A woman-owned, national painting company.
A strong retention story, but no consistent demand engine.
ISP Painting has a strong record of client satisfaction and retention, but the sales team sought to build 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 — aimed at bringing in new business.
ISP Painting had attempted outbound demand generation programs in the past that produced leads; however, these leads did not meet the desired qualification parameters. The challenge for the FullFunnel team was to build an outbound demand generation team capable of sufficiently qualifying these specific leads.
Testing the levers of a “rip-and-replace” pitch.
ISP Painting utilized the FullFunnel Flex program, designed to systematically test and experiment with various levers of outbound demand generation, including activity volume, BDR talent, targeting, messaging, and data sources. The goal was to determine if outbound could be a productive demand generation program for a niche target, selling a “rip and replace” solution.
FullFunnel initiated the Flex Program, systematically testing a variety of value narratives, call openings, and title targeting to assess outbound efficacy. The team recognized that these target organizations already had various solutions in place to address their painting needs. Therefore, the messaging needed to highlight ISP as a highly valuable backup solution to get a foot in the door while sufficiently qualifying the leads.