AGENCY & SERVICES · EVENT STAFFING
High Profile Promotions
CASE STUDY · B2B SAAS · TRADE & TECHNICAL SCHOOL SOFTWARE
Lumion
From zero demand gen to 50+ meetings in 31 days.
Andrew Jones joined Lumion as their first-ever marketing hire. No pipeline, no outbound, no system. In 31 business days live with BuzzLead, Lumion generated 100+ positive replies, scheduled 50+ meetings, and hit an 80% hold rate — across a niche audience most agencies wouldn't know how to reach.
31 days
time to results
100+
positive replies
50+
meetings scheduled
80%
meeting hold rate
Industry
B2B SaaS / trade & technical school software
Engagement
Ongoing (started March 2026)
Marketing team at start
1 (Andrew, first hire)
THE SITUATION
First marketing hire. No pipeline. No system. Board targets to hit.
Andrew joined Lumion right as the company was transitioning from a single payments product to a full software suite. There was no marketing function, no demand gen channel, and no outbound system. The sales team had no consistent source of qualified leads. Andrew's immediate problem was building a predictable pipeline fast enough to create space to do everything else — while hitting board targets.
Zero marketing before Andrew joinedSales team had no consistent lead sourceNiche audience — 10,000–30,000 trade & tech schoolsBoard targets required a fast, measurable channelPaid media timeline too slow for immediate pipeline
PIPELINE BEFORE BUZZLEAD
Outbound
0
Paid media
Not yet
Inbound
Sporadic
ZERO DEMAND GEN · NO REPEATABLE CHANNEL
THE BUILD
What we built for Lumion.
Here's exactly what we built for Lumion. Every step, every tool, every signal we tracked.
01
VERTICALIZED ICP STRATEGY
Mapped the trade school ecosystem into distinct segments
Instead of treating trade and technical schools as one monolithic audience, we mapped distinct verticals with different pain points and buying triggers: CDL schools, cosmetology and beauty programs, multi-trade schools, healthcare training, and online bootcamps. Each segment got its own messaging angle tied to Lumion's payment plan and enrollment products.
- 5 core verticals mapped and sequenced
- Messaging calibrated per vertical's primary pain
- Split testing across segments from day one
- Campaigns live within 10-day warm-up window
02
SIGNAL-BASED MESSAGING (CDL)
Timed outreach to the government Pell Grant compliance window
CDL schools were the breakout performer. The reason: government changes to Pell Grant requirements for program length and completion rates had these schools actively evaluating their enrollment and payment infrastructure. We timed messaging to that policy moment — right message, right time.
- Policy-triggered angle: Pell Grant compliance pressure
- CDL schools outperforming all other verticals in reply rate
- Replicated the timing logic across other regulatory-sensitive segments
- 5–6% average reply rate across campaigns (benchmark: 2%)
03
CAMPAIGN INFRASTRUCTURE
Built the backend so the sales team could just close
Dedicated mailboxes, warmed domains, automated meeting booking flowing directly to Lumion's SDR calendar, and reply routing with full prospect context. The system handled all outreach mechanics so Andrew's team only touched hot leads.
- Dedicated sending infrastructure across secondary subdomains
- Mixed Microsoft 365 + Google Workspace to distribute risk
- Automated calendar routing to SDRs (Kayden + Bentley)
- Zero primary-domain risk
04
CONTINUOUS VERTICAL EXPANSION
Found new TAM as campaigns compounded
After CDL and cosmetology proved out, we mapped adjacent verticals with similar structural fit: dental assisting (24 existing Lumion customers used as a lookalike seed), aesthetics and barbering, massage therapy, and culinary schools. Each expansion adds runway without diluting the core messaging.
- 4+ new verticals identified and queued for expansion
- Dental assisting: existing customer list used to build lookalike targeting
- TAM expanding systematically as winners compound
- New verticals approved: aesthetics/barbering, dental assisting, massage therapy, culinary
WHAT IT LOOKED LIKE
Real emails. Real replies.
Below are redacted samples from the actual Lumion campaign. Names and specifics changed; the structure and results are real.
