Who is the client?

Framework Consulting is a US-based EdTech services company that supports K-12 schools, districts, and education organisations across consulting, talent acquisition, technology implementation, and professional learning. They serve senior district leaders and EdTech decision-makers across the United States, with partners that include Amplify, Carnegie Learning, Savvas, and SchoolMint. Their core offer spans strategic consulting, workforce solutions, and technology integration tailored to the specific needs of K-12 learning environments.

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How the client met us

Framework Consulting came into Kinetyca's pipeline through one of Kinetyca's own cold email campaigns. They had previously attempted cold email outreach with other agencies without success. Before committing, they spoke with three referrals, conducted thorough research, and evaluated Kinetyca against the competition before making their decision.

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Context

Framework Consulting had no outbound motion in place. Their target market sits within a specific niche of the K-12 EdTech landscape, where the pool of senior decision-makers is concentrated and relatively small. Prior cold email attempts with other agencies had produced no results, leaving the team without a functioning system or confidence in the channel. The objective was to build a precision multichannel outbound engine capable of generating qualified pipeline from a limited but high-value market, starting entirely from scratch.

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What was the problem?

- Previous outbound had never worked: Framework had run cold email with multiple agencies before engaging Kinetyca. None of those attempts had produced results, meaning there was no proven messaging, no functioning infrastructure, and no baseline to build from.

- No outbound infrastructure in place: There was no established process for list building, enrichment, sending, or reply handling. Every layer of the system needed to be designed and built before any outreach could begin.

- Small total addressable market requiring precision: The K-12 EdTech decision-maker segment is narrow enough that a single data source cannot provide full coverage. With a limited pool, wasted contacts directly reduced the remaining usable list, making precision a requirement at every stage.

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The approach we took

1. Strategy and ICP analysis

- Mapped Framework Consulting's addressable market within K-12 EdTech to define the highest-value buyer roles and segments
- Identified list coverage, not channel selection, as the binding constraint given the limited TAM
- Structured the engagement to build a complete and validated contact database before any outreach was initiated
- Set a clear threshold for message-market fit before committing to scale

2. Data enrichment and ABM targeting

- Stacked Apollo, AI Ark, Prospeo, and Claygent within Clay to maximise contact coverage across a niche segment that no single data source could fully map
- Cross-referenced outputs across all four providers to deduplicate and validate records
- Built a contact list that covered the addressable market at a depth a single-source pull could not have achieved
- Enriched each record with role-specific context to support personalised messaging at the point of send

3. Channel and infrastructure setup

- Built the email sending infrastructure through EmailBison with full deliverability configuration across dedicated sending domains
- Configured SPF, DKIM, and DMARC across all domains before any volume was introduced
- Deployed HeyReach to run LinkedIn outreach in parallel with the email sequences
- Established a GSheet tracking layer aligned to the workflow preferences of the Framework team

4. Structured testing and scaling

- Launched at controlled volume to validate message-market fit before committing to scale
- Tested five trigger variations, 20 value proposition angles, and four lead magnet formats across 10 message variants
- Monitored positive reply rates week over week to identify which hooks and angles were converting
- Shipped the first campaign batch only after a validated winning combination of message, trigger, and lead magnet was confirmed
- Scaled volume once consistent positive replies were being generated, with iteration continuing throughout

5. CRM connection and pipeline tracking

- Routed all positive replies from both email and LinkedIn into HubSpot with full conversation context
- Connected a GSheet pipeline layer for real-time tracking aligned to the team's reporting preferences
- Configured immediate notifications to the sales team on every positive reply for fast follow-up
- Reviewed performance week over week across both channels to monitor reply rate trends and volume progression

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Results

- Closed $60k in the first two weeks of launch
- Generated 64 positive replies per 10 days across email and LinkedIn
- Built from zero infrastructure to first closed deal within two weeks of launch