Sportuok
From selling through the webshop to partnership requests within two weeks.
The question
How do we get in direct contact with physiotherapists, hotels, property developers and rehabilitation centres?
Where they started
Sportuok is a B2B supplier of fitness equipment with a webshop in the Baltic states. The webshop reaches the buyer, but a large share of purchases starts earlier, with a professional: a physiotherapist who recommends a machine, a hotel fitting out a gym, a property developer or a rehabilitation centre. Sportuok had no direct contact with those professionals, and so stayed dependent on the moment they found the webshop themselves.
Our approach
We set up a LinkedIn campaign that starts with the question of who Sportuok needs to reach. AI supports the analysis of the ideal customer: which segments and which organisations hold the most promise. Per segment we mapped the right people. Every profile is checked against segment and job title beforehand, so only people inside the defined audience get an invitation. With the messages, too, AI helps get the right message to the right person, tuned to the recipient's segment.
How it works
You see what happens at every step.
- 01AI + person
Define the ideal customer
We decide which segments and organisations return the most: physiotherapists, hotels, property developers and rehabilitation centres.
Role of AI, automation and people: AI supports the analysis of segments and organisations.
- 02person
Map the profiles
Per segment we collect the LinkedIn profiles of the people who fit the audience.
Role of AI, automation and people: That list is the basis for the campaign.
- 03automated
Check beforehand
Every profile is checked against segment and job title before it enters the campaign.
Role of AI, automation and people: The check keeps the audience defined, so invitations only go to relevant people.
- 04automated
Invite
Profiles that pass the check receive a connection request.
Role of AI, automation and people: Only checked profiles are approached.
- 05AI
Follow up
After a few days a message follows that fits the recipient's segment.
Role of AI, automation and people: AI helps tune the message to the segment.
- 06person
From reply to conversation
If someone replies with interest, Sportuok takes the contact over and books the meeting.
Role of AI, automation and people: The conversation sits with the Sportuok team.
Result
Within the first two weeks the first requests came in from parties wanting to work with Sportuok. Sportuok now reaches the professionals who recommend or decide on purchases directly, instead of waiting until they find the webshop.
How we keep building
The campaign carries on. Every new response comes from an audience defined and checked beforehand, so the Sportuok team spends its time on conversations with relevant parties.
