Asymmetric × PEMA.io Outreach Performance Metrics

Performance data from the PEMA.io-managed LinkedIn outreach campaign for Asymmetric, reviewed during a check-in call in November 2025. See also ^[1] and ^[2].

Lead Rate

• Current rate: ~2–2.5% (connection requests → expressed interest)
• Assessment: On target for the offer type; within expected range per PEMA.io benchmarks

Message A/B Test

• PEMA.io ran an A/B test on outreach copy at campaign launch
• Message A was the clear winner by lead rate
• Message B has been discontinued; all outreach now uses Message A exclusively

Lead-to-Booking Conversion (Primary Bottleneck)

The lead-to-booking rate — converting expressed interest into a scheduled call — is the campaign's main performance gap. Leads are coming in at target volume, but a significant portion do not follow through to book.

PEMA.io applies messaging adjustments during holiday periods (e.g., urgency framing around getting ahead of competitors before year-end) to mitigate seasonal dip.

Vertical Performance

Initial outreach targeted manufacturing and environmental services. PEMA.io is now testing three additional verticals to find higher-performing segments:

• Hospitals & Healthcare (including assisted living as a sub-vertical)
• IT Services & Consulting
• Financial Services

Asymmetric has identified assisted living and food & beverage as internally strong verticals with proven case studies and deep domain expertise. See ^[3].

Lead Quality Issues Observed

Several early calls surfaced lead quality problems unrelated to volume:

• National Energy — 13 website visits/month; viability as a paying client is questionable
• A3 Environmental — Prospect used the call to extract free advice; stated upfront he had no intent to hire
• Last Wave — Strong call, but prospect later disclosed no budget and had cut staff salaries to make payroll
• Swag with Rogo — Call cut short by poor internet; follow-up presentation received no response

These cases informed the decision to adopt a ^[4] to filter unqualified prospects earlier.

Process Improvements Underway

• BDR name on lead sheet — Prospects frequently ask who reached out to them; including the BDR name allows Mark to reference it and build rapport on calls
• No-show handling — Janet (PEMA.io) now owns all reschedule outreach; Mark BCCs her on relevant emails
• Warm-up video — Being produced to bridge the gap between initial outreach and the first call, setting expectations before the prospect joins ^[5]
• Fathom call recordings — Mark to share all call recording links with Cindy (PEMA.io) for funnel visibility

Related

• ^[6]
• ^[5]
• ^[3]
• ^[7]