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Systematizing B2B Acquisition: From Manual Prospecting to High-Performance Outreach

Alma Career is a key player in the European labor and education market. Its portfolio includes leading job portals such as Jobs.cz, Práce.cz, and the Slovak Profesia. The group has a long-term focus on cultivating the market and developing corporate education, which requires a highly professional approach to B2B partners.

 

HubSpot

The Challenge

Historically, cold calling was the main pillar of acquisition for the Alma team. Although it was functional, it represented a high administrative and time burden for the sales team, making it difficult to scale further. The client was therefore looking for a way to automate the process of reaching out to new companies without compromising the quality of communication or damaging the brand's good reputation. The main goals were:

  • to validate email outreach as a new, predictable acquisition channel,
  • to effectively reach the target group of HR managers in medium and large companies,
  • to increase the number of business meetings for the Seduo educational platform (a corporate development system),
  • to free up the capacity of sales representatives to work with real opportunities.
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The Solution

  • 1. Strategic Infrastructure Setup

    The priority was 100% protection of the main corporate domain's reputation. Therefore, we created separate domains and email identities dedicated exclusively to outreach. These went through a controlled warm-up phase, allowing us to achieve a high sender reputation score with delivery servers and ensuring that the communication was delivered directly to the recipients' primary inboxes.

  • 2. Market Segmentation and Target Role Analysis

    Together with the client, we defined the Ideal Customer Profile (