The Demand Guy
Demand generation, with the numbers attached.
I'm Jamie Petterson. I run Sales Boutique, an outbound agency that books meetings for B2B companies, and I co-founded Contaktly. Every month I publish what really happened in our outbound, anonymised, with the definitions next to the numbers.
Co-founder, Contaktly
Sales Boutique, By The Numbers
For clients and for ourselves, since February 2024
Behind them: 2.09M cold emails and 98,719 LinkedIn connection requests. Meetings come from our gong records: the campaign sheet to December 2025, monthly gong counts for January to August 2026 (a minimum), and our reply desk since September 2026. Reply speed and conversion cover 20 Sep to 27 Oct 2026. Pulled 27 October 2026.
Meetings Booked Per Week
33 Meetings in the Week of 19 Oct
Every meeting secured across our client programmes and our own campaigns, email and LinkedIn, for the last five full weeks. Each one is a real diary booking, counted on the day it was confirmed.
Results
LinkedIn Gets 2.3x the Replies. Email Gets the Reach.
Same clients, same months, both channels: 4.2% of the people we approached on LinkedIn replied, against 1.8% on email. Plus founder coffee asks that booked 2.9x the meetings, the campaigns that flopped and what we changed.
Latest Benchmark · Cold Email · October 2026 So Far Live
Cold Email, Net-New Prospects Only
Pulled from Smartlead on 27 October 2026. Out-of-office re-sends, warm lists and tests are counted separately, so this is what cold outreach really does.
What's Here
Five Things, All From the Same Pipeline
- 01
Results
The best campaigns, the pivots that turned a flop into a winner, founder and event campaigns compared, LinkedIn against email.
Every client anonymised - 02
Benchmarks
Monthly numbers per channel: cold email, LinkedIn, website visitor identification and calling.
Cold email live, the rest from November 2026 - 03
Playbooks
How we set up outbound, what visitor identification really does, and how the stack fits together.
Written once, kept current - 04
The Stack
The tools we actually use and pay for, with one honest paragraph each, including what each one has cost us.
Affiliate links disclosed - 05
Posts
Everything I post on X, archived as plain pages so it stays readable and searchable.
@thedemandguy
The Newsletter
The Weekly Numbers, by Email
One email a week: the fresh numbers from the pipeline, one playbook or change we made, and the posts that did well. No sales pitch.
Or follow @thedemandguy on X.