Cold outreach via email and LinkedIn

Client: FoodClub.lv — corporate catering service in Riga.

Task: Build a systematic B2B outreach programme to attract new office clients.

Email outreach

LinkedIn outreach

Initial situation

The company offered corporate business lunches for offices.
The main sales were made through advertising and personal contacts.
There was no cold outreach strategy in place: neither via LinkedIn nor via email.
An important goal is to reach decision-makers (HR, office managers, procurement) and increase the number of corporate orders.

Our solution

1. Cold Email Outreach

We compiled a target database of CEOs, founders, and positions related to procurement and catering.

We developed a 4-step chain of emails: introduction, description of benefits, reminder, final offer.

We conducted A/B testing of email subjects and offer wording.

Each letter was personalised (name, company).

Result:

The first corporate contracts were signed after the first wave of mailings.

~0 %

Open rate

0 %

Reply rate

~0

emails sent

2. Cold LinkedIn Outreach

Using Sales Navigator and AI tools, we selected target individuals: HR managers, office managers, office administrators, CEOs, founders, co-founders, and owners.

We set up a multi-stage sequence of messages: connect → introduction → proposal → follow-up.

We tested various offers (‘happy employees,’ ‘fixed budget,’ ‘trial order’).

Result:

As a result, FoodClub.lv received real deals through LinkedIn, which was a first for the company and provided a new channel for attracting B2B customers without using advertising.

~0 %

Accept Rate

0 %

Responses to follow-up messages

~0

Connection requests sent

~0 %

Clients conversion

Final results of the campaign

Two independent cold outreach channels (Email and LinkedIn) have been built from scratch.
FoodClub.lv received a steady stream of enquiries from offices, some of which were converted into orders.
On average, each closed contract fully covered the campaign costs, making the channels profitable.
The client is no longer dependent solely on paid traffic and has gained a long-term tool for direct B2B communication.

Finding

The combination of Cold Email Outreach and Cold LinkedIn Outreach enabled FoodClub.lv to scale up sales of corporate business lunches, develop a systematic approach to B2B lead generation, and establish direct communication with decision-makers.

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