Case study · Wellness and beauty marketplace
63% response rate on direct outreach

Building a B2B partnership pipeline from zero

Solo owner · 264 contacts mapped · 52 companies

E-commerce / Beauty and wellness · Client Success, partnerships and pipeline building · Project

264
Partners and contacts mapped
52
Companies engaged
29%
LinkedIn acceptance
63%
Tracked response rate
The business problem

A mission-led consumer brand had a strong story but no enterprise sales motion: no target list, no outreach system, no timing.

The diagnosis

HR and People leaders need a visible win, especially at year end, so a gifting partnership could be framed as a ready-made moment, not a vendor pitch.

The intervention

Mapped seven partner categories, built a parallel list of 150 direct business buyers across six industries, and ran LinkedIn-first outreach timed to gifting and budget cycles.

The business impact

264 contacts mapped, 52 companies engaged, 29% connection acceptance and 5 of 8 tracked conversations answered.

What I built
Partnership target strategyOutbound pipeline trackerSales timelineEmail marketing flows

Documents kept private because they contain client details. Happy to walk through them in an interview.

What happened next

The pipeline and target map gave the brand a repeatable B2B motion it had never had before.

Overview. The marketplace sells natural beauty and wellness products from women-led brands. Alongside owning its email marketing, I built its corporate partnership and gifting pipeline from a blank page.

My role
  • Wrote the partnership strategy across seven categories, from gifting platforms to large companies with public commitments.
  • Built and ran the outbound pipeline, tracking every contact from first touch to reply.
  • Owned the retail email channel: flows, campaigns and list management.
The challenge

There was no answer to the basics: which companies would care, who to talk to, and when to reach out.

What I did

What I built

  • 01A seven-category partner map: gifting platforms, HR and payroll tools, workplace tools, connector organisations, large companies, consultancies and healthcare.
  • 02A separate list of 150 direct business buyers who already buy client gifts, in beauty, design, real estate, legal, construction and fashion.
  • 03An outreach timeline built around holiday gifting and year-end budget cycles.
  • 0480 personalised connection invites, 23 accepted, followed by intro emails.
Before and after
  • Contacts mapped264
  • Connection acceptance29%
  • Tracked conversations answered5 of 8
  • Turned a values story into a repeatable, timed B2B pipeline.
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