FOODWARE MANUFACTURING
How PlantSwitch Booked 330 Meetings in 12 Months and Reshaped Their Go-to-Market Strategy
330 meetings booked in 12 months, go-to-market strategy reshaped
meetings booked in 12 months
Average Replies Per Month
Outbound channel used
CLIENT REVIEW
Hear it straight from the client
Michael O'Keefe
President & COO at PLANTSWITCH
THE CHALLENGE
Where they were stuck
PlantSwitch sells plant-based foodware to restaurants, food service operators, and major retail buyers. They needed outbound that could open doors at scale without hiring a large internal sales team.
Sustainability-first messaging was not converting buyers who decided on cost.
They needed predictable meeting flow, not one-off prospecting spikes.
Scaling outbound without breaking deliverability or brand trust was the bottleneck.
THE SYSTEM WE BUILT
How we solved their problems
Find the message that converted
Outbound System tested cost-first versus sustainability-first positioning and found cost-first messaging converted roughly 2x better, reshaping PlantSwitch's go-to-market angle.
Run always-on outbound at scale
With messaging locked, Outbound System managed targeting, copy, infrastructure, and optimization across a continuous cold email program.
Turn outbound into a growth channel
PlantSwitch booked 330 meetings in 12 months and used the results to reshape how the company approached outbound long term.
Outbound System built PlantSwitch a multi-channel outbound engine targeting multi-location restaurant groups (5+ locations) where volume justified supplier evaluation. The campaign ran a critical A/B test: cost-first messaging versus sustainability-first messaging. The result was decisive. Cost-first converted at nearly 2x the rate.
This insight didn't just improve campaign performance. It reshaped PlantSwitch's entire go-to-market narrative across all channels. By leading with cost parity and supply reliability, then layering in the sustainability story as a competitive advantage, the messaging matched how food service buyers actually make purchasing decisions.
The campaign targeted procurement managers and food service directors with ICP-refined lists, staggered multi-touch sequences, and AI cold calling to reach operational buyers who rarely check email. Over 12 months, the system delivered 330 booked meetings and 42 average replies per month, building a predictable mid-market pipeline alongside their enterprise accounts.
