uxpertise had strong Canadian customers, published U.S. pricing and no outbound at all. We built a signal-based outreach engine for three U.S. buyer profiles and had it at full daily volume by week seven. This page covers the 90-day build.
uxpertise runs online courses, certification exams and remote proctoring in one platform: uxpertise LMS, the uxpertise XP assessment platform and an exam proctoring service. Its customers include associations, regulators, training centres and employers across Canada, and its pricing is already published in U.S. dollars.
Built in Québec and sold across Canada, with a toll-free line for U.S. buyers.
Certification and recertification tracking, assessments and proctored exams with expert review.
English and French across the platform, from course catalog to certificates.
New business came from inbound demo requests, referrals and the Québec network. U.S. buyers could find the pricing page, but only if they were already looking, and by then they had usually shortlisted Absorb, Docebo or TalentLMS.
Pipeline depended on who reached out first. Nothing ran when the inbox was quiet.
U.S. pricing and a toll-free line, but no way to reach U.S. buyers before a competitor did.
No defined U.S. ICP, no buying committee and no list. Outbound started from a blank page.
There was nothing to repair, so every layer was built new. Flip the switch to compare day 0 with what was running by week seven.
Cold email starts from a list. Signal-based outreach starts from a reason. Before anything was sent, we defined who uxpertise should sell to in the U.S., who signs in each of those organizations, where to find them, and why they should listen to a platform they had never heard of.
No single data provider covers U.S. associations, training providers and employers equally well. One API reaching many providers let us confirm every account with more than one source.
Data says who exists. The engine decides who has a reason to talk now and what to say. That judgment is what we built for uxpertise.
The intelligence sits upstream, so sending and handoff stay plain. Reps only see accounts that arrive with a reason and a story.
Three U.S. buyer profiles, the four roles that decide in each, and the public registries where they can be found.
Explore the ICPsOnly accounts with observable evidence of a training problem got an email, and their score decided how much effort they got.
See the signal mapThree things uxpertise can say that most of the category can't, each backed by proof a U.S. buyer can check.
See the positioningThe signal picked the angle, and the first email offered a useful asset instead of a demo link.
Try the routeruxpertise sells to four segments: associations, training centres, businesses and universities. For the U.S. we kept the three where an all-in-one LMS with proctoring wins on its own, and mapped who signs, who champions and who can block in each. Pick an ICP.
Professional associations and credentialing bodies whose members must earn continuing education or pass a certification exam.
Companies that sell training: accredited CE providers, certification prep firms and professional training vendors.
Employers with 200 to 2,000 employees where training has to be proven: financial services, logistics and manufacturing.
Each ICP got its own list of observable reasons to look at a new LMS now, plus five signals shared by all three. Lists were rebuilt every week from fresh signals. Pick an ICP, then select any signal on the radar.
A signal says an account might be ready. The score says how ready, and how much effort it deserves. Every account was scored on fit with its ICP and on the strength of its signals, and the tier set the treatment. Toggle the sample account and watch it move.
Simplified rules. Real scores weighed every signal on the ICP's list.
U.S. training buyers hear from Absorb, Docebo and TalentLMS every week, and every pitch promises an engaging, easy LMS. We built the message on three things uxpertise can say that most of the category can't, each with proof a buyer can check.
Many associations and credentialing bodies pair an LMS with a separate proctoring vendor. uxpertise does both, so candidates log in once and staff manage one system.
From 3 classes to 34Plans bill per active user each month, with U.S. pricing published from $223 a month. Member learning is seasonal, so usage-based billing fits the renewal rush.
USD pricing on the website4.6 out of 5 on G2, with support the most praised feature, plus a Brandon Hall Group Silver award. That proof went in the second email, where a smaller vendor needs it.
39 public G2 reviewsTake a 2,000-member association whose members must log their CE hours by December. Most of them only log in during the weeks before the deadline. The bars show how many members log in each month. The line shows how many learners the association pays for. Switch billing models to see the gap. This chart is the argument the stack comparison made to associations.
Nobody got a product tour. The signal behind each account decided the angle: a readiness checklist for accounts facing a deadline or a new program, or a stack comparison for accounts running a competitor or two tools for one job. Pick a signal to watch it route.
Four sentences, written to one person about one signal. No calendar link and no feature list. The only ask was whether they wanted the asset. Switch angles and select a part of the email to see what it does.
Hi Dana,
Saw the board is moving your members to 30 CE hours per renewal cycle starting in 2027.
That usually means a renewal season of members asking which courses count, and staff checking certificates by hand.
We put together a one-page CE readiness checklist, including how a licensing regulator runs its course and proctored exam on one platform and grew from 3 classes to 34.
Want me to send it over?
[Rep name] · uxpertise
Hi Mark,
Noticed your candidates take the prep course in one system and the proctored exam in another.
Every exam window, that means two logins for candidates and two vendors for your team to reconcile.
We put together a one-page comparison of running both in one platform, with pricing per active candidate in USD.
Worth a look?
[Rep name] · uxpertise
Nothing was sent in the first three weeks. That time went to the ICPs, the data layer, the assets and domain warmup. Then volume climbed only as fast as reply quality allowed. Select a phase to see what happened in it.
Everything here happened inside the 90-day build, U.S. prospects only. Each dot is one prospect. Switch angles to see where replies and opportunities came from, and select a number to light up just those dots.
Every email was triggered by a documented signal. No ads, no calls, no bought lists.
Each opportunity is valued at its first-year contract on uxpertise's published USD Plus plan: $291 a month billed annually, 100 users included, $3.82 per extra active user. Active learners shown are what each average buys at that rate. Across all 34 opportunities the $7,246 average equals about 180 active learners a month.
The stack comparison replied more often because every prospect already ran a tool uxpertise replaces. The readiness checklist turned more replies into opportunities, because a deadline gives the conversation a date, and it earned more pipeline per prospect.
Three weeks went into ICPs, buying committees, U.S. sources and signals before the first email. Every prospect after that already had a training obligation and a reason to look, which is why 1,912 prospects were enough to build $246,380 in pipeline.
3 ICPs · 12 roles mapped · 12 U.S. sourcesNCCA, IACET, FINRA and state boards gave lists where every account was already required to train, test or certify.
Every account had a training obligationThe stack comparison, built on the one-platform wedge, earned the higher reply rate of the two angles.
7.43% reply rate on the stack comparisonA CE rule change, a new credential or a citation gives the conversation a date. Those accounts turned replies into opportunities more often.
29.6% vs 21.7% reply to opportunityNo first email carried a calendar link. A checklist or comparison lifted replies and made the demo feel earned.
0 demo links in first emailsuxpertise now has a U.S. pipeline it can plan around.
uxpertise already had the hard parts: a platform that runs courses, exams and proctoring in one place, published U.S. pricing, and Canadian customers who prove it works. What it lacked was a way to reach U.S. buyers at the moment they had a reason to look. The product is unchanged. What changed is who hears about it, and when.
At day 90 the engine was handed over to uxpertise's in-house team, which had the capacity to run it. It kept sending every weekday, and because the ICPs, signals and routing are modular, the team now uses it to test new U.S. segments and offers.
Adding an ICP means a new committee map and signal list, not a new sales team.
Exam proctoring sold on its own to certification bodies already showing the matching signals.
Volume grows with inboxes and signals. Reps stay on qualified conversations.
We build and run outbound for B2B companies with a sales team that closes. You only pay when qualified calls land on your calendar.
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