---
title: Asymmetric × PEMA.io Outreach Performance Metrics
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-19-check-in-call-asymmetric-x-pemaio-102956893.md
tags:
- lead-generation
- outreach
- pema-io
- metrics
- pipeline
- sales
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/asymmetric/index]] and [[wiki/meetings/2025-11-19-check-in-call-asymmetric-x-pemaio]].

## 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.

| Month | Bookings | Notes |
|-------|----------|-------|
| Month 1 | 1–2 | Hit target |
| Month 2 | Below target | Attributed to holiday season slowdown |

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 [[wiki/knowledge/lead-generation/asymmetric-target-verticals]].

## 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 [[wiki/knowledge/sales-process/two-call-discovery-proposal-model|2-call discovery-then-proposal model]] 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 [[wiki/knowledge/sales-process/warm-up-video-asset]]
- **Fathom call recordings** — Mark to share all call recording links with Cindy (PEMA.io) for funnel visibility

## Related

- [[wiki/knowledge/sales-process/two-call-discovery-proposal-model]]
- [[wiki/knowledge/sales-process/warm-up-video-asset]]
- [[wiki/knowledge/lead-generation/asymmetric-target-verticals]]
- [[wiki/clients/asymmetric/case-studies/doodla-amazon-growth]]