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Case study/ EasyTime
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Case study
EasyTime · Time registration and planning software, Denmark

160 replies from the CEO's LinkedIn profile in 4 months.

EasyTime makes time registration, planning and equipment software for construction and service companies. We put its CEO in front of owners, managers and equipment leads in Denmark and the UK, and by month three almost one in three people we messaged replied.

  • 4 months
  • 1 CEO profile
  • Denmark and the UK
Services provided
  • LinkedIn outreach
  • Profile optimisation
  • Targeting and list building
  • Message copywriting
  • A/B testing
  • Calling scripts
  • Monthly reporting

Who we targeted

1Audience

  • Construction companies
  • Building and installation contractors
  • Service and environmental companies

Companies with field teams, machines and equipment to plan and track.

2Industry

  • Construction
  • Building equipment contractors
  • Building finishing contractors
  • Environmental services

3Company size

  • 51 to 200 employees

4Job titles

  • CEO
  • Owner
  • Managing director
  • CFO
  • Equipment manager
  • Project manager

5Countries

  • DKDenmark
  • UKUnited Kingdom

Messages in Danish and English.

The numbers

A CEO's profile, turned into a steady stream of conversations.

Results from the CEO's LinkedIn campaign data and our 4-month report.

422

New connections

Owners, managers and equipment leads in construction and service.

160

Replies

From 663 people we messaged.

16

Referrals

Contacts who pointed us to the person who decides.

7

Interested prospects

Asked to hear more about the software.

Month one vs month three
30%reply rate, double the first month

We moved to a warmer, shorter and less salesy tone in Danish, and leaned on the market that responded. By month three, almost one in three people we messaged wrote back.

Month 1 · 47 messaged, 7 replies15%
Month 3 · 207 messaged, 63 replies30%

Reply rate is replies divided by people messaged, CEO's profile.

ChallengeA proven product, looking for new customers

EasyTime is an established, Danish-owned software company with customers in more than 20 industries. It wanted new customers in Denmark and a foothold in the UK.

Its buyers feel the pain every week: no overview of hours, overtime, allowances and mileage. Getting their attention is the hard part.

The goal: start conversations with owners and managers who run field teams.

SolutionTwo markets, two languages, constant testing

We ran outreach from the CEO's profile in Danish and English. The first message test compared a curiosity opener, asking whether the person handled time registration, with a time-saving message about cutting admin work. A second message offered a short 15-minute walkthrough.

The tests were clear. Danish messages got 29% replies against 7% for the same opener in the UK, so we focused on the warmer, conversational Danish tone and adapted the UK copy.

We rewrote the CEO's headline around the value EasyTime delivers, added "point me to the right person" follow-ups that turned replies into referrals, and wrote calling scripts for following up on warm leads.

Impact160 replies and 24 warm leads

In 4 months, 422 decision makers connected with the CEO and 160 replied. In month three, 30% of the people we messaged replied.

The outreach produced 24 warm leads: 16 referrals, 7 interested prospects and a meeting.

How we helped

What we did, and when

Two message tests in four months, with a report and an action plan every month.

  1. Month 1

    Strategy and targeting

    Strategy workshop: ideal customers, markets, titles and goals agreed for Denmark and the UK.

  2. Month 1

    Launch

    The first message test went live in Danish and English, comparing a curiosity opener with a time-saving message.

  3. Months 2 to 3

    Testing and optimisation

    The CEO's profile got a value-led headline and a new background, outreach scaled up, and replies rose from 7 to 61 a month. Month 3 was the best month for replies, and the first meeting was booked.

  4. Month 4

    Results

    A second message test with new Danish and UK messages. In total: 422 new connections, 160 replies and 24 warm leads.

Month by month

Replies grew from the first month and peaked in month three.

People messaged and replies each month from the CEO's profile, with the share who replied.

People messaged and replies

CEO's profile.

MessagedReplies
  1. 477
    Month 115%
  2. 27361
    Month 222%
  3. 20763
    Month 330%
  4. 13629
    Month 421%

How we count. Requests, new connections, people messaged and replies are monthly figures from the LinkedIn campaign data for the CEO's profile. Reply rate is replies divided by people messaged. In the message test, reply rate is replies divided by messages delivered. Referrals, interested prospects and the meeting are the 4-month totals from our final report.

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