First Month Outbound Results
May 7, 2025
Client Overview
We were hired by Lockwell, a Brooklyn-based cybersecurity startup to build their initial outbound motion and establish a consistent flow of leads. With a mission to make enterprise-grade cybersecurity accessible and affordable, Lockwell combines proprietary software, policy automation, and 24/7 expert support into a single subscription platform. Their target market includes small to mid-sized organizations with limited IT resources but high compliance and data protection needs. Lockwell’s platform is recognized for its ease of use, rapid deployment, and ability to bring organizations to NIST compliance quickly and cost-effectively, earning industry accolades such as “Best Value Software” from Capterra and “Most Recommended” on Gartner’s Software Advice.
Engagement Objectives
Lockwell partnered with Creatop to accelerate outbound lead generation, focusing on building a high-quality sales pipeline. The goal for the first month was to validate outbound messaging, rapidly generate qualified leads, and establish a scalable process for meetings and deal flow.
Outbound Strategy and Execution
The campaign strategy centered on precision targeting of executive leadership roles. Messaging was tailored to resonate with sector-specific pain points, especially around compliance, data protection, and grant-related opportunities. Two primary playbooks were tested: one focused on executives and a secondary campaign targeting founders, with plans to expand into SaaS/startup verticals.
Key components of the outbound system included:
Highly segmented prospect lists, enriched with firmographic data (size, revenue, founding year).
Compliance-focused subject lines to maximize first-touch engagement.
Automated lead tracking and rapid notification workflows to ensure timely handoff to sales reps.
Ongoing optimization of subject lines, campaign steps, and personalization using AI-driven research.
Results & Impact (April – May, 2025)
Pipeline and Lead Generation
52 total leads generated in the first month, with over 40 leads from the flagship campaign targeting Executive Directors.
27 Tier 1 responses (“Interested,” “Meeting Request,” or “Information Request”) from the top campaign, representing 55% of all responses in that segment.
Meeting and Deal Flow
Multiple meetings and demos were scheduled with qualified leads; at least two deals were closed within the first month, including a significant large organization deal.
Positive response rates were exceptional: a 7% reply rate and 18% positive reply rate on the main campaign, far exceeding typical industry benchmarks for cold outbound (2–5% reply rate).
Lead Quality and Segmentation
High-value leads were concentrated among small to mid-sized orgs, with most Tier 1 qualified lead orgs having between 4 and 15 employees, though several larger organizations (up to 130 employees) also responded positively.
Reported annual revenues among Tier 1 leads ranged from $448,000 to $33.6 million, confirming Lockwell’s appeal to both small and mid-market nonprofits.
Nearly all positive responses occurring at the first sequence step.
Messaging and Market Fit
Messaging that emphasized compliance, grant opportunities, and sector-specific challenges consistently drove the highest-value responses.
Keywords associated with converting leads included indicate strong resonance with Lockwell’s positioning as a compliance and data protection partner.
Campaign Optimization
The outbound system was continually refined, including reduction of email sequence steps to increase capacity and personalization of outreach using AI-generated lines tailored to each prospects mission and needs.
Lead notification and handoff processes were automated to ensure rapid follow-up by Lockwell’s growing sales team.
The Outcome
Lockwell’s first month with Creatop delivered rapid, high-quality pipeline growth, validating both the market fit and the outbound playbook for nonprofit organizations. The campaign achieved:
Robust lead generation and qualification, with a strong concentration of decision-makers in the nonprofit sector.
High engagement and conversion rates, leading to multiple meetings and at least two closed deals in the initial month.
A scalable outbound process, ready for increased volume and expansion into additional verticals and geographies.
Lockwell’s project demonstrates the impact of precision-targeted outreach, sector-specific messaging, and seamless collaboration between marketing and sales. The result is a sustainable pipeline of qualified opportunities, strong early revenue, and a foundation for ongoing growth in the SMB cybersecurity market.
[References: All data and insights are derived from Creatop’s leads database, campaign analytics, and internal reports for April–May 2025.]