Franchise owners & multi-location operators
You win commercial accounts territory by territory: facility managers, property managers, operations directors. We reach them in your area, inside your territory rules.
Lead generation for franchise owners, multi-location operators and B2B service companies
Outbound, run in the open.
Signal Path researches the accounts you want, reaches the people who decide by email, LinkedIn and phone, handles the replies and books the meetings. You see every step and every number, defined before we start.
Example · Written before launch
Definition of a qualified meeting
- Director of Facilities or above
- Site with 50+ employees
- Inside your licensed territory
- Has a contract renewing within 12 months
Signed off by you · stored with your account
01 / The problem
Four complaints that keep coming up about outsourced lead gen.
We read the public reviews of a dozen lead-generation firms before building Signal Path. The same complaints came up again and again. Here they are, and how Signal Path is set up to avoid each one.
- 01
The complaint · Lead quality
The meetings were with people who were never going to buy.
How we run it
Before launch, you and Signal Path write down what a qualified meeting is: title, company size, territory, need. Every held meeting is reviewed against that definition and marked qualified or not. A meeting that doesn't qualify gets a recorded reason.
- 02
The complaint · Over-promising
They promised volume. It never showed up.
How we run it
We don't quote meeting counts before we've seen your market. We agree on the inputs we control (accounts researched, people reached, channels used) and report the outcomes as they happen.
- 03
The complaint · Opaque reporting
A PDF every month, and nobody could explain the numbers.
How we run it
Every metric in your report has a written formula. Reply rate is people who replied divided by people contacted, auto-replies excluded. If a number has no denominator yet, the report shows a dash, not a zero.
- 04
The complaint · Accountability
We couldn't tell who was actually working on our account.
How we run it
Your campaign has an assigned owner on our side, and every touch, reply, meeting and stage change is logged with who did it and when. Nothing about your pipeline happens off the record.
Paraphrased from recurring themes in public reviews. These aren't quotes from any one company's clients.
02 / Channels
Three channels, one campaign, one record.
Research, email, LinkedIn and phone run as one coordinated campaign. Every touch lands in the same record, so a reply on LinkedIn and a callback on the phone land on the same person's record.
We build the list before we write a word.
We turn your ideal customer into a written profile (industries, titles, company size, territory, exclusions), then research the accounts and the people who decide. Your existing customers, open deals and competitors go on a do-not-contact list first.
- Written ideal-customer profile you approve
- Decision-makers, not generic inboxes
- Your exclusions honored from day one
Short, specific emails from real senders.
Plain-text messages written for one buyer at a time, sent in measured volumes. Bounces and opt-outs are handled on the spot: an unsubscribe is added to the suppression list across every campaign, not just the one it came from.
- Copy you review before launch
- Opt-outs honored everywhere
- Bounces removed and logged
Context on the platform where buyers check you out.
Connection requests and follow-ups that reference the same account research as the email. Connection requests and acceptances are logged on their own, so LinkedIn's acceptance rate is never blended into the email numbers.
- Profile-level personalization
- Acceptance rate tracked on its own
- Coordinated with the email cadence
Calls placed by people, not dialers.
Live calls to the decision-makers on your list, logged with the outcome of every attempt. Calls respect do-not-call requests and local calling hours. Signal Path does not send text messages.
- Manual, logged calls
- Do-not-call requests honored
- No SMS outreach
Every reply read and classified by a person.
Interested, asked for info, referred someone else, not now, opted out: each reply gets a classification and a next step. Interested prospects get a meeting on your team's calendar, with the context your rep needs before the call.
- Human reply classification
- Meeting brief for your rep
- Reschedules and no-shows tracked
03 / The route
The route from fit call to qualified meeting.
Five stages, in order. Nothing is sent until the definitions are written down and you've approved the copy.
01
Fit call
A working session on your market, your best customers and what a new account is worth. If outbound isn't the right tool for you, we'll say so.
02
Definitions, in writing
Your ideal-customer profile, your exclusions and your definition of a qualified meeting, written down and agreed before anything is sent.
03
Research & setup
Account and contact research, sending setup, message drafts for your review. The first weeks are setup by design. Outreach that starts cold and careless burns your market.
04
Outreach
Coordinated email, LinkedIn and phone outreach. Replies are classified daily; interested prospects are booked onto your calendar.
05
Meetings & review
Each meeting is tracked: held, no-show, rescheduled. After it's held, you confirm whether it met the definition. Your weekly report shows it all.
04 / Who it's for
Built for businesses where one new account matters.
Outbound costs real work per conversation. It pays when a new customer is worth that work, which is why we ask about customer value in the fit check.
B2B service companies
Cleaning, maintenance, IT, staffing, logistics, professional services. If you sell to other businesses and a new client is worth real money, outbound can put you in front of them.
Commercial trades & facility services
HVAC, plumbing, pest control, restoration, cleaning. The recurring contracts are signed by property managers and facility directors; we work to reach them before the contract comes up for renewal.
05 / The numbers
Every number, defined.
A rate is only useful if you know what's on both sides of the division. These are the numbers in your weekly report, with the exact formula behind each one. Tap the info icon to see it.
