Cold Outreach To 26 Inbound Leads In 2 Months
Filmed on their factory floor. Chris, international sales, on what changed in under two months.
Manufacturing of timber drying kilns, plus servicing and drying-cycle optimisation. Everything is built in-house.
A manufacturer with its own production facility and a single salesperson covering international markets.
Established manufacturer selling across Latvia, the Baltics and wider Europe, with growth capped by outbound capacity.
A high-value, long-consideration industrial product sold entirely through manual outbound, with no inbound demand at all.
Industrial B2B is where “our buyers aren’t on social” is believed most strongly, and it is almost always wrong. The buyers are there. The offer and the targeting are usually what’s missing.
“When you start and you basically don’t have a kind of system, you always try to do cold outreach.” Google searches by country, then email or LinkedIn, with cold calling only viable in Latvian or Lithuanian.
“It takes a lot of time to find even one client who is kind of warm.” Pipeline volume was capped by one person’s working hours.
“We were more skeptical about the Meta process, because people are just scrolling. Do they actually look there?” They did not believe decision-makers would be on the platform.
“Our product is not a common thing you just come and buy and get in one day. Even it’s not possible to get it in one month.” Customers usually buy two or three kilns at once for boiler efficiency, so deal values run around €100,000 and up.
We inverted the direction of the sales motion. Instead of one person hunting decision-makers across Europe, we put the offer where those decision-makers already are and made responding effortless.
Campaigns built to reach the people who actually sign off on kiln purchases across Latvia, the Baltics and Europe, rather than whoever a Google search surfaced that day.
The system was built around leads with a potential order value above €150,000, matching how their customers actually buy: two or three kilns at once.
Every new lead triggers an email immediately. “I always get emails, even if it’s Saturday or Sunday, I don’t care.”
A prepared template lets their salesperson respond in minutes on a weekend, in an industry where nobody else replies until Monday.
No repositioning of the kilns, no change to pricing or manufacturing. Nothing about their product changed. Only the acquisition channel did.
“It takes a lot of time to find even one client who is kind of warm. What changed is that clients are now coming to me.”
Cold calls, cold emails and trade shows. One salesperson searching Google country by country for a single warm prospect.
The team did not believe industrial decision-makers could be reached through Meta. We built the campaign anyway.
Offer and creative built around a €150,000+ industrial purchase, targeting the people who sign off on it.
Instant email alerts on every lead, plus ready-made templates so replies go out in minutes, including weekends.
Decision-maker conversations across Latvia, the Baltics and Europe, with no cold outreach required.
The salesperson stopped chasing. Leads now arrive, including on Saturdays and Sundays.
Same system. Different industries, different countries, same way of working.
Said no twice after a bad agency. Then opened the CRM on camera.
“If you are our competitor, don’t do this.”
153 leads, €2.34 best CPL, a €64K commercial deal, 68x return.
One installer per area, and an area gets claimed once. If yours is open, it's yours to take.
Four quick questions, then you pick a time. You keep everything we find on the call, whether we work together or not.