Scanning Pens is a global leader in assistive technology focused on breaking down literacy barriers for students with dyslexia and reading difficulties.
They provide tools used by schools and educational institutions to support neurodivergent learners and enable independence through scan based learning technology.
They operate in a specialized education sales environment where school districts differ by regional regulations, laws, and funding structures, which increases the importance of accurate targeting and relevant messaging.
How the client met us
Scanning Pens was looking for a partner focused on building GTM systems, not just delivering leads.
While searching for this type of partner, the co founder Toby found Matteo’s profile on a SaaS Expert page and started the conversation from there.
Context
Scanning Pens was already operating at high outreach volume and sending millions of emails per month, but performance had plateaued and higher volume was no longer producing higher quality engagement.
They needed to evolve from mass broadcasting to an engineering led GTM approach that could support global expansion while improving relevance, reply rates, and operational reliability across markets.
At the same time, the team was preparing for a high impact transition from NetSuite to HubSpot, which made data quality and process stability even more important.
What was the problem?
Outreach bottleneck from one size fits all messaging Millions of emails were being sent monthly, but generic messaging produced stagnant reply rates and failed to connect with busy educators and administrators.
Data decay and CRM data quality issues Years of growth left CRM records outdated and inconsistent, reducing targeting quality and wasting annual investment in purchased data as records became obsolete quickly.
Operational transition during CRM migration The move from NetSuite to HubSpot required a clean migration and data alignment that would not disrupt go to market execution or reduce momentum.
The approach we took
1. Strategy and ICP analysis
Defined initial objectives focused on message market fit, data sanitization, scalable infrastructure, and CRM synergy with HubSpot post migration
Designed a phased plan to move from controlled validation to scalable global rollout across markets
2. Data enrichment and ABM targeting
Performed data alignment work to clean and standardize outdated CRM records for high quality targeting
Built segmentation logic appropriate for the education sector where geographies, regulations, and funding structures vary by district
3. Channel and infrastructure setup
Built infrastructure capable of scaling from a 20k emails per month pilot to 100k plus emails per month
Launched a controlled US pilot targeting 10,000 leads with 20,000 emails per month to validate that tailored messaging could materially improve performance in the EdTech and school district environment
4. Structured testing and scaling
Implemented sophisticated AI prompt engineering to generate hyper personalized copy adapted to each prospect
Used dynamic contextualization to tailor messaging based on geography, job title, and relevant school news to surface unique pain points
Built a continuous feedback loop that incorporated team feedback and real world market responses into daily improvements of AI prompting
Expanded from the US pilot into the UK market after proof of concept, achieving a 3 percent reply rate and validating readiness for global scale
5. CRM connection and pipeline tracking
Aligned cleaned data to flow correctly into the new HubSpot environment post migration
Planned ongoing CRM optimization to finalize NetSuite to HubSpot integration and prevent conflicts as scale increased
Implemented reporting and performance tracking tied to the new system as volumes ramped
Results
Delivered a successful pilot in the US
Secured 30 positive replies within the first 10 days after scaling volume
Generated 70 high quality leads in the UK within one month of deploying the new system
Reached 165 warm leads one month after ramping up volumes
Closed 14 deals
“They helped us generate 296 new sign-ups and 901 qualified leads in just two months, the results speak for themselves.”
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