How we helped Unlimited Coders book 36+ meetings in two months and close a $180K deal

Introduction

Unlimited Coders is a software engineering company with teams in North Macedonia, London and Zagreb that builds digital platforms, AI systems and enterprise software for governments and large organisations. Custom development is a crowded market, and the company’s growth had come through its network and its track record. In spring 2024 it wanted a second source of enterprise conversations, and asked us to build and run cold email for its custom software offer.

The Challenge

Selling custom software development by cold email, in the most pitched category in B2B.

A commodity pitch → every CTO and operations director hears from development shops weekly. “We build software” earns no reply.
Long, considered purchases → a custom platform is a six-figure decision. A cold email cannot close it; it has to start a conversation worth having.
No outbound history → the company had never run campaigns at scale and had no sense of what a good month would look like.

What We Built

We gave prospects something to want before asking them to talk, then ran the campaigns to the meeting.

1. A lead magnet, built together. With the Unlimited Coders team we created a piece of value that decision makers would ask for on its own, so the first reply was a request, not a rejection. That asset drove the results.

2. Targeted lists and Smartlead sequences. Decision makers at organisations with the budget and the need for custom platforms, reached with short sequences in Smartlead that led with the lead magnet and followed up with the company’s relevant work.

3. From reply to meeting. Positive replies were handled quickly and booked straight into the sales team’s calendar, with the thread attached so each call started informed.

The Outcome

Two months of campaigns produced a full calendar and the company’s largest deal from a cold channel.

• A $180K deal closed → won from the prospecting campaigns, for a company that had never sold by cold email.

• 36+ meetings in two months → qualified conversations with decision makers, booked from the sequences.

• 49 positive replies → the pool the meetings came from, generated in the same two-month window.

Why It Worked

1. The offer came before the pitch. A lead magnet worth asking for turned a commodity category into a conversation starter.

2. Fit over volume. The lists were built around organisations that actually buy custom platforms, so the meetings were with buyers.

3. Fast hand-off. Interested replies became booked calls while the interest was fresh.

Ready To Own Your Pipeline?

If you sell something every prospect already hears about weekly, this is where we start. We build the offer that earns the reply, the list that deserves it and the sequences that turn replies into meetings.

Book an outbound strategy call and we’ll map what an owned outbound channel would look like for you.