Success stories
Introducing Blinkist to the B2B Market—with a Bang
9 months
3.500+
23
The challenge
Already a very successful brand in the B2C sector, Blinkist launched a new B2B offering aimed at providing companies with its unique microlearning platform.
Even though the Blinkist sales team was already dealing with organically acquired enquiries, it proved difficult to actively reach the new target group due to limited resources.
After its meteoric rise, Blinkist already enjoyed a high level of recognition in the B2C segment. Nevertheless, the team around founder and CTO Tobias Balling, who was now in charge of B2B expansion, needed external support to effectively connect with decision-makers from the target group and sell their B2B product.
The solution
That's why Blinkist brought us on board to improve Blinkist's approach to B2B customer acquisition. With a targeted optimisation, we made the founders' LinkedIn profiles more attractive to business contacts. In doing so, we focussed on consistency and a uniform brand image.
We designed sales messages that hit the nerve of the target group. To do this, we used a combination of A/B testing, benchmarking and qualitative and quantitative analyses of the reactions to the messages. With these measures and our knowledge and experience, we were able to continuously improve the messages over the course of the campaign, leading to ever better results.
Maxim and his team at Leadtree are helping us to expand our Blinkist for Business offering. Three days after the start of the collaboration, we had our first meetings with decision-makers from our target group, and a few weeks later we already had a new B2B customer on board.
- Tobias Balling, CTO & Co-Founder of Blinkist
Among other things, we focussed on creating a frame for the profile pictures that is adapted to the ICP. The result: instant recognition value for relevant buyers. We also provided input to the Blinkist team on optimising the wording and structure of the “About” section on the profile to match the style, desires and values of potential buyers, resulting in a higher engagement rate. We then identified and contacted potential B2B customers. Thanks to detailed target group segmentation, we were able to start targeting quickly. We contacted the target group, took care of ongoing communication and utilised our specially developed processes for manual follow-ups. Successful social selling on LinkedIn requires daily effort - by taking on this task, we gave the team at Blinkist the freedom they needed to focus on their core business.
The results
Our collaboration has resulted in an expanded network of business contacts and an average of 23 qualified meetings with HR decision makers per month. This growth in the B2B sector has not only expanded Blinkist's customer base, but has also increased the company's reputation in the market and opened up new avenues for expansion. Blinkist was reportedly sold to Australian company Go1 for approximately €200 million.
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