16 booked meetings in 60 days: how Paper Run rebuilt their outbound strategy around traxy data

About Paper Run

Paper Run was running LinkedIn outbound off Sales Navigator lists and booking three to five meetings every 60 days. Nothing looked broken. Then they rebuilt targeting around who in their industry was actually engaging with content and booked 16 meetings in the next 60 days. Paper Run is an automated direct mail platform for DTC brands. It plugs into a brand’s existing customer data and automates physical mail to the customers digital channels can’t reach: lapsed subscribers, abandoned carts, winbacks, loyalty and upsell flows. Customers include Grüns, Heights, Neuro, DASH Water, Tata Harper, Percival and COAT.

The problem

Outbound meant Sales Navigator. Filter for lifecycle and retention titles at DTC brands that looked like a fit, work the list, repeat. It worked, modestly. Three to five meetings per 60 days and a modest reply rate. Numbers you can live with. A title-filtered list is accurate and blind at the same time. A retention lead who matches the ICP on paper is not the same person as a retention lead actively rethinking their stack this quarter, and nothing in Sales Navigator distinguishes them.

The gap

The real gap wasn’t a broken funnel. It was an information gap: no way to know how much sharper targeting could get, so no reason to think it should.

Why traxy

traxy set the system up with Paper Run and pointed it at the entire industry rather than one account. Competitors, industry voices, Paper Run’s own content: traxy scores everyone who engages against Paper Run’s ICP, enriches the matches, and routes them to Slack, where Paper Run’s automations take over. The Discovery Agent went further. Through social listening it surfaced qualified leads from content Paper Run didn’t know existed, conversations happening in their market that no list would ever have returned. First booked meeting: three days in.

The transformation

Warm outreach completely changed success rates. Every conversation now opens on something the prospect just did. Reply rates nearly doubled and connection acceptance more than doubled. Same team, same hours. The industry became the input. Paper Run stopped prospecting from their own reach and started prospecting from their market’s activity. The unknowns surfaced themselves. The Discovery Agent found demand in content Paper Run had no visibility into, which is the part a better list could never have fixed.

Before & after

The takeaway

Static lists tell you who could buy. Engagement tells you who’s thinking about it now. Paper Run had already sold that idea to hundreds of DTC brands; traxy applied it to Paper Run.