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PlantSwitch — 29.6x ROI

PlantSwitch booked 330 meetings in 12 months at $65 per meeting — one of the lowest cost-per-meeting figures across all 44 campaigns. The breakthrough: leading with cost parity and layering in sustainability converted at nearly 2x the rate of sustainability-first messaging. This single A/B test reshaped PlantSwitch’s entire go-to-market narrative.

Total Spend

$21,600

Revenue Generated

$660,000

ROI

29.6x

Meetings Booked

330

Cost Per Meeting

$65

New MRR Added

$55,000
DetailInfo
IndustryFoodware Manufacturing
Company Size20-50 employees
Services UsedCold Email + AI Cold Calling
Duration12 months

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The Challenge

Selling eco-friendly foodware to restaurants means navigating buyers who care about sustainability in theory but make purchasing decisions based on cost, durability, and supply reliability. Environmental messaging alone wasn’t enough — restaurant operators needed to see cost parity before the sustainability story mattered. The wrong message order killed conversions. Sustainability-first messaging that didn’t address the cost and reliability concerns restaurant operators prioritize when making actual purchasing decisions was underperforming significantly. Before Outbound System:
  • Sustainability-first messaging underperforming
  • No cost-parity framework in outreach
  • Insufficient volume targeting for multi-location groups
  • No systematic outbound to food service decision-makers
After Outbound System:
  • 330 meetings booked over 12 months
  • 42 qualified responses per month on average
  • $65 cost per booked meeting sustained for a full year
  • Cost-first then sustainability messaging converting at 2x the rate

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The Solution

Six-source verified lists targeted restaurant owners, food service directors, and procurement managers at multi-location groups. A dual messaging framework tested cost-competitiveness vs. environmental impact, discovering that leading with cost parity then layering sustainability converted at nearly 2x the rate of leading with environmental messaging.

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Cold Email

Primary channel with dual-framework messaging. MX-based routing and natural sending patterns maintained perfect deliverability at volume across the entire 12-month campaign — no degradation, no spam folder drift.

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AI Cold Calling

Supplemented email for high-value multi-location prospects, reaching food service directors who rarely check email but engage in a 90-second phone conversation about supply costs. Phone was essential for this audience segment.

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Beyond the Meetings

  • Market Intelligence: The dual-framework test revealed cost-first messaging converted at nearly 2x sustainability-first, reshaping PlantSwitch’s entire go-to-market narrative and sales positioning across all channels.
  • Pipeline Insurance: AI calling covered food service directors who rarely check email, ensuring multi-location prospects weren’t lost to channel preference.
  • ICP Refinement: Multi-location restaurant groups with 5+ locations showed the highest engagement because volume justified a supplier evaluation, refining targeting away from single-location operators.
  • Capacity-Matched Pipeline: 42 responses monthly and 330 meetings over 12 months created consistent pipeline matching PlantSwitch’s capacity to onboard new restaurant accounts without feast-or-famine cycles.

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Campaign Timeline

1

Weeks 1-2: List Building and Framework Design

Six-source verification of restaurant and food service decision-makers. Dual-framework messaging developed for A/B testing: cost-first vs. sustainability-first.
2

Weeks 3-4: A/B Testing Launch

Both frameworks deployed simultaneously. First meetings within 7 days. Cost-first vs. sustainability-first data collection begins.
3

Months 2-3: Framework Validated

Cost-first proven at 2x conversion rate. AI calling added for multi-location prospects. 42 replies/month pace established.
4

Months 4-12: Sustained at Scale

330 total meetings. $65 cost per meeting sustained through continuous optimization. Consistent pipeline for 12 months without deliverability degradation.

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Full Metrics Breakdown

MetricResult
Total Spend with Outbound System$21,600
Campaign Duration12 months
Qualified Leads Generated504
Cost Per Qualified Lead$43
Meetings / Calls Booked330
Cost Per Booked Meeting$65
Show Up Rate79%
Revenue Generated (cash collected)$660,000
New MRR Added$55,000
ROAS (on cash collected)30.56x
Total ROI29.6x
All revenue figures reflect cash collected, not contract value.
“The leads themselves and the quality has been outstanding.” — Michael O’Keefe, President & COO at PlantSwitch

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Get Results Like PlantSwitch

PlantSwitch’s 12-month campaign proved that cost-first positioning dramatically outperforms sustainability-first in food service — and the dual-framework test didn’t just fill pipeline, it reshaped the entire go-to-market strategy. If you’re in manufacturing or energy and sustainability, the same A/B testing approach identifies which message order your buyers respond to. See how our cold email service maintains deliverability over 12-month campaigns and our AI calling service reaches decision-makers who don’t check email.

Book a Strategy Call

See how dual-framework testing and sustained outbound would work for your product pipeline.