How Mistertafel went from zero B2B to 96 opportunities in under 30 days

Mistertafel sells home interior products directly to consumers in the Netherlands. The founder wanted to open a second channel by selling into physical retail stores, but had never run a B2B campaign and had no list, no infrastructure and no messaging to start from.

The challenge: retail buyers are hard to reach. Store owners and purchasing managers are rarely active on LinkedIn, stores are not cleanly listed in any B2B database, and the buying decision happens inside the store rather than through a public procurement process. Getting this wrong at volume burns the market, so the list had to be small and exactly right.

Jurre and the team at closed:in built the entire outbound engine from scratch. ICP analysis, lead sourcing, infrastructure setup, and a short personal messaging structure that works extremely well in retail outreach.

In less than 30 days, Mistertafel went from zero outbound to 96 retail opportunities. From just 1,800 emails sent to 900 individual contacts, achieving a 35%+ reply rate and 10% opportunity rate. Proof that outbound works even if you've never done B2B, with the right systems.