Camley runs outbound for B2B software companies with an annual contract value above fifteen thousand pounds. Infrastructure, data, copy and reply handling, run by a person rather than an autonomous agent that burns your domain.
Four-week pilot, $400. No management fee until it works.
UK B2B software is the most heavily cold emailed segment in the country, and the people reading your sequences are often the same people who write sequences for a living. That is the honest starting position. At a £15k plus ACV, a self-serve PLG motion rarely reaches the mid-market buyer on its own, so pipeline has to be created rather than captured. The three usual ways of doing that (the founder keeps selling, hire an SDR, buy an AI SDR) each have well documented failure modes worth looking at before you spend money on any of them.
The standard fix is a first SDR, and the UK economics of that hire are public. RepVue's UK data puts a sales development rep at roughly £35k to £40k base and £55k to £65k on target, with around four months to ramp, median tenure of about 17.6 months and a little under 60 per cent hitting quota in the last twelve months. You are committing most of a year of salary before you know whether the channel works at your ACV, and when the person leaves around month eighteen the list, the sequences and the objection handling tend to leave with them. Pipeline coverage goes back to whatever the founder can personally generate between delivery and board reporting.
TechCrunch reported in March 2025 that 11x, backed by a16z and Benchmark, had been displaying logos of companies that were not customers, with former staff describing churn of 70 to 80 per cent inside the first three months. ZoomInfo, whose logo appeared, ran a one month pilot and said the product "performed significantly worse than our SDR employees". The founder stepped down in May 2025. Artisan, the company behind the Stop Hiring Humans billboards, retired the campaign in August 2026 and hired a human BDR. The tooling underneath is real and we use parts of it. What did not hold up was the claim that it replaces judgement about who to write to and what to say.
Deliverability is not an abstraction when the same domain sends password resets, trial expiry notices, in-app digests and billing receipts. Since 5 May 2025 Microsoft has required SPF, DKIM and DMARC from senders pushing more than 5,000 messages a day at Outlook, Hotmail and Live addresses, with non-compliant mail routed to Junk and harder enforcement signalled. Published 2026 benchmarks put average inbox placement near 83 per cent, so roughly one in six cold messages never arrives anywhere a human will look. Running outbound volume through your main domain turns a marketing experiment into a product incident.
The Data City tracks 3,299 UK SaaS companies employing around 161,000 people on £121.9bn of combined turnover, which sounds enormous until you filter to your actual segment and find a buyer universe of a few thousand accounts rather than a few hundred thousand. That is an argument for precision, not volume. SaaS Capital's 2025 benchmarks put median private B2B SaaS growth at 22 per cent, down from 25 per cent, with median net revenue retention sitting close to 101 per cent, so almost all growth now has to come from new logos. Ebsta and Pavilion recorded win rates falling to 19 per cent in 2025 from 29 per cent the year before, and mid-market cycles have stretched to about 92 days against 68 days in 2019 as buying committees grew. Beauhurst had UK deal numbers in Q1 2025 at their lowest since 2018, with bridge rounds doing work that priced rounds used to do. Set that against a 16 month median CAC payback and the position is clear: you need more qualified first meetings, you cannot responsibly buy them with headcount, and you cannot afford two quarters to find out whether the channel works at all.
Sources: The Data City, UK SaaS RTIC (figures as published, October 2026); SaaS Capital 2025 private B2B SaaS growth and retention benchmarks; Ebsta and Pavilion 2025 B2B Sales Benchmark Report; published 2026 mid-market sales cycle benchmarks; Beauhurst State of UK Investment, Q1 2025; RepVue UK SDR salary data; TechCrunch, 24 March 2025; Microsoft Outlook bulk sender requirements, effective 5 May 2025; aggregated 2026 cold email deliverability benchmarks.
We register and warm separate sending domains with their own SPF, DKIM and DMARC, so your transactional mail keeps its own reputation. Then we build the suppression list before anything else: current customers, open opportunities, free tier and trial signups, churned accounts in win-back, investors and their portfolios, and everyone already sitting in HubSpot or Pipedrive. The most expensive outbound mistake a software company makes is cold emailing an account its own AE is mid-cycle with.
