The challenge
One of Malaysia's top three artisanal snack brands could not get into corporate buying. Cold calls, roadshows and referrals did not reach general managers and procurement heads at 100+ employee companies, and price objections came up often.
What we did
- Hand-researched 2,500 buyers at hotels, airlines and corporate gifting companies.
- Wrote the message around the buyer's problem: fruit baskets that go to waste, guests who want local and healthy.
- Answered the price objection up front with the handmade, preservative-free story.
- Reached2,500 buyers at hotels, airlines and gifting firms
- Accepted25% of LinkedIn invitations
- Replied38% of connections wrote back
- Qualified80 sales qualified leads
What worked
The first message led with the hotel's waste problem, not the product. Procurement heads replied because it was their problem too.
What slowed results, and what we changed
What slowed it
Price. Buyers compared a handmade product with cheaper options, and said so early.
What we changed
The first message answered price up front, with the handmade, preservative-free story.
Client names are kept private. Each campaign was led by our founder, and every figure comes from the campaign's own report.