AGENCY & SERVICES · COPYWRITING
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CASE STUDY · B2B SERVICES · EVENT STAFFING & DEMO MANAGEMENT
High Profile Promotions
From solo operator to 16 new customers in year one.
Pete Everest was running HPP alone — doing all prospecting, closing, and account management himself. Pipeline was thin, follow-up was inconsistent, and growth was stuck. One year into working with BuzzLead, HPP has added $70K in revenue, signed 16 new customers, and books meetings Pete looks forward to taking.
1 year
engagement
$70K
revenue added
160
calls booked
16
new customers
Industry
Event staffing & demo management
Engagement
1 year, ongoing
Team size at start
1 (Pete, solo)
THE SITUATION
Solo founder. Doing everything. Pipeline stalled.
Pete Everest was running HPP as a one-person operation — handling every part of the business from outreach to delivery. Outbound was sporadic at best: he'd run a campaign for a week, get pulled into client work, and not return to it for two months. The result was a pipeline that filled in fits and starts, with months of zero new conversations between bursts of activity.
Solo founder doing everythingOutbound work happens in burstsNo system for consistent follow-up
PIPELINE BEFORE BUZZLEAD
Q1
1 call
Q2
2 calls
Q3
0 calls
INCONSISTENT · NO REPEATABLE OUTBOUND
THE BUILD
What we built for HPP.
Here's exactly what we built for High Profile Promotions. Every step, every tool, every signal we tracked.
01
ICP EXPANSION
Mapped the core market, then expanded into adjacent verticals
We started where HPP already had proof — beer, wine, and spirits suppliers who needed event and demo staffing. Then we identified adjacent verticals that had the same structural need: functional beverages, packaged food brands, and CPG companies launching in-store tastings. Nearly doubled the TAM without diluting the ICP.
- 3 core + 2 adjacent verticals mapped
- TAM expanded 1.8x
- Signal scoring calibrated per vertical
02
CONFERENCE-TRIGGERED CAMPAIGNS
TPSA as the flagship, then stacking
The TPSA conference was the first wedge. We built signal-based outreach hitting attendees in the 14 days before and after the event, timed to when they'd be evaluating vendors. That momentum unlocked subsequent campaigns tied to other industry events.
- TPSA pre/post-event sequences
- Event calendar synced to campaign cadence
- Relevant triggers stacked week-over-week
03
SLACK-CONNECTED CAMPAIGN SYSTEM
New ideas → live campaigns in 24 hours
Pete wanted to move fast. We built a Slack workflow where a new campaign idea — triggered by conference news, an industry article, or a competitor win — could be spec'd, written, and live in under a day. This tight loop let HPP capitalize on real-time market moments.
- Slack-native campaign request flow
- 24-hour idea-to-launch SLA
- Campaign ideas sourced collaboratively
04
INFRASTRUCTURE & AUTOMATION
Built the backend so Pete could just close
Dedicated mailboxes, warmed domains, automated meeting booking flowing directly to Pete's calendar, and reply routing through Slack for instant context. Pete's entire interaction with the system became: 'open calendar, see who I'm talking to next, take the call.'
- Dedicated sending infrastructure
- Automated calendar routing
- Slack-native reply management
WHAT IT LOOKED LIKE
Real emails. Real replies.
Below are redacted samples from the actual High Profile Promotions campaign. Names and specifics changed; the structure and results are real.
SENT
Re: [Company]'s TPSA booth strategy
Saw [Company] is attending TPSA next month — we've staffed demo programs for 7 of last year's premium booth winners. If you're tight on regional brand ambassadors, worth 15 minutes before the event...
Signal: TPSA attendee list · Day 1
REPLY
Re: Re: [Company]'s TPSA booth strategy
Good timing — we're still figuring out Saturday coverage. Can you send over what you've done for similar brands? Happy to hop on a call if it looks relevant.
Reply received · Day 2
BOOKED
Calendar confirmation · [Prospect]
Meeting booked Thursday 11am ET. Prospect: Regional brand manager at Series A beverage brand, 45 retail partnerships, actively planning Q1 in-store launches. Deal size est: $8K-20K per event program.
Routed to Pete · Day 2
THE OUTCOME
16 new customers. $70K added. A calendar Pete looks forward to.
One year in, Pete's day starts the same way: open the calendar, see who he's talking to next, take the call. The outbound system runs in the background. HPP signed 16 new customers in year one, added $70K in revenue, and Pete now spends his time on delivery and closing instead of chasing leads. He's preparing to hire his first BD support role to handle the increased volume.
“I have already recommended ten of my fellow business owners to use BuzzLead. Every day I just look at my calendar and see who I'm talking to next. Really low lift on my end to get high quality leads.”
Pete EverestFounder, HPP
THE SHIFT
Outbound process
None
Outbound process
Systematic
Monthly new customers
Unpredictable
Monthly new customers
2/month consistent
Calls booked
Occasional
Calls booked
~13/month
Pete's role in prospecting
100%
Pete's role in prospecting
0% (just takes calls)
16
NEW CUSTOMERS IN YEAR ONE
THE JOURNEY
Month by month, what actually happened.
MONTH 1
ICP audit
Core beer/wine/spirits segment mapped. First conference calendar synced to campaigns.
MONTH 2
TPSA launched
First wave of pre-event outreach. 12 calls booked in the first 21 days.
MONTH 3
Post-TPSA expansion
Adjacent vertical expansion (functional beverages). 3 new customers signed.
MONTH 6
Slack system live
Slack-native campaign system fully operational. 8 customers closed. Pete refocused on delivery.
MONTH 12
Scale
16 customers total. $70K revenue added. HPP preparing to hire first BD support role.
MONTH 1
ICP audit
Core beer/wine/spirits segment mapped. First conference calendar synced to campaigns.
MONTH 2
TPSA launched
First wave of pre-event outreach. 12 calls booked in the first 21 days.
MONTH 3
Post-TPSA expansion
Adjacent vertical expansion (functional beverages). 3 new customers signed.
MONTH 6
Slack system live
Slack-native campaign system fully operational. 8 customers closed. Pete refocused on delivery.
MONTH 12
Scale
16 customers total. $70K revenue added. HPP preparing to hire first BD support role.
FOR THE TECHNICAL BUYER
The tech under the hood.
MORE RECEIPTS
Other founders who rebuilt their pipeline with us.
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