What counts as a qualified meeting
A qualified meeting is a named buyer at a company that matches the ICP, not a positive reply. How we drew that line on Fudeat and a Series A SaaS.
A qualified meeting is a calendar hold with a named person, in a role you sell to, at a company that matches the size and problem you already win. A positive reply, an open, or “send me something” is not a meeting. Unlock uses that line on outbound we run from Madrid. The client still does discovery and closing.
The line, on two shipped engagements
| Engagement | Who was in the meeting | Company | What we published |
|---|---|---|---|
| Fudeat, corporate catering, Spain | Office managers, HR directors, CEOs | 50–500 employees | €4 back per €1 in 45 days; 67% of new clients from outbound |
| Series A workflow SaaS, Europe | Operations directors | European services companies, 50–500 employees | 14 qualified meetings a month within six weeks; 41% open rate; 6.8% positive reply rate; 3 closed deals in four months at €24K average ACV |
Both lists were built for that ICP. Fudeat had no CRM and grew only by referral; we set up Pipedrive, ran the outbound, and handed qualified leads to their team. The SaaS founder had already hired an SDR who left and used an agency that burned the corporate domain. We sent from three warmed domains so the main domain stayed out of the blast. Those figures are from these two clients. They are not a promise for the next one.
What we do not count
- An open. Our B2B campaigns from January 2025 to January 2026 averaged a 42% open rate. Opens are a deliverability check, not pipeline.
- An auto-reply or an out-of-office.
- A positive reply from someone who cannot buy and will not introduce the person who can.
- A meeting with a company outside the size band we agreed at the start.
The GTM page states the same benchmarks: 6% positive reply rate, first qualified meeting in under four weeks from kickoff, about 12 qualified meetings a month per active client across those campaigns. Results vary by industry and ICP.
When the line should be stricter
If one closed deal is worth six figures, “any director who replied” is too loose. The meeting should name the account, the role, and the problem they already have. If you cannot describe the last closed deals in one sentence, fix that before anyone sends email. A sharper ICP is the work; a bigger list is not.
Email contact@unlockmanagement.com with who you sell to and what you currently call a meeting. We reply within 24 business hours. There is no public rate card.