80 SQLs for a New Product Category —
$2.82M Pipeline Without a BDR Team
How Nexsales built the outbound motion for SecureSave's ESA offering from scratch — generating 80 qualified sales appointments and $2.82M in pipeline by reaching the HR and Benefits buying committee with education-first messaging.
US-based fintech company providing employer-sponsored Emergency Savings Accounts (ESAs) — a financial wellness benefit targeting HR and Benefits leaders at mid-to-large enterprises.
A New Product Category. No Outbound. A Buying Committee That's Hard to Reach.
SecureSave had no in-house BDR team or internally managed outbound motion — all new business came via tradeshows and events.
The company's Emergency Savings Account (ESA) product was a relatively new concept in the marketplace, raising the risk that sales appointments wouldn't convert to opportunities.
Lack of broad market awareness about ESAs meant that sales conversations required significant education, making qualification even more important.
The HR and Benefits buying committee is notoriously hard to reach and requires highly targeted, persona-specific messaging to engage.
Emergency Savings Accounts — a new category requiring market education at scale
Education-Led Outbound — Building Market Awareness While Generating Pipeline
Nexsales designed a persona-first outbound engine that educated HR and Benefits leaders on ESAs while simultaneously qualifying them for sales conversations — turning category awareness into pipeline velocity.
Benefits & HR Persona Targeting
- Targeted Manufacturing, Healthcare, and Retail companies with 500+ employees in the US
- Key contacts: CHRO, Chief People Officer, VP of HR, VP of People, VP/Head of Total Rewards, VP/Head of Benefits
- Functions: HR, Benefits, Total Rewards, Employee Well-Being, Financial Well-Being, and DEI
Financial Wellness Messaging Campaign
- 'Financial Resilience Is the New Wellness' — positioning ESAs as a strategic HR investment
- 'Employee Financial Health: From Perk to Priority' — reframing benefits strategy for CHROs
- 'Loyalty grows when employees feel financially secure' — connecting ESAs to retention outcomes
- Channels: LinkedIn, Email, and Phone — three-touch cadence tailored to HR leadership
SQL-Focused Bottom-of-Funnel Engine
- Focused entirely on generating qualified sales appointments (SQLs) — no vanity metrics
- Educated prospects on ESAs during outreach to pre-qualify and improve conversion post-meeting
- BI and data platforms used to identify companies with active employee benefits modernization signals
- Delivered 80 SQLs — the highest-volume result across all four programmes
80 SQLs. $2.82M Pipeline. Category Proven.
Sales Qualified Leads (SQLs) delivered
in qualified pipeline created
Highest SQL volume across all programmes
"When the market doesn't know your product yet, education-led outreach is the most powerful pipeline lever you have."
SecureSave's 80-SQL programme proved that consistency, persona precision, and a compelling financial wellness narrative can build pipeline even in an emerging category.