Overview
CrossVal, a growth-stage financial SaaS company, generated roughly $170K in qualified pipeline in 3 months by pairing a market-timing offer with multi-channel outbound across the GCC. Along the way: a 12% reply rate on LinkedIn voice notes and 100% connection acceptance on founder-profile outreach.
The starting point was familiar: the founder was running sales personally, an investor pitch was approaching, and the global data tools, Apollo and LinkedIn among them, had poor coverage of the region. Superable built the structured outbound engine that closed that gap.
The Challenge
CrossVal was a growth-stage fintech whose founder was still carrying sales personally, with an investor pitch on the calendar. The company needed structured outbound across the GCC, and the global data tools it had access to, Apollo and LinkedIn, covered the region poorly. What it needed:
- A structured outbound engine to take sales off the founder’s plate
- Qualified pipeline to show before the approaching investor pitch
- GCC contact coverage that Apollo and LinkedIn could not provide
- Messaging that landed with regional buyers, not templates built for other markets
Our Approach
The market-timing wedge
A regulatory compliance deadline was creating urgency across CrossVal’s market. Instead of leading with the product, we engineered a loss-leader offer around the deadline itself, tested in two variants: penalty recovery and penalty prevention.
- Loss-leader offer built around a live regulatory compliance deadline
- Two variants tested: penalty recovery and penalty prevention
- Urgency supplied by the market’s own calendar
Multi-channel outbound with voice notes
Outbound ran from the founder’s own profile, led by LinkedIn voice notes and backed by cold calling and a dedicated email infrastructure, with messaging personalised by vertical rather than blasted to one list.
- LinkedIn voice notes: 12% reply rate
- Founder-profile connection requests: 100% acceptance, 41 of 41
- Messaging personalised by vertical: agencies, professional services, e-commerce
- Cold calling run in parallel
- Email infrastructure on pre-warmed domains
The partnership channel
Direct outbound ran alongside a partnership motion: accelerators, business setup firms, and platform integrations. Partnership conversations booked meetings at a 30% rate.
- Accelerators and business setup firms as referral partners
- Platform integration partnerships
- 30% booking rate on partnership outreach
The Results
- $170K in qualified pipeline in 3 months
- 12% reply rate on LinkedIn voice-note outbound
- 100% connection acceptance on founder-profile outreach, 41 of 41
- 30% booking rate through the partnership channel
- Multiple deals progressed to proposal stage
- Verticalised messaging validated across 4+ segments
The lesson of the CrossVal engagement is regional: where global data tools fall short, regional depth and creative positioning win. It is also the premise Superable now runs as one go-to-market engine that flexes across several channels at once instead of several disconnected vendors, the model we call Elastic GTM, built on GCC B2B GTM depth the global platforms do not have.