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Challenge
Already an incredibly successful brand in the B2C sector, Blinkist introduced a new B2B offering, aiming to provide businesses with their unique microlearning platform.
Blinkists sales team already responded to inquiries that came in organically, but they encountered challenges in actively reaching the right business audiences due to limited resources.
Although well-known among individual learners, they needed external support to connect effectively with business decision-makers to scale their B2B product.
Solution
We came on board to enhance Blinkist’s approach to reaching B2B clients. We immediately drove impact by optimizing the LinkedIn profiles of Blinkist’s founders and CEO to better appeal to business professionals by restyling them, making them more impactful and consistent to present a unified brand image. We tailored messaging to hit the heart of the target audience, using a combination of A/B testing, qualitative and quantitative analysis of the lead’s reactions and benchmarking—as well as our internal knowledge and experience to continually improve the messaging throughout the campaign, leading to always-improving results.
Maxim and his team at Leadtree are supporting us to scale our Blinkist for Business offering. Three days after starting working together we had first appointments with decision makers from our target group, a few weeks later we onboarded a new B2B customer.
– Tobias Balling, CEO & Founder of Blinkist
Details matter, so a major area of focus was providing a framework for profile pictures of each individual to match the tone of Blinkist’s ICP, leading to more immediate recognition by relevant buyers; we also provided advice on how to better structure their profile ‘About’ sections, from a wording and structure perspective, to match the tone, aspirations and values of potential buyers, leading to a higher engagement rate.
We then identified and contacted potential business clients. By carrying out detailed target group segmentation (down to specific individuals in organisations the client wanted to approach), we were able to quickly recognise and reach out to the heart of the target group. Furthermore, initiating conversations and managing ongoing communications gave the team at Blinkist the headspace to focus on their main services—rather than time-consuming tasks like manual follow-ups, which can be easily forgotten. By taking control of this, we could implement specific processes for manual follow-ups for prospects who ‘want to talk later’, or ‘don’t reply’ after we replied to them. By carrying out these activities routinely, we were able to greatly increase the performance of our campaigns.
Results
Our partnership with Blinkist led to a significant increase in business contacts and an average of 23 meaningful meetings with key decision-makers per month.
This growth into the B2B sector not only widened Blinkist’s client base but also elevated their market standing, opening new avenues for expansion.
