Logintrade is a comprehensive B2B purchasing platform designed to manage collaboration with suppliers. Its users can submit requests for quotes, which potential suppliers respond to, purchase products from regular suppliers based on framework agreements, manage contracts, and evaluate suppliers.
Support in Business Development Direction
In the fall of 2022, when we started working with Logintrade, the company faced a dilemma regarding its future direction. In addition to its core product, a SaaS platform for supplier management, it planned to introduce consulting services in the same area. We shared our experiences of launching a consulting firm and advised against this move for Logintrade due to the challenges in scaling such a business. By opening consulting services as a new business line, the board members, being the most experienced in the field, would have had to dedicate their time to it. Even assuming other employees would eventually carry out the consulting service, their training would still require the board’s involvement.
Ultimately, the company entered a new market while refining its efforts to attract new platform customers.
How Did You Find Our Support in Defining the Business Development Direction?
Thomas, CEO of Logintrade: There were several twists. We indeed had an issue with direction—whether to develop services, enter foreign markets, or focus on increasing sales efficiency. We weren’t looking for an advisor who would just come in and tell us what to do. During the consultations, we discussed many things together, and ultimately, we decided to enter a new market while enhancing marketing and sales efficiency. Other topics also came up that we plan to develop in the future.
Thanks to working with Casbeg, we have increased the competencies of our organization in marketing and sales areas.
As a CEO, How Do You Assess Casbeg’s Response to Your Changing Needs?
Thomas: Throughout the collaboration, we changed directions multiple times, and Casbeg’s response was fantastic. There was never a situation where we stuck to one path just for the sake of it, even if it wasn’t yielding the expected results. I’m not a fan of standardized textbook solutions—they sometimes work in specific circumstances, but not always. I really liked Casbeg’s team’s flexibility and openness to different concepts, even when we weren’t following the conventional path.
Expanding Marketing Activities
Until now, acquiring new customers at Logintrade was solely the sales department’s responsibility through cold emailing and cold calling. The company wanted to generate organic leads and build an expert image to facilitate outbound activities.
As part of the collaboration:
- We built a marketing funnel and trained the Logintrade team on its mechanics (ToFu, MoFu, BoFu).
- We defined the content potential customers should receive at various stages of the purchasing process, along with formats and channels through which this content should reach them.
- As a result, a plan of topics emerged that were worth addressing with specific target groups.
- Ultimately, we noted a 25% increase in lead generation—from 16 per month to 16 per week.
When We Started Working Together, You Also Wanted to Generate More Inbound Leads. What Happened in That Area?
Thomas: We approached the topic more broadly. We developed new action directions, target groups, and previously untapped market segments. Leads eventually started coming in.
How Have Your Marketing and Sales Activities Changed After Working with Casbeg?
Thomas: The new target groups led to a reorganization of virtually all our marketing and sales activities. A good organizational structure supports practical actions.
Previously, marketing at Logintrade was practically unused. We conducted classic direct sales.
Social Selling Activities
During the collaboration, we worked extensively on the strategy for building a network and selling through social media, mainly LinkedIn.
- We implemented tools such as Waalaxy and Apollo and showed how to use Sales Navigator.
- We developed a strategy for building a network and selling on LinkedIn.
- We recommended changing the topic of webinars—from product-focused to more general, awareness-driven ones.
- We developed a sequence for contacting leads from webinars.
How Did Your Social Selling Strategy Evolve?
Thomas: Mainly in tools and content directed to the right people, as well as automation in some processes.
We have two target groups and two expert accounts responding to their needs—mine and our sales directors. As CEO, I can easily create expert content, and when I invited people to talk about collaboration, the effectiveness of these actions was very high. The problem was that I wasn’t involved in sales. I would invite people to meetings, but I couldn’t conduct them. That’s why we also started promoting our sales director as one of the experts. Thanks to this, he began selling very effectively.
Operational Support, Not Just Advisory
At Casbeg, we always aim to integrate deeply into the client’s company and become a part of it. During the collaboration, we provided significant operational support to Logintrade, such as creating sample posts or sending LinkedIn messages to potential clients.
From Your Perspective, How Much Did Casbeg Integrate Into Your Company? Were We More of an External Advisor or an Operational Part of the Team?
Thomas: We feel that Casbeg’s consultants are integral to our team.
What Do You Value in Your Collaboration with Casbeg?
Thomas: We value your knowledge and experience from many projects, your creativity, and the fact that you practice “strong opinions loosely held.” 🙂 We also value that you possess very high competencies, which we can use in a targeted way. Would it make sense for us to hire a marketer with the skills of Casbeg’s consultant today? No, because there wouldn’t be enough work for them. Thanks to Casbeg, we can access highly specialized competencies without creating a full-time position in the company.
Would you like to achieve similar results in your business? We’d love to have you as a client. Feel free to contact us at [email protected]
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