How Wahoo Learning Booked 100+ Meetings in 12 Months (Without Paid Ads)
We spent one month building it. We spent 12 months executing it.
Wahoo Learning are an Edtech company who help channel leaders to skyrocket channel partner performance by moving from traditional partner training, to using an online partner training platform.
Before their Inonda campaign:
It had been months since Wahoo Learning’s last sales call. They struggled to build sales pipeline, get leads or book sales meetings in the calendar.
12 months later:
Wahoo Learning had booked more than 100 meetings and built a consistent pipeline that delivers warm, qualified leads every month.
All with the process you’re about to learn.
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The Challenge: How To Stop The Feast and Famine Sales Cycle
You’ve seen the creators on LinkedIn talking about booking hundreds of sales calls a month. On closer inspection, those are for small, fast, easy-to-sell things. What if you’re in Edtech and sell bespoke enterprise services with sales cycles that are very long?
Is there a way to get sales opportunities every week using LinkedIn for B2B services like that?
Wahoo Learning, like many Edtech businesses, used to rely on referrals and sporadic bursts of sales activity. Their founder was wearing multiple hats: driving sales but also delivering the product for clients. This created an unsustainable “feast or famine” situation—either they were focused on selling, or they were too busy delivering to keep the sales pipeline full.
The big problem with this is:
The only way to get consistent growth is with consistent lead generation activities.
To get consistent lead generation, they needed a system that didn’t rely on the founder having free time and headspace to drive growth.
The solution: A simple LinkedIn strategy that focused on finding and engaging decision-makers with targeted educational outbound sales funnels.
Here’s the step-by-step system we used to get them there.
Why Most Outbound Sales Funnels Don’t Work
Most outbound sales strategies fail. Here's why:
Mistake #1. Broad Targeting Without a Specific ICP
Many businesses skip the crucial step of developing an in-depth Ideal Customer Profile (ICP). The result?
Their messages are generic.
What they are offering does nothing for the specific daily challenges that their prospects actually want help with.
They capture zero attention.
Mistake #2. Pushing Sales Without Offering Value First
Next biggest cause of failure with outbound: the “ask” at the end of the email or DM. Most B2B outreach messages end with:
“I’d be happy to offer a free initial consultation…”
This is bad.
This is a sales pitch. A request on your prospects’ time before building rapport or trust. The times when this used to work are gone. Long gone.
Repeat after me:
I must not pitch a meeting until there has been a positive exchange of value. (Step 3 below shows you how to do this).
Mistake #3. Inefficient Outreach Methods
Typically, outreach falls into one of two camps:
Sales Development Representatives (SDRs) spend hours manually scrolling through LinkedIn, trying to qualify prospects and sending out as many emails as possible. This method is horribly time-consuming and inefficient. It is impossible to achieve the volume needed for consistent results.
The cold email blast: Buy as much prospect data as you can. Load up a cold email flow that introduces you. Let rip. This method is a disaster. Volume is great, but so is: a) your reputation, and b) not burning long term relationships with prospects. It is this method of outbound prospecting that gives cold email a bad name. There is no way to get relevance in the messaging.
Now we know the 3 sins of outbound. Here’s what we helped Wahoo Learning to do instead that got them a huge influx of sales opportunities.
Step 1: Know Your Customer (Really Know Them)
Most businesses think they know their customer, but they haven’t spent the time to truly map out their needs, challenges, and buying process.
What we did for Wahoo: We spent time figuring out exactly who Wahoo’s target buyers were, their specific pain points, and what kind of information they needed at different stages of the buying process. We created something called the Epiphany Matrix—a map of their ideal customer’s journey that aligned with both emotional and logical buying triggers.
By getting hyper-specific about their customers, we crafted messaging that spoke directly to them.
Step 2: Optimise Your LinkedIn Profile to Attract Leads
Once we had the customer profiles nailed down, the next step was making Wahoo Learning’s LinkedIn presence irresistible to their target audience.
