Selling a category that didn't exist — 504 leads generated
A Swedish SaaS that helps e-commerce brands get found in AI-powered search — ChatGPT, Google AI Overviews and other answer surfaces. The outreach had to teach the problem before it could sell the solution, at scale, in Swedish.
01 The challenge
The client helps e-commerce brands get recommended inside AI assistants — effectively SEO for the AI era. It's a brand-new category: most of the market understood traditional SEO but had never considered how AI assistants affect whether their products get surfaced.
So the audience — Swedish online retailers — knew SEO but had no mental model for AI search visibility. The outreach had to teach the problem before it could sell the solution, and do it at scale, in Swedish.
02 What we built
A trigger-first campaign where the personalisation was the education — each email opened with a real observation about that brand's own AI-search visibility.
Infrastructure & list
Built and warmed the sending infrastructure and a list of 16,000+ Swedish e-commerce companies.
Written in native Swedish
The entire campaign was written in native Swedish — not translated — so it read like a local heads-up, not foreign outreach.
Trigger-first opener
Each email led with a real, specific observation about how that brand's own products showed up — or didn't — in AI search. A genuine per-lead insight, not a template. That observation was the education, and it made the pitch land.
Angle testing & reactivation
Tested proof-led vs. observation-led angles and scaled the version that felt least like a pitch and most like a helpful heads-up. A reactivation sequence reopened conversations with interested non-responders.
03 Results
The core campaign reached 16,000+ e-commerce companies and generated 504 interested leads over about four months — booking 23 meetings in the first 30 days of sending alone, in a category the market didn't yet know it needed.
04 How it unfolded
“We showed each prospect exactly what AI assistants said about their products before pitching anything — turning an unfamiliar category into an easy yes.”
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