Client Overview

‍CMX is a European-based service provider focused on customer support outsourcing. Looking to expand their reach, CMX partnered with Solveo to explore new markets and understand the potential for scaling their customer support offering — especially during a global shift triggered by the pandemic. The goal was to discover which industries, regions, and target personas had both the demand and readiness to consider outsourcing as a serious growth lever.

The Challenge

CMX wanted to break into new international markets with their outsourced customer support service. But entering new territory during a time of uncertainty — right at the start of the pandemic — required more than just a good offer. The real challenge was figuring out where the strongest potential was hiding, who the decision-makers were, and what pain points they actually cared about.

Their questions were clear:

• Which industries are ready to outsource customer support?
  
  
• Which regions hold the most promise?
  
  
• Who are the right people to speak to — and how do we reach them?
  
  

Our Approach

We started by mapping out the industries where customer support plays a central role: e-commerce, retail, transportation, tourism, healthcare, hospitality, and IT. Knowing that each industry operates differently, we dove deep into tailored research and outbound tactics to surface actual demand.

Our go-to-market strategy combined market research, persona development, and six different B2B marketing channels. We split the work into three main tracks:

1. Industry and Regional Market Research
We prioritized three regions: the US, UK, and Australia — markets known for high customer experience standards. Through desk research, expert interviews, and job board analysis, we discovered that:

• E-commerce and retail were growing fast but had already embedded systems in place.
  
  
• Hospitality and tourism had needs but were in survival mode due to COVID.
  
  
• Healthcare had demand but required specialized, regulated solutions.
  
  
• IT and telecom players were interested — but needed tech-savvy reps with deep product knowledge.
  
  

2. Persona Targeting and Direct Outreach
We developed tailored outreach funnels for three high-potential personas:

• Customer Success Directors
  
  
• CEOs and business owners
  
  
• Customer Operations Managers
  
  

We used LinkedIn Sales Navigator to build and test 25+ lead lists, deployed both manual and automated outreach (7,000+ contacts), and ran 3 A/B-tested messaging sequences to find what clicked.

3. Multichannel Experimentation and Testing
To validate different demand signals and open up opportunities, we activated six parallel lead generation channels:

• LinkedIn Outreach: 2820 manual and 2380 automated messages led to 385 first replies and 120 active conversations.
  
  
• Engineering-as-Marketing: We scraped open job postings for support roles, found 900 relevant leads, and achieved a 55% reply rate.
  
  
• Email Marketing: Direct cold emails to 120 companies in our ICP — 10% response rate, but most were in-house setups.
  
  
• Google Search Ads: Two campaigns tested with 6 headlines, 160 unique clicks, and a 3.13% CTR.
  
  
• Upwork Proposals: Used to test appetite for outsourced teams — most leads were short-term, individual contractor seekers.
  
  
• Customer Complaints Monitoring: We flagged companies with poor support ratings and reached out offering improvements — limited results, but useful insights on how not to approach.
  
  

Outcomes

While we didn’t land immediate deals, the project delivered key insights and long-term growth foundations for CMX:

• 🔍 Discovered 4 validated target personas ready to explore outsourcing
  
  
• 📚 Mapped high-potential industries and surfaced real objections per sector
  
  
• 📈 Built a lead database of 5,000+ contacts for future outreach
  
  
• 🤝 Engaged 120 conversations with decision-makers
  
  
• 💡 Identified key friction points: lack of brand awareness, absence of localized US website, no trust-building content
  
  
• 🛠️ Tested and optimized 6 acquisition channels
  
  

📢 Delivered clear sales and marketing recommendations, including the need for personalized lead magnets and strategic positioning