Overview

This project shows how I designed and implemented a structured B2B prospecting system that transformed FidesTis' outbound effort from an inconsistent process into a repeatable lead-generation engine. This engine generated 500 high-intent prospects, achieved a 17% conversion rate, and reduced lead sourcing time by 7%.

Problem/Objective

FidesTis is a SaaS startup building an all in one logistic management tool that helps logistics firms and fleet managers monitor and track operations and movement of their vehicles. They had been operating for more than 12 months, acquired their first few customers entirely through founder networks and warm introductions.

As a new startup, FidesTis was dealing with four compounding problems:

• had never formally defined their Ideal Customer Profile (ICP)
• had no system for going out and finding their customers
• had no framework for differentiating companies that have the problem, urgency and budget to act from those who do not.
• had no idea of the specific words and phrases that their target buyers use when they describe their problem online.

Objective

• needed a repeatable process for identifying and engaging potential customers.

Solution

Built an outbound prospecting engine. The goal wasn’t to generate a list of names and start blasting emails. Instead, I built a structured B2B outbound prospecting engine. This system starts with intelligence, filters for readiness, and delivers only the right companies in the right order.

The solution was chosen for three reasons:

1. FidesTis needed repeatability, not a one-time lead list - a prospecting system is a process you can run again every month.
2. The team need to spend time only on companies showing active signals that they have the problem, the budget, and the urgency to act right now.
3. Outreach messages need to use the exact words that buyers use when describing their own problem.

Process