We've generated $50M+ in pipeline this year.
Here's how we'll succeed with Suspension Direct.
How We See Your Situation
The Growth Story
Expanding Vehicle Coverage
Recent product launches for 2024+ Polaris Xpedition and Kawasaki Ridge platforms, indicating active R&D and market expansion into newest UTV models.
E-CLIK Technology Evolution
Advanced electronic suspension control system now available across multiple vehicle platforms including Ford Raptor, Jeep JL/JT, and various SXS models.
Multi-Platform Strategy
Comprehensive coverage across trucks, SXS/UTVs, snowmobiles, motorhomes, and sports cars, demonstrating diversified revenue streams.
Premium Product Positioning
Focus on high-end electronic suspension systems and custom-tuned solutions suggests premium pricing strategy and strong profit margins.
Direct-to-Consumer Model
E-commerce platform with detailed product catalogs and customer portal indicates strong online sales capabilities and customer relationships.
Likely Challenges
Seasonal Demand Fluctuations
Heavy exposure to recreational vehicle markets creates seasonality challenges, particularly with snowmobile and off-road segments dependent on weather and riding seasons.
Complex Inventory Management
Managing SKUs across dozens of vehicle makes/models from Ford Raptor to Polaris UTVs requires sophisticated inventory planning and forecasting.
Technical Sales Support
Electronic suspension systems require extensive technical knowledge for sales and support, demanding specialized training and customer education programs.
OEM Partnership Dependency
Product development tied to new vehicle releases from Ford, Polaris, Can-Am creates dependency on OEM timing and market adoption of new platforms.
Premium Market Competition
High-performance suspension market faces competition from established brands like Fox, King, and Bilstein requiring continuous innovation differentiation.
Our Approach
For businesses with large TAM, there is no better growth engine than outbound. We approach this process not as a guessing game, but as a structured experiment in message-market-fit.
Every two weeks, we launch 4 to 8 campaigns — each one a unique combination of industry, segment, persona, value angle, and language framework. This lets us isolate what resonates and where.
If the contact list is small, we rotate personas to avoid message fatigue. If the list is large, we hold persona constant and rotate segments to uncover scalable patterns. Messaging angles and frameworks are always varied, allowing us to test strategic positioning at scale.
This system produces more than leads — it reveals what your market actually responds to. That means faster learning, sharper positioning, and a repeatable path to relevance.
AI Cold Outbound
Cold Email Infrastructure Setup
We could write the perfect email, but if it hits spam folders, game over. That's why we go heavy on infrastructure: 60 primary domains with 120 inboxes (split between Outlook and Gmail), plus 60 backup domains with another 120 inboxes for redundancy. We handle ESP matching, spam detection avoidance, domain reputation management, and all the technical stuff that keeps your emails landing where they're supposed to.
Lead Gathering and Automated Prospecting
We get creative with data sources. Sure, we can pull from ZoomInfo or Apollo, but we're also hitting industry-specific databases, scraping conference attendee lists, pulling from trade association directories, mining LinkedIn group members — whatever gets us the right people. Then we layer behavioral signals on top using tools like Apify, RB2B, and Ocean. Downloaded a competitor's case study? Visited your pricing page? Engaged with industry content? All of that intent data gets combined with our lists to create dynamic prospect pools that update based on actual buying behavior.
Campaign Design & Copywriting
We use everything — boilerplate templates, custom messaging, industry-specific angles, persona-based copy, you name it. Then we test all of it against the signals data we're collecting. Maybe a proven template works best for recent funding signals, but custom copy converts better for job change triggers. We're constantly running these combinations through A/B tests to see what actually drives conversations. It's not about one approach — it's about knowing which approach works for which signal.
Tool Overview
What you'd pay on your own vs. with Charm
Data Orchestration
We're experts (our teammate just won the world competition) in the most powerful tool that exists for go-to-market teams. We use this tool to streamline all of our intent scraping, contact enrichment, and then create custom targeted copy for every single person we contact.
Data Scraping & Prospecting
A web-wide contact discovery tool that finds lookalike contacts across the entire internet, not just specific databases.
