Karavela is one of Europe’s leading seafood manufacturers, known for significant investments in R&D and innovation, while also operating popular brands such as Kaija, Larsen, Arnold Sørensen, Fish Peas, and others.
With a strong foothold in the industry, Karavela sought to expand its distribution network and strengthen its B2B partnerships across Europe and the Americas.
Challenge
With products already distributed in over 40 countries and nearly a 100 million cans of seafood produced every year, Karavela looked to scale its operations, facing challenges in B2B growth:
Expanding into new markets
Despite the presence all over the world, Karavela needed to secure new partnerships with retailers, distributors, and wholesalers in Germany, UK, Spain, Netherlands, Poland, and beyond.
Targeting the right decision-makers
To connect Karavela and its new product line with procurement managers, category buyers, and food industry leaders, a strategic outreach approach was required.
Optimizing lead generation efforts
Due to inefficiencies and a lack of automation in existing B2B sales processes, Karavela faced lower conversion rates and missed business opportunities.
Solution
To help Karavela grow its B2B sales and find new distributors for the new product line, MATCH Agency built a clear and structured system for reaching the right business partners. Our goal was to make sales process more efficient and connect them with key decision-makers in different markets.
B2B lead generation and outreach
We executed a structured outreach campaign focusing on high-value partnerships across multiple regions:
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Ideal customer profile (ICP) development
We didn’t just gather general company contacts—we identified and reached out directly to decision-makers, such as heads of procurement, category managers, and key sales agents. This ensured Karavela connected with the right people who have the authority to make purchasing decisions.
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Personalized communication
We crafted tailored messages for each recipient, making our outreach more relevant and engaging. To streamline this process, we automated personalization using dynamic tokens in emails, allowing us to maintain a customized approach at scale.
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Reaching out on multiple channels
We combined direct email outreach with LinkedIn targeting and structured follow-ups to improve response rates and maximize opportunities for engagement.
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Organizing and automating sales
We set up a CRM system to manage and track every lead, ensuring follow-ups happened automatically and no opportunity was lost. This made the entire process more structured, efficient, and scalable for Karavela.
The company started on 20.09.2023, was targeted towards leads who would attend the Anuga 2023 exhibition.
Some of the replies from leads we reached out to during the campaign.
Over 3,000 relevant contacts collected — all decision-makers in the right segments.
LinkedIn marketing
In addition to B2B lead generation, MATCH Agency also developed a communication strategy revolving around LinkedIn content marketing – an ongoing process that fulfils the function of a digital “calling card” and reinforces Karavela as an industry leader, thus backing up the lead generation efforts by boosting trust.
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Developing a content plan
To ensure a varied approach to content and boost engagement, a content plan of over a dozen different formats was developed and implemented.
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Content production
A full-cycle process, that includes the creative conceptualization stage and the production of visuals and text, thus allowing Karavela to focus on their business goals.
Results
A well-structured B2B lead generation system and strong LinkedIn strategy helped Karavela connect with new partners, strengthen industry visibility, and turn outreach efforts into tangible business growth.
B2B lead generation
13
new regions reached: Germany, UK, Spain, Netherlands, Poland, Turkey, Denmark, France, USA, Canada, Colombia, Ecuador, Australia.
98
deliverability rate – increased by 27% since campaign launch.
64
open rate – improved by 24% in three months.
3000
prospects contacted with personalized messaging.
32
converted B2B leads in under three months.
LinkedIn marketing
1000
increase in the number of followers in 18 months
5
engagement rate driven by engaging content around Karavela
35% LinkedIn engagement rate, boosting organic reach and brand loyalty
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Let’s talk about your project!
Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
