Results first: 75+ appointments across all three sides of the marketplace
Naym came to Belkins right after launching its platform. In 5 months, the campaign booked more than 75 appointments with the three groups a new marketplace needs: partners to supply talent, candidates to fill roles, and clients to hire them. It met its KPI on average across the engagement.
- 75+ appointments in 5 months
- 50+ with partners (development agencies and vendors)
- 20+ with outstaffing candidates
- 5 with clients
- 100% average KPI
- 10,000 leads researched per month
- 50%+ average open rate and 5–7% average response rate
A marketplace at launch needs supply before it can sell to demand, which is why most appointments went to partners and candidates. The campaign also had to test several markets and audiences at once, with no prior data on which would respond.
“Belkins did exactly what we hired them for and helped us quickly iterate on various approaches and solutions for our team.”
— Igor Pyatnitskiy, Vice President, Naym
Client’s painpoint: A new platform with no market data and three audiences to reach
When the partnership started, Naym had just launched. It didn’t yet know which markets or segments would respond, and it needed its first clients and partners to get the business moving.
The scope made the job harder. Naym needed to reach three different groups: vendors and agencies as partners, developers for outsourcing, and companies as clients. Each had different decision-makers and needed a different message.
What Naym asked for
Naym wanted a partner to help it define its target audience, generate qualified leads, test different markets, and bring in its first clients and partners. It also wanted an outreach process its own team could take over and run in the future.
Our playbook: Testing markets, messages, and meeting formats
The campaign ran on cold email. Because there was no data to start from, the team tested approaches across target groups and industries, then built on what worked.
Finding prospects through industry conferences
The team searched LinkedIn hashtags to find field-specific conferences and identify which prospects planned to attend. Outreach then referenced those events, which gave each email a personal reason to reply.
Localizing outreach by market
Research split prospects by market and location so emails could reflect local context. For prospects in Dutch cities, for example, the team wrote emails with introductions in Dutch and addressed pain points specific to the Dutch market.
Building the ICP and value proposition
The team collected as much information as possible about the companies Naym was targeting and used it to refine the ideal customer profile (ICP). It then wrote value propositions tailored to each group’s needs.
Offering in-person meetings
With the value propositions in place, the team wrote personalized templates around each prospect’s pain points. Offering an in-person meeting performed best of all the approaches tested.
Building a process Naym’s team could run itself
Naym wanted more than outsourced outreach. It wanted a workflow its in-house team could repeat. Alongside lead generation and appointment setting, Belkins mentored Naym’s team through the full cold outreach process. The training covered how to follow up, which tailored messages resonate with prospects, and which metrics to track to evaluate campaign performance.
What this launch shows about outbound for outstuffing
- Build supply before demand. A new outstaffing marketplace needs partners and talent before clients can be served, and the appointment mix reflected that.
- Use events as a reason to reach out. Conference attendance gave prospects a specific, timely context for the message.
- Localize for each market. Native-language introductions and local pain points made outreach in the Netherlands feel relevant.
- Leave the client with a process. Training Naym’s team meant the approach could continue after the engagement.
This approach fits early-stage platforms that need to test markets and reach several audiences at once. A company with a single, well-defined buyer would need less testing and could focus its appointments on clients from the start.
