The situation.
Benenden entered the B2B space with 11 BDRs, each covering a UK region. To balance heavy investment in inbound, social advertising and even TV, they needed to deploy outbound help with an experienced SDR team.
Why they came to Sentrama.
Benenden wanted a steady flow of qualified meetings at scale. After reviewing multiple potential vendors, the problem was paying for time without transparency: too many unqualified conversations and inconsistent activity that did not pay back. With ambitious growth targets and a large BDR function to feed, they needed volume without losing quality.
The challenge and how we solved it.
We had to generate enough quality meetings to support all 11 BDRs while widening Benenden's presence across the whole country. The personas were specific but the campaign could run across almost any industry and company size, which made the data and targeting strategy the thing to get right.
- Enough qualified volume to keep 11 regional BDRs busy
- Coverage across the UK, not just the easy wins
- Specific HR and Finance personas spanning every industry
- Quality held high while volume scaled
We deployed two SDRs from the outset and built a campaign we could steer with the data:
- Focused first on organisations of 50 to 500 employees for shorter sales cycles and fast momentum
- Ran broad UK data acquisition, then read the results closely
- Split the data into London and non-London streams when meetings clustered in London
- Rotated a fresh SDR in when performance dipped, A/B testing messaging and call structure live
What worked.
- The phone was the main driver. HR leaders were receptive because the offer mapped to wellbeing and retention, not a hard sell.
- The HR persona responded to a values-led message about staff morale and investing in people, which beat purely commercial framing.
- Finance converted once we repositioned around affordability and cost: the £15.50 per employee per month price point, reduced sickness absence and less downtime.
- Treating HR and Finance as different buyers, with different messaging and objection handling, lifted both quality and volume.
