No prior outbound experience. Almost all business came from referrals and paid ads. A month of vertical testing found buyers they'd never imagined they could reach.
Referrals and paid ads brought in some business, but both have a ceiling, and neither was generating enough interested leads. The bigger issue: this client had never considered cold email as a way to sell at all. It wasn't on their radar as an option. That's a common blind spot for a business selling something specific or unusual. If nobody else in the space is doing outbound, it's easy to assume it won't work.
Rather than assume who the best buyers were, campaigns were planned and launched across several different verticals at once, specifically to find out which audiences actually responded.
Sometimes the win isn't optimizing a channel you already have. It's proving a channel you didn't know existed. If you've assumed cold outreach wouldn't work for something as specific as what you sell, that assumption is usually the thing worth testing first.
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