Company
Siteline
Industry
Commercial Construction
Tech (SaaS)
Headquarters
United States
Niche Focus
Commercial subcontractors (US & Canada),
companies with 50+ employees
78
Qualified Appointments Booked in 90 Days
$200,000+
Pipeline Generated
4.3%
Overall Reply Rate
27-35%
Positive Reply Rate on Replies
Siteline is a platform designed for subcontractors in commercial construction. It automates and standardizes the billing process (pay apps), lien waiver management, vendor management, and forecasting. It replaces error-prone, manual processes involving Excel, paper, email, and fax.
Before partnering with B2B Wizards, Siteline’s outbound was falling flat.
Their internal team was scraping data directly from ZoomInfo and uploading it to Instantly.ai with generic, mass-blasted emails.
The result?
● <0.2% reply rate
● No personalization
● Emails landing in spam
● Only 1–2 opportunities in 3 months
They weren’t qualifying leads, segmenting by ICP, or using any deliverability or copy frameworks—despite having a high-ticket solution perfect for the commercial construction space.
01
Lead Sourcing & Qualification
We sourced leads from Procore, not just ZoomInfo, and applied multiple filters:
● Qualified by headcount, location, and business model (commercial only)
● Used AI models to review websites and exclude residential contractors
● Focused on subcontractors and general contractors matching Siteline's ICP
02
Personalization & Email Strategy
● Used Clay to enrich leads with project names, website content, and role-specific language
● Referenced actual construction projects pulled from company websites.
● Sent 1,000 emails per day across 90 inboxes and 30 domains
● Campaign structure: 1 cold email + 4 automated follow-ups.
● Spin tags + natural tone copywriting to boost deliverability and engagement
03
AI-Powered Reply Handling & CRM Integration
● Installed an AI reply bot to handle all inbound replies instantly — eliminating human delays
● Built Salesforce automation flows for:
→ Logging leads
→ Marking reply status
→ Routing appointments
04
Retargeting
● Ran retargeting campaigns every two months for all non-booked leads
● Focused on rewarming high-interest contacts who hadn’t converted during the first campaign round
In just two months:
● 78 high-quality opportunities were generated.
● Email reply rates jumped to 4.3% (from <0.2%)
● Positive replies hit 27–35%, driven by smart personalization and proper ICP filtering
● A pipeline of $200K+ was built quickly, thanks to Siteline’s high-ticket offering
● AI reply management ensured no positive lead went cold
● Ari and his team no longer needed to touch data or copy—just show up to calls and close
✅ ICP-qualified lead sourcing (via Procore + AI)
✅ Clay-enriched personalization (projects, website data)
✅ 30-domain email infrastructure
✅ AI reply bot for 24/7 lead handling
✅ Salesforce automation workflows
✅ Retargeting campaigns for stale leads
📈 Campaign Highlights:
| Metric | Result |
|---|---|
| Emails Sent Daily | 1,000 |
| Reply Rate | 4.3% |
| Positive Reply Rate | 27–35% |
| Opportunities Generated | 78 |
| Pipeline | $200,000+ |
| Domains Used | 30 |
| Inbox Accounts | 90 |
| Retargeting | Every 2 months |