HOW B2B TECH TEAMS TURNED ONE CAMPAIGN INTO BOOKED MEETINGS
Every one started with the sales calls. I pulled the words buyers actually use, decided what the company should say, then built the campaign that says it. Here's what was broken, what I changed, and what happened.
Work with Ben"Ben is so good at what he does that he is the first and only cold outreach I have ever responded to over the course of my 20 year career. He absolutely overdelivered."
Britt Prim, Chief Commercial Officer, Karias Health. She answered my cold email, then hired me.
THREE CAMPAIGNS, WHAT WAS BROKEN, AND WHAT CHANGED
Each one was judged on one number we agreed on up front.
KARIAS HEALTH
A Medicare Advantage startup building a broker channel from scratch, with no outbound set up and meetings needed before January enrollment. The campaign went out in December.
What was broken
Every plan's email sounded the same: we're growing, we care about members, partner with us. Nothing gave a broker a reason to take a meeting.
What I changed
- Five emails written from the broker's side, about what happens to their book when a plan drops the ball during enrollment
- Each email stood on its own and asked for less than a meeting
- First meetings, a lunch and learn and pipeline activity followed
A PATIENT EXPERIENCE SAAS
A patient check in platform launching an AI product, with no paid budget behind it.
What was broken
"AI powered check in" sounded like every other feature announcement in healthcare. Practice managers wanted fewer phone calls and shorter waits. The AI was just how they'd get there.
What I changed
- One story across the page, the emails and a referral path: the front desk is the bottleneck, and here's what changes once it clears
- Existing customers became the way new practices heard about it
A HEARING CARE SAAS
A practice management platform serving 8,000+ clinics, moving existing customers to a higher tier.
What was broken
The emails read like every other vendor's: feature announcements with weak calls to action. A tier change written that way reads as a cost increase.
What I changed
- The upgrade became a decision about the kind of practice a clinic wants to run
- Every email opened with a problem the reader knew from their own clinic, and the landing page said the same thing
SOMETIMES THE STORY UNDERNEATH HAD TO BE FIXED FIRST
The emails can't work until the company agrees on what it says. These started there.
ALTITUDE
A clinical care platform where five people told five different stories. We landed on one claim the whole team could say, then built the homepage and email sequences on it.
Read the full storyBRISTLE
A landing page rewrite and customer segmentation for an oral health diagnostics startup. The design didn't change, only the words.
Read the full storyTOMORROW HEALTH
A home based care platform with a complex pitch and a short window. A summary deck that kept the substance and held one story all the way through.
Read the full storyNOT EVERY ENGAGEMENT GETS A FULL WRITE UP
A cross section, deepest in healthcare tech, with the same approach carried into other B2B categories.
Teams I can name
Teams I can't name
WHAT THE PEOPLE WHO HIRED ME SAY
"Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers and prospects, and our needs. He delivers emails with a strong CTA which has led to higher clicks, opens, and deals."
"This is the best problem framing I've seen in quite a while. It's things that we say, but I feel like the way you structured it really hit the points home."
"Ben has a natural talent for storytelling and an incredible ability to take our ideas, sometimes half formed or overly technical, and turn them into compelling, clear narratives that resonate with both our prospects and clients."
"Couldn't recommend working with Ben more. He was a patient and clear guide to supporting Altitude at a critical inflection point in our commercial growth. The team loved working with him."
"We were challenged with condensing a very complex pitch into a short, distilled summary pitch deck. Ben was responsive, creative, and collaborative in helping us shape the right message."
"You spent the time to understand what we do and the problems we are trying to solve for our customers. Your insight and fresh set of eyes allowed us to move forward further and faster."
LET'S MAKE YOUR CAMPAIGN THE NEXT ONE ON THIS PAGE
I'll ask what you're trying to book, when you need it, and who's on your team. By the end we'll both know if this is a fit. See how the 90 days work.
Pick a time on my calendar, or email ben@thisiscopy.com and I'll answer myself, usually the same day.