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Case Study · ABM and Outbound

$3.6M in pipeline in 90 days by targeting fewer accounts, better

A specialty B2B healthcare SaaS company broke into hard-to-reach pharmaceutical manufacturers with a curated ABM motion built on Clay, LinkedIn, and inbox-safe email.
Client profile
Healthcare SaaS company
IndustryHealthcare SaaS
BuyersLarge pharma manufacturers
ServiceABM and outbound
EngagementOne quarter
SystemsClay, HeyReach, Instantly
ChannelsLinkedIn and email
Results
First 90 days
$3.6M

Pipeline influenced

From a curated set of target accounts

25

Manufacturers targeted

Buying committees mapped in Clay

12

Interested leads

Within one quarter

~5×

More LinkedIn replies vs. email

Across a similar number of campaigns

The Challenge

Whale accounts that ignore generic outreach

The client delivers custom SaaS to large pharmaceutical manufacturers. A single deal touches several departments and teams, often spread across large, matrixed organizations.

These risk-averse manufacturers have long sales cycles and layered buying committees. Aggressive email security and firewalls make standard cold email unreliable, and a generic pitch will not land: messaging has to speak to the specific drug, therapeutic area, and business moment at each account.

What FullFunnel Did

A repeatable way to reach the full buying committee

Rather than a one-off contact list, FullFunnel built a full account-based outbound motion, from value offer through inbox-safe delivery. Clay, HeyReach, and Instantly identified and activated buying committees across LinkedIn and email.

LinkedIn carried conversation and reply volume, and email supported top-of-funnel awareness, working together as one coordinated motion rather than in isolation.

Sound Familiar?

This is not a pharma-specific problem

Teams selling into large enterprises run into the same signs:
01 Target accounts have layered buying committees that no single contact can speak for.
02 Cold email gets stopped by security filters before anyone reads it.
03 Generic messaging fails to reflect each account’s business.
04 Outbound effort is spent on the wrong people, in the wrong inbox.
What FullFunnel Delivered

From account strategy to inbox-safe delivery

FullFunnel worked in four steps, focusing initial effort on the highest-value targets first.
STEP 1

Align on a value offer

FullFunnel partnered with the client on curated messaging and a value offer, then focused initial effort on the highest-value targets.

STEP 2

Map buying committees with Clay

Account-specific research replaced list-buying. FullFunnel curated decision-makers, champions, wallet holders, and influencers per account, and built account and contact data to reflect each manufacturer’s actual structure.

STEP 3

Run LinkedIn as the core channel

Connection-first sequences reached into each buying committee, with messaging curated by persona and account tier, plus re-engagement plays for previously contacted accounts.

STEP 4

Make email safe to send

A safe-to-send enrichment pass ran on every inbox before sending. Email went only where it would reliably land, with LinkedIn prioritized where it would not, protecting sender reputation in a highly regulated industry.

The takeaway A targeted, tiered ABM approach outperformed scaled outbound, with higher-quality replies and real pipeline from a small set of accounts.
Outcomes

What changed

$3.6M influenced pipeline

One quarter of curated, tier-based outbound produced real pipeline from 25 target accounts.

LinkedIn drove ~5× more replies

Roughly five times more replies than email across a similar number of campaigns, with a reply rate above benchmark.

Email beat benchmark, safely

Email reply rates were also above benchmark once sending was limited to safe-to-send inboxes.

12 interested leads

Engaged buyers at hard-to-reach manufacturer accounts within the quarter.
Typical outbound This motion
Purchased contact lists Buying committees researched and mapped per account in Clay
One generic pitch for every account Messaging curated by persona and account tier
Cold email blocked by security filters Email sent only to safe-to-send inboxes, LinkedIn first
Client Perspective
For our niche healthcare SaaS brand targeting top 20 pharma, FullFunnel proved that highly custom, professional, AI-powered BDR outreach can break into some of the industry’s most elusive buying committees. FullFunnel’s team was thoughtful, curious, fast, responsive, and a pleasure to work with every step of the way. I’d highly recommend them for anyone seeking to pilot a BDR program across LinkedIn and email channels.
VP of Marketing
Healthcare SaaS client

Ready to break into your whale accounts?

If your best accounts are large, hard to reach, and full of decision-makers who do not respond to generic outreach, let’s talk. We will show you how a curated ABM approach can get you in the door.
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