# Lumion

**From zero demand gen to 50+ meetings in 31 days.**

*B2B SAAS · TRADE & TECHNICAL SCHOOL SOFTWARE*

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.

## At a glance

- **Industry:** B2B SaaS / trade & technical school software
- **Engagement:** Ongoing (started March 2026)
- **Marketing team at start:** 1 (Andrew, first hire)

## Headline numbers

- **31 days** — time to results
- **100+** — positive replies
- **50+** — meetings scheduled
- **80%** — meeting hold rate

## Client quote

> 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 Jones, Head of Marketing, Lumion

## Before BuzzLead

**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 joined
- Sales team had no consistent lead source
- Niche audience — 10,000–30,000 trade & tech schools
- Board targets required a fast, measurable channel
- Paid media timeline too slow for immediate pipeline

## What we built for Lumion.

### 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

## Real emails

### SENT · CDL / PAYMENT PLAN

*Subject: 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

*Subject: 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

*Subject: Calendar confirmation · [Prospect]*

CDL program director, 200+ students annually, evaluating enrollment and payment infrastructure. Referred to Kayden for demo.

*Routed to SDR · Day 4*

## After BuzzLead

**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.

| Metric | Before | After |
|---|---|---|
| Demand gen channel | None | Cold email (systematic) |
| Monthly meetings | 0 | 13–17/month |
| Marketing team | 0 people | Andrew + BuzzLead |
| Sales team lead source | None | BuzzLead #1 priority |
| Pipeline predictability | None | Consistent, measurable |
| Vertical coverage | Monolith (one bucket) | 5 segments + expanding |

## Timeline

- **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.

## Technical details

### Infrastructure

Dedicated mailboxes across secondary subdomains. Mixed Microsoft 365 + Google Workspace to distribute deliverability risk. 10-day warm-up before first production send. Daily deliverability monitoring. Zero primary-domain risk.

### Signal sources

NAICS code filtering for trade school sub-verticals. Government policy triggers (Pell Grant compliance window for CDL schools). Lumion's existing 24-customer dental assisting list used as lookalike seed. Clay waterfall for contact enrichment. Firecrawl for website data on school size and program offerings.

### Copywriting approach

Verticalized sequences per segment with distinct messaging angles. CDL messaging anchored to Pell Grant compliance pressure. Cosmetology messaging anchored to tech-forward younger operator demo. Healthcare messaging being refined through sub-vertical splits (dental, nursing, cosmetology isolated). Split testing across 5 verticals from day one.

### Automation

Reply routing with prospect context, automated calendar booking to SDR team (Kayden and Bentley). Fireflies-to-HubSpot feedback loop in development — call transcripts will feed back into campaign optimization via Claude AI. Call data will inform lookalike targeting and paid media creative for incoming growth marketer.

### Cadence

Verticalized sequences timed to buying signals (policy windows, regulatory deadlines). New verticals added on a rolling basis as TAM expands. Scope increase for May–June to capitalize on board target timeline.

---

Source: https://buzzlead.io/case-studies/lumion