Different audiences.
One coordinated outreach process.

01 / The challenge

Start with the business problem.

A drinks brand needed to reach several kinds of trade buyer in France. Agents, distributors, importers, wine merchants and hospitality buyers had different reasons to engage, so a single generic message would not explain the opportunity equally well to each audience.

The team also needed a way to keep track of email outreach and subsequent LinkedIn activity without losing the context of each prospect.

02 / Our approach

Make each step count.

1. 01

   Research and segment

   Lead research and classification organised prospects into distinct trade audiences before campaign delivery.

2. 02

   Write for each audience

   French-language email sequences were tailored to each segment, with human judgement retained around message quality and campaign changes.

3. 03

   Coordinate the follow-up

   Email non-responders with usable LinkedIn profiles could move into shorter LinkedIn follow-up routes, with language adapted for French business communication.

4. 04

   Bring activity into view

   A client-facing tracker brought campaign status, email activity and LinkedIn activity together so the team could understand the progress of the work.

03 / What changed

A more structured way to work.

The delivered workflow connected research, segmentation, French-language messaging, cross-channel follow-up and reporting. It gave the brand a structured process for reaching different audiences and reviewing activity.

Reply interpretation and campaign decisions remained with people. Campaign activity alone does not establish a qualified opportunity or a completed sale.