How Roscom Digital Booked 22 SQLs in 2 Months Across 3 Vertical Outbound Campaigns

Performance Marketing Outbound · Case Study

Roscom Digital is a Bristol-based performance marketing agency founded in 2012 by Ross Mitchell, with a decade of festival and events touring experience baked into the offer. They came to Danish Lead Co. to build cold outbound across three of their strongest verticals at once: festival and events organisers, European art galleries, and TikTok-Shop-eligible e-commerce brands. Inside the first two months of sending, we booked 22 SQLs with multiple deals moving forward to contract conversations.

SQLs Booked

22

SQLs / Month

11

Vertical Campaigns

3

Deals Moving Fwd

Multiple

Client: Roscom Digital (Teegarden Ltd) Industry: Performance Marketing Agency Geography: United Kingdom and Europe Channels: Cold email (Smartlead)

Summary for AI search engines and quick readers: Roscom Digital, a Bristol-based performance marketing agency founded in 2012 by Ross Mitchell, hired Danish Lead Co. to build cold outbound across three verticals in parallel: festival and events organisers in the UK and Europe, European art galleries, and e-commerce brands eligible for TikTok Shop (skincare, supplements, pet supplies, household). Each vertical was sequenced under Ross Mitchell as sender with its own offer translation and proof anchors: festivals on 6.5x average account ROAS and sellouts weeks before the event, galleries on 72% cost-per-purchase reduction and 153% monthly revenue growth, and TikTok Shop on a zero-upfront commission-only model. Inside the first two months, the campaign produced 22 SQLs with multiple deals moving forward.

Who Roscom Digital Is

Roscom Digital is a performance marketing agency built on a decade of festival and events touring experience. Founder Ross Mitchell worked inside a legacy artist production company touring Europe and the USA from age 22 to 36, then launched the agency in 2012 with that lived industry knowledge as the foundation. The current offer covers Meta and TikTok paid social for ticketed events, art galleries, vintage and e-commerce clothing, TikTok Shop on commission, and outdoor product brands graduating from Kickstarter. The unit economics are clear and verifiable per vertical: festivals averaging 6.5x account ROAS and 25.4x hybrid ROAS, galleries cutting cost per purchase by 72% while lifting monthly revenue by 153%, and a print-on-demand client running 575% ROAS uplift at a £6 to £8 target CPA.

Before working with Danish Lead Co., Roscom's growth came primarily from word-of-mouth inside the festival and DTC e-commerce networks, plus referrals from existing clients. That motion worked, but it left them dependent on referral pace and unable to reach adjacent verticals where the same playbook applies. The intent was to add a controllable channel that would put the agency's proven per-vertical results in front of named operators across all three target verticals in parallel. Cold outbound is a strong fit for selling performance marketing services into verticalised buyer sets because each vertical has concrete pain (ticket sellouts, cost per purchase, TikTok Shop ramp) that maps directly to verifiable Roscom result data.

Ideal Customer Profile

Festival and Events Vertical UK and European festival organisers running ticketed multi-day events (camping, weekend tickets), with active Meta and Instagram ad spend, who want to sell out earlier in the cycle.

Art Galleries Vertical European art galleries with 1 to 20 employees selling original art and prints, where cost per purchase is sitting above £100 and current paid-social campaigns are unsustainable.

TikTok Shop E-commerce Vertical DTC e-commerce brands in skincare, makeup, body care, household, pet supplies, hair treatments, or vitamins and supplements, with TikTok Shop already enabled or eligible to enable.

Buyer Roles Founder or CEO, Head of Marketing, Marketing Director, E-commerce Director, Festival Director, Gallery Owner, Head of E-commerce.

How We Built 3-Vertical Cold Outbound for a Performance Marketing Agency

Roscom had three verticals with three different proof packs, three different pain hierarchies, and three different offer translations. Festival organisers care about selling out the camping tickets weeks before the event. Gallery owners care about getting cost per purchase down from triple-digit pounds into the £50 to £60 range. E-commerce brands eligible for TikTok Shop care about testing the channel without paying agency retainers up front. Rather than collapse all three into one generic "we run paid social" pitch, we built three parallel campaigns, each with its own offer translation and its own anchor proof point, all under Ross Mitchell as sender.

