A Series B vertical SaaS for the construction industry had a strong inbound motion but zero outbound. In 90 days, Axe Frontier built the ICP, stood up HubSpot Sequences, and generated $1.8M in qualified pipeline.
The challenge
Inbound was plateauing at ~$600K net-new ARR per quarter. The board wanted a second growth lever but the team had never hired an SDR, had no sales engagement stack, and had zero outbound playbook.
The approach Axe Frontier took
Week 1–2: ICP sharpening with the CRO, HubSpot Sales Hub build, sequence library for 3 personas. Week 3: one dedicated SDR live on calls. Week 4–12: continuous iteration on messaging, account list, and handoff with 2 AEs.
Results
- $1.8M qualified pipeline in 90 days
- 42 discovery meetings booked
- 3 closed-won worth $540K ARR
- 21% meeting-to-opp conversion
In their words
"We went from zero to a real outbound engine in one quarter. The SDR operated like one of ours. We renewed."
— CRO, Vertical SaaS (construction), Series B
Could this work for your company?
Probably yes if: you are a US B2B SaaS, Fintech, Cybersecurity, DevTools, MarTech, or HealthTech company with a defined ICP, an AE team ready to take the demos, and an ACV above $20K. Not a fit if: you sell to consumers, you are sub-$10K ACV transactional, or you have no AE to close.