Case studies / 2X Solutions
How 2X Solutions stopped depending on referrals.
Compliant AI speed-to-lead software that calls new and aged leads
2X Solutions grew through referrals and private equity contacts. We rebuilt the offer for cold buyers, built a qualified Meta funnel and helped build their sales motion, from the pitch deck to feedback on recorded calls. They found their most profitable niche in mortgage lending, expanded into senior care and home care, and now close 40% on cold traffic.
40%
Close rate on cold traffic
Almost unheard of.
$500 to $750
Cost per booked call
Down from $1,500 to $2,000. Kevin’s figures.
$30k
New monthly revenue
From two clients booked in the first two months. Kevin’s words.
3
Markets
Mortgage lending, the most profitable, then senior care and home care.
Where they started
Clients came from people Kevin knew.
2X Solutions sells AI calling software that reaches every new and aged lead for companies with large sales floors. Most clients came through Kevin’s network and private equity contacts. An earlier Meta campaign brought in names, but not phone numbers or buyers who were ready to talk.
- “Most of the sales that we have so far have come from referral. And some of the private equity guys that we know... they’ve been just giving us some customers.”
- “And then we tested one person on Meta. It was OK, but it wasn’t great.”
- “They were in test mode forever.”
- “We didn’t get a phone number. We only got an email address and it was difficult.”
Kevin DeMeritt, founder, 2X Solutions.
What was in the way
A referral pipeline you can’t choose to scale, and an offer cold buyers found hard to say yes to.
Referrals closed well because buyers already trusted Kevin. Strangers saw a large recurring contract and a long decision. 2X needed a channel it could turn up on demand, and a first step small enough for a cold buyer to take. We worked on those two problems and left the rest alone.
“The pipeline is pretty much all referrals, which is wonderful, but you can’t choose to scale it.”
What we built
An entry offer, a qualified funnel and a sales motion for cold traffic.
- Offer workshop
- Who to sell to, what to lead with, and what a cold buyer can say yes to on the first call.
- Reactivation pilot
- The entry point. The client sends a list of old leads and 2X calls them. No CRM integration needed.
- Meta lead forms
- Native forms with qualifying questions and a work email, so the ads find buyers and the phone number comes with the lead.
- Show-up sequence
- Pre-call videos from Kevin, a short research video for each prospect, text reminders and no-show call-backs.
- SDR team
- Our SDRs call every qualified lead who doesn’t book on their own, with scripts for buyers who don’t yet know the product.
- Sales process
- A no-pitch discovery script, then a 3‑call close: discovery, presentation, go or no-go.
- Pitch deck
- We helped build the deck 2X uses on sales calls with cold buyers.
- Call feedback
- We review recorded sales calls every week, give feedback on each one, and feed what buyers say back into the ads and the deck.
- Niche tests
- We tested markets one at a time. Mortgage lending came out the most profitable. Then we opened senior care and home care, each with its own campaign and lead form.
- LinkedIn thought-leader ads
- Posts from Kevin’s own profile, then ads to the people at target accounts who engage with them.
- AReactivation pilot offer
- BMeta adsNative lead forms with qualifiers
- Fit?The qualifier checks the lead form qualifiers. If yes, continue to C.
- If no: Not a fit
- CBook a call
- DSDR calls the lead
- ESales callNo-pitch discovery, then the 3‑call close
- Feedback loop with step E: Expert sales trainerReviews the recorded call. Feedback goes into the next one.
- FSigned client
Results
Cheaper booked calls, and 40% of cold traffic closing.
With the call feedback, a great offer and a great team, 2X now closes 40% on cold traffic. That is almost unheard of.
| Metric | Before | After |
|---|---|---|
| Where new clients came from | Referrals, PE contacts | Meta and LinkedIn funnel |
| Cost per booked call | $1,500 to $2,000 | $500 to $750 |
| What a lead gave you | An email address | Phone, work email, qualifiers |
| Close rate on cold traffic | No baseline | 40% |
| Markets sold into | Whoever referrals brought | Mortgage lending, senior care, home care |
| First sales call with a cold buyer | Presentation deck | No-pitch discovery |
“Right now, we already have two people booked for around $30k in revenue on a monthly basis that we didn’t see that in the full six months of what we had prior. The two people we booked were exactly the right people to talk to... And this is in a two month time period.”
Timeline
Start
Evaluation call. Growth plan presented. Kickoff and offer workshop.
Month 1
Meta funnel live. First qualified opportunity. SDRs on the leads. New discovery script.
Month 2
Pitch deck, pre-call videos and the 3‑call close installed. Campaign optimised for booked calls. Kevin records his testimonial.
Month 3
LinkedIn thought-leader ads from Kevin’s profile. Budget raised.
Month 4
A research video for every booked prospect. No-shows called back the same day.
Now
Closing 40% on cold traffic. Expanded into senior care and home care. Engagement continues.
In their words
“Here’s a guy that spent a bunch of time that we didn’t pay for to really do a deeper dive and understand our business.”
“I don’t think I’ve ever worked with another company that really not just asked, but forced you to say, look, if you’ve got video calls, I want to look at them and give you feedback.”
“I’ve worked with three business-to-business people. Not one of them did that. They have a lot of hype in the beginning, but it falls off very quickly.”
“If you have somebody that’s been through it all, not just the marketing side but the entire sales process, that knowledge alone is worth gold.”