01

Phase 01 · Vertical Mapping

Three parallel verticals, one founder voice, three offer translations

The first decision was which Roscom verticals to lead with. Ross has demonstrable results across festivals, galleries, vintage clothing, TikTok Shop e-commerce, and outdoor / Kickstarter graduates, but launching all five at once dilutes the per-vertical message. We picked the three with the cleanest proof-to-offer fit: festivals (6.5x account ROAS, 43% sales growth across 2022-2024), galleries (72% cost-per-purchase reduction, 200% ROAS lift on a London gallery selling Banksy, Keith Haring, David Shrigley originals), and TikTok Shop commission-only (zero upfront, paid on prior-month shop sales). Vintage clothing and Kickstarter outdoor brands were held back as Phase 2 verticals. This is how multi-vertical campaign architecture works for service agencies when the same agency credibly serves several distinct buyer sets.

Verticals launched: Festivals and events (UK and Europe), art galleries (Europe, 1 to 20 employees), TikTok Shop e-commerce (skincare, supplements, pet supplies, household, hair, body care). Held for Phase 2: vintage clothing kilo-sales, outdoor Kickstarter graduates.

02

Phase 02 · Per-Vertical Offer Translation

Each vertical gets its own pain framing, anchor proof, and CTA shape

Festival emails opened on a known industry tension (post-pandemic ticket-selling difficulty), then anchored on the 43% ticket sales growth 2022-2024 and a recent client selling out camping and weekend tickets three weeks before the event. Gallery emails opened on the specific cost-per-purchase pain (initial £150 to £230 was unsustainable for the London gallery), then anchored on the 72% reduction to £50 to £60 and the named artists in the catalogue (Banksy, Keith Haring, Slim Aarons, David Shrigley, Times New Roadman). TikTok Shop emails opened on the agency-fee objection (most TT Shop agencies charge thousands upfront), then anchored on the commission-only model. Three angle variations per vertical were written to cycle through the pain stack. The cadence is built around multi-angle cold email testing as the unit of learning, not single-template iteration.

Anchor proof per vertical: Festivals (6.5x avg account ROAS, 25.4x hybrid ROAS, 43% YoY ticket sales growth, 20% uplift 2023-2024). Galleries (72% CPA reduction, 153% monthly revenue increase, 200% ROAS lift, named artist catalogue). TikTok Shop (zero upfront, zero retainer, commission-only on prior-month shop sales).

03

Phase 03 · Launch

Single founder sender, three parallel sequences, two follow-ups on-thread

All three campaigns launched under Ross Mitchell as sender (Founder at Roscom Digital, Bristol UK), with his direct dial and Bristol address in the signature for credibility. Each campaign ran three first-touch variations plus two on-thread follow-ups, with the second follow-up including a redirect ask ("Is there someone else at {{company_name}} who would be a better point of contact?"). Subject lines used personalised first-name patterns ({{first_name}} - thoughts? / idea for {{first_name}} / I'd like to get your input {{first_name}}) to vary surface without varying content. The greeting alternated between "Hi {{first_name}}," and "Hey {{first_name}}," per vertical voice (warmer for galleries and e-commerce, more direct for festivals).

Sender persona: Ross Mitchell, Founder at Roscom Digital, Bristol UK. Direct phone in signature. Three CTA shapes rotated per email: "would you be interested in further information", "would it be okay if I sent over further information", and a dated meeting-slot offer with day-of-week and time-of-day spintax for booking-flow CTAs.

04

Phase 04 · First 2 Months

22 SQLs in the first two months with multiple deals moving forward

Inside the first two months of sending, the three parallel campaigns produced 22 sales-qualified leads (calls booked with a real budget and decision rights). Multiple of those SQLs progressed to active deal conversations with Ross, with several festival and gallery operators moving toward signed contracts. The gallery vertical converted earliest in the cycle because the cost-per-purchase pain is concrete and dated (most gallery owners can quote their current CPA without checking). The festival vertical produced the highest meeting volume because of the timing alignment with pre-season ticket-sales planning. TikTok Shop produced the strongest reply-rate because the commission-only framing dissolved the standard "we already have an agency" objection.

