How Roche Bobois reached a 3% SQL conversion rate with outbound and ABM

Roche Bobois, the high-end design and furniture house, built its B2B acquisition channel in France with Growth Room between February 2025 and January 2026. The setup, based on outbound prospecting and an ABM approach, reaches 50% reach (email opens and accepted LinkedIn connection requests) and a 3% conversion rate to SQL, meaning qualified sales meetings.

About Roche Bobois

Roche Bobois designs and distributes high-end furniture and design pieces. The brand is best known for what it offers private customers. Alongside that activity, it has been developing a B2B offer aimed at companies and professionals with a space to furnish.

This segment does not behave like consumer retail. Decisions are made project by project, several people are involved, and the cycle is long. The amount at stake per deal is high, which is what justifies going after accounts one by one instead of waiting for inbound requests.

The starting point

Roche Bobois wanted to grow its B2B offer in France. The goal was not to add another channel, but to install a reliable and predictable source of business: a roughly steady volume of qualified meetings from one month to the next, something the sales team could plan around.

Outbound prospecting delivers that, provided it is properly framed. It does not depend on a media budget or on search rankings, and its pace can be controlled. What it does require is a clear answer to three questions: who to contact, with what message, and what to measure. Here the answer to the last one is the meeting obtained, not the click or the polite reply.

Outbound: building a predictable prospecting channel

Defining the account perimeter

We started by mapping the addressable market in France: the types of companies concerned by a high-end furniture offer and, within each of them, the roles that decide or specify on a fit-out project. This framing avoids the main source of waste in outbound, contacting companies that will never buy, and it determines everything that follows.

Multichannel sequences, email and LinkedIn

Every account is worked through a sequence combining email and LinkedIn. The two channels reinforce each other: an accepted connection request makes the next email less anonymous, and an email that has been read makes the connection request feel natural. Writing quality is a subject in its own right in this market. A standard prospecting message does not work when the brand sending it is associated with a certain attention to detail.

Steering on qualified meetings

The only output metric we kept is the SQL, here the qualified sales meeting. Reach acts as an upstream signal: it tells us whether the right people are being reached and whether the messages get past the first filters. When reach holds up and meetings do not follow, the problem lies in the message or the offer, not in the targeting. That two-step reading guided the adjustments made throughout the engagement.

ABM: handling high-stakes accounts one by one

Some accounts justify individual treatment, either because the potential project is large or because several people have to be convinced before anything is decided. For those, we step outside the standard sequence: messages are written for the account, based on what is known about its activity and its projects, and several contacts are approached in parallel rather than through a single entry point.

This approach takes more time per account. It is worth it when deal value allows, which is the case on professional fit-out projects. It also changes the nature of the conversation: you are not pitching a product, you are stepping into a project that is already under way.

Results

• 50% reach on the prospecting sequences run between February 2025 and January 2026, combining email opens and accepted LinkedIn connection requests.
• 3% conversion rate to SQL, meaning qualified sales meetings, over that same twelve-month period.

After twelve months, the B2B offer has a documented acquisition channel: a defined account perimeter, sequences whose reach level is known, and a volume of qualified meetings that can be measured month after month. That is what makes prospecting something to steer rather than something to wait for.

Looking to structure your B2B prospecting?

Growth Room builds and runs your multichannel prospecting, from targeting through to booked meetings, with tracking based on the opportunities generated. To find out more, discover our B2B prospecting agency.