The starting point
Lokni builds a network of drinking-water filtration stations, with a vision of a world without pointless PET bottles. A great product, with a brutally hard audience: the public sector and institutions. Conservative decision-makers buried in offers, fragmented and outdated data in public registries, and a buying process with three parties at the table, financing included. Classic marketing doesn't get there, and a sales team would burn out on cold calling.
"You can't reach that segment," everyone said.
What we built
An outbound channel on three pillars, no mass mailing:
- Clean, verified data: registry data cross-checked, deduplicated, and enriched into an accurate map of institutions and decision-makers.
- Messaging per persona: each of the three parties in the buying process got its own sequences, written for its role and concerns.
- Hard pipeline discipline: weekly reviews, copy iteration, clear stages, follow-up within 24 hours.
Results after 16 weeks
| Emails sent | 21 548 |
| Replies | 405 (1.88%, above average for B2G) |
| Business cases in CRM | 173 |
| Active opportunities in real negotiation | 78 |
| Final-stage deals | 15 |
| Pipeline | €210 000 (5.3M CZK) |
| Weighted forecast | €135 000 (3.4M CZK) |
Every 276th email sent ended in a live negotiation with a decision-maker, in a segment that was supposed to be unreachable. And the campaign keeps running.
“What convinced us most was the discipline. Every week we saw the pipeline grow and a clear report on where to direct our sales energy. A segment we couldn't reach became our most stable acquisition channel.”
The takeaway
"Unreachable" usually means nobody built the data and the discipline for it. Even conservative institutional buyers respond, when the data is clean, the message fits the persona, and follow-up never slips. Pipeline discipline like this is a RevOps discipline: clean stages, follow-up within 24 hours, reporting that holds.