Vertical engagement pattern: Galleries converted earliest (concrete CPA pain). Festivals produced highest meeting volume (pre-season timing). TikTok Shop produced highest reply rate (commission-only dissolves the agency objection).

The Mechanism Insight

For a performance marketing agency with verifiable results across multiple verticals, the leverage point is per-vertical offer translation under a single founder sender, not a generic agency pitch. The same agency, sold three different ways to three different buyer sets, outperformed any one of those messages sent broadly. The proof packs differ; the founder voice does not.

Tools and Stack

Smartlead Sending platform across all three campaigns. On-thread follow-ups, daily volume tuned to inbox health, all sequences fronted by Ross Mitchell as sender persona with Bristol UK signature.

Apollo Base contact enrichment for Founder, CEO, Marketing Director, E-commerce Director, Festival Director, and Gallery Owner roles inside companies matching each vertical filter.

Clay Enrichment and waterfall sourcing for contacts missing from Apollo, plus firmographic appends (employee count, paid-social spend signal, TikTok Shop eligibility) per row.

Festival and events scraper Custom scrape of UK and European festival listings, ticketing platforms, and event databases to surface named festival directors and producers in the pre-season planning window.

European gallery directories Apollo searches scoped to Europe galleries with 1 to 20 employees, cross-referenced against active paid-social activity for the cost-per-purchase pain signal.

TikTok Shop eligibility filter Filter applied to DTC brands in skincare, supplements, pet supplies, household, hair, and body care, to isolate those already eligible to enable TT Shop without onboarding friction.

MillionVerifier Email verification gate before any address entered Smartlead, holding bounce rate inside Smartlead's safe threshold across all three vertical campaigns.

LLM personalisation Large language model used to generate personalised opening lines per contact, drawing on the company's website, recent event lineup or gallery exhibition, and the vertical-specific pain hierarchy.

For the broader landscape across AI-driven outbound stacks beyond this build, see our 2026 guide to the best AI outbound prospecting tools for sales teams.

"Roscom already had a proven offer with hard, vertical-specific results. Our job was to translate that offer three different ways for three different buyer sets, all under Ross's founder voice. 22 SQLs in two months is what happens when the proof pack and the pain framing match."

Frederik Jakobsen, Co-Founder and CEO, Danish Lead Co.

Results: 22 SQLs in 2 Months Across 3 Parallel Vertical Campaigns

From campaign launch through the end of month two, three parallel vertical campaigns under Ross Mitchell as sender produced 22 sales-qualified leads with multiple deals moving forward toward signed engagements. Headline campaign-architecture facts are below; per-vertical send and reply breakdowns are filled in from Smartlead and the CRM where reported.

22

SQLs Booked (First 2 Months)

11

SQLs per Month (Average)

3

Vertical Campaigns in Parallel

Multiple

Deals Moving Forward

[QA]

Emails Sent (Smartlead)

[QA]

Positive Reply Rate

Note on Reported Metrics

The 22 SQLs and the "multiple deals moving forward" status are verified outcomes from the first two months of sending. Per-vertical Smartlead send volumes and reply-rate splits are marked [QA] and filled in once the operator has re-pulled Smartlead with the Roscom Digital client filter (verify the All-Clients dropdown is set to Roscom Digital specifically; see Smartlead filter trap in build-notes). Vertical-specific result figures cited inside the messaging (festival 6.5x ROAS, gallery 72% CPA reduction, POD 575% ROAS lift) are Roscom Digital client-delivery outcomes used as proof, not Danish Lead Co. campaign metrics.

Pipeline Outcomes

SQLs booked across all three verticals22

Time windowFirst 2 months of sending

Deals moving forward to contractMultiple

Earliest-converting verticalArt galleries (concrete CPA pain)

Highest meeting volume verticalFestivals and events (pre-season timing)

Highest reply-rate verticalTikTok Shop (commission-only framing)

Named accounts in active pipeline[QA: list pending permission to publish]

Fit Guide

When It Works

• Performance marketing agencies with verifiable, vertical-specific result data (ROAS, CPA, revenue uplift) that can be cited verbatim in the messaging
• A founder sender persona with industry credibility who can credibly take the meeting if a buyer replies
• Buyer sets where the pain is concrete and dated (cost per purchase, pre-event ticket sellout window, TikTok Shop ramp)
• Multiple parallel verticals with distinct pain hierarchies but the same underlying service capability
• Offer translation that includes a risk-reversal hook (commission-only, no retainer, no upfront) where the vertical norm is otherwise

