27 demos and $54K+ in pipeline in 21 days.
How a free 2,000-contact list turned cold email into LocalPipe's most consistent acquisition channel, with 30 to 40% of demos becoming paying customers.
DylanFounder, LocalPipeIn 21 days, Volente booked 27 demos and created $54K+ in pipeline for LocalPipe, a SaaS platform that pulls local business data live from Google Maps. The offer was a free 2,000-contact list built for each prospect's market, which produced about 1 demo for every 150 emails. The campaign ran at a 3.5% reply rate with 0.92% bounce, and 30 to 40% of demo attendees became paying customers.
What was LocalPipe dealing with?
LocalPipe grew fast on referrals and founder Dylan's LinkedIn content, but that pipeline has a ceiling: referral networks get tapped and content has to be fed every week or it dries up. Pipeline was sporadic. As a solo founder buried in product and customer support, Dylan knew he wanted cold email for volume but had no time to build it.
Our job was to own the entire front end: infrastructure, list building, copy, campaign angles, sequencing and reply management. Dylan handles the platform. We fill the pipeline.
What offer got the replies?
A free 2,000-contact list pulled for the prospect's exact target market, no strings attached. Asking a cold prospect to book a call creates friction, especially in a market where everyone already has a data provider. Offering 2,000 fresh contacts for their market, free, is hard to ignore. The list was not charity: saying yes to it meant agreeing to a conversation about how it was built and what LocalPipe's data does differently. We call this asset-based outbound. Replies started within the first 24 hours of launch.
How did demos turn into customers?
- Live platform walkthrough instead of a slide deck, showing where the data comes from
- Build the free list live, on the call, with the prospect's own filters, in about 10 minutes
- A private Slack invite for ongoing founder-level support after the demo
By the time pricing came up, prospects had already used the product and had their list in hand. On average 30 to 40% of demo attendees converted to paying customers. Several prospects ran communities of agency operators and started sending referrals within their first month.
What were the campaign numbers?
| Metric | Result (3 weeks) |
|---|---|
| Emails sent | 11,052 |
| People contacted | 5,888 |
| Replies | 206 (3.5%, typical is 1 to 2%) |
| Interested | 40 (19.42% of replies) |
| Bounced | 54 (0.92%) |
| Unsubscribed | 14 (0.24%) |
| Open tracking | Off on purpose: the tracking pixel is a spam signal |
What is the takeaway?
Cold email still books meetings like nothing else when the fundamentals are right: get the list right, get the infrastructure right and lead with real value. Dylan got his time back and the pipeline now runs in the background.
Want the original write-up with the screenshots? Open the LocalPipe case study deck.
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Matt leads strategy at Volente and makes sure every client's KPIs get hit. Volente is a full outbound team of GTM engineers, SDRs, senior warm callers and specialists that sends 150,000+ cold emails a month for agencies and B2B SaaS companies across the US and Canada. Connect on LinkedIn.
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