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Joan

Outreach

Software

Grou helped Joan generate 489 conversations through LinkedIn

Joan needed to test whether outbound could create real demand for its room-booking solution across multiple regions. We built and ran 8 LinkedIn outreach campaigns that generated 489 replies, 57 interested leads, and clear insight into where the ICP and problem urgency needed tightening before scaling further.

489

Conversations started

Interested leads

30.9%

Best reply rate

Joan

Outreach

Software

Grou helped Joan generate 489 conversations through LinkedIn

489

Conversations started

Interested leads

30.9%

Best reply rate

Joan

Outreach

Software

Grou helped Joan generate 489 conversations through LinkedIn

489

Conversations started

Interested leads

30.9%

Best reply rate

Client overview

Joan Workplace is a software company focused on workplace management, with products covering room booking, desk booking, asset management, visitor management, and workplace signage. The company is based in Ljubljana and operates internationally as part of the wider Visionect ecosystem.

For this engagement, the focus was on outbound demand generation for Joan’s room-booking offer. The goal was to see whether LinkedIn outreach could consistently create conversations with the right workplace, facilities, and room-technology buyers across multiple regions.

Challenge

Joan did not have a conversation problem. It had an ICP and urgency problem.

The campaigns were able to generate attention and replies, but most responses showed limited need, low urgency, or weak ownership of the problem. That meant the challenge was not simply getting people to answer. It was identifying who actually felt the room-booking pain strongly enough to move toward commercial interest.

The report made that clear. Across analysed replies, 81.9% were negative, only 3.9% showed positive signals, and the biggest reasons were direct “no need” responses and wrong-person or wrong-responsibility replies.

Goal

Our goal was to help Joan validate whether LinkedIn outbound could create real top-of-funnel demand for its room-booking solution and identify which audiences, regions, and campaign angles were most worth scaling.

This was not just about running outreach. It was about using outbound to learn fast: where acceptance was strongest, where reply rates were strongest, and where buying intent broke down.

Approach

We approached the engagement as an outbound validation programme rather than a simple campaign sprint.

The setup focused on multiple regional and segment-based campaign waves so Joan could compare response patterns across EMEA, EU, UK/EU, and US audiences. The aim was to generate enough volume and variation to learn which audiences would connect, reply, and show real commercial signals.

Instead of treating reply rate alone as success, the work was assessed deeper in the funnel: connection acceptance, reply quality, buying intent, and objection patterns. That made the output more useful for strategy, not just outreach reporting.

Execution

We built and ran 8 LinkedIn outreach campaigns for Joan’s room-booking offer during Q1 2026.

Our work included:

structuring the campaign pool across multiple regions and audience segments
sending 7,849 connection requests from a loaded lead pool of 10,273 contacts
managing outbound message flows after connection acceptance
monitoring campaign-level performance across acceptance, reply rate, and interested signals
comparing segment performance across EU, EMEA, UK/EU, US, and event-linked audiences
analysing reply quality and objection patterns to identify where fit broke down
surfacing clear ICP lessons for the next phase of targeting and messaging

Results

The campaign generated strong top-of-funnel engagement, but weak downstream intent.

Across 8 campaigns, the outreach produced 489 replies, a 24.1% overall connection acceptance rate, and a 28.8% reply rate from active message threads. It also generated 57 leads auto-tagged as interested in HeyReach. The best-performing campaign reached a 35.3% connection acceptance rate, while the strongest reply-rate campaign hit 30.9%.

But the deeper signal was more important than the headline engagement. Most replies were non-buying outcomes. 63.1% of reply reasons were explicit rejection or “no need,” 14.8% were wrong-person or responsibility mismatch, and only a small minority reflected pain, need, or real commercial interest.

That made the value of the project clear: the outbound engine worked well enough to generate conversations at scale, but the data showed exactly why the current ICP and pain qualification needed tightening before the next scale-up phase.

Key takeaways

High reply rates do not automatically mean strong commercial intent.
LinkedIn outbound worked well for earning attention, but the ICP needed tighter qualification around facilities ownership, room-booking pain, and office setup.
The best campaigns proved the topic could generate responses, but most replies still came from accounts with low urgency or low fit.
Wrong-person feedback was large enough to show that ownership paths needed sharper targeting.
This phase was valuable because it turned outreach into a market-learning engine, not just a messaging test.

Client

Joan

getjoan.com

🇸🇮Slovenia

IndustrySoftware

Sub-industryWorkplace management

Employees51-200

SegmentSMB

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Campaign

Type

Outreach