Building a High-Quality Outbound Engine for a Performance Agency

Client

TripleScale is a performance marketing agency helping ecommerce brands scale through Meta Ads and creative testing.

Interview Style Testimonial:

Context

Before working with us, TripleScale relied heavily on referrals and inbound demand. While deal quality was strong, pipeline volume was inconsistent and difficult to forecast.

They had experimented with outbound before, mainly through LinkedIn and limited email outreach using standard databases like Apollo. While this produced occasional conversations, lead quality was unreliable, especially when targeting e-commerce brands.

The core issue was finding the right brands, at the right time, with the right level of sophistication.

TripleScale also had strict targeting criteria. They only wanted brands doing $10M+ in revenue and spending $10K+ per month on ads, so safe to say it wasn’t an easy task.

The Challenge

TripleScale faced three constraints.

1. Outbound data quality

Most ecommerce brands are poorly represented in LinkedIn and Apollo. Many companies sourced through these platforms were not real ecommerce operators, were inactive, or lacked the operational and budget maturity needed for paid media at scale.

2. A low signal-to-noise ratio

Previous outbound attempts reached people, but not brands actively spending, testing creatives, or experiencing meaningful Meta performance pressure.

3. Lack of ICP clarity at scale

While TripleScale knew who their best clients were anecdotally, they lacked a system to validate which verticals, roles, and brand profiles consistently converted across outbound.

Our Approach

1. Smart e-commerce data sourcing

Before writing a single message, we rebuilt how leads were sourced.

Instead of relying on Apollo and LinkedIn, we focused on store-level e-commerce data.

Using proven e-commerce databases such as Storeleads as well as in-house Google search scraping and verification workflows, we identified premium e-commerce stores. We double verified real e-commerce presence through cart and checkout functionality, scraped full websites to understand product focus and positioning, and extracted indicators around who the brand was selling to and what they were pushing most aggressively.

This ensured every company contacted was a real e-commerce operator with the technical foundation and commercial intent to scale paid traffic - and didn't rely on native data platform filters which tend to be inacurate at scale.

2. Research-Per-Unit and ICP discovery

On top of verified e-commerce data, we deployed our Research-Per-Unit system.

Each prospect was analyzed individually for role, decision-making authority, vertical, product category, market sophistication, and Meta and creative-related pain points. This allowed us to micro-segment TripleScale’s total addressable market and test different verticals and angles in parallel.

As a result, we were able to identify which ICP segments consistently produced higher intent and better sales conversations. These insights did not only improve outbound performance but also helped inform TripleScale’s internal acquisition and positioning decisions.

Outbound became a learning engine rather than just a booking channel.

3. Signal-led campaign layer

Alongside full-market research per unit coverage, we ran a focused signal-led campaign.

This campaign targeted e-commerce brands that were actively running Meta ads but showing signs of creative strain or competitive pressure. We identified brands recycling fatigued creatives, brands being out-advertised by competitors, and brands scaling spend without sufficient creative testing.

These signals were identified by analyzing Meta Ad Library activity and ad behavior patterns, not assumptions. Messaging was tied directly to what was happening inside the account at that moment.

4. Volume and delivery infrastructure

Quality was the foundation, but volume was what made the system predictable.

Using a premium Microsoft Azure inbox infrastructure, we were able to consistently deliver between 14,000 and 15,000 emails per month while maintaining deliverability.

In parallel, LinkedIn outreach was supported through a combination of TripleScale’s internal profiles and additional outsourced European-based profiles, allowing us to push between 80 and 120 connection requests per day.

On a monthly basis, this created a steady, repeatable flow of touch-points across email and LinkedIn, ensuring that qualified segments were reached at meaningful scale.

At the end of the day, outbound is still a numbers game.

5. Qualification before booking

Every interested lead was contacted before being booked on TripleScale’s calendar.

We verified intent, budget, relevance, and readiness to buy. Only qualified decision-makers were scheduled, protecting the sales team’s time and increasing close probability.

Results

Over a four-month period, the system delivered consistent, high-quality outcomes.

• 30 high quality meetings booked

• 23 meetings showed up

• 4 new clients closed

• 2 additional deals currently in progress

One of the closed clients was NeuroGum, one of the largest supplement brands in the category.

All results came from cold outbound, with no paid ads or referral dependency.

Additional Outcomes

Beyond meetings and closed deals, the engagement produced a secondary outcome.

By running rapid RPU-based testing across e-commerce segments, TripleScale gained clarity on which ICPs were most receptive to their offer. These insights continued to power their internal acquisition channels and informed how they positioned their offer moving forward.

Client Feedback and Proof

Throughout the four-month partnership, TripleScale’s founder shared direct feedback confirming lead quality and closed deals sourced through outbound.

These insights helped us further optimize our outbound acquisition efforts.

Takeaway

For performance agencies targeting e-commerce brands, outbound success depends less on clever copy and more on data quality, segmentation, volume control, and qualification.

When those pieces are in place, outbound becomes predictable, scalable, and strategically valuable beyond short-term deal flow.