CASE STUDY
Reviving a Dead Channel: 41 Opportunities in 45 Days
  • 41 Interested Leads
  • 7,033 Prospects Approached
  • 4 Segments Validated
About Custom Toys UK
Custom Toys UK is a UK manufacturer of custom plush toys and branded merchandise for brands including the NHS, Kellogg’s and Volkswagen.
  • Solution
    B2B Sales Engine
  • Industry
    Manufacturing / Promotional Products
  • Headquarter
    United Kingdom
  • Company size
    11-50
Challenges
  • Channel Died Overnight
    Outbound had worked reliably until Google changed its deliverability rules and the replies stopped.
  • Two Failed Comebacks
    Two attempts to restart the channel came back with almost nothing, at real cost each time.
  • Growth Target Without a Channel
    One to three new clients a month were expected, with inbound as the only working source.
  • Outbound Written Off Internally
    Inside the team the channel was considered broken for good rather than fixable.
Solutions
  • Deliverability Answered First
    Infrastructure, domains and warm-up were walked through in detail before any result was promised.
  • Several Segments in Parallel
    Exhibitors, charities, healthcare providers and agencies were tested at the same time, not one after another.
  • Product as the Lead Magnet
    Physical plush samples replaced the pitch as the opening offer, which is hard to ignore in an inbox.
  • Messaging Built Around the Object
    Copy led with what the client actually makes rather than with a list of services.
Results
“We had tried twice to get outbound working again and got nothing back. Seeing real replies come in from the right kind of companies was the proof we needed that the channel is not dead.”

Christian Chodecki,
CEO at Custom Toys UK
  • 41 Interested Leads
    From 7,033 prospects approached in 45 days.
  • A Dead Channel Reopened
    Conversations landing again after two failed attempts to restart the channel.
  • Four Segments Validated in One Run
    A clear verdict on where the demand sits, in weeks rather than a quarter.
  • Outbound Back in the Plan
    The channel is part of the growth plan again instead of a write-off.
Resources Allocated by UltB
Each client requires an individual approach and dedicated resources. For Custom Toys UK, we have comprised a team that worked on every aspect of this project:
  • Dedicated Campaign Manager
  • Customer Success Manager
  • Interested Reply Manager
  • Technical Infrastructure & Deliverability Expert
  • Admin and Operational Comms Specialist
  • Internal Expert for Sales Call Reviews
Ready to see results like these? Book a call now!