LEAD GENERATION
How Lead Marvels Built $786K in Association Pipeline by Reaching Executive Directors at CPA Societies, Medical Groups, and Trade Organizations
120+ qualified leads and $786K pipeline in 12 months
Qualified leads in 12 months
Qualified pipeline built
Outbound channel used
CLIENT REVIEW
Hear it straight from the client
Tyler Gilham
Sales Director at LEAD MARVELS
THE CHALLENGE
Where they were stuck
Lead Marvels is the pioneer of Lead Generation as a Service (LGaaS) for professional associations and publishers, building white-labeled digital resource libraries that generate intent-based leads for advertisers. Their core outbound challenge was building a steady, predictable pipeline of qualified conversations with association executive directors and publishers who could become long-term partners.
No predictable channel for reaching association executive directors at scale
Manual prospecting consumed time better spent on partner development
Generic outreach failed to resonate with niche association audiences
THE SYSTEM WE BUILT
How we solved their problems
Building Scalable Infrastructure
We set up 350+ Microsoft inboxes across 9 domains to ensure consistent inbox placement at scale. This infrastructure foundation gave Lead Marvels the sending capacity to reach association executives across every vertical without deliverability issues.
Segmented Association Targeting
We built segmented lists by association type, member size, and vertical, covering CPA societies, medical associations, trade groups, and more. Outreach led with Lead Marvels' specific value proposition: turn-key non-dues revenue at no cost to the association, a message that cut through because it addressed what association leaders actually care about.
Monthly Refinement Cycles
Brandon worked closely with Tyler each month to refine messaging and double down on the segments producing the highest-intent conversations. Cadences were timed to feel like a trusted partner reaching out with a relevant idea. This iterative approach meant the campaign got sharper every month.
Lead Marvels is the pioneer of Lead Generation as a Service (LGaaS) for professional associations and publishers. They build white-labeled digital resource libraries that generate intent-based leads for advertisers. Sales Director Tyler Gilham needed a steady pipeline of qualified conversations with association executive directors and publishers who could become long-term partners, not one-off engagements.
Outbound System built segmented prospect lists by association type, member size, and vertical, covering CPA societies, medical associations, trade groups, and more. Email infrastructure was set up with 350+ Microsoft inboxes across 9 domains to ensure consistent inbox placement at scale. Every outreach cadence was timed to feel like a trusted partner reaching out with a relevant idea, leading with Lead Marvels' specific value proposition: turn-key non-dues revenue at no cost to the association.
Brandon worked closely with Tyler each month to refine messaging and double down on the segments and angles producing the highest-intent conversations. This iterative approach meant the campaign got sharper every month, focusing volume on the verticals and association types that converted best.
In 12 months, the campaign produced 120+ qualified association leads and $786K in pipeline. Several of those leads turned into long-term association partners, validating cold email as one of the most effective channels for building durable partnerships in the association space.
FAQ
Frequently asked questions
Common questions about this case study, answered.
How does cold email work for reaching association executives?
Association executives are highly receptive to cold email when the messaging is specific and relevant to their role. Lead Marvels generated 120+ qualified leads in 12 months by leading with a clear value proposition around non-dues revenue, segmented by association type and vertical. The key is positioning as a strategic partner, not a vendor.
What kind of pipeline can a lead generation company expect from cold email?
Lead Marvels built $786K in qualified pipeline through cold email over 12 months. Results depend heavily on list quality, messaging specificity, and infrastructure discipline. When those elements are dialed in, cold email becomes the most predictable and scalable channel for B2B lead generation companies.
How long does it take to see results from cold email in the association space?
Lead Marvels saw consistent lead flow within the first few months, building to 120+ qualified leads over 12 months. Results compound as messaging gets refined and the highest-performing segments are identified through monthly optimization. Several of those early leads have since turned into long-term association partners.
MORE CASE STUDIES
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ACTIONCOACH MILWAUKEE
BUSINESS COACHING
217
Leads generated
136
Meetings booked
Strategy
ActionCOACH Milwaukee helps owners of trades, construction, manufacturing, and professional-services businesses break bottlenecks and scale, with a vision of creating a thousand millionaires out of owner-operators. Before Outbound System, their growth came almost entirely from referrals and networking, with no cold outreach channel of their own. Founder Mike McKay, a self-described super skeptic who had been burned by vendors before, didn't want to build cold email infrastructure in-house given the cost and complexity. Outbound System built and warmed dedicated sending infrastructure that went live in about five business days, handled all the copywriting, and shaped a compelling owner-to-owner message. ActionCOACH now runs roughly 10,000 emails a month on that infrastructure, and every cycle consistently produces fifteen to twenty booked interviews. Across three months and more than 50,000 emails sent, the program generated 217 leads and 136 booked meetings with near-zero complaints, an entirely additive channel on top of their existing network.
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"I'm a super skeptic. We've spent tons of money on B2B marketing that might as well have been burned in the parking lot. But Outbound System did exactly what they said they would, hit every timeline, and built infrastructure we could never have stood up ourselves for the price. Now we just run it every month, and every time we do we get fifteen to twenty booked interviews that turn into real conversations. If you're B2B, this is a great tool."
Mike McKay
Founder at ACTIONCOACH MILWAUKEE
TULLIUS PARTNERS
MERGERS & ACQUISITIONS
23
Leads in 2 months
38%
Positive reply rate
Strategy
Tullius Partners is an M&A advisory firm with more than 45 years of experience helping business owners sell, raise capital, and plan for succession, with particular depth in facilities-services industries like commercial janitorial. Their growth depends on a steady flow of conversations with owners approaching a transition, a small and high-value audience that is difficult to reach at scale through referrals alone. Outbound System built segmented prospect lists by industry, company size, and ownership profile, then wrote owner-to-owner messaging that led with Tullius's 45-year track record and their focus on maximizing enterprise value. Dedicated sending infrastructure was configured to protect deliverability, and cadences were timed to feel like a trusted advisor reaching out with a relevant idea rather than a sales pitch. Their account manager refined messaging and targeting each week based on which segments and angles produced the highest-intent replies. In two months, the campaign generated 23 qualified leads at a 38% positive reply rate.
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"Outbound System is an excellent platform for generating leads and booking appointments. Our account manager, Brandon, was thorough and strategic in his approach to our cold email campaigns. He was also highly responsive to any questions or concerns we had. The onboarding and campaign management were efficient, and we consistently received leads each month. We highly recommend Outbound System to any business looking to grow its pipeline through effective outbound outreach."
Brian Schlittenhardt
Associate at TULLIUS PARTNERS
