Audience and first steps
Naturagen sells cosmetics and supplements. The targets were cosmetic chains, pharmaceutical distributors and wholesalers. We began with the largest distributors in one small market.
A pilot in Romania
We targeted 620 firms, received more than 30 positive replies and scheduled 5 online meetings. A planned in-person visit was postponed by a snowstorm, so the conversations continued online.
First change: scale up
Working one country at a time was slow. We ranked the countries that buy the most of this product category, split them into three groups and built one list for all of them. That found over 5,000 firms in 15 countries.
Second change: distributors only
Selling to everyone diluted the message. We filtered the 5,000 firms down to 1,500 distributors, and conversion rose sharply.
Results
In the first week of the new approach we reached 230 firms, received 6 positive replies and scheduled online meetings. By month five there had been 60 distributor conversations. The campaign continues.
“We moved from trying one country at a time to working 15 countries systematically.”General Manager, Naturagen
Related service: GTM strategy and execution.