Category Intelligence Drives 30+ Monthly Retailer Meetings for Fast-Growing CPG Brand

30+ SQLs/Month | 89% ↑ Lead Quality | 37% ↓ CAC | 23% Faster Deal Cycle

A fast-growing North American CPG brand with award-winning plant-based products was locked out of regional grocery shelves—not due to product quality, but because generic outreach kept landing with gatekeepers, not buyers. With only 8–10 retailer meetings per month and <2% email reply rates, market expansion was stalling despite strong DTC momentum and clear category demand.

MassMetric changed the game with a category-first, ABM-powered appointment program that targeted only verified Category Managers and Senior Buyers at retailers with active shelf space, category alignment, and growth signals. Using value-led insights—not product pitches—and strict BANT + category-fit validation, every touch was engineered to earn trust before the meeting.

The outcome? 30+ sales-qualified appointments per month, an 89% leap in lead quality, 37% lower customer acquisition cost, and a 23% faster path from meeting to shelf placement—all while maintaining a <10% no-show rate.

This case proves that in CPG, shelf space isn’t won by volume—it’s earned by relevance.

What You’ll Learn from This Case

• How category-specific triggers (not just company size) unlock real buying intent

• Why social proof from non-competing regions builds instant credibility with cautious buyers

• How human-curated targeting beats automated lists in complex retail hierarchies

• The ROI of qualifying for category fit—not just budget or authority

Discover how category intelligence turned shelf rejection into rapid retail rollout