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Run 30 tiny outbound campaigns of 50 people each instead of one big one
Picked and checked by Olga Pearson, SalesUpLevel
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Reported in 11x's case study: outbound contact-to-demo conversion went from 1% to 1.5 to 2% within 90 days. In six months: 122 meetings booked, 290 positive replies, 58 opportunities and $450K AUD pipeline influenced.
What I like here is how small each campaign is. Most outbound goes to one big list with one message, and it reads that way.
Case study: Ansarada (customer) and 11x (vendor). Ansarada's GTM ops lead Mitch Kenny and his SalesOps colleague Christine run outbound as small, sharp campaigns of 50 or 60 people, split by region, known or cold account, and segment, with up to 31 live at once and 110 built. They also follow up content downloads fast: someone who downloads a due diligence checklist probably has a deal coming, so the message is about that problem. Cold audiences answered better to a meeting ask; warm content follow-ups did better sending people straight into the product to try it.
By Mitch Kenny (Ansarada), in an 11x case study, GTM Operations & Analytics, Ansarada (runs the 11x program with Christine, SalesOps) · Case study (11x customer story) ↗ · Shared by 11x on LinkedIn Oct 26, 2026 (page has no date)
Run it before your 10am
- Split your list by region, known versus cold account, and segment.
- Cap each campaign at 50 to 60 people with one message for that group.
- Write the message around the one problem that group shares.
- Follow up content downloads quickly, guessing the reason from the asset, role and industry.
- Test a meeting ask on cold groups and a try-the-product ask on warm content follow-ups.
- Once a month, pause what is not working and launch the next small batch.
Audience: [50 people, region, segment, known or cold account]. The one problem this group shares: [notes]. Write a 3-email sequence under 90 words per email. Email 1: name the one problem this group has and ask for a 20-minute meeting. Email 2: one short proof point from a similar company. Email 3: a simple yes or no question. No flattery, no 'I hope you're well'. Content follow-up version: '[Name] downloaded [asset]. Their role is [title] at a [industry] company. What are they likely trying to do, and what is one helpful next step we can offer? Write a 60-word note.'
If you lead a team
- Hold a monthly review: pause, keep, launch.
- Track contact-to-demo rate per small campaign, not overall.
Watch out for
- Vendor case study; 11x is selling its AI SDR.
- Christine's surname is not given in the case study.
- 'Pipeline influenced' is a soft number. The case study also lists 9 opportunities closed/won in six months; ask what closed.
- What I'd have my team try first: one campaign of 50 people who share one problem, measured on its own contact-to-demo rate.
Source: 11x case study 'Ansarada' (shared by 11x on LinkedIn, Oct 26, 2026). Case study: customer Ansarada, vendor 11x. Results are as reported in the vendor case study; we did not measure them.
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