In 2022 we were hired to meet an entire industry in eight weeks.
Some engagements go wide. This one went deep into a single vertical and finished before most campaigns have chosen a subject line.
Facilities management in the Emirates is a defined, countable market. There are perhaps fifty companies of real size, everybody knows everybody, and the operational problems are identical from one to the next: technicians in the field, work orders, response times, contracts measured in service levels.
That shape rewards saturation. If the whole industry is forty companies, the correct target list is forty companies.
What we did
Two months, one market, one vertical, one rep. 43 meetings booked with 40 facilities management companies in the UAE.
Emrill, Farnek, Imdaad, Ejadah, Khidmah, Idama, Inaya, Isnaad, EFS Facilities Services, Sodexo, Khansaheb, Al Shirawi, Deyaar Facilities Management, Etisalat Facilities Management, Cleanco, Adeeb, Aswaq, Reliance Global and two dozen more. Substantially the whole industry, in the time most agencies spend building a list.
Saturation is a strategy, not a failure of imagination
There is a snobbery in outbound about calling everyone in a sector. It is misplaced when the sector is small and homogeneous.
Forty companies with the same operating model will give you forty versions of the same conversation, and the fourth version is better than the first. By the end of a sweep like this a rep can predict the objection before it arrives, name the two competitors the buyer is comparing against, and quote what the company down the road said last week. That is a research asset, and the client gets it whether or not the meetings convert.
It also produces a clean answer. After eight weeks nobody has to wonder whether the market was tested properly. It was tested completely.
What it shows
When a vertical is finite, do not sample it. Take all of it, quickly, and let the repetition sharpen the pitch. The value of a saturation campaign is partly the meetings and partly the map you own afterwards.