Email infrastructure health and lead verification service that validates email addresses before sending campaigns.
Cloud-based automation platform that extracts data from social networks and websites at scale.
B2B data platform focused on lookalike contact and company discovery based on your ideal customer profile.
Deanonymization platform that reveals identity information about visitors to your website.
Web scraping and automation platform with intent monitoring capabilities.
Open-source workflow automation tool that connects different apps and services together.
Email & Domain Infrastructure
Enterprise email infrastructure management platform that handles domain setup, warming, monitoring, and deliverability optimization. Ensures your emails reach inboxes instead of spam folders through sophisticated infrastructure management.
Email & Social Media Sequencers
LinkedIn automation platform designed for conducting outreach campaigns at scale.
Private email sequencing platform built specifically for Charm's internal use with private IP pools, servers and custom-built features.
Total Monthly Tool Investment
11 enterprise tools, all managed entirely by Charm
What You'll Get
Metric-based milestones, not vague promises.
Kickoff & Discovery
Discovery call completed and ICP documented
All tool access provisioned (Clay, HubSpot, HeyReach, etc.)
Domain infrastructure planned (email domains, warming strategy)
Campaign framework and testing roadmap defined
Slack channel established for daily communication
Infrastructure Build
Email infrastructure deployed (domains, inboxes, SPF/DKIM/DMARC)
Clay workflows built for lead enrichment and scoring
HubSpot sequences configured and tested
Initial warming process started (50-100 emails/day/inbox)
First campaign copy drafted and approved
First Campaigns Live
First 4-8 campaigns launched across segments
Daily deliverability monitoring active
Reply handling process established
Initial meetings booked and tracked
A/B test results analyzed and documented
Optimization & Scale
Winning campaigns identified and scaled 2-3x
Underperforming campaigns paused or iterated
New campaign variations launched based on learnings
Pipeline metrics reviewed and reported
Roadmap for next quarter established
Campaign Ideas
Ready-to-launch campaigns tailored to your ICP
Campaign 1: Performance Shop Owners - Custom Build Focus
Shop owners at off-road performance shops struggling to source premium suspension components for custom builds
{{first_name}}—saw {{company_name}}'s {{custom_build_type}} build on Instagram. Running {{competitor_suspension}}?
Most shops say sourcing suspension that actually fits {{target_vehicle}} platforms is their biggest headache. Desert Rat Motorsports said the same before switching to direct pricing—increased their margin 40%.
Still sourcing component-by-component?
Follow-up Sequence:
- → Day 3-4: Thread reply—'Also have vehicle-specific fitment guides for {{target_vehicle}}—cuts install callbacks to almost zero'
- → Day 7-8: New thread—'Quick question: do you stock suspension or order per-build? Asking because most shops waste 3-5 days on lead times'
- → Day 11-12: Value bomb—{{target_vehicle}} suspension setup guide (send regardless of reply)
- → Day 14: Soft break-up—'Timing might be off. Mind if I check back before busy season?'
Campaign 2: Off-Road Tour & Rental Fleet Operators
UTV tour companies and rental operations expanding fleet or dealing with maintenance costs
{{first_name}}—saw {{company_name}} is {{growth_signal}}. Fleet getting bigger?
Quick question: how much are you spending on suspension maintenance per vehicle annually? Most tour operators we talk to say it's their #2 cost after tires.
One Arizona fleet cut their per-vehicle maintenance 40% after switching to longer-interval shocks. Fewer days in the shop = more days generating revenue.
Worth a quick look at fleet pricing?
Follow-up Sequence:
- → Day 3-4: Thread reply—'Should mention: we do volume pricing + dedicated fleet support. Most operators standardize across vehicles to simplify parts inventory'
- → Day 7-8: New thread—'Curious: what's your biggest maintenance headache right now? Asking because suspension vs drivetrain vs electrical varies a lot by terrain'
- → Day 11-12: Value bomb—fleet maintenance cost calculator spreadsheet (send regardless of reply)
- → Day 14: Soft break-up—'Timing might be off. Mind if I check back before your busy season?'
