Overview

A U.S.-based custom software and digital product company needed a more structured way to reach high-value B2B prospects.

The company already had strong technical credibility, an established portfolio, and experience across software development, automation, web, mobile, and AI-related projects. What it lacked was a repeatable outreach system that could turn that credibility into consistent market conversations.

Think Big Digital supported the company as an outsourced growth execution partner, helping to connect ICP research, LinkedIn outreach, Apollo email campaigns, Sendr video follow-ups, handcrafted messaging, custom GPT workflows, case-study-led personalisation, VP-level LinkedIn content, and appointment tracking into a single working system.

The goal was not generic lead generation. The goal was to help the company approach better-fit prospects across industries where project opportunities could start at $10K+, with a preference for $50K+ and $100K+ conversations.

The Challenge

The client had strong delivery capability, but business development activity needed more structure.

High-value software opportunities rarely come from a single generic message. A founder, CTO, operator, or business owner evaluating a custom software project needs context, relevance, and proof before making a decision.

The client needed a practical system that could answer questions like:

  • Who should be targeted?

  • Which industry, use case, or pain point matters most?

  • Which case study should support the message?

  • Should outreach happen through LinkedIn, email, or video?

  • Which leads require manual follow-up?

  • Which conversations should move into booked, interested, or nurture stages?

This was not only an outreach problem. It was an execution system problem.

Our Approach

Think Big Digital built and managed a multi-channel outreach operation that combined research, targeting, messaging, automation, content, GPT-assisted drafting, follow-up, and reporting.

Automation created reach. Manual review and custom messaging helped protect quality. That balance mattered because the client was approaching senior decision-makers for larger custom software and digital product opportunities.

What We Built

ICP Research & Target Account Identification

Think Big Digital created ICP lists using LinkedIn, Apollo, and manual web research.

Prospects were segmented by:

  • Role and decision-making level

  • Company type and size

  • Industry and service fit

  • Buying signals

  • Relevance to the client’s software capabilities

This helped ensure outreach focused on accounts where custom software, automation, digital products, or AI-related services were more likely to be relevant.

Case-Study-Led Outreach Messaging

Rather than sending generic “we build software” outreach, campaigns were built around relevant case studies and business problems.

Messages were matched to:

  • Industry context

  • Buyer pain points

  • Service relevance

  • Project type

  • Operational or product challenges

This gave outreach more credibility and made the messaging more relevant to each prospect segment.

LinkedIn Outreach with Manual Follow-Up

LinkedIn outreach was managed with a human layer rather than being left fully automated.

Think Big Digital handled:

  • Campaign setup and sequencing

  • Message drafting and personalisation

  • Response tracking

  • Manual follow-up handling

  • Interested in lead movement

  • Appointment coordination

Automation supported scale, but live responses and follow-ups were handled with more context so that higher-value conversations could be advanced effectively.

Apollo Email Campaigns

Apollo email campaigns were built and managed alongside LinkedIn outreach to create additional touchpoints with target accounts.

This included:

  • Custom email writing

  • Campaign setup and sequencing

  • Open and engagement tracking

  • Follow-up scheduling

  • Coordination with LinkedIn outreach activity

The objective was to create a more consistent outbound presence rather than relying on a single channel.

Sendr Video Follow-Up Sequences

To make follow-ups more personal and differentiated, Think Big Digital also created Sendr video campaign sequences.

These videos helped communicate:

  • How the client approached custom software projects

  • Their execution process and ownership model

  • Delivery support beyond development

  • Broader business context around software decision-making

This added a more human and consultative layer to the outbound process.

Custom GPT Workflows

Think Big Digital also built custom GPT workflows to support execution across multiple parts of the outreach system.

These GPT workflows were used for:

  • Research assistance

  • LinkedIn message drafting

  • Email writing support

  • Case-study matching

  • Content support

  • Faster first-draft generation with human review

The GPTs were not used for generic mass messaging. They were used to improve speed and consistency while maintaining quality control.

VP-Level LinkedIn Content Creation

Alongside outbound, Think Big Digital created LinkedIn content for the client’s VP of Sales.

The content focused on practical themes such as:

  • AI adoption

  • Workflow friction

  • Automation opportunities

  • MVP scoping

  • Vendor selection

  • Custom software decisions

  • Operational clarity

This mattered because prospects often check a sales leader’s LinkedIn profile before responding. The content helped reinforce credibility around the outreach conversations.

Results Achieved

The project created clear operational proof across both outreach execution and appointment activity.

Key outputs included:

  • 8 booked appointments

  • Completed introductory calls

  • ICP research across LinkedIn, Apollo, and manual web research

  • LinkedIn outreach campaigns with manual follow-up handling

  • Apollo email campaigns with custom email writing and tracking

  • Sendr video follow-up sequences

  • Custom GPT workflows for research, messaging, email writing, and content

  • Case-study-led personalisation by industry and buyer need

  • VP of Sales LinkedIn content creation and refinement

  • Daily campaign tracking, interested lead tracking, and weekly reporting

  • Proof of potential high-value opportunities through anonymised internal communication and appointment records

Why This Project Mattered

Many B2B companies treat lead research, LinkedIn outreach, email campaigns, content, AI tools, and reporting as separate activities.

For this client, those parts needed to work together.

Think Big Digital helped create the operating layer behind outreach by combining:

  • ICP research

  • Campaign planning

  • Handcrafted messaging

  • Automation

  • Custom GPT workflows

  • Content support

  • Follow-up tracking

  • Reporting

That is what made the work different from a basic lead generation campaign.

The result was a practical outsourced growth system that gave the client a repeatable way to run outreach without having to build the full execution layer internally.

Outcome

The final result was a structured, multi-channel outreach engine designed to support high-value B2B software conversations.

By combining ICP research, LinkedIn campaigns, Apollo email, Sendr video outreach, custom GPT workflows, case-study-led messaging, VP-level content, and appointment tracking, Think Big Digital helped the client move from scattered outreach activity to a more repeatable outsourced growth operation built around relevance, proof, and follow-through.