We ran a LinkedIn outreach campaign for Konceptiva Digital, a company in Skopje, Macedonia, that works where education meets technology.

Their product is Coach, a gamified microlearning app. Large companies use it to prepare and deliver training, and the part that counts comes afterwards: Coach is built to make the knowledge stick once everyone has gone back to work.

We built the ideal client profile from the clients they already had and the case studies they could show. That pointed at retail, and because retail is wide we started inside it with electrical and electronics companies.

The people we wrote to were the highest decision-making roles in sales. Sales usually owns the training budget, and sales is where the cost shows up when training does not land. The campaign started in English-speaking markets, the United States and the United Kingdom, run as an A/B test between the two.

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