Campaign 3: Shops Expanding Vehicle Coverage
Performance shops adding new vehicle platforms (Polaris Xpedition, Kawasaki Ridge, new Raptor models)
{{first_name}}—saw {{company_name}}'s first {{new_platform}} build. Getting into that platform now?
Quick question: have you locked in a suspension supplier for {{new_platform}} yet, or still figuring out what fits?
We just released vehicle-specific kits for the 2024+ {{new_platform}} geometry. Most shops adding new platforms tell us fitment guides save 2-3 hours per install on the first few builds.
Worth sending over the {{new_platform}} spec sheet?
Follow-up Sequence:
- → Day 3-4: Thread reply—'Should mention: we engineered specifically for {{new_platform}} geometry. Not adapted from other platforms—ground-up design'
- → Day 7-8: New thread—'Curious: what's the biggest suspension challenge you're seeing on {{new_platform}} builds? Asking because we're hearing different things from desert vs trail shops'
- → Day 11-12: Value bomb—{{new_platform}} suspension fitment guide with torque specs (send regardless of reply)
- → Day 14: Soft break-up—'No rush if you're still testing the platform. Mind if I check back when you've done a few more builds?'
Campaign 4: Fox/King Dealers Looking to Diversify
Performance shops currently stocking competitor brands looking to add premium options
{{first_name}}—saw {{company_name}} mentioned {{competitor_brand}} lead times are brutal right now.
Quick question: are customers walking when you can't get Fox/King in stock, or are they waiting?
Most shops we talk to are losing 2-3 deals a month to lead times alone. One Texas dealer added us as a second line specifically to stop bleeding those sales—said it recovered $40K in the first quarter.
Worth a conversation about dealer terms?
Follow-up Sequence:
- → Day 3-4: Thread reply—'Should mention: most SKUs ship same week. No territory exclusivity requirements to start'
- → Day 7-8: New thread—'Curious: what vehicles are you seeing the worst supply issues on? Asking because we just expanded Raptor and RZR coverage'
- → Day 11-12: Value bomb—competitive comparison chart (specs + lead times + margin) for top 10 SKUs (send regardless of reply)
- → Day 14: Soft break-up—'Get it if Fox/King supply stabilizes. Reach out if lead times stay painful'
Campaign 5: Best Customer Lookalike - Serious Desert Racers
Desert racing teams and serious off-road enthusiasts who race competitively like their current customers
{{first_name}}—saw {{team_name}} finished {{race_position}} at {{recent_race}}. Solid run in {{race_class}}.
Quick question: are you adjusting suspension manually between stages, or do you have electronic control?
{{customer_reference_team}} shaved 8 minutes off their Baja time after switching to in-cockpit adjustment. No more stopping to turn knobs.
Worth a conversation before next season?
Follow-up Sequence:
- → Day 3-4: Thread reply—'Should mention: {{customer_reference_team}} actually flagged {{team_name}} as a team to watch after {{recent_race}}'
- → Day 7-8: New thread—'Curious what terrain gave you the most trouble at {{recent_race}}. Asking because tuning strategy is totally different for whoops vs rocks'
- → Day 11-12: Value bomb—{{race_class}} suspension tuning guide (send regardless of reply)
- → Day 14: Soft break-up—'No pressure if current setup is dialed. Most teams revisit suspension after a DNF or close finish'
Proof of Concept
$50M+ in Pipeline Generated
Youth Mental Health Teletherapy Platform
Challenge
With youth mental health reaching crisis levels and schools struggling to provide adequate support, Hello Hero needed to connect their teletherapy platform with decision-makers across thousands of school districts while simultaneously building their provider network to meet anticipated demand.
Solution
Our team executed an ambitious dual-track strategy: we built a comprehensive database mapping every administrator in every public school across the United States, then uncovered their direct contact information for personalized outreach. Running parallel campaigns, we simultaneously recruited licensed mental health professionals to ensure platform capacity could scale with client acquisition.
