Executive Summary
Nopi is a Dutch SaaS company helping recruitment agencies identify new business opportunities through a centralized job vacancy intelligence platform.
To accelerate growth, Nopi partnered with Noord50 to build a scalable outbound sales operation focused on reaching the right decision-makers and generating qualified sales opportunities.
We developed a targeted outbound strategy, combining in-depth ICP research, account-based prospecting, direct outreach, and structured sales qualification.
Our BDR-led approach focused on cold calling and meaningful conversations with decision-makers, supported by personalized email and LinkedIn follow-ups.
The campaign generated 138 meetings from 814 targeted prospects, achieving a 17% conversion rate.
Client Background
Nopi helps recruitment agencies discover commercial opportunities by collecting job vacancies from multiple sources into one centralized platform.
Recruiters can identify companies actively hiring, filter relevant opportunities, and manage potential clients using Nopi’s built-in CRM.
With a strong product and clear target market, Nopi wanted to accelerate customer acquisition through a more predictable outbound sales process.
Rather than relying on inbound demand, Nopi needed a partner capable of proactively approaching recruitment agencies, engaging decision-makers, and generating qualified sales opportunities.
Objectives
- Define Nopi’s Ideal Customer Profile and identify relevant decision-makers.
- Build a highly targeted database of recruitment agencies and key contacts.
- Develop an effective cold calling strategy with relevant messaging and objection handling.
- Reach decision-makers directly and generate meaningful sales conversations.
- Qualify prospects based on their needs, interest, and commercial potential.
- Build a repeatable outbound sales process that could scale over time.
Scope of Work
1. Sales Strategy & ICP Development
Every successful outbound campaign starts with understanding who to target and why.
We worked closely with Nopi to understand its product, competitive advantages, and the challenges recruitment agencies face when acquiring new clients.
Based on these insights, we defined the Ideal Customer Profile and mapped the relevant decision-makers within recruitment organizations.
We also developed the core sales messaging, identified common pain points, and prepared approaches for handling objections during prospect conversations.
This gave our BDRs a clear understanding of the market and how to position Nopi effectively.
2. Account-Based Prospecting & Data Research
Our data team built a targeted prospect database containing 981 decision-makers within recruitment agencies and related organizations.
Using Clay and additional research, we enriched the database with relevant company information, contact details, and qualification criteria.
Each prospect was evaluated against Nopi’s ICP to ensure outreach focused on companies with genuine commercial potential.
After enrichment and qualification, 814 decision-makers remained in the final target audience.
This allowed us to approach prospects with relevant context rather than relying on generic, high-volume outreach.
3. Cold Calling Strategy & Outreach Execution
With the target audience defined, we developed an outbound sales approach focused on engaging decision-makers directly.
Cold calling was positioned as the primary conversation channel, supported by personalized email and LinkedIn outreach.
Our BDR approach centered on understanding how recruitment agencies currently identify new clients, uncovering challenges in their business development process, and demonstrating where Nopi could add value.
Rather than delivering generic product pitches, the messaging focused on relevant commercial challenges and opening genuine conversations.
Structured follow-ups helped maintain contact with interested prospects and create additional opportunities for engagement.
4. Lead Qualification & Sales Pipeline Development
Generating interest is only the first step. The real value of outbound sales comes from identifying prospects with genuine potential to become customers.
The qualification approach focused on understanding each prospect’s current workflow, challenges, and interest in improving how they identify new recruitment opportunities.
Prospects showing relevant commercial interest were identified as sales-qualified leads, creating a more focused pipeline for Nopi’s sales team.
Throughout the campaign, we monitored outreach performance and refined our targeting and messaging based on market feedback.
Results
The campaign successfully turned a focused group of target accounts into a substantial number of sales opportunities.
- 814 qualified companies selected for outreach.
- 252 total campaign responses, representing a 31% response rate.
- 138 meetings, achieving a 17% conversion rate from the qualified target audience.
- A repeatable outbound sales process built around targeting, prospect engagement, and qualification.
Why It Worked
Successful outbound sales isn’t about contacting as many companies as possible. It’s about reaching the right people with a relevant reason to have a conversation.
For Nopi, we combined detailed ICP research, high-quality prospect data, relevant sales messaging, and a structured approach to prospect engagement.
Our focus was on understanding the prospect’s business, identifying potential challenges, and creating genuine commercial interest.
By prioritizing quality over volume, the campaign generated 138 meetings from a relatively small target audience.
At Noord50, that’s what outbound sales is about: connecting the right companies with the right decision-makers and turning conversations into commercial opportunities.
