Enterprise Outreach Case: 14 Meetings From 690 Touches

Enterprise lead generation is rarely about volume. In this project Telegram was the main channel, and 690 touches turned into 205 replies and 14 meetings. The client is a large document-management company with a document and contract builder. Email and LinkedIn were cut from day one, and of the niches we tested, real estate worked best.

The task: clients with revenue of 10 billion roubles or more, on a tight schedule

The company wanted new clients with revenue of 10 billion roubles or more and to test hypotheses across several niches on a tight schedule. The goal: grow the client portfolio fast.

That brief has two constraints. Seniority: at a large company the decision rarely sits with one person, and each decision maker has to be reached by name. Time: testing niches one by one was off the table, because a niche that stays quiet costs a month.

Why we dropped email and LinkedIn

Conversion in the Russian market was too low, so email and LinkedIn were ruled out from the start. Telegram became the main outreach channel, with messages going to personal numbers.

Across our enterprise campaigns, a Telegram message to a personal number gets a reply 25-30% of the time on average, while email and LinkedIn in Russia get under 3%. On a tight schedule, re-testing a gap that size made no sense. Our working explanation for it:

• A senior executive's corporate inbox is usually read by an assistant, so the email may never reach them.
• A message to a personal number is read by the person, in the same app they use with colleagues.
• A short Telegram message with a clear reason reads like a normal conversation and takes one line to answer.

We don't write off email in enterprise: our usual setup keeps targeted emails alongside Telegram. In this market, by our estimate, it wasn't worth the time.

Finding the segment: from banking and IT to real estate

Reaching decision makers at large companies starts with the database. We built one for the job: wrote parsers, programs that collect data by set rules, and focused on personal Telegram numbers. A generic company list won't do: you need the person who makes the call.

Then we tested several niches, including banking, IT and manufacturing. After A/B testing, meaning comparing versions against each other, real estate came out as the most effective segment, and the project focused on it. We won't guess why; the order of work is more useful. This is how we usually test niches in enterprise (our standard plan, not this project's timeline):

1. Weeks 1-2: pick three or four niches and map companies and roles: who decides, who influences, who blocks. Almost everything is decided here.
2. Weeks 2-3: build the database, writing parsers for the job.
3. Weeks 3-4: write a separate text for each niche and role. The first touches go out by hand, so we hear how people answer.
4. Weeks 4-10: run all niches in parallel, see which one answers, then move the whole effort there.
5. After that: carry threads to a meeting with reminders, reschedules and follow-ups. In enterprise, half the meetings come on the second or third approach.

That's why Telegram B2B outreach at this level isn't one message blasted to a list: each niche, role and reason to write gets its own text. An example first message for a segment like this (a template, not a message from the project):

“Hi {Name}, I saw that {company} is {reason: launching a new residential project, entering a new region}. We make a document and contract builder for large companies. How do you prepare standard contracts with buyers and contractors today: lawyers editing templates by hand, or already in a system? If it's a live question, I can show you how it works on a short call.”

For a bank or a manufacturer, the reason, documents and reader would all differ.

Results in numbers

205 replies on 690 touches is about three replies per ten touches (our math, same figures). Those replies produced 14 meetings.

690 touches per project looks small next to mass campaigns, but in enterprise it's normal: few companies have revenue of 10 billion roubles or more, and at each one you need a specific person.

What to apply to your own outreach

You don't have to copy the channel. Copy the logic:

• Pick the channel from your market's numbers, not from habit. If decision makers barely answer email, start where they do answer.
• Test three or four niches at once, each with its own text for the industry and role. Close the quiet ones and move the effort to the one that answers; here, that was real estate.
• Decide who runs the meetings. A director at a large company expects industry expertise, and it has to be yours, not the agency's.

This approach isn't for everyone. If you need volume and meetings this week, it's too slow: the enterprise sales cycle is 3-9 months, and the money from meetings comes about a quarter later. With under fifty target companies where you know people, writing to them yourself is cheaper. And outside Russia the email and LinkedIn conclusion may not hold: it came from Russian conversion rates.

The stages, the team and the pricing model, a flat fee plus payment per meeting held, are on our enterprise lead generation page.

With a short list of large companies and little time, start with two decisions rather than the wording of the first message: which channel your decision makers actually answer in, and which three or four niches you will test at once.