inc. 5000 and to become an IBM registered business partner with Microsoft Gold and ISO/IEC 27001 certification.

The company’s clients include Fortune 500 organizations and companies listed on the New York Stock Exchange.

Client’s challenge

Conquering the market. Considering that there are a plethora of software development companies in the market, the client required an approach that would make them stand FAR out from the crowd, fostering a lead generation process that couldn’t be replicated.


  1. Incorporation of unique approach. To draw the attention of the client’s prospects, it took us some effort to evaluate and define the approach that would best suit the client’s goals. Since the target audience’s inboxes turned out to be spammed and fill with multiple related requests, we had to apply classical and non-standard approaches to cold email templates–unless we came up with an out-of-the-box solution (spoiler, we did).
  2. Expanding targeting industries and titles. Testing creative sets of templates brought us high open rates; however, the conversion was not as high as we hoped. Therefore, we expanded geolocation and ICPs allowing us to boost appointment-setting rates. Moreover, we utilized personalized case studies in the follow-up emails tailored to particular industries (IT services and consulting, education, retail, manufacturing) and titles, which resulted in a higher number of appointments.


Appointment setting for SoftDev

  • In the first three months, we delivered 10 appointments (per month); the fourth month brought up to 20 appointments monthly.
  • In four months, we managed to schedule 48 appointments, resulting in closing 5 deals (10% closing ratio).
  • Cold email campaigns targeting midsize businesses brought a 40% open rate and a 7% reply rate.

SoftDev Case Study Review

Challenges Belkins encountered

  1. Competitive industry. Since the software development market is saturated and highly competitive, the lead generation process turned out to be quite lengthy. This was no problem as we were testing various templates. Despite the fact that in the first stage, we didn’t fulfill KPIs, our team eventually applied the right approach, allowing us to overexceed expected results in the long run.
  2. Target size. The client’s requirement was targeting entities consisting of 200–500 employees with over 200 million in revenue. We took it upon ourselves to test a variety of effective approaches until we found the one that almost guaranteed a reply and eventually helped us achieve the expected conversion rate.
  • Reading duration10 min
  • Published17 Mar 2023
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