As Campaign Monitor sharpened its strategy as a standalone product within Marigold, its leadership set out to hear directly from long-tenured customers whose accounts had lapsed. The team had already started the work internally, but reaching enough customers to produce a meaningful body of feedback required more capacity than it could dedicate. Working from billing records that held little more than a name and an email address, Salaria researched 3,579 accounts, built 2,920 verified leads, and booked 63 interviews with the people who made the original buying decision in 8 weeks.
Campaign Monitor is an email marketing platform owned by Marigold, in the market for more than 20 years. It sells primarily self-service: a customer signs up online, runs a 30-day trial, enters a credit card, and pays month to month. That model built a large and unusually loyal base, with many accounts running a decade or more and the largest measured in decades.
In 2026, Campaign Monitor launched a voice-of-customer program to inform its product roadmap, pricing, and retention strategy. The goal was direct, qualitative insight from the decision makers who had chosen the platform and later stepped away.
Billing data showed when accounts lapsed, but not why. Campaign Monitor wanted that answer from customers directly, and began reaching out on its own. The conversations it held were valuable. The problem was volume. A few interviews give you anecdotes. Patterns that can guide product and pricing decisions need dozens of conversations, and that pace was more than the team could sustain alongside its core responsibilities.
Three factors made scaling the work difficult:
Campaign Monitor’s growth and customer experts led every interview. Salaria handled everything around those conversations: list research, outreach, and scheduling.
Before outreach began, both teams agreed on what “workable” meant. Salaria demonstrated its identification method live during discovery, using sample records Campaign Monitor chose, and confirmed the approach against a 2,000-row sample. That set a realistic yield expectation for records up to 20 years old.
Once live, every record ran the same path. The email domain identified the company, a check confirmed the company still traded, Sales Navigator verified whether the original point of contact was still employed, and enrichment tools filled in current contact details. Where the point of contact had moved on, the person now holding that role was identified instead. Where no individual could be confirmed at all, the company’s own Contact Us form carried the message.
Over eight weeks of outreach, the program produced 63 booked meetings. Seven in ten researched accounts became a named, verified lead. Of 3,579 accounts worked, 2,429 produced someone Salaria could contact, yielding 2,920 leads in total. The rest were returned with reasons: 443 had incomplete date fields, 293 were still actively sending campaigns, 222 had no findable lead, 128 were unqualified, and 29 companies were no longer trading.
| Metric | Result |
|---|---|
| Email response rate | 2.8% |
| Cold call connection rate | 3.2%, one connect per 31 dials |
| Cold call conversation to meeting | 9.0%, one meeting per 11 conversations |
| Client rating of meeting quality | 4.4 out of 5 |
The channel split is worth reading closely. Email and phone booked almost identically, 32 meetings against 31, but the meetings sourced from email held at 77.8% while call-sourced meetings held at 50.0%. The two ran as one sequence, so neither number represents a channel working alone. The email earned credibility; the call got the commitment.
The contact accuracy is the harder number to replicate. On records up to 20 years old, 95% of meetings were held with the contact named on Campaign Monitor’s own list, and every scorecard that recorded the question confirmed the attendee was a decision maker. Owners, founders, and presidents made up the largest share of the people who took the calls.
Pace also held as the program tightened. September booked 28 meetings against August’s 29 on roughly half the prospecting volume.
The interviews gave Campaign Monitor’s growth and customer teams direct input on pricing and packaging, product capability, support experience, and regional procurement requirements. Much of it was specific enough to move straight into product planning.
Campaign Monitor acted on what it heard during the program itself: re-engaging a 20-year agency customer, evaluating enhancements to the support experience, and matching customers to the Marigold platform best suited to their needs.