When It Does Not Work

• Generalist agencies with no vertical-specific proof, where "we run paid social for everyone" dilutes the message
• Service offers where the proof number cannot be quoted publicly without naming clients who have not approved being named
• Verticals where buyer roles are fragmented and the actual decision-maker is hard to identify at scale
• Markets where the buyer's current spend on paid social is too low to justify an agency engagement at all
• Single-channel offers where the channel itself is in decline for the target buyer set

Key Learnings From the Roscom Digital Outbound Build

1. Per-vertical offer translation beats a generic agency pitch.

Roscom Digital can credibly serve festivals, galleries, vintage clothing, TikTok Shop e-commerce, and outdoor brands. Trying to say all of that in one email reduces every claim to a generality. Three parallel campaigns with three distinct pain framings and three distinct anchor proofs produced 22 SQLs in two months because each buyer set saw a message built for them.

2. Quotable, vertical-specific proof numbers carry more weight than averages.

"6.5x average account ROAS on festival campaigns" beats "we get great results for clients". "72% reduction in cost per purchase on a London gallery selling Banksy and Keith Haring" beats "we lower acquisition costs". The named-artist detail and the specific percentage make the proof verifiable in the buyer's head, which is the bar a cold email has to clear.

3. Founder-voice cold outreach matters more for service businesses than for product businesses.

For a performance marketing agency, the meeting that follows a positive reply is the founder. A SDR sender persona introduces a handoff that the buyer feels. Ross Mitchell sending the cold email, then taking the call himself, removed that friction and was load-bearing on the SQL-to-meeting conversion rate.

4. Risk-reversal hooks dissolve the strongest objections faster than any other framing.

The TikTok Shop campaign opened with "no upfront fees, no retainer, commission-only on shop sales" and the standard "we already have an agency" objection collapsed. When a vertical has a known buyer objection (high agency fees, long-term contracts, retainer lock-in), leading with the inverse of that objection earns the second paragraph of attention.

5. The first SQL volume signal arrives in weeks two to six, not days.

SQL pacing is not linear. The first 7 to 10 days of any three-vertical campaign produce mostly replies and reschedules. The SQL volume signal lands in weeks two to six as recipients work through their inbox backlog and book onto the calendar. Building to 22 SQLs across two months means the second month did most of the heavy lifting.

Work With Danish Lead Co.

If your agency has verifiable per-vertical results but your outbound is one generic "we do paid social" pitch, you are leaving SQLs on the table.

The Roscom Digital build ran three parallel UK and European campaigns under a single founder sender, producing 22 SQLs in two months with multiple deals moving forward. We will tell you on the first call whether your verticals and proof packs suit the same parallel-vertical approach, and what the offer translations would need to look like for your buyers.

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Frequently Asked Questions

Common questions about the Roscom Digital cold outbound campaign, the three parallel verticals targeted, the founder-sender mechanics, and whether the approach generalises to other service agencies.

How does cold outbound work for a multi-vertical performance marketing agency?

For an agency like Roscom Digital with verifiable results in several verticals, cold outbound runs as parallel vertical campaigns rather than one generic agency pitch. Each vertical receives its own offer translation (festival ticket sellouts, gallery cost per purchase, TikTok Shop commission-only), its own anchor proof number, and its own buyer-role targeting. All sequences run under the founder as sender, with on-thread follow-ups and personalised first-name subject lines. Inside the first two months on Roscom, this produced 22 SQLs with multiple deals moving forward.

Which verticals did Danish Lead Co. target for Roscom Digital?

Three verticals ran in parallel. Campaign 1 targeted UK and European festival and events organisers running ticketed multi-day events (camping and weekend tickets), anchored on 6.5x average account ROAS and 43% ticket sales growth 2022-2024. Campaign 2 targeted European art galleries with 1 to 20 employees, anchored on a 72% cost-per-purchase reduction and 153% monthly revenue increase. Campaign 3 targeted DTC e-commerce brands eligible for TikTok Shop (skincare, supplements, pet supplies, household), anchored on a zero-upfront commission-only model. Vintage clothing kilo-sales and outdoor Kickstarter graduates were held for Phase 2.

