Two markets. Two very different realities for outbound.
At Pravaah Consulting, I worked across two very different businesses: a sheet-metal and data-center enclosure manufacturer, and a medical waste management service.
Both involved outbound sales. But the experience reinforced a simple lesson: the same channel doesn’t work just because the same playbook worked somewhere else.
The challenge
My work involved sales and marketing outreach through LinkedIn and email. The interesting part was seeing how different the buyer and channel realities could be across industries.
Case one: Manufacturing
For Sintel Inc., a sheet-metal and data-center enclosure manufacturer, I worked on sales and marketing outreach.
I sourced a lead that became part of a business contract large enough to support the opening of a second factory.
The important part wasn’t just finding a name to add to a list. It was creating an opportunity that connected a potential buyer with a real manufacturing business.
Case two: Medical waste management
For a medical waste management business, I also worked on sales outreach through LinkedIn and email.
After roughly four months without traction, I diagnosed a mismatch between the intended buyers and LinkedIn as a channel. The problem wasn’t necessarily another subject line or a better follow-up sequence. It was whether the buyers we wanted to reach were reachable there in the first place.
What I took away
Before asking, “How do we improve this campaign?”, ask a more uncomfortable question:
“Are the people we’re trying to reach even here?”
It’s easy to keep optimizing copy, adding prospects, or sending more messages because those are the things a team can control. But more activity doesn’t fix a mismatch between the audience and the channel.
Outbound starts with finding the right buyer in the right place. The message comes after that.
Working through a buyer, channel, or positioning problem?