wiki/knowledge/lead-generation/asymmetric-pema-outreach-performance-metrics.md · 451 words · 2026-04-05
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.
| 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.
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