Results
$35M
Pipeline Generated
300+
Qualified School Leads
15+
Mental Health Professionals
6 Mo
Timeline
Led by Ben Tossel (Anthropic Investor, Makerpad) • AI Education SaaS
Challenge
With the AI education market becoming increasingly saturated, Ben's Bites needed to convert their newsletter audience into paying enterprise customers for their comprehensive learning platform. They had strong brand awareness but lacked a systematic outbound motion to reach enterprise buyers.
Solution
Our team deployed a multi-channel outbound strategy combining email campaigns, social media outreach, and inbound-led LinkedIn targeting to drive corporate adoption. We implemented coordinated outreach (over 40 different campaign types!) targeting business leaders and executives at Fortune 500 companies investing in AI training initiatives. Each campaign was A/B tested and optimized weekly.
Results
$2.5M
Pipeline Generated
156x
ROI in 120 Days
40+
Campaign Types Tested
4 Mo
Timeline
Restaurant Technology & Ghost Kitchen Platform
Challenge
VirtualFork needed to rapidly expand their restaurant partner network while competing against well-funded competitors in the ghost kitchen and virtual restaurant space. Traditional restaurant sales cycles were slow and required significant relationship building.
Solution
We built targeted campaigns focusing on independent restaurant owners and multi-unit operators, using job posting signals and review data to identify restaurants ready to expand their delivery presence without additional overhead. Our trigger-based campaigns identified restaurants hiring delivery drivers or expanding locations.
Results
$1.8M
Pipeline Generated
200+
Restaurant Leads
35%
Reply Rate
3 Mo
Timeline
Cloud-Based Accounting & Practice Management Platform
Challenge
Rightworks needed to accelerate their market penetration in the highly competitive accounting software space, targeting mid-market accounting firms considering a move to cloud-based solutions. Their sales team was stretched thin covering inbound leads.
Solution
We deployed intent-based outbound campaigns targeting accounting firms showing signs of digital transformation—hiring for tech roles, attending cloud accounting webinars, or engaging with competitor content. Our multi-touch sequences combined personalized email with LinkedIn engagement.
Results
$4.2M
Pipeline Generated
180+
Demo Requests
28%
Email Reply Rate
5 Mo
Timeline
Bill Pay & Financial Wellness Platform
Challenge
Highline needed to reach HR decision-makers and benefits administrators at mid-market companies to pitch their bill pay benefit. The challenge was breaking through the noise in a crowded employee benefits market where buyers are constantly bombarded by vendors.
Solution
We created highly segmented campaigns based on company signals—recent benefits announcements, open enrollment timing, and HR leadership changes. Our "poke the bear" approach asked questions about current employee financial wellness programs before pitching, resulting in significantly higher engagement.
Results
$3.1M
Pipeline Generated
95+
Enterprise Meetings
42%
Open Rate
4 Mo
Timeline
Investment
Starter
3-month commitment
$5,500/mo
Full email infrastructure (DKIM, MX, etc)
Full TAM Contact Data Map
Up to 50,000 emails monthly
Website visitor deanonymization
8 campaign deployments per month
1 LinkedIn account integration
Growth
3-month commitment
$9,500/mo
Everything in Starter, plus:
Up to 100,000 emails monthly (2x volume)
16 campaign deployments per month (2x testing)
3 LinkedIn account integrations
Weekly strategy calls
Dedicated account manager
Our Guarantee
If we don't generate ROI in the first 90 days, we'll work month 4 completely free. We're confident because we've done this dozens of times before.
Claim Your GuaranteeWhat Happens When You Sign Today
Kickoff Call
Deep-dive into your ICP, messaging, and goals. We map your target segments and define success metrics.
Infrastructure Setup
Domains, inboxes, warming, and tool configuration. We build everything you need to scale outbound.
First Campaigns Live
Launch within 2-3 weeks of kickoff. Start generating pipeline with tested, optimized campaigns.
Ready to Fill Your Pipeline?
Let's map your ICP segments, audit your current outbound, and build a 90-day plan to fill your pipeline with qualified leads.
Schedule a Discovery Call