Playbook
Playbook Case Study: 20 Opportunities in the First 20 Days of Outbound, Built From Zero
Built an outbound motion from zero: 20 opportunities in the first 20 days.
What Playbook looked like before the system was installed, what was built during the engagement, and the results after.
Visit Playbook- Industry
- B2B SaaS · Compliance
- Company size
- About 25 employees
- Engagement
- 9 months
- Stack
- Clay, Instantly
No outbound at all, and a new market to break into
Playbook builds The Company AI, a platform that lets organizations automate their rules, workflows and compliance processes, trusted by brands including Deloitte and Laborie. The company has about 25 people and is led by founder and CEO Dr. Nikolai Wessendorf.
The product was not the gap. Outbound simply did not exist. Growth came entirely from inbound and referrals, just as Playbook wanted to push hard into a new market: South Africa's MedTech, Pharma and Biotech startup ecosystem, where nobody knew them yet.
There was no prospecting system, no sequencing tool and no outbound experience in-house, and the team was too lean to afford months of trial and error.
100% reliant on inbound and referrals
No prospecting system or sequencing tools
A new, regulated market with zero brand awareness
No room for months of trial and error
Outbound from zero in four steps, over nine months
Speed mattered more than perfection, so campaigns went live within weeks and improved from real results instead of months of planning.
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1
The stack
A data collection pipeline feeding Clay for enrichment and segmentation, with Instantly running the campaigns. A toolkit the team could operate from day one.
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2
The message
Offers developed together with Playbook. The winning move was writing to prospects in their native language and leading with the compliance bottlenecks Playbook removes, which built trust immediately in a regulated market.
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3
The launch
Campaigns went live within weeks, then copy and segments were iterated against goals in weekly check-ins with Playbook's leadership.
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4
The handover
Built as a system, not a folder of templates. Playbook's team learned to monitor performance, adjust targeting and keep pipeline healthy on their own.
Native-language outreach
Messages written in the prospect's own language, a small detail that earned outsized trust.
Compliance-led offers
Copy built around the real compliance bottlenecks MedTech, Pharma and Biotech startups face.
Weekly iteration
Copy and segments refined every week against agreed goals, instead of set-and-forget campaigns.
20 opportunities in 20 days, 300+ positive replies, and a system Playbook runs itself
Outbound produced 20 opportunities in the first 20 days after launch, and more than 300 positive replies over the engagement. The pipeline is made up of qualified MedTech and Pharma startups in the target market.
Over nine months the system became a well-run machine that Playbook's own team operates today, without depending on outside help.
“The team is everything you'd want in a consulting partner, true experts with both strategic insight and hands-on execution. They took us from zero to a fully built, high-performing cold outreach engine. From weekly check-ins to goal tracking, they guided us every step of the way.”
Entering a market where nobody knows you is exactly when outbound earns its keep. Starting from zero is not a handicap, because there are no bad habits to unlearn. With the right system the first opportunities arrive in weeks, and the system stays with your team.
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