- Leads contactedDistinct leads first contacted in the periodPeople who received at least one email, LinkedIn request or call. Counted once per person.
Leads contacted
Distinct leads first contacted in the period
- Reply rateHuman replies ÷ leads contactedShare of contacted people who personally replied. Person-level; auto-replies excluded.
Reply rate
Human replies ÷ leads contacted
- Positive reply ratePositive replies ÷ leads contactedShare of contacted people who replied with interest.
Positive reply rate
Positive replies ÷ leads contacted
- Meetings bookedAppointments booked in the period (a rescheduled chain counts once)Meetings put on the client's calendar. Reschedules don't count as new bookings.
Meetings booked
Appointments booked in the period (a rescheduled chain counts once)
- Show rateHeld ÷ (Held + No-show)Share of meetings that happened, among those that reached their start time. Canceled and rescheduled meetings are excluded.
Show rate
Held ÷ (Held + No-show)
- Qualified-meeting rateQualified ÷ (Qualified + Unqualified)Of reviewed held meetings, how many the client accepted. Pending and disputed reviews are excluded.
Qualified-meeting rate
Qualified ÷ (Qualified + Unqualified)
Weekly report · Layout preview
Your company
| Metric | This week | Last week |
|---|---|---|
| ContactedLeads contactedDistinct leads first contacted in the periodPeople who received at least one email, LinkedIn request or call. Counted once per person. | ||
| Reply %Reply rateHuman replies ÷ leads contactedShare of contacted people who personally replied. Person-level; auto-replies excluded. | ||
| Positive %Positive reply ratePositive replies ÷ leads contactedShare of contacted people who replied with interest. | ||
| BookedMeetings bookedAppointments booked in the period (a rescheduled chain counts once)Meetings put on the client's calendar. Reschedules don't count as new bookings. | ||
| Show %Show rateHeld ÷ (Held + No-show)Share of meetings that happened, among those that reached their start time. Canceled and rescheduled meetings are excluded. | ||
| Qual %Qualified-meeting rateQualified ÷ (Qualified + Unqualified)Of reviewed held meetings, how many the client accepted. Pending and disputed reviews are excluded. |
Also in every report
The meeting list with attendance and qualification, meetings waiting on your review, next week's calendar, and what we changed in the campaign.
06 / Working together
How we work together.
Three ways to structure an engagement. We'll recommend one on the fit call, based on your market and how sharply a good meeting can be defined. Pricing is quoted after that call, once we understand your market.
A.
Monthly retainer
A fixed monthly fee for a defined scope of research and outreach. Best when you want steady, predictable activity across channels.
B.
Pay per meeting
You pay for meetings that meet the agreed event: held, or held and qualified. Best when your definition of a good meeting is sharp.
C.
Hybrid
A smaller retainer covers research and setup; each qualifying meeting adds a per-meeting fee. Shared risk on both sides.
Commitments
What you can hold us to.
These aren't slogans. Each one is backed by a record in the system we use to run your campaign, so you can check it.
A written definition of “qualified”
Agreed before launch, stored with your account, and applied to every held meeting.
Every meeting accounted for
Booked, held, no-show, rescheduled or canceled, each with a timestamp. A rescheduled meeting is never counted twice.
Your do-not-contact list, enforced
Customers, competitors and opt-outs go on a suppression list. Anyone on it can't be added as a lead, queued for outreach or booked for a meeting.
A weekly report you can audit
Numbers with their formulas, the meeting list with outcomes, and what changed in the campaign this week.
07 / Questions
Questions, answered plainly.
Do you guarantee a number of meetings?
No. Anyone who quotes a meeting count before studying your market is guessing. We commit to the work we control, report outcomes as they happen, and use a written definition so a “meeting” always means the same thing.
What counts as a qualified meeting?
Whatever we agree on in writing before launch: typically the buyer's title and authority, company size, location or territory, and a real need. After a meeting is held, it's marked qualified or not against that definition, and a meeting that doesn't qualify gets a recorded reason.
Who do you work with?
Franchise owners and multi-location operators selling to commercial accounts, B2B service companies, and commercial trades that sell recurring contracts. Outbound works best when one new customer is worth a meaningful amount over a year.
How long before meetings start?
The first weeks are setup: research, list building, sending setup and copy you approve. We'll give you a realistic timeline on the fit call, once we understand your market. We won't promise a date before then.
Which channels do you use?
Email, LinkedIn and phone, coordinated in one campaign. Calls are placed by people, not autodialers. Signal Path does not send text messages.
What happens when someone asks not to be contacted?
They're added to a suppression list as soon as the request is logged. From then on they can't be added, queued for outreach or booked in any campaign. Any meetings already on the calendar with that person are canceled.
How is Signal Path related to BasePoint?
Signal Path, BasePoint and Meridian Search Partners are part of North Bridge Path LLC. BasePoint provides virtual assistants and staffing, Meridian runs executive search, and Signal Path runs outbound lead generation.
Start at the beginning of the route
Is outbound right for your business?
Six short steps. We'll read your answers and tell you honestly whether a campaign makes sense, and if it doesn't, why.
Take the fit check