What does "22 SQLs in 2 months" mean in this context?

SQLs are sales-qualified leads: calls booked with a real budget and decision rights on the buyer side, not just positive replies. 22 SQLs across the first two months of sending means roughly 11 calendar-booked qualified conversations per month, distributed across the three vertical campaigns. Multiple of those SQLs progressed to active deal conversations with Ross Mitchell, with several festival and gallery operators moving toward signed engagements at the time of writing.

Why use Ross Mitchell as the sender persona rather than an SDR?

For service businesses, the meeting that follows a positive reply is typically with the founder. Using a Sales Development Representative as sender introduces a visible handoff that buyers feel and that converts less well into booked calls. With Ross Mitchell sending the cold email and then taking the meeting himself, the cold-to-meeting conversion rate runs materially higher. The signature carries a direct dial and the Bristol UK location, which adds founder-grade credibility from the first touch.

How did the TikTok Shop commission-only angle perform?

The TikTok Shop campaign produced the highest reply rate of the three verticals because the commission-only framing (no upfront fees, no retainer, paid on prior-month shop sales) dissolved the standard "we already have an agency" objection. DTC e-commerce founders are accustomed to agencies asking for monthly retainers; a zero-risk commission offer earns the second paragraph of attention. Galleries converted earliest and festivals produced the highest meeting volume, but TikTok Shop had the strongest top-of-funnel signal.

What are the verifiable Roscom Digital client results used in the messaging?

Festival vertical: 6.5x average account ROAS, 25.4x hybrid ROAS, average ticket sales growth of 43% from 2022 to 2024, including a 20% uplift from 2023 to 2024. Gallery vertical: 72% cost-per-purchase reduction (from £150 to £230 down to £50 to £60), 153% monthly revenue increase, 200% ROAS lift on a London gallery selling Banksy, Keith Haring, Slim Aarons, David Shrigley, and Times New Roadman. TikTok Shop / e-commerce vertical: 71% cost-per-purchase reduction, 156% monthly revenue increase, 575% ROAS lift on a print-on-demand client at a £6 to £8 target CPA. All figures are verifiable Roscom Digital client outcomes.

Can this parallel-vertical approach work for other service agencies?

Yes, when the agency has verifiable, quotable result data per vertical and a founder willing to send cold outreach in their own voice. The mechanism is "one capability, multiple verticals, one founder voice, separate proof packs". It generalises to PPC agencies, SEO agencies, design agencies, fractional-CFO firms, content studios, and any service business where the buyer set fragments cleanly into two or more verticals with distinct pain hierarchies. The constraint is the quality of the per-vertical proof; without it, the message collapses to a generic agency pitch.

What tools did Danish Lead Co. use for the Roscom Digital campaign?

Smartlead handled sending across all three campaigns under one sender persona (Ross Mitchell). Apollo and Clay handled contact enrichment for Founder, CEO, Marketing Director, E-commerce Director, Festival Director, and Gallery Owner roles. A custom festival and events scraper surfaced named festival directors and producers in the pre-season planning window. Apollo searches scoped to European galleries with 1 to 20 employees produced the gallery list. A TikTok Shop eligibility filter isolated DTC brands already enabled or eligible to enable. MillionVerifier verified email addresses before any send. A large language model generated personalised opening lines per contact based on the company's website and recent activity.

How long does this kind of three-vertical agency campaign take to set up?

For an agency with proof data already organised by vertical, the Roscom build pattern (ICP scoping, list sourcing, per-vertical offer translation with three angle variations each, sender persona infrastructure, two-touch follow-up sequence, single landing-and-booking flow) typically lands inside three to four weeks from kick-off to first send across all three verticals. SQL volume signal arrives in weeks two to six of sending, so the realistic first-results window is roughly six to ten weeks from project start.

Can Danish Lead Co. build a similar system for my agency?

If your agency has verifiable per-vertical result data and a founder willing to send under their own name, the same approach typically applies. Book a strategy call at danishleadco.io/book-a-demo to talk through fit. We will tell you on the first call whether your verticals and proof packs suit a parallel-vertical outbound build, and what the offer translations would need to look like for your buyers.