Vendors starting outbound, or starting in a new market
The products we cover include supply chain planning, visibility, control-tower and procurement software. The two situations we meet most are a vendor with no outbound team at all, and a vendor with a proven product at home that now needs pipeline somewhere nobody knows it.
Alpega is the first kind. It had no SDR team, no outbound process and buyers spread across six language markets. We took it from no outbound to 80+ qualified demos a month.
The buyer already owns a system, so the first call is a diagnosis
Most supply chain buyers are not starting from nothing. They have an ERP, a TMS and a set of tools around them. A cold call that opens with "replace what you have" ends quickly.
On the BuyCo programme the product was never pitched as a TMS replacement. It was positioned as a shipping-specific layer alongside existing systems, against visibility-only tools, and calls were built around diagnosing how the prospect manages shipping today. That programme booked 67 qualified demos in five months.
The Matium programme in plastics trading used the same idea from the other side. Most prospects there had never heard of a plastics trading platform, so callers led with questions about how the prospect buys and sells now. Matium booked 42 demos in three months.
A European vendor entering the UK
On day one in a new market you have no brand, no inbound and no referrals, and outbound is the one channel you can switch on that week. Home messaging also needs re-pointing for the UK, not translating. Our 90-day plan for a European vendor:
| Weeks | Focus | Output |
|---|---|---|
| 1-2 | Define the UK ICP, build the list, stand up and warm sending infrastructure | A scored list of UK supply chain, logistics and procurement operators who fit |
| 3-8 | Run cold email and cold calling in parallel | First qualified demos on the calendar |
| 6-12 | Read the replies, tighten the ICP and the message | A rising connect-to-meeting rate |
| 9-12 | Double down on the segments that book | A repeatable UK pipeline |
Note.Lynn Lead Gen UK market-entry plan, July 2026.
From ICP to qualified demo
Define the ICP and score accounts
Buyers are chosen from job-title text: supply chain, logistics, warehouse, plant and procurement leaders at Manager level and above.
Build lists and sequences
Our GTM engineers build the target lists and email campaigns in week one.
Call and email together
Calling goes live in week two, in the buyer's language where the market needs it.
Qualify against agreed criteria
Every meeting is checked against the criteria agreed with you before it reaches your calendar, and you receive a brief on each one.
Review weekly
Scripts, markets and personas are adjusted on conversion data.
Results from supply chain software clients
Alpega Group
From no outbound to 80+ qualified demos a month across six languages and six European markets. Business Development Director Giorgio Rossi: "we have dozens of leads and over 30 demos in just a few weeks."
BuyCo
67 qualified demos in five months with logistics leaders at companies including Siemens, Ferrero and thyssenkrupp. 13+ a month on average.
Kpler
Kpler's MarineTraffic container tracking: 19 qualified demos a month with logistics leaders at companies including Nestlé, Ford and Stellantis.
Questions we get asked
Can outbound work for a product buyers have not heard of?
It has. Most Matium prospects had never heard of a plastics trading platform. Callers led with questions about the prospect's current process instead of a pitch, and the programme booked 42 demos in three months. The positioning does the work, not the product name.
We are a European vendor entering the UK. Where do we start?
With the ICP and the list, in weeks one and two, while sending infrastructure is set up and warmed. Calling and email then run in parallel.
How do you pitch against the systems a buyer already has?
We position the product alongside them, not as a replacement, and open with questions about how the buyer manages the process today. That is how the BuyCo programme was run.
Which titles do you target?
Supply chain, logistics, warehouse, plant and procurement leaders at Manager level and above, chosen from job-title text. The final list is agreed with you at onboarding.
How many demos should we expect?
We agree a demo target with you before we start and put it in writing. The guarantee on our site is 15-30 demos in 90 days, or we keep working at no extra cost. Case studies show what other programmes reached, and they depend on market, language mix and ICP.
What does it cost?
Pricing depends on the number of markets, the languages and the volume of outreach. Book a call and we will give you a clear number for your requirements.