What we did:
Updated their LinkedIn profiles to clearly communicate the problems they solve and how they solve them. (Hint: This becomes easy if you’ve done the work properly on the Epiphany Matrix in step 1)
Designed a banner and featured section that immediately showcased Wahoo’s value to anyone who landed on their page.
The result: When decision-makers hit their profile, they instantly saw how Wahoo Learning could help them. This alone started building credibility.
Step 3: Create an Educational Asset That Provides Value
Here’s where most people go wrong: they try to book meetings by selling straight away. Instead, you need to first offer something valuable—something that helps your prospects before you ask for anything in return.
What we did for Wahoo: We built a landing page with a free guide: “How to Build an Effective Channel Partner Program.” This wasn’t a sales pitch—it was an educational asset that addressed a key challenge their target buyers were facing.
The goal: Make it easy for prospects to say “yes” to downloading the guide, providing value first, and subtly introducing Wahoo Learning as an authority.
Wahoo Learning's Lead Magnet Landing Page V1
If you’re thinking, “I never say yes to stuff like this so it’d never work”...
Here’s some actual data from just one of several assets we used:
172 hyper-targeted prospects entered their info to get the lead magnet
Another Educational Asset We Tested:
We wanted to see what happened if we used a video that explained what Wahoo Learning did and how they could help their prospects.
Here’s a second outbound sales funnel page we created for them:
A video version of the landing page
Step 4: Grow Your Audience with Targeted Outreach
Next, we started growing Wahoo’s LinkedIn audience by connecting with decision-makers who would benefit from their services.
What we did:
Sent connection requests to their ideal clients on LinkedIn.
Followed up with value-first messages to offer access to the educational assets and lead magnets.
Used email to follow up with those connections and offer more value.
The result: In one campaign alone, we added 400 new connections and saw a 33% acceptance rate. Those new connections started engaging with the educational content, which naturally led to more profile views, opt-ins, and business inquiries.
Step 5: Generate Demand Without Hard Selling
Most businesses want to jump straight to the sale. But that only works for a tiny percentage of your audience. We knew we had to nurture relationships with the majority who weren’t ready to buy yet.
What we did for Wahoo:
Ran indirect campaigns that built awareness without pushing for immediate sales.
Followed up with light touch messages over the long term.
The result: These efforts kept Wahoo Learning top of mind and established them as experts, so when their prospects were ready to buy, Wahoo was the natural choice.
Step 6: Consistent Engagement Through Valuable Content
After growing Wahoo’s audience, we continued to nurture relationships by consistently delivering valuable content.
What we did:
Helped Wahoo post regular LinkedIn updates that addressed their audience’s challenges.
The result: This ongoing content kept Wahoo visible to their audience, building trust over time. And as trust grew, so did their opportunity for more meetings.
Step 7: Book the Meetings
Finally, it was time to convert all this attention into actual meetings.
What we did:
Sent personalised follow-up messages via LinkedIn and email, pointing to Wahoo’s case studies and educational content.
Used case studies from similar clients to demonstrate real-world success and offer direct solutions.
The result: Wahoo Learning booked over 100 meetings in 12 months. This wasn’t a one-off campaign—it was a steady, predictable stream of meetings that filled their sales pipeline consistently.
The Results
By implementing this step-by-step LinkedIn strategy, Wahoo Learning went from relying on unpredictable referrals to booking over 100 meetings and building a sustainable sales pipeline.
Key takeaways:
Start by deeply understanding your customer.
Optimise your LinkedIn profile to communicate value and resonate with ideal prospective clients instantly.
Offer free educational content that solves a real and present problem for your ideal clients.
Grow your audience with targeted outreach.
Nurture relationships with valuable content, not hard sells.
Follow up with personalised messages and relevant case studies to book meetings.
🚀 Want To Learn How We Build Experiences That Attract & Convert Your Target Audience Into New Clients?
We’ll help you:
✅ Build a strategy that works for you
✅ Identify gaps in your GTM to understand what to focus on next
✅ How to segment your audience based on where they are in the buyer journey
✅ Create messaging that is relevant and builds trust every step of the way
