Palico
Palico Case Study: 6–15 Positive Replies a Week and 3 Clients Closed in the First Weeks
Personalisation at scale that felt like an extra in-house rep. 3 clients closed in the first weeks.
What Palico looked like before the system was installed, what was built during the engagement, and the results after.
Visit Palico- Industry
- FinTech · PE marketplace
- Company size
- Under 20 employees
- Engagement
- Results from week 2
- Stack
- Clay, Smartlead, Crunchbase
A lean sales team trying to stand out in inboxes already full of outbound
Palico has run a digital marketplace for LP-led secondaries since 2011, where smaller and mid-sized investors buy and sell fund positions. It connects more than 2,000 accredited investors, and in 2024 alone listed over $1B in secondary sales across 200+ fund positions.
The sales team behind it had fewer than 20 people, selling into a market where every inbox is already crowded.
Standing out required real personalization, and doing that by hand meant hours of research per prospect and emails written one at a time. All of it went out from Palico's main domain, so deliverability and brand reputation were on the line with every send.
Crowded inboxes in a relationship-driven market
Hours of manual research per prospect
Emails written and sent one at a time
Brand reputation at risk on the main domain
“Everyone is doing outbound these days, right? The main problem that we kept running into is how to stand out in someone's inbox.”
Outbound rebuilt in five layers, with no new hires
Each layer removed a manual step or a risk, so personalization could scale without the team doing the research by hand.
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1
Protected sending
Dedicated outreach domains with proper authentication, keeping the main domain and its reputation out of the line of fire.
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2
Data at scale
Contact data gathered at scale and enriched through Crunchbase with the details that matter in this market: fund type, size and region.
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3
Personalization without the hours
Clay powered dynamic fields like industry focus, recent activity and location, so every email read as individually written without anyone researching it by hand.
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4
Sequenced sending
Multi-step Smartlead sequences with timed follow-ups, subject line variations and A/B tested copy, tracked in real time.
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5
Weekly reporting loop
A weekly review of which messages earned responses and which angles to test next.
Isolated sending domains
Authenticated secondary domains so outbound volume never touched the primary brand's reputation.
Fund-level personalization
Dynamic fields per fund and investor instead of manual research on every prospect.
A/B tested sequences
Subject lines and copy tested across multi-step sequences, with the winning angles kept each week.
6–15 positive replies a week from week two, and 3 clients closed in the first weeks
From week two, Palico received between 6 and 15 positive replies every week. Three of those early replies became clients within the first weeks, and new conversations started daily.
None of it required a new hire. Palico's head of sales described it as adding a rep to the team in-house.
“It's almost like expanding the sales team and having an extra resource in-house. Very time efficient for us.”
A lean team in a relationship-driven, regulated market does not need more people to run real outbound. It needs research, personalization and follow-up turned into a system that runs every day, so the people it has spend their time on conversations, not prospecting.
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