You mentioned we only get paid on qualified meetings - so what happens with booked but unqualified meetings on the entry campaign?

Cormac Repman
3 hours ago
3 min read

Great question, and we get this one all the time. The short answer is that entry campaigns are a training ground where your team learns to book meetings without worrying about qualification rates. We only get paid on the meetings that meet your ideal customer profile, so those 40 booked meetings signal you're ready to scale into the B2B motion that actually generates revenue for us both.

What Does "Qualified" Actually Mean?

When we say a meeting qualifies for our pay model, we're talking about a real prospect who fits your ICP. That typically means the right buyer title, company size, industry, and budget indicators. An unqualified booking might be someone who's curious but doesn't have buying authority, works for a company that's too small, or is in a vertical you don't serve. Both are valuable learning signals, but only qualified meetings align with our economics.

Why Entry Campaigns Feel Different

Your entry campaign serves one purpose: teaching your team to book meetings at scale while testing messaging, targeting, and positioning. Think of it as the proving ground. We're not charging you based on qualification rates here because we expect lower-quality conversations while you're figuring out what resonates with your market. 30-40% of your bookings will be qualified right now, and that's actually the signal we need to see before ramping to higher-touch campaigns.

The Conversion Rate Reality

We used to see 50% entry campaign qualification rates across our book of business, but that's shifted to 30-40% lately. Why? Most companies skip the foundation work. They jump straight to outbound without clear positioning, without testing their pitch, without understanding who actually buys. An entry campaign forces you to slow down and get that right. Your 40 booked meetings are giving you real market feedback on who's interested, which messaging lands, and where you need to refine before we scale.

How the Economics Work

Here's the deal: we want your entry campaign to generate volume so you learn fast. You're paying for the campaign management, sequencing, and list building, but we're not extracting our margin from meetings that don't move the needle for us. Once we see strong qualification rates and you've validated your positioning, we move to a performance model where we earn fees on qualified meetings only. That's when your cost per qualified meeting drops because we're sharing the risk of conversion quality.

What Success Looks Like

A successful entry campaign isn't about qualification rate. It's about discovering which personas, which messaging, which targeting actually works. You might book 40 meetings and qualify 12-16 of them. Those 12-16 give us the data to build your next phase where we're much more surgical with targeting and messaging. Your team learns what a "yes" conversation feels like versus a "nice to meet you but we're not ready" conversation.

Moving Forward

The 40 booked meetings isn't a failure if only half qualify. It's actually the inflection point where we shift from "learn the basics" to "let's make every conversation count." We then refine targeting, tighten your messaging around the personas that convert, and move into the performance-based engagement where both of us win when qualified meetings book.

Ready to see how this plays out in your market? Let's talk about your entry campaign.