Flexbone AI had grown entirely through founder-led sales and referrals. No outbound motion, no SDR, no sending infrastructure, not even a CRM with clean prospect data. The founder was the only salesperson and was spending 60% of their time on demos that came through word of mouth. Clinical buyers at health systems are notoriously hard to reach via cold email. They use institutional email systems with aggressive spam filters, and they receive hundreds of vendor emails per week. Two initial test campaigns using a freelance SDR had produced zero meetings in 8 weeks.
We built the entire outbound infrastructure from scratch: 10 dedicated sending domains, warm-up sequences running for 3 weeks before the first campaign, and a clean CRM with segmented lists. We targeted VP Clinical Operations and Director of Practice Management at mid-size health systems with 5 to 25 locations. Signal-based targeting was tied to EHR migration announcements and staffing expansions pulled from job postings and press releases. We sent approximately 800 emails per month across 2 sequences plus 150 LinkedIn connection requests and follow-up messages. Email copy focused on operational efficiency gains with specific metrics, never product features. We tested 4 different angles in the first 60 days and killed 2 that were underperforming.
Key Insight: 38% of meetings came from LinkedIn, not email. Clinical buyers respond to peer-level outreach on LinkedIn far more than cold email because LinkedIn feels less like a vendor channel and more like a professional conversation. For this ICP, multi-channel was the difference between 4 meetings per month and 7. The founder went from spending 60% of their time sourcing leads to spending 100% of their time closing them.
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