The Problem

Cabinet, a startup building software for executive assistants, initially grew primarily through inbound channels. But as they aimed for higher-value, strategic accounts, inbound alone fell short.

“Before I joined, Cabinet was spending $140K annually on an outsourced SDR team that delivered little to no results. It quickly became clear that the vendor didn’t understand our customer or our voice. I wanted a solution that would let us relaunch cold outbound while preserving our founder-led sales approach and maintaining the distinct voice of a female-founded software company serving a customer base that—until now—no one had spoken to directly,” said Chiara, VP of Customer Strategy and Operations.

Their goal was straightforward but daunting: relaunch outbound effectively without extensive costs or complex tooling.

The Solution

Accessing Untapped Contacts

• Cabinet leveraged Topo AI to access executive assistant contacts unavailable through traditional sourcing tools.

• Targeted email campaigns using unique contacts immediately yielded superior open rates and engagement.

“Topo AI allowed us to reach contacts and logos that were not available in traditional sourcing tools, which do not scrape for executive assistants,” said Chiara.

Customized Cold Calling

• Leads enriched and pre-qualified by Topo flowed directly into HubSpot, enabling effective cold calling.

• Using advanced lookalike logic and tailored scraping, Topo identified high-quality accounts with multiple executive assistants.

Dashboards provided immediate visibility into lead quality, call outcomes, and conversions.

Smooth Collaboration and Authentic Messaging

• Cabinet rapidly launched micro-campaigns to test, learn, and refine messaging tailored to specific verticals.

• Slack integration provided real-time visibility into campaign performance, engaging founder Julia actively without overwhelming her.

The Results

• Outbound now drives larger deals than inbound channels alone.

• Cold calling conversion became reliable, converting previously inaccessible executive assistants into active opportunities.

• Complete ownership and visibility of outbound campaigns without an internal SDR team.

• Scalable outbound acquisition achieved, deeply aligned with Cabinet’s ICP and voice.

“Topo gave us the confidence and capability to own outbound authentically. What once felt daunting now feels core to our growth,” Chiara affirmed.