Osmosis Case Study

Heya there,

Every Monday I write about a B2B marketing topic with tangible tips and real-life examples. 👨🏻‍🏫

Today is about how we booked 4 meetings with 4 Enterprise CEO's through a well-researched B2B Campaign.

Before running you through the detailed case study, I wanted to start with a personal note.

I’m currently working from Bucharest, Romania, enjoying the coldness and sniffing up some culture while I am here.

Did you know that the modern jet engine was invented by a Romanian?

If you get the chance, check out Eastern Europe. ❤️

Now back to marketing stuff. 🤙

Today I’d like to share a case study with you about a recent client project that generated 4 Sales Qualified Leads out of 26 cold messages.

Below I’ll detail the 5-step process we’ve followed.

The 5-Step Process to book 4 qualified Meetings.

The System we follow with our clients is a 5-step process we follow for all our projects.

1. Deep-dive into the foundations
2. Run an Ideation Process & draw up a B2B Marketing Roadmap.
3. Outline our Offer & set up Preparations.
4. Launch a Campaign & keep an eye out for Refinements while launching campaigns.
5. Report the Results and transfer the knowledge to our clients.

Step 1. Deep Dive

We do a deep dive into the market and rationalise our findings, by segmenting it and prioritising our 1st targets.

We research our client’s current customers through interviews and set up a list based on potential triggers of their Ideal Customer Profile and the Market Segment we’ve selected.

The goal of this process is to focus our efforts on a specific niche that fits with our client's positioning.

Positioning: tell a story about why your product is different/better for the particular market that you are addressing at a certain stage.

Part of their positioning is defining potential triggers for members of the Buying Committee.

The Buying Committee represents members of the stakeholders in our client’s target list.

This data will help us understand our target buyers' decision-making processes and form our messaging based on it.

To differentiate the level of personalisation in our approach we then segment our target list into 3 Tiers. 👇

The goal of this part of our process is to specify our outreach strategy based on the level of ROI we expect from each Tier.

Then we select a few key competitors per segment for us to understand what segments our competitors are focusing on and how we can differentiate from them.

This also helps us impact our next phase, the brainstorming & our roadmap.

Step 2. Ideation & Roadmap

Once we have our target audiences and our competition defined we start our Ideation Process and we select a fitting Playbook.

There will usually be more than one playbook fitting the process, so we select the most fitting one from a shortlist.

Once we have selected the playbook it is time to define the steps of the experiment and set up the KPIs.

This way there is no doubt about the success/failure of our experiment.

Step 3 & 4. Offer Creation & Campaign Launch & Refine

At this point, we have our Target Audience and its stakeholders defined through Market Research and ideal Customer Profile Segmentation and the defined triggers of the Buying Committee.  📝

We’ve also selected a fitting playbook and have drawn up a Roadmap in our Ideation process.

Now, we can create our initial Offer based on the above, so we may set up and launch the first outreach sequences of our Campaign. 👩🏻‍💻

We define the Offer and create the necessary assets.

We then create highly personalised outreach sequences and launch our Campaign. 🚀

Step 5. Report & Knowledge Transfer

Finally, we assess the results and share our findings. 🔎

The goal at this point is to check what worked and what did not so that we »

1. can measure the effectiveness of the campaign based on the previously set-up metrics

2. know what may be tweaked

3. teach our clients how they may run a similarly effective campaign

I love the power of a structured approach to marketing campaigns.

The 5-step process that we use is not just a l'art pour l'art mechanic approach, but a method that allows us to tap into the unique strengths and goals of each client.

By taking the time to understand their market, customer profile, and objectives, we are able to create offers that resonate with their target audience and thus drive real returns.

Plus with the continuous refinement of our approach through data analysis and knowledge transfer, we can ensure sustained evolution and improvement in our campaigns.

The benefits of this structured approach are clear - increased brand awareness, higher engagement, and ultimately, growth for the business.

If you are looking for a proven method to drive marketing success, I highly recommend embracing a structured approach like the one we have outlined in this case study.

LinkedIn posts worth reading this week:


1. Blake Emal teaching us how to find Google Sheets in your niche

Look up Google Sheets to draw inspiration for your own presentation.

2. Since we touched on the topic of positioning...

Check out this great example of how even something as common as sparkling water can get a completely new meaning with the power of great positioning.

3. Why did Chris Walker stop doing competitor analysis

An uncommon take on why you may want to reconsider how much time you spend analysing competition.