Sidon Water Benelux
From looking for new customers to a large European fitness chain as a client.
The question
How do we reach potential buyers of our products and make contact that can lead to new customers?
Before
Sidon Water Benelux came to us with a commercial growth question: the company was looking for new customers and wanted to know how to reach potential buyers in a focused way. That meant working out which organisations and people held the most promise, which message would speak to them and how first contact could be made. Casper Pruijn, owner of Sidon Water Benelux and Sidon Water Spain, was looking for a concrete approach to reach these audiences and get commercial conversations going.
What we built
We developed a LinkedIn strategy starting from the commercial question: which potential customers fit Sidon Water Benelux and how do we make the offer relevant to them? We sharpened the proposition, renewed Casper Pruijn's personal profile and recorded the starting position in a baseline measurement. We then built an approach in which AI helps to analyse ideal customer profiles, identify relevant people, develop personal messages and report on results. Automation handles sending the connection requests, while weekly content supports visibility with the same audiences. The difference is in the coherence: the audience analysis decides who we approach and which message is relevant, the message tests show what people respond to, and the reports support the next improvement.
How it works
You see what happens at every step.
- 01AI + person
Proposition and ideal customer profiles
We clarify the value of the offer and decide which organisations and people fit it.
Role of AI, automation and people: AI supports the ICP analysis and helps map the relevant audiences.
- 02person
Profile and baseline
We renew Casper's personal LinkedIn profile so it carries the proposition clearly. We record the starting position so the development can be followed.
Role of AI, automation and people: The profile and the baseline are the basis for the campaign and the later evaluation.
- 03AI
Focused network building
We identify relevant people and approach them from Casper's profile with connection requests.
Role of AI, automation and people: AI supports the selection of relevant people. The connection requests are sent automatically.
- 04AI + person
Personal messages and A/B tests
New connections get messages that fit their audience and are personally relevant. We test variants and refine the approach based on the responses.
Role of AI, automation and people: AI helps develop and optimise messages based on the ideal customer profile and relevance to the recipient.
- 05person
Content and visibility
Every week we publish content on subjects that occupy those same audiences, and we keep optimising the profile.
Role of AI, automation and people: The audience analysis gives direction to the content, so content and personal approach line up.
- 06AI + person
Reporting and improvement
Every two weeks we report on connection growth, messages, profile visits and visibility. We compare the development against the baseline and discuss the message tests.
Role of AI, automation and people: AI supports the reporting. We use the findings to improve the campaign in a targeted way.
Result
The approach brought in several new customers, including a large European fitness chain that is now among the biggest clients of Sidon Water Benelux. Casper Pruijn's personal network grew from around 400–500 to more than 8,500 connections, with the new contacts matching the commercial audiences considerably better. Depending on the ideal customer profile, around 40–50% of connection requests are accepted; the reply rate on messages sits between 25 and 35%. Around 4,000 targeted messages were sent within the campaign. The conversion from conversations to customers and the commercial value remain confidential.
How we keep building
Sidon Water Benelux now has an ongoing approach to reach potential buyers, build relationships and start commercial conversations. We keep running and improving the strategy, with AI supporting audience analysis, personal communication and reporting, and automation for the network building. The fortnightly reports give insight into progress and support the choices for further optimisation.
