B2B Lead Generation Case Study
B2B Lead Generation Case Study: 142 Sales Meetings for Xerox
Scale Oxford booked 142 sales meetings for Xerox through LinkedIn and cold email outreach. The company had always relied on referrals, and an earlier bought contact list had produced nothing. We wrote down its ideal customer with the directors first, then built small checked lists around that profile and answered every interested reply the same day.
- Xerox
- IT services
- United Kingdom
- February–July 2026 (6 months)
01THE CLIENT
The Client: Good at the Work, Short of New Conversations
Xerox looks after the IT of small and mid-sized businesses. Its clients tend to stay for years, but almost every new contract came through a referral, and nobody on the team had time to prospect.
The directors wanted a regular run of sales meetings with businesses that fit, without doing the prospecting themselves and without hiring a sales development rep before they knew what would work. They would take the calls, and we would handle everything that came before them.
Worked inLinkedInApolloCRM
02THE PROBLEM
The Problem: A Bought List and No Meetings
The company had tried buying a contact list once. It got a spreadsheet of names, a handful of annoyed replies and no meetings.
No Written Ideal Customer
Nobody had written down which businesses the company serves best, so outreach went to anyone with an IT budget.
One Message for Everyone
The same long email went to every contact. It read like a mass mailing because it was one.
Replies Left Waiting
Interested replies sat in an inbox for days, and by the time anyone answered, some of those buyers had spoken to another provider.
What the Wider Data SaysPublished numbers from outside Scale Oxford that explain why the work was done in this order.
- 5%
of business buyers are in the market for a given product at any one time. The other 95% are not buying yet.
SourceLinkedIn’s B2B Institute and Ehrenberg-Bass, reported in Marketing Week - 17%
of a B2B buying process is spent meeting potential suppliers. Buyers spend more of it, 27%, researching on their own online.
SourceGartner (CEB), survey of B2B buyers
03OUR WORK
What We Did: The Ideal Customer First, Then the Outreach
We spent the first days learning how the company sells and asking the directors about their best clients. The most useful question was why those clients had left their previous provider, because the answers gave the outreach something specific to say. From that we wrote an ideal customer profile together and agreed what counts as a qualified meeting.
We then built small lists of businesses that matched the profile and checked every contact before writing to anyone. The messages were short and written for one reader at a time, with a different opening for each type of business, and the directors approved every one before it went out. LinkedIn outreach went first. Cold email followed only once the new sending addresses had been properly warmed up, because rushing that step is how a campaign ends up in spam.
Reply speed made the biggest difference. Interested replies were answered the same day and the prospect was booked straight into the sales team’s calendar, with the full conversation passed on before the call. After that we compared messages, audiences and channels, kept what booked meetings and widened the targeting to new regions and sectors.
04RESULTS
The Results: What Changed in the Calendar
Results for Xerox, February–July 2026 (6 months): 142 sales meetings booked, 4.7% positive reply rate and 19 new contracts signed.
These figures come from the client’s calendar and CRM for the period shown. A meeting counts only if it took place with a business that matched the agreed profile, and contracts are those signed from meetings we booked. The campaign is now reaching into new regions with the same profile and the messages that worked.
- 142Sales meetings bookedMeetings with businesses that matched the agreed profile
- 4.7%Positive reply rateShare of people contacted who replied with interest
- 19New contracts signedSigned from meetings we booked
- Client
- Xerox
- Sector
- IT services
- Market
- United Kingdom
- Period
- February–July 2026 (6 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- Outsourced SDR
186 Sales Meetings Held for ServiceMaster Clean
The directors were doing all the selling in the gaps between site visits. Our team started in the first week and confirms every meeting the day before.
Read the case study - LinkedIn Ads
263% More Qualified Leads for Sage
The clicks looked fine, and the sales team didn’t want to call any of the leads. We started by agreeing with them what a good lead actually was.
Read the case study - Web Design
189% More Enquiries From a New Website for Crowe
Recommendations brought people to the website, and the website gave them no reason to call. Each service now has its own page with a clear next step.
Read the case study
06QUESTIONS
B2B Lead Generation Case Study: Frequently Asked Questions
- What does a B2B lead generation agency actually deliver?
Sales meetings. Scale Oxford is judged on the conversations that land in your calendar, and a list of names is where our work starts, never what we hand over.
- How soon do the first sales meetings arrive?
LinkedIn outreach usually starts within the first few weeks, once the targeting and messages are approved, and the first replies follow soon after. Cold email starts later, because new sending addresses need several weeks of warm-up before they can contact prospects safely.
- How much does B2B lead generation cost, and do you charge per meeting?
Scale Oxford charges a fixed monthly fee, never per lead or per meeting, and the packages are listed on our pricing page. Paying per lead tends to reward volume over quality. There is no minimum term.
- What do you need from us, and who does the work?
Scale Oxford’s team does the research, writing, sending and reply handling, with a co-founder on the account. From you we need time with whoever knows your best clients and approval of each message before it goes out. After that, all you need is someone to take the meetings.
- How do you report on a lead generation campaign?
Scale Oxford sends a report every week showing who was contacted, who replied and what they said. The headline number is meetings that actually took place with businesses matching the agreed profile.
- Does Scale Oxford work with IT companies outside Oxford?
Yes. Scale Oxford runs lead generation for B2B companies across the UK, and because the outreach happens on LinkedIn and by email, where your buyers are matters more than where we are. If you want phone calls in the mix, our outsourced SDR case study shows how that works.
- Is cold email legal in the UK?
Yes, when it is done properly. Under the UK’s PECR rules you can email people at limited companies without prior consent, as long as the message is relevant to their role, says who it is from and gives an easy way to opt out. Scale Oxford leaves sole traders out of email campaigns and removes anyone who asks straight away.
Want Results Like These for Your Business?
Tell us what you are trying to grow. You will get a straight answer on what we would do, what it would cost and what it should return, from the person who would do the work.