John Touma · Demand Generation

Demand generation systems that turn campaigns into revenue.

I own the work end to end—from ICP and messaging through paid, outbound, qualification, sales handoff and performance reporting.

View the work johntouma17@gmail.com

How I workStart with the buying motion. Build the channel around it.

MarketICP and intentWho should care, and why now?

JourneyMessage and qualificationWhat earns the next step?

RevenueHandoff and economicsWhat becomes pipeline and customers?

OutboundVertical campaigns, personalization, deliverability

Paid acquisitionCreative tests, funnels, qualified calls, CAC

900+ campaigns across 51 industriesPaid + outbound + qualification

The work and the proof.

Two acquisition systems, measured beyond clicks and leads.

Outbound and ABM

Multi-industry demand engine

Built for commercial insurance brokerages with different appetites, territories and target accounts.

ICP and segment strategy
Vertical-specific copy and CTAs
Personalization and deliverability
Qualification and SDR handoff

I translated each brokerage's carrier appetite into account segments, tailored the message by vertical, and used company research to make the first line relevant.

900+campaigns overseen

10M+emails sent

6.5K+leads generated

1.8K+qualified appointments

51industries targeted

Selected campaigns that converted.

Two recent commercial-insurance campaigns show the operating detail behind the aggregate results: tight segments, direct messaging and most opportunities created on the first touch.

1,867prospects entered

158replies · 8.46% combined

92platform-recorded opportunities

The platform attached $920,000 in estimated opportunity value. This is pipeline potential, not booked revenue.

Anonymized outbound campaign dashboard showing 620 prospects, a 9.35 percent reply rate and 45 opportunities — Anonymized campaign dashboard · four-week view

Commercial trucking acquisition

45 opportunities from 620 prospects.

Reply rate: 9.35%
Positive replies: 45
Opportunity yield: 7.26%
Est. value: $450K

The first email produced 46 replies and 37 of the 45 opportunities. The platform categorized 77.59% of all replies as positive.

Anonymized outbound campaign dashboard showing 1,247 prospects, an 8.02 percent reply rate and 47 opportunities — Anonymized campaign dashboard · three-month view

Liquor-liability renewal outreach

47 opportunities from 1,247 prospects.

Reply rate: 8.02%
Positive replies: 47
Opportunity yield: 3.77%
Est. value: $470K

The first email produced 87 replies and 46 of the 47 opportunities, showing that the initial targeting and message did most of the work.

Data and delivery20M+ records

Business data assembled from directories, maps and public sources, then enriched and validated.

Infrastructure13K+ mailboxes

Sending accounts across more than 130 domains, monitored for health and deliverability.

Outbound campaign results by industry

Actual delivery data across eleven target markets. Choose a metric below to re-rank the industries and compare volume, response yield and qualified appointments.

Click a metric to compare

Cold email performance across 11 industries

Industry	Emails	Leads	Appointments	Leads per 10K	Lead to appointment

Source: aggregated campaign records. Low-volume tests and records without a reliable send denominator are excluded.

Paid acquisition system

How one Meta campaign generated 26.1× its ad spend in customer payments.

$19,604 in ad spend produced 248 qualified appointments, 37 customers and $512,000 in total customer payments.

Creative and copy testing
Landing page and qualification path
Budget allocation
Qualified-call and CAC review

One 38-second video, three opening copy angles, one gated funnel—and attribution carried from the ad through qualification, sales and repeat customer payments.

Ad spend

$19,604invested through Meta

Total customer payments

$512,000initial and repeat payments collected

26.1×gross revenue return on ad spendAll 37 Stripe customers originated from this campaign.

248qualified appointments

37unique customers acquired

$13,838average customer payments

$530customer acquisition cost

The control creativeOriginal 38-second voiceover ad. The audience and offer stayed constant while the opening copy changed.

What the test isolated

Three angles used the same video structure and the same qualification path, making the message the primary variable.

Guarantee-ledOpened with the outcome and screened for fit inside the ad.

Question-ledFramed the problem through the agency owner's current pipeline.

Pain-ledFocused on wasted sales time and low-quality meetings.

Measurement choice: Meta schedule events over-counted. GHL bookings and Airtable qualification became the decision source.

The gated qualification path

The historical GHL pages used with the campaign, with the Typeform gate that controlled access to the calendar.

Historical ListKit offer page for commercial insurance quote requests — **01 · Offer page**Problem, offer and proof

Historical ListKit VSL page explaining the quote request system — **02 · VSL**Mechanism and fit

03 · Later Typeform subgroup · 145 submissions

Only qualified prospects reached the calendar.

The form screened agency ownership, team size, licensed states, revenue and ability to invest before revealing scheduling.

92qualified → booking unlocked

53not qualified → booking blocked

These 145 form outcomes are the later Typeform subgroup. The 248 qualified appointments above span the full V1 and Typeform paid-social cohort.

Historical ListKit qualified scheduling page — **04 · Scheduling**Qualified booking

Historical ListKit appointment confirmation page — **05 · Confirmation**Pre-call context

Sources: Meta spend export, GHL funnel records, 777 Airtable records tagged Facebook Ad across the V1 and Typeform funnels, and Stripe gross volume. Airtable contains 41 close-marked records representing 37 unique customers. Stripe shows $512,000 in total payments across initial purchases and renewals from customers attributed to this campaign.

Sales execution

I ran the calls—and built the offer from what prospects said.

Airtable tracks the commercial funnel. Fathom captures the conversations that shaped the positioning, qualification and offer.

I owned the work after a prospect booked: introductions, demos, follow-up and close—then turned recurring patterns into a repeatable sales system.

Introductions

771intro calls scheduled

457intro calls attended

Demos

270demos booked

194demos attended

Closed business

53clients closed

946meetings recorded

940recordings with transcripts

465prospect calls classified

144high-value sales calls deep-reviewed

What the calls became.

The value was not just taking calls. It was converting repeated buyer language into decisions across the go-to-market system.

Offer creationPricing, commitment, guarantee and risk-reversal shaped around buying friction.
PositioningA clearer category, value story and proof sequence for commercial-insurance agencies.
QualificationFit questions and booking gates that protected sales time.
Objection handlingRepeated concerns converted into direct responses and follow-up paths.
Sales enablementA repeatable call structure, playbook and onboarding expectations.

Sources: Barnsley Fern Airtable Sales Tracker for sales activity; Fathom archive snapshot covering September 2023 through February 2026 for recordings and transcript analysis. The Fathom counts are separate from campaign lead and client-booking totals.

From demand-generation workflow to product.

Bindi is a pay-per-lead marketplace for independent commercial insurance agencies. Every lead is a business that replied asking for a quote.

Visit Bindi

Bindi landing page explaining the commercial insurance quote-request marketplace — **Landing page**The offer and marketplace model.

Live Bindi marketplace showing businesses that replied asking for an insurance quote — **Marketplace**Interested businesses ready to claim.

Bindi My Leads showing a claimed business, contact details and insurance information — **My Leads**Contact details, insurance context and the original conversation.

How it works.

1. Target the right businessesWe use public business records and supported insurance timing, when available, to identify accounts that fit an agency's appetite.
2. Start the conversationWe email those businesses and ask whether they are open to comparing coverage or receiving a quote.
3. Publish verified interestOnly businesses that reply with interest enter the marketplace, alongside useful context such as coverage, timing, carrier and size.
4. Claim and follow upAn agency claims the opportunity, then receives the contact details and original email conversation in My Leads.