The Company
A woman-owned, national painting company.
Founded in 1991, ISP Painting is a woman-owned national commercial painting company serving the United States, Canada, and Puerto Rico.
The Challenge
A strong retention story, but no consistent demand engine.
ISP Painting has a strong record of client satisfaction and retention, but the sales team wanted a consistent demand generation program to supply a steady flow of qualified leads within a niche market: physical retailers with more than 50 locations across five or more states. Past outbound attempts had generated leads, but not leads that met ISP’s qualification bar — the challenge was building an outbound motion capable of sufficiently qualifying this specific, niche audience.
The Approach
Testing the levers of a “rip-and-replace” pitch.
ISP Painting ran FullFunnel’s Flex program, designed to systematically test and experiment with the levers of outbound demand generation — activity volume, BDR talent, targeting, messaging, and data sources — to determine whether outbound could work for a niche, “rip and replace” sell. FullFunnel tested a range of value narratives, call openings, and title targeting, positioning ISP as a valuable backup solution to get a foot in the door with organizations that already had a painting vendor in place, while still qualifying leads tightly enough to be worth the sales team’s time.