The Challenge
Encompass operates in a developing market where buyer awareness, urgency, and readiness can vary significantly from one organization to another.
For a newer solution, the challenge was not simply generating meetings. Encompass also needed to understand:
To build that understanding, Encompass partnered with MarketJoy to execute a targeted outbound lead generation campaign combining email and direct calling.
MarketJoy built a multi-channel outbound program designed to reach relevant decision-makers while continuously capturing market feedback.
The campaign targeted prospects across several sectors, including:
Outreach was directed primarily toward manager, director, VP, and executive-level contacts responsible for areas such as environmental compliance, wastewater operations, utilities, sustainability, operations, and related functions.
Rather than looking only at campaign volume, MarketJoy documented the outcome of prospect conversations in detail. This allowed the campaign to become an ongoing source of market intelligence for Encompass.
The campaign began producing particularly strong meeting activity as targeting and conversations progressed. In July alone, 10 prospects were passed to sales, followed by additional opportunities in August.
The campaign helped Encompass go beyond surface-level engagement metrics and better understand actual buyer readiness.
MarketJoy’s conversations showed that prospects generally fell into several distinct groups.
Some contacts demonstrated meaningful interest in the solution, requested additional information, shared the opportunity internally, or indicated potential future applicability.
For example, conversations identified prospects who:
A significant insight was that many prospects understood the underlying issue and were interested in learning about the technology, but did not currently have an active problem requiring a solution.
Instead of treating these conversations simply as unsuccessful leads, MarketJoy helped Encompass identify them as indicators of future market potential.
This created a clearer distinction between:
The outreach also uncovered areas where initial targeting was broader than the strongest potential use cases.
Some conversations showed that prospects:
This feedback allowed the targeting strategy to become more focused as the campaign developed.
The value of the campaign extended beyond the 13 opportunities generated.
MarketJoy gave Encompass direct visibility into how the market was reacting to its offering.
By combining outbound prospecting with structured feedback from real buyer conversations, Encompass was able to:
For an emerging category, this intelligence provided an important foundation for determining where Encompass should concentrate its sales and marketing resources next.
“Working with MarketJoy gave us useful visibility into buyer interest in a relatively new and emerging market. Through the campaign we identified where our strongest opportunities exist and refined our targeting along the way. It’s been a helpful input into shaping our go-to-market strategy as the market continues to develop.”
Brielle Jenner
The Bigger Impact
For companies entering an emerging market, outbound lead generation can do more than create pipeline.
It can provide an early view of where a market is ready, where it is developing, and where the strongest commercial opportunities are likely to emerge.
MarketJoy helped Encompass turn thousands of targeted outbound interactions into both sales opportunities and actionable go-to-market intelligence, giving the company a clearer path for refining its market strategy as adoption continues to evolve.