SENT · CDL / PAYMENT PLAN
CDL program financing — quick question
Saw [School Name] offers a CDL-A program — with the new Pell Grant completion requirements, a lot of CDL schools are rethinking how they handle tuition financing. We work with schools like yours to offer NMLS-certified payment plans that help students get in without full upfront payment. Worth a 15-minute call?
Signal: CDL school · Pell Grant policy trigger · Day 1
REPLY
Re: CDL program financing — quick question
This is actually timing well — we've been dealing with exactly this. Can you send more info on what the payment plans look like and how schools typically implement them?
Reply received · Day 3
BOOKED
Calendar confirmation · [Prospect]
CDL program director, 200+ students annually, evaluating enrollment and payment infrastructure. Referred to Kayden for demo.
Routed to SDR · Day 4
THE OUTCOME
50+ meetings. 80% hold rate. A sales team that's actually busy.
In 31 business days, Lumion went from zero pipeline to a full calendar. The sales team — which had no consistent lead source before Andrew joined — now prioritizes BuzzLead-sourced meetings above all other channels. Andrew described results as 'infinitely better than I thought, even though I knew they'd go well.' The engagement is expanding into May and June with new verticals, a scope increase, and a growth marketer coming on to run paid media off the same audience data.
“In the span of a month, we've had well over 100 positive responses. We've scheduled 45 to 55-plus meetings with an 80% hold rate. Are the sales teams busy? Yeah, absolutely — and that has now become one of the channels that they prioritize the most.”
Andrew JonesHead of Marketing, Lumion
THE SHIFT
Demand gen channel
None
Demand gen channel
Cold email (systematic)
Monthly meetings
0
Monthly meetings
13–17/month
Marketing team
0 people
Marketing team
Andrew + BuzzLead
Sales team lead source
None
Sales team lead source
BuzzLead #1 priority
Pipeline predictability
None
Pipeline predictability
Consistent, measurable
Vertical coverage
Monolith (one bucket)
Vertical coverage
5 segments + expanding
50+
MEETINGS BOOKED IN 31 DAYS
THE JOURNEY
Month by month, what actually happened.
MONTH 1 · WK 1
ICP mapping
5 verticals mapped. Infrastructure warmed. Campaign strategy finalized with Andrew.
MONTH 1 · WK 2
Go live
Campaigns launched across CDL, cosmetology, multi-trade, healthcare, bootcamps.
MONTH 1 · WK 4
First results
100+ positive replies in 31 days. CDL and cosmetology emerge as top performers.
MONTH 2
Optimization
Healthcare segmented into sub-verticals. Dental assisting, aesthetics, massage therapy added to queue.
MONTH 2+
Expansion
Scope increase approved. Growth marketer starting to run paid media off campaign data. Fireflies-to-HubSpot feedback loop in build.
MONTH 1 · WK 1
ICP mapping
5 verticals mapped. Infrastructure warmed. Campaign strategy finalized with Andrew.
MONTH 1 · WK 2
Go live
Campaigns launched across CDL, cosmetology, multi-trade, healthcare, bootcamps.
MONTH 1 · WK 4
First results
100+ positive replies in 31 days. CDL and cosmetology emerge as top performers.
MONTH 2
Optimization
Healthcare segmented into sub-verticals. Dental assisting, aesthetics, massage therapy added to queue.
MONTH 2+
Expansion
Scope increase approved. Growth marketer starting to run paid media off campaign data. Fireflies-to-HubSpot feedback loop in build.
FOR THE TECHNICAL BUYER
The tech under the hood.
MORE RECEIPTS
Other founders who rebuilt their pipeline with us.
Ready?
Your pipeline, rebuilt.
20-minute strategy call. We'll audit your ICP, show you which signals we'd track, and map out exactly what the first 120 days would look like. No commitment, no pressure, no pitch deck.
TRUSTED BY 50+ B2B TEAMS ACROSS SAAS, AGENCIES, AND PROFESSIONAL SERVICES
Certified partnersClayEmailBisonCloseSmartleadHubSpot
© 2026 BuzzLead Corp. All rights reserved.
Made with vibes and sunshine in St. Pete Beach since 2022
contact@buzzlead.io