30–40 qualified leads/month in global payroll
How we segment international teams and turn team structure into meetings
October 1, 2025
Most cold outreach campaigns in fintech fall flat for the same reason: they stop at job titles.
The usual logic goes like this:
“Let’s find CFOs in US-based companies. They’ll probably need our product.”
But in most cases, that approach doesn’t hold up.
Because the real buying signals live elsewhere — in how the team is structured, where the money flows, and who inside the company actually understands the problem.
That was the challenge we worked on with Easy Staff — a platform for cross-border salary payments. Over 4 months, we brought in a stable stream of 30–40 qualified leads per month, in a niche where the usual tactics barely convert.
We used Crona — our in-house Web-Scraping & Data Enrichment tool (launching soon) — to surface the right companies, roles, and signals.
Here’s the core of how it worked:
1. Targeting structure, not just roles
We looked at where the company is legally based but more importantly, where their employees actually work. If a team is distributed, payroll gets complex fast: different legal setups, tax obligations, and reporting rules per country.
2. Tech stack and currency flows
We looked at what tools the company was using: finance platforms, payroll tools, contractor systems — to understand how they operate. These hints helped us see which currencies they move.
3. The right people, with the right pitch
We pulled in key decision-makers (CEO, CFO, COO, VP of HR) and adapted messaging for each.
Finance got one version. Ops another. HR a third.
Same product but framed around their job and internal pain.
Product matters too
Outbound only works when the product lands.
In this case, Easy Staff had one of the most competitive offers on the market — fast onboarding, low friction, and legal clarity across multiple countries.
That made conversions faster and the pitch easier to write.
Here’s what Alexey Kolmay, CDBO at Easystaff.io, said after the first months working with us:
“We tried a few different outbound teams before — but Sally outperformed on every level. Process, delivery, focus on data and outcomes. They operate like part of your in-house team — fast, accurate, and proactive.”
Results
30–40 qualified fintech leads/month
Tight segmentation, clear messaging, and strong product-match
✍️ At Sally, we’ve built outreach systems like this across 20+ projects — turning broad markets into focused pipelines.
**
📚 Want more context before we chat?