Case study / SEMI STAAL
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Case study
SEMI STAAL · Industrial washing and handling systems for the food industry, Denmark

44 qualified leads from LinkedIn outreach in the first 3 months.

SEMI STAAL designs and builds washing and handling systems for the food industry. New customers had always come from word of mouth. We ran outreach from three SEMI STAAL profiles to purchasing, factory and technical leaders, and turned 927 new connections into 44 qualified leads in the first three months.

  • 3 months
  • 3 LinkedIn profiles
  • International
Services provided
  • LinkedIn outreach
  • Profile optimisation
  • Targeting and list building
  • Message copywriting
  • Message testing
  • Lead tracking
  • Call scripts
  • Monthly reporting

Who we targeted

1Audience

  • Purchasing leaders
  • Factory leaders
  • Technical leaders
  • Manufacturing engineers

2Industry

  • Food production
  • Meat, fish and dairy
  • Chocolate production
  • Retail logistics

Producers whose crates, tubs and pallets need washing.

3Company size

  • 51 to 10,000+ employees

4Job titles

  • Purchasing manager
  • Factory manager
  • Factory director
  • Technical director
  • Food production manager
  • Director of manufacturing

5Countries

  • EUNordics, Germany and the UK
  • USUnited States
  • ZASouth Africa
  • AUAustralia
The numbers

Three profiles, three months, 44 qualified leads.

Results from the LinkedIn campaign data and the reports shared with SEMI STAAL over the first 3 months.

44

Qualified leads

Replies that showed interest or referred us to the right person.

12%

Reply rate

Of the people we messaged replied.

927

New connections

Purchasing, factory and technical leaders at food producers.

Opening message test
15%reply rate for the best opening message

In the first round we tested three opening messages. The best one got more than twice the reply rate of the weakest, and the test showed which message to build on.

Weakest opening message · 5 replies6%
Best opening message · 10 replies15%

Reply rate is replies divided by people messaged, per opening message, first test round.

Nicolai Meyendorff

It has been an effective way to generate leads. Elite Advertising brings strong commitment and real impact to the table, and it has been a valuable investment for our company.

Nicolai MeyendorffCSO & Co-Owner, SEMI STAAL

SummarySEMI STAAL: 44 qualified leads from LinkedIn outreach in the first 3 months.

How Elite Advertising helped SEMI STAAL, a maker of industrial washing systems, reach food industry buyers on LinkedIn: 44 qualified leads in 3 months.

ChallengeFind new customers beyond word of mouth

SEMI STAAL designs, builds and installs washing and handling systems for food producers. Deals are large, and the sales cycle can run for years.

New customers had always come from word of mouth. The team wanted to see if LinkedIn could open doors to new food producers in Denmark and abroad.

The goal: 30 qualified leads in a 3-month trial across three profiles.

SolutionThree profiles, food industry buyers and constant testing

We ran outreach from the CEO and two sales profiles at SEMI STAAL, to purchasing, factory and technical leaders at food producers with 51 to 10,000+ employees.

Every round we tested new opening messages and kept the best. Messages that stated SEMI STAAL’s value clearly, like reducing contamination risks, did best, and Denmark gave the strongest results.

We also rewrote the profile headlines and gave the team a call script to follow up on the leads.

Impact44 qualified leads in 3 months

44 qualified leads in three months, against a goal of 30.

Across the three profiles, 927 food industry leaders connected and 100 replied. 44 of those replies became qualified leads, against a goal of 30.

How we helped

What we did, and when

From workshop to 44 qualified leads in three months.

  1. Before launch

    Strategy and targeting

    Strategy workshop, food industry audiences and a review of the three sender profiles.

  2. Month 1

    Launch

    Outreach went live on all three profiles with the first three test messages.

  3. Months 2 and 3

    Testing and optimisation

    New test rounds kept the best messages, Denmark became the strongest market, and new headlines lifted acceptance rates.

  4. Month 3

    Results

    6,603 requests, 927 new connections and 100 replies. In total: 44 qualified leads, against a goal of 30.

Month by month

Replies came in every month.

New connections and replies for months 1 to 3, with the share of new connections who replied.

New connections and replies

All three profiles combined, by month.

New connectionsReplies
  1. 34133
    Month 110%
  2. 28938
    Month 213%
  3. 29729
    Month 310%

How we count. Requests, new connections, people messaged and replies are monthly totals from the LinkedIn campaign data for all three profiles, added up by us. Reply rate is replies divided by people messaged (100 of 821). Qualified leads are replies that showed interest or referred us to the right person, counted in the lead tracking: 8, 24 and 12 in months 1 to 3. Replied is replies divided by new connections. The goal, 10 qualified leads per profile, comes from the plan agreed at the start. Month 1 is the first month outreach was live.

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Case study: SEMI STAAL