# Cold outreach where a human approves every message

> B2B lead generation for a merch maker: 2,000+ company dossiers, 20–25% reply to cold outreach, 3–4% become clients. A human approves every message.

URL: https://emilus.dev/en/cases/merch-maker-leadgen/
Emilus · hello@emilus.dev · https://t.me/brrr28

1. [Emilus](https://emilus.dev/en/)
2. [Case studies](https://emilus.dev/en/cases/)
3. Merch maker

emilus. Leadgen

Status: In production

A Ukrainian maker of corporate merch sells to other companies. We built them a system of three agents. The lead-gen agent finds the decision-maker and writes to them in the right channel, the inbound agent runs conversations with clients, and an AI assistant helps the whole team. Every cold message goes out only after a manager's OK.

At a glance

**Client:**
A Ukrainian maker of corporate merch and brandingB2B, sells to other companies

**Service:**
emilus. Leadgen

**Status:**
In production at the clientcampaigns run through an approval queue

**Channels:**
Email, LinkedIn, Telegram, Instagramcold sequences and inbound conversations

**A human in the loop.** A manager reads and approves every message before it is sent.

## Where the client started

The company makes corporate merch and sells it to other businesses. The team worked cold leads by hand: 2,000 companies in 5 months, and 26 purchases. Inbound messages on Instagram and Telegram arrive as text, photos, voice notes and files. A manager answered each one personally, dug up examples of past work, passed the details on for the invoice and tracked payment across several systems. Nobody replied in the evening or at the weekend, and a client's files got lost somewhere in the chat history.

**2,000**

cold leads in 5 months, worked by hand

*per client data*

**26**

purchases from those leads

*per client data*

**855,000 UAH**

revenue from those purchases

*per client data*

**123,000 UAH**

spent on this work

*per client data*

So 1.3% of contacts became clients: 26 purchases from 2,000 leads, and behind each one sat hours of manual research and back-and-forth.

The client's main condition No message goes out without a human's approval.

## What the system does

- **Researches every company in the list on its own:** website, job posts, LinkedIn. It finds the decision-maker and scores the lead, so a manager doesn't lose half an hour to manual searching.
- **Writes to a specific person in a specific channel:** a personal email, a shared inbox, LinkedIn or Telegram, with the company's real projects in the text. It keeps the follow-up sequence going until the person replies.
- **Shows every message to a manager before it goes out.** The manager reads, edits and approves it, so the company's reputation stays in its own hands.
- **Handles Instagram and Telegram conversations like an account manager,** with new and existing clients and by the company's rules. It qualifies each request and passes on only what needs a person.
- **Understands the client's photos, files and voice notes** and keeps every material in one company card, by date, so the order history doesn't vanish into the chat.
- **Quotes prices from the company's own calculator** and picks examples of past work to fit the request. One click turns a manager's correction into a rule.
- **Runs follow-ups and repeat sales across existing clients:** a feedback request after delivery, holiday greetings, a reorder. It stops as soon as the client replies.
- **Sends the approved mockup to the production team's Telegram group** and keeps reminding the people responsible until they answer, so no order gets stuck between departments.
- **Issues the invoice in FinMap, the company's finance app,** spots the payment and confirms it to the client in the same conversation, so the manager doesn't have to check bank statements.
- **Works as an AI assistant for the whole business.** It answers any question about clients, conversations, orders and figures, pulls together analytics, helps train new staff and carries out actions in the system after one confirmation.

**Illustration** · How the system works

### The architecture in plain terms

A web app for the manager on desktop and phone, a log of every action, and daily and monthly spending limits. In lead generation the AI works in three roles: researcher, critic and copywriter. Two more agents work alongside it. The inbound agent talks to new and existing clients, and the AI assistant works with all the data in the system for the whole team. A human stands between the AI and the send button.

**Agents:**
lead generation · inbound agent · AI business assistant

**Channels:**
email · LinkedIn · Telegram · Instagram

**Data sources:**
company websites · job sites · LinkedIn · public registers · email verification

**Integrations:**
FinMap: invoices and payments · production team's Telegram group

**Notifications:**
Telegram bot for the manager

## How it works

**One contact's path: from the company list to a repeat order**

1. manager · **Company list** · Uploads companies or contacts
2. AI researcher · **Dossier and score** · Decision-maker, sources and a score
3. AI writer · **Message for the channel** · Email, LinkedIn or Telegram
4. manager · **A human confirms** · Reads, edits and gives the OK
5. client · **Reply** · The follow-up sequence stops
6. inbound agent · **Conversation** · Talks with the client on Instagram and Telegram
7. agent · **Price and examples** · From the company's calculator
8. FinMap · **Invoice** · Created with no manual entry
9. system · **Payment confirmed** · The client sees it in the same chat
10. agent · **Follow-ups** · Feedback, holidays, reorders

## Results and payback

**20–25%**

of recipients reply to cold outreach, averaged across all channels

per client data

**3–4%**

was 1.3%

of contacts become clients

per client data

**2,000+**

companies with a dossier: the decision-maker and a score for each

per client data

**Project payback: ≈5 months *per client data*** · The same contacts now bring 2.5–3 times as many clients, at an average order of 32,885 UAH. One system of three agents: lead generation, inbound and a business assistant.

## What's live

1. live Dossiers, a message written for each recipient and the approval queue
2. live Campaigns by email, LinkedIn and Telegram
3. live The inbound agent and an AI assistant for the whole team

The service behind this case

## [emilus. Leadgen](https://emilus.dev/en/services/leadgen/)

Finding B2B clients: a list of companies, a dossier on each, and a message written for the person and the channel. No message goes out without a human's approval. Price after the brief.

## More case studies

- [An AI sales agent in Instagram Direct for a clothing store](https://emilus.dev/en/cases/clothing-store-instagram/)
- [A booking platform for psychologists](https://emilus.dev/en/cases/b2b-saas-therapy-booking/)
- [Forecast-based purchasing for restaurants and catering](https://emilus.dev/en/cases/restaurants-catering/)

[All case studies](https://emilus.dev/en/cases/)

Next step

## Write to us. A human replies.

[Message us on Telegram](https://t.me/brrr28)

[All contacts](https://emilus.dev/en/contact/)