Client: A company specializing in the supply of professional sports equipment.
Brands in the portfolio: Ultra Gym 🌍, Lexco 🇰🇷, Panatta 🇮🇹
Markets: CIS countries and international markets.

We built a sustainable B2B customer acquisition model that operates in parallel with existing sales channels and can be scaled across multiple markets.

The approach is based on data-driven targeted advertising and audience segmentation.
Social media advertising platforms are used as acquisition channels.

This model is applied as a demand expansion tool, not as a replacement for the client’s existing sales model.

The role of targeted advertising in sales

Within this case, targeted advertising:

• complements search-based advertising in a natural and scalable way,
• strengthens and expands partner and dealer channels,
• supports the sales team with a consistent inbound lead flow,
• integrates seamlessly into the existing sales funnel without changing core processes.

The primary objective of this approach is to expand inbound B2B demand in business models where:

• search demand is structurally limited,
• sales are project-based,
• repeat purchases occur irregularly,
• sustainable growth requires continuous acquisition of new clients.

Business Context

The client operates in the B2B sports equipment supply segment.
Typical clients include:

• fitness clubs and fitness chains,
• hotels,
• medical institutions,
• corporate and commercial facilities.

Average deal size: from USD 50,000
Turnkey projects: USD 100,000+

The business is characterized by project-based, non-recurring purchase cycles.
As a result, sustainable growth depends on a continuous inflow of new B2B clients rather than repeat sales alone.

Growth constraints

Key growth constraints included:

• reliance on manual sales processes and search-based advertising,
• inconsistent inbound lead flow,
• structurally limited search demand,
• high competitive pressure.

Strategic focus
The objective was not to replace existing channels, but to build a controllable and scalable demand generation mechanism that complements the current sales model.

Selected approach

Demand creation instead of demand capture
The strategy focuses on proactive demand creation, independent of existing search volume.

Data-driven targeting
The model leverages company-level audiences, decision-makers, and anonymized email and mobile identifiers.
This approach enables direct access to active B2B businesses and significantly reduces non-qualified inquiries.

Segmentation by markets and business segments
Each segment and region is addressed through a dedicated strategy, including tailored offers, messaging, creatives, advertising setups, and conversion scenarios.

Lead quality as a core metric
The primary success metric is lead qualification.
Lead quality is assessed through CRM data and continuous feedback from the sales team.

How the operating model works today

The approach is implemented as a continuous operational function and includes:

• segmented audiences as the foundation for targeting,
• ongoing optimization and training of advertising platform algorithms,
• regular testing and refreshing of ad creatives,
• lead forms and landing pages,
• lead quality analytics,
• daily performance optimization.

When performance metrics decline, campaign setups are restructured and refined until target benchmarks are restored.

Geography

Primary markets: CIS
Expansion: international markets

Business Impact

As a result:

• a sustainable additional source of B2B clients has been established,
• dependency on a single acquisition channel has been reduced,
• a stable flow of qualified B2B inquiries has been achieved,
• marketing has become a predictable and controllable business function.

Applicability for dealer network expansion

Experience in the sports equipment market demonstrates that the same approach can be effectively applied to business scaling through dealer networks and regional branches.
The model addresses two key objectives:
Dealer acquisition
Building a consistent inbound flow of inquiries from entrepreneurs and companies interested in launching or expanding dealership operations in new markets.
Client acquisition for dealers and branches
Creating a unified B2B demand generation framework that is:

• centralized at the brand level,
• scalable across multiple countries,
• capable of supplying dealers and branches with inbound leads,
• aligned with a consistent quality and communication standard.

This case is not about individual advertising campaigns.
It is about demand expansion, a controllable flow of B2B clients, and scalable business growth across multiple markets.

What drives sustainable results
Sustainable performance is driven by:

• experience gained from 100+ executed marketing and B2B projects,
• a proprietary data platform — Clients.su — providing a marketplace of anonymized, regularly updated audience segments used in active advertising campaigns.

Partnership & Collaboration

If you are looking to build a sustainable, scalable flow of B2B clients across global markets, we are open to discussing potential growth scenarios.
We work in a long-term partnership model with B2B companies operating in high-ticket segments.
Our role covers the architecture and ongoing management of demand generation, working closely with business owners and sales teams.
Initial signals on lead quality typically appear within the first weeks of engagement.
Further optimization and scaling are driven by data, analytics, and continuous performance refinement.
This approach is not suitable for companies seeking one-off leads or short-term results without active involvement.

Contact
To discuss partnership formats, please contact
Andrey Kogtev directly via Telegram or kogtev@clients.su