Oppscience: 75% MQL-to-SQL conversion through outbound and ABM

Oppscience, which works in big data and artificial intelligence for B2B, took its MQL-to-SQL conversion rate to 75% and doubled its monthly meeting volume every month. These results come from an outbound and ABM setup deployed by Growth Room from October 2025 to February 2026, replacing prospecting that had until then been manual.

About Oppscience

Oppscience works in big data and artificial intelligence. Its business is B2B: purchase decisions are made inside organisations, involve several functions and are built over a series of exchanges, rarely on a first contact.

On these subjects, the companies being targeted are approached constantly. Generic messaging no longer lands, and volume of outreach does not make up for imprecise targeting. The challenge shifts towards identifying the organisations for which the subject is genuinely on the agenda, then reaching out in a way that takes their situation into account.

The starting point

Prospecting already existed, but it was manual. Every approach depended on the time available and on the method of the person carrying it out, which makes volume irregular and results hard to compare from one month to the next.

The need was to industrialise that prospecting. The stated objective was clear: make outbound the acquisition source responsible for 75% of revenue. Relying on a single channel to that extent requires it to be predictable, measurable and repeatable, not simply effective in a good month.

Outbound: industrialising manual prospecting

From craft prospecting to a repeatable process

We started by setting the frame: targets, sequences, qualification criteria and status tracking. What had been left to individual initiative became a written process, applied the same way by everyone, and therefore observable.

That shift changes what can be steered. With manual prospecting, you record an outcome. With industrialised prospecting, you can identify the step that is blocking, fix it, and check the effect the following month.

Qualifying before passing anything on

Contacts generated go through a qualification step before they reach sales. An MQL only becomes an SQL once the need, the contact and the context have been checked, against criteria defined upfront and identical for everyone.

That discipline is what explains the 75% MQL-to-SQL conversion rate: the sorting happens before sales get involved, not after. Reps handle fewer contacts, but a contact that is passed on stands a strong chance of matching a real opportunity.

Growing meeting volume

The second effect of industrialisation is on volume. Once the process is stable, increasing the number of approaches no longer degrades quality, since the qualification criteria stay the same. Meeting volume doubled every month over the period.

The two indicators complement each other. The conversion rate measures the quality of the sorting; volume growth measures the channel's ability to scale. It is the combination that makes it realistic for outbound to carry the majority of acquisition.

ABM: concentrating effort on target accounts

Alongside the prospecting sequences, an account based marketing approach was run on the highest-stakes accounts. The principle is the opposite of volume: start from a short list of organisations, then build the approach around each one.

This extends the same qualification logic. On these accounts, the number of approaches matters less than the relevance of the timing and of the person reached, and tracking is done account by account through to opportunity.

The two approaches feed each other. Sequences cover the breadth of the market and keep the flow of meetings going, while ABM concentrates effort where a single deal changes the shape of the quarter. Both are judged on the same thing: opportunities opened, not messages sent.

Results

• 75% MQL-to-SQL conversion rate over the period from October 2025 to February 2026.
• Meeting volume doubled every month over the same period.

The setup ran from October 2025 to February 2026. Prospecting no longer rests on isolated manual actions, but on a written process, shared qualification criteria and month-by-month tracking.

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