How Ridge generated >40% of their revenue using Valley
revenue generated from Valley-sourced meetings
$60K+
HIGHER REVENUE
of total pipeline attributed to Valley
>50%
MORE MEETINGS
ROI in first 4 months
6x
BETTER TRACTION
Valley is easily 10 times more effective than HeyReach. People are quickly starting to understand that and are actually relieved that there's a platform out there that's more effective and can convert at a much higher rate."
Owen Fitzgerald
CEO
CHALLENGES
Agency needed to shift from volume-based outreach to quality meetings as Linkedin limits tightened
Ridge, a LinkedIn outreach agency managing campaigns for multiple clients, was facing a critical inflection point. After successfully using volume-based tools like HeyReach for over a year, CEO Owen Fitzgerald recognized that the game was fundamentally changing with
Linkedin's new InMail limitations.
"The problem with HeyReach right now is that they're extremely templated messages," Owen explains. "If you can only send 100 messages a month, a volume play is not going to work. You had to send 1,000 messages just to get 10 bookings. Now you can only send 100 or 150 messages: you may not even get a single meeting booked."
The pre-Valley reality created significant operational challenges:
High-volume, low-quality meetings: Booking 30 meetings per week with only 30-40% qualification rate
Meeting fatigue: Taking 15 meetings in a single day, leaving the team "fried"
Inefficient resource allocation: Spending significant time on unqualified prospects
Platform limitations: HeyReach's third-party Al tool (Twain) required usage-based fees and lacked sophistication
Impending industry shift: LinkedIn's new restrictions making volume-based approaches obsolete
For an agency managing 50+ LinkedIn accounts across multiple clients, the writing was on the wall. "The cost of each message has probably now skyrocketed. With Sales Navigator at $100-$120 a month, each message is now two or three times more expensive than it was before," Owen notes.
The agency needed a solution that could maintain (or improve) meeting volume while dramatically increasing qualification rates - all while preparing clients for a future where every message matters.
SOLUTIONS
Valley enables Al-powered personalization that converts quality over quantity
Ridge implemented Valley across 10 strategic accounts, fundamentally transforming their approach from templated volume outreach to Al-personalized quality messaging. Rather than replacing their entire tech stack, Owen strategically deployed Valley for their highest-priority clients and accounts.
Strategic Implementation Approach:
Owen developed a five-minute campaign creation workflow that dramatically reduced setup
friction:
Create target ICP on LinkedIn Sales Navigator
Copy URL and paste into Valley
Valley automatically scrapes website for proof points and case studies
Add booking link (no script creation required)
Review and train Al on initial messages, then press play
"It's quick. I go and make a target ICP on Linkedin. It takes me five minutes. I copy the URL, 1 paste it into Valley-my products are already set up, it scrapes my URL for my website, it understands the proof points, our case studies. I don't have to go and create scripts and rate these things. It's doing that for me."
Operational Efficiency Features:
Two often-overlooked Valley features became critical to Ridge's success:
Campaign Time Tracking: "It tells you how much time is remaining on a campaign.
If I see it says one day left or list exhausted, I can upload a new one. With
HeyReach, you're going to miss that."Automated Follow-up Management: "When someone says 'Let's regroup in Q1,'
Valley takes note and says 'Great, let's sync up in January.' When January 8th comes
around, it's going to re-ping that person automatically."
Quality Over Volume Philosophy:
The transformation wasn't about sending more messages—it was about sending better ones. "If I see a message that's templated, I just click away. There needs to be a ton of value. I'll click at a message that references something from my profile - ' saw you recently sold your company' or 'I saw you're advising startup founders'- and it knows that this person took time to actually write that."
Client Education Strategy:
Owen embraced transparency about Al usage: "You have to be authentic. If you tell them
we're using an Al tool, they're going to say 'I didn't even realize that. It's the best message I
ever got. I thought you really wrote that. How do I use this tool?''
RESULTS
Valley's custom outreach resonates with more prospects, boosting the number of booked calls for AEs and helping Grand Avenue go-to-market much quicker.
In just four months of implementation, Ridge transformed their agency operations and client results:
$60,000+ in revenue generated from Valley-sourced meetings
50%+ of total pipeline attributed to Valley (with only 10 of 50 accounts)
6x return on investment (spending less than $10,000 to generate $60K+)
50% higher conversion rates with 50% fewer meetings
10-30 qualified meetings monthly per account consistently
Expanding to 20+ seats in Q1 after proving ROl
Meeting Quality Transformation:
The shift from volume to quality has been dramatic. "I'm probably taking five to seven meetings a day now. My conversion rate is probably 50% higher. Our qualification is probably 50% better. So I want qualified meetings, not just volume."
Real-time prospect responses validate the personalization quality: "I'm looking at my notifications now. I have a guy from one minute ago saying 'Oh, Ridge is awesome. Let's schedule some time.' This is coming from my account, which has been awesome."
Strategic Competitive Advantage:
Ridge has positioned Valley as their core differentiator in a changing market. "With the new Linkedln update, this is huge because now it just means less messaging is going to be in people's inbox. The more personalized the messages are, people are actually going to open them. That's what I've already been seeing."
Client Retention & Expansion:
The success has driven rapid expansion plans. "I'm definitely adding two more seats by probably the end of the day today. In Q1, we're planning on adding another 10 seats, going all in on this, and basically detaching from HeyReach. We'll have some campaigns wrapping up there, but Valley is easily 10 times more effective.
Market Positioning:
Owen has become an evangelist for the platform, actively recommending it to competitors and industry peers. "If those 10 accounts we're running on Valley weren't there, those other 40 accounts on HeyReach wouldn't even matter at all. Those accounts are critical for us."
Looking ahead, Ridge is positioning itself for the post-volume-outreach era, where personalization and quality will separate winners from losers. By being early to this shift, they've established a competitive moat that's driving both client acquisition and retention.
revenue generated from Valley-sourced meetings
HIGHER REVENUE
of total pipeline attributed to Valley
MORE MEETINGS
ROI in first 4 months
BETTER TRACTION
Ridge is an AI-powered outbound growth platform that helps B2B companies scale qualified meeting generation and pipeline predictably without expanding headcount.
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