General Counsels have some of the lowest cold email response rates in B2B. They are trained to be cautious, they use corporate email systems with strict filtering, and they rarely engage with unsolicited outreach. Dock 365 had tried two other agencies before us. The first sent 5,000 emails per month with generic CLM messaging and booked zero meetings in 3 months. The second used a LinkedIn-only approach and booked 2 meetings in 2 months, neither of which converted. Combined spend across both agencies was over $20K with almost nothing to show for it.
We took the opposite approach from the previous agencies: low-volume, high-research sequences at 500 contacts per month. Each email was individually researched and referenced a specific regulatory change, M&A event, or contract dispute affecting the recipient's company or industry. Research investment per contact was 3 to 4x higher than a typical campaign, averaging 12 minutes per prospect. We used 6 dedicated sending domains and sent only 2 follow-ups per sequence. Subject lines referenced the specific legal event, never the product. The CTA was a soft ask: worth a conversation? rather than book a demo. We also identified that GCs at companies between 200 and 1,000 employees were 4x more responsive than GCs at enterprises, so we narrowed the ICP aggressively after month 2.
Key Insight: 27 meetings, 4 closed deals, 3 in active pipeline at the end of the engagement. An 18% meeting-to-close rate because every meeting was deeply qualified. The prospect had already self-selected by replying to a hyper-specific email about their own situation. 500 hyper-personalized emails per month beat 5,000 templated ones when the ACV is $120K+ and justifies the research investment. The math is simple: 27 meetings at $120K ACV is $3.2M in total addressable pipeline from a channel that cost under $40K to run.
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