CHF >1m in sales pipeline from 5,000 contacts in under a year, and the largest pipeline channel in a traditional HR market

How Paymira, an AI-native payroll and HR outsourcing service from Switzerland, built predictable customer acquisition with a signal-based outbound engine: CHF >1m in sales pipeline and over 150 booked meetings, without an in-house sales team.

• CHF >1m Sales pipeline from outbound
• 5,000+ Decision-makers contacted across 4,000+ companies
• 150+ Meetings booked through outreach
• <1 year From go-live to CHF >1m in pipeline

Outreach live since September 2025; Data sources: HubSpot, LinkedIn & email sequences; Industry: Payroll & HR outsourcing; Market: Switzerland

Outbound became Paymira’s largest pipeline channel

Paymira sells payroll services to Swiss SMEs with 25 to 500 employees. A market where companies rarely change providers and trust matters more than any feature list. In less than a year, the outbound engine built together opened up this market.

• CHF >1m in sales pipeline generated
• 5,000+ decision-makers reached across 4,000+ companies through LinkedIn and email
• 900+ conversations started, 150+ meetings booked
• Under 2 months from first contact to a closed deal
• 50+ campaigns and sequences tested, evaluated and iterated

• No in-house SDR team
• The CEO leads the conversations himself
• All data in HubSpot
• Positive ROI on the investment

A new product in a conservative market

Jeremias Meier has been an entrepreneur in digital services, software and IT for almost 20 years. He has built and sold several companies, worked in venture capital, and founded and led bexio as CEO. With Paymira, he is back as an operator: the team is building an AI-native payroll and HR outsourcing service for mid-sized companies in Switzerland.

The first pilot customers came through his network. Then came the real question: how does a young company actively enter a market considered traditional, where new providers keep emerging?

“We didn’t want to build a huge sales force. We wanted to take a very lean, data-driven approach.”

Jeremias Meier, CEO, Paymira

There was also a hard constraint. The addressable market in Switzerland is finite. Companies that target it with generic mass emails burn through it. A “spray and pray” approach was therefore never an option for Paymira.

“Our market segment isn’t enormous. We want this done properly, so we don’t burn through the market, so we learn, and so we also create value for prospects.”

Jeremias Meier, CEO, Paymira

A signal-based outbound engine instead of volume

Starting in August 2025, SalesPlaybook worked with Paymira to develop the outbound strategy, build the AI-powered engine and take over its ongoing operation. Outreach has been live since September 2025.

1. Multiple channels, one conversation

The engine combines LinkedIn content, LinkedIn sequences, email and calls. It first creates awareness among the target audience, then moves directly into conversations with the ICP. CEOs, finance and HR are each addressed in their own language.

• LinkedIn: Content and outreach sequences
• Email: Personalised sequences
• Calls: Direct conversations with decision-makers
• Signals: Responding to relevant triggers

“That really helped us create awareness first, then move directly into conversations with our ICP. And, of course, learn a great deal about the market.”

Jeremias Meier, CEO, Paymira

2. Scale trust, not volume

Over 4,000 companies were contacted without complaints. Messaging, the approach and a professional setup for data and data management make the difference. Particularly for an AI-native product in a market with many imitators, trust determines who gets the meeting.

“Is it the most aggressive approach possible? Probably not. What matters to me is that it’s sustainable.”

Jeremias Meier, CEO, Paymira

3. Test, measure, iterate

Over 50 campaigns and sequences ran in the first year. Each is evaluated together, compared with benchmarks from other client projects and developed further. This is how outbound became Paymira’s largest pipeline channel.

“We test a campaign, look at the data, discuss together what we can optimise, iterate and learn again.”

Jeremias Meier, CEO, Paymira

The CEO sells while the machine runs

Clay tables, list building, email warm-up, sequences, CRM integration: the stack for modern outbound is complex. Jeremias deliberately chose not to build these revenue operations in-house. His time belongs in conversations with potential customers.

“We’re still a young company. These insights are hugely important, including for product development. I don’t want to have to worry about how I build lists and integrate everything into the CRM.”

Jeremias Meier, CEO, Paymira

All data flows into HubSpot, from first contact to a closed deal. This keeps Paymira informed about how much pipeline each channel drives: referrals, email, LinkedIn or calls. Knowledge about its own market stays within the company.

Delegate, don’t outsource

After a quarter, many founders ask whether they could continue running the system themselves. Paymira continues to work with SalesPlaybook for a clear reason: the engine needs constant optimisation, and doing that internally would be slower and more expensive.

“If we do all of this entirely in-house, it’s too expensive, for one thing, and for another, the optimisation isn’t smart enough.”

Jeremias Meier, CEO, Paymira

“You can do it yourself. Then you’ll probably need a year for what you can achieve with an agency in a quarter.”

Manuel Hartmann, SalesPlaybook

Build it yourself

• Slower learning without benchmarks
• Founder time spent on tools instead of the market
• Expensive hires for a complex stack
• Iterations slow themselves down

Delegate with SalesPlaybook

• Experts in HubSpot, GTM and outbound when needed
• Experience from many B2B projects
• Data and know-how stay with Paymira
• Fast sparring on every campaign

What convinced Paymira was the combination of breadth and execution. When it comes to HubSpot processes, that expertise comes to the table. When it comes to the go-to-market motion and channel selection, strategic work is added. And both are put into practice.

“That full service, the breadth of expertise coupled with the ability to actually implement it: that’s what convinced us.”

Jeremias Meier, CEO, Paymira

Trusted distribution wins

For Jeremias, the collaboration shows where go-to-market is heading.

“The whole development of AI is changing the importance of go-to-market. Distribution, and above all trusted distribution, is becoming more important.”

Jeremias Meier, CEO, Paymira

His advice to other B2B software leaders when choosing a partner: look at real case studies, speak with reference customers and look behind the marketing.

“I would work with you again any time.”

Jeremias Meier, CEO, Paymira

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