Scaling Lead Generation & Outreach for a Wholesalers

Overview

A marketing agency partnered with us to support one of their clients: a wholesale skincare brand looking to expand distribution across Australia. The goal was to generate qualified B2B leads and book sales meetings with retailers and stockists likely to purchase the brand at scale.

Objective

The primary objective was to:

• Reach 1,000 new, qualified prospects within one month
• Build a reliable outbound outreach system from scratch
• Book sales meetings with high-intent wholesale buyers

The outreach campaign was scheduled for December, a challenging month due to holidays and lower response rates, making efficiency and targeting critical.

Challenges

• No existing outbound email infrastructure
• Limited clarity on which retailers were most likely to stock the brand
• Need for accurate, enriched prospect data across Australia
• Tight timeline: 4 weeks to complete research, setup, and outreach

Our Approach

1. Email Infrastructure Setup

We built a complete outbound email infrastructure to ensure strong deliverability and inbox placement:

• Domain setup and warming
• Email authentication (SPF, DKIM, DMARC)
• Inbox rotation and sending limits to avoid spam filters

This ensured emails landed in primary inboxes throughout the campaign.

2. Competitor & Market Research

We conducted in-depth competitor analysis to identify:

• Retailers already stocking similar skincare brands
• Gaps in competitor distribution
• Ideal retailer profiles (boutiques, clinics, pharmacies, online stores)

This allowed us to define a clear Ideal Customer Profile (ICP) for wholesale buyers most likely to convert.

3. Prospect Sourcing & Data Enrichment

Using the ICP, we:

• Identified 1,000 qualified prospects across Australia
• Focused on businesses willing and able to purchase wholesale skincare products
• Enriched data with verified email addresses, decision-maker names, and business details

All leads were quality-checked to ensure relevance and accuracy.

4. Email Outreach Execution

We managed the full email outreach campaign throughout December:

• Personalized cold email sequences
• Value-driven messaging aligned with wholesale buyer pain points
• Continuous monitoring of deliverability and responses

The campaign was paced strategically to maintain high deliverability despite the holiday season.

Results

Within 4 weeks, the campaign delivered:

• 1,000 targeted prospects reached
• 2% meeting booking rate
• Consistent inbound replies from qualified wholesale buyers
• A fully operational outbound system the agency could reuse and scale

Despite running during December, the outreach generated meaningful conversations and booked meetings with decision-makers interested in stocking the brand.

Conclusion

By combining strong outbound infrastructure, data-driven research, and precise targeting, we helped the agency successfully launch a scalable lead generation engine for their wholesale skincare client.

This case demonstrates how strategic outbound outreach, even in a slow season, can drive predictable B2B opportunities when executed with the right systems and targeting in place.

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