Buyer titles vary by product, so we start from your closed-won list rather than guessing, and we work out what was true about those accounts in the month before they bought. Then we build to that: a first Head of RevOps or Data Lead appointed, a job advert describing the manual process your software removes, a funding round that unlocks a budget line, a migration signal in the tech stack, a regulatory deadline. No bulk export of a job title filter, because that is what produced the emails your buyers are already deleting.
Short, about one operational symptom rather than a category, and with nothing in it we cannot support. No congratulating anyone on their Series A. We write three sequences against three different triggers, so what we learn in four weeks is which situation buys, not which subject line gets opened. Average cold reply rates in 2026 benchmark reports sit around 3.4 per cent with the top decile above 10 per cent, and the gap between those two is almost entirely list and relevance.
Low daily volume per mailbox spread across several domains, sent inside your prospects' working hours, well under the thresholds that triggered the Microsoft enforcement. Every reply is answered the same working day by a person, including the blunt ones, because a two day gap is where interest in a mid-market software purchase quietly dies. Qualified conversations go straight into your calendar with the context attached.
You get reply rate, positive reply rate, meetings booked and meetings held, and the actual text of what people wrote back, which at this stage usually teaches you more than the percentages. If the replies say your positioning is wrong or you are pointed at the wrong buyer, we say that rather than selling you month two. Then you decide whether to continue at £1,500 a month plus £200 per held qualified meeting.
Usually one of three things went wrong, and it is worth knowing which before you pay anybody. The list was a filter export, so the copy addressed a job title rather than a situation. The volume was too high for the domains, so most of it was filtered and the open rate looked acceptable only because tracking pixels lie. Or the replies sat unanswered for three days. Send us last time's sequences and raw numbers and we will tell you which one it was, including if the answer is that your buyer genuinely does not purchase this way.
That is arithmetic we do with your numbers, not ours. The pilot is £300 for four weeks with no management fee, then £1,500 a month plus £200 per held qualified meeting. Take your own historical meeting to closed-won rate and your ACV, and you can derive cost per new logo and the effect on CAC payback before committing to month two. We will build that sheet with you on the first call. What we will not do is quote you a reply rate we have no right to promise and let you back into it from there.
Correct, and we are not going to pretend otherwise. This is the single most cold emailed segment in the UK. What moves the number is not clever copy, it is being right about the moment: writing to a company in the month something changed, to the person who owns the consequence, about a symptom they would recognise. That is also why we run three triggers rather than one sequence at a big list, and why a four week pilot is the right size of bet. If your segment turns out to be genuinely exhausted, four weeks and £300 is a cheap way to establish it.
We do not sell it. We get a qualified first meeting with the right person and you or your AE take it from there. What we need is sixty to ninety minutes with whoever closed your last ten deals, plus call recordings if you keep them, because the language that works in cold email is almost always lifted from something a prospect said on a discovery call rather than from your website. Where a product genuinely cannot be understood without a demo, the sequence invites people to one with your engineer instead of trying to explain it in four lines.
Nothing, because we never send from your primary domain. Outbound runs on separate registered domains with their own authentication records, warmed before use and kept at a per mailbox volume that stays below bulk sender thresholds. If one gets burned we retire it and your product mail is untouched. We will also audit your existing SPF, DKIM and DMARC setup during week zero and tell you if your transactional mail has a problem, whether or not you go ahead with us.
None, and you work in a sector where a borrowed logo is spotted immediately, so here is the actual position. Camley is new and has no clients and no case studies. What exists is the engine, which was built and run as the client acquisition channel for the founder's own consultancy, Avvale Ltd, before it was offered to anyone else. That is weaker proof than a reference call and we are not going to dress it up, which is exactly why the four week pilot costs £300 rather than a quarter's retainer. One other thing worth knowing: we take one client per niche per region, so if you take UK B2B software, we will not run the same engine for a company you compete with.
You sell on results, so it would be strange to ask you to buy on promises. The pilot exists so that your maximum exposure is a known number before anything begins.
The $400 covers hard costs only, the domains and mailboxes built in your name that stay with you whatever happens next. The management fee is the part at risk: miss the meeting target we agreed and you do not pay it. A meeting counts only when the other side actually turns up, and no-shows are ours to rebook rather than yours to absorb.
Book twenty minutes. I will bring a sample list of hiring companies in your specialism and the exact messages I would send them. If the research is not better than what you would do yourself, do not hire us.
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