Betinoc
A patented product with global potential, and not a single channel to reach that market.
Betinoc makes impact-resistant, hygienic skirting, wall panels and collision protection for the food and pharmaceutical industries. A patented system, its own production in Belgium and a ten-year warranty on product and installation. The product had everything it needed except reach.
The challenge
Strong product. No channel.
Every food and pharma site in the world has the same floor-to-wall junction and the same forklifts crashing into it. So Betinoc’s market is literally the whole world. There just wasn’t a single road leading to it. No list of foreign installers, no channel to reach them, no follow-up when someone responded. International growth depended on whoever happened to pick up the phone.
What we did
Two audiences. One machine.
We built an outbound machine that fills its own list, makes its own contact and shows every week what it delivers. Five components, all in Betinoc’s name.
Two tracks, each measurable on its own
Installers of industrial flooring and wall cladding on one side, facility managers at food and pharma producers on the other. Two campaigns, each with its own copy, its own quality bar and its own rhythm. That way you can see at any moment which track is delivering and which one is stuck, instead of one average nobody can use.
Search agents that keep the list topped up
Search agents keep adding to the lead list continuously, working on signals: profiles that resemble existing clients, people who were recently active around our topics, anyone who just changed jobs or just raised capital. Every list has a quality threshold, 0.80 for installers and 0.85 for end clients. Anyone who scores below it stays out.
LinkedIn and email in one sequence, from their own profile
Connection request, then messages, then email steps, all from Betinoc’s own profile. The conversations, the contacts and the data stay with the client. We build and run the machine, and they own the relationship.
A weekly report that says what needs to happen
Twenty-two weekly reports in a row: what went out, what came back, which conversations are warm, what’s stuck and which knots are on their side. Including what went wrong, because we’d rather tell the client ourselves than have them find out. Each report is a document with the next step written in it, so nobody has to interpret a dashboard.
Narrowing down instead of scaling up
After the first months, part of the responses turned out to come from countries Betinoc can’t deliver to, and from cost estimating firms with no intention to buy. We cut the campaigns back to forty-one approved countries in six regions and filtered out that noise. Less volume, higher quality, and a pipeline the sales team can actually work with.
The difference
From zero international leads to 142 personal replies.
In twenty-two weeks, the machine found 1,601 relevant leads and approached 799 people. That produced 157 replies, 142 of them personal responses on LinkedIn between 9 June and 22 September. On average more than one conversation a day, in a market where Betinoc previously had no channel at all.
93 of those responses were positive or substantive, 21 leads volunteered their email address and 11 came in as hard opportunities: a concrete project, a price enquiry, a partnership request or a booked call. Connection requests are accepted in 84 per cent of cases among installers and 91 per cent among end clients.
Who’s replying
Multinationals that write back in person.
The names in the inbox aren’t small. A global player in floor coverings wants to discuss a group-level partnership. One of the world’s largest packaging groups, an international drinks bottler, an American plant-based dairy brand and a British pharmaceutical manufacturer asked for technical details. The British and Irish installers all ask the same things: photos of similar projects, a spec sheet with detail drawings, and whether there’s already a partner in their country.
One British installer already knew Betinoc through a competitor and, unprompted, named five peer companies to approach. In Riyadh, a project manager replied within three minutes that he saw potential for working together. The campaigns keep running, the pipeline grows every week, and the next step is to make the follow-up as tight as the intake.
Under the bonnet
How the machine runs.
The four components that fill the pipeline and keep it warm.
Search agents
Profiles are found through signals: similarity to existing clients, recent activity around our topics, a job change or freshly raised capital.
Quality threshold
0.80 for installers and 0.85 for end clients. Anyone scoring below that doesn’t make the list, even if it slows down how fast the volume grows.
One sequence, two channels
Connection request, then messages, then email steps. All from the client’s own profile, so the relationship stays with them.
Weekly reporting
A document every week covering what went out, what came back, which conversations are warm and which knots are still open on their side.
Services
The services behind it.
Is your market abroad?
We build the list, the campaign and the follow-up. You have the conversations. Tell us who you want to reach, and we’ll show you what that pipeline could look like.
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