Klokt Leadership is a Scandinavian B2B company, selling a leadership development program for new leaders working in management positions at medium-to-large businesses. The three founders are consultants and the idea for Klokt stems from conversations they had with their own clients. They founded Klokt in 2022 and officially launched the first cohort in 2023.

They needed a go-to-market strategy, and a way to get companies to pay for their leaders' leadership training.

After some testing, we identified a target audience with promising potential: HR Directors or HR Managers with decision-making power in specific geographical areas working at companies with more than 50 employees. These individuals were working at organizations that cared about nurturing their leaders – and equally important, had the budget to do so.
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We quickly realized that an ad strategy would be expensive and would realistically not bring any meaningful results, given the small audience size (< 2.000 individuals in the selected market), so we decided to run an email outreach campaign. This is not something we usually offer our clients, but we were confident we would get the best results. Hanne and the Kolkt Team were on board, so we got to work.

We bought dedicated domains for security reasons, and set up 15 email address over five email domains. We found our target audience through a combination of LinkedIn Sales Navigator, Apollo and Dropcontact for GDPR-compliant research of email addresses. We set up an automated sequence of three emails, testing our positioning and mixing our offer with a selection of case studies, quotes from past customers and results: it took us around 10 iterations over 8 weeks to find a combination of messaging and sequences that would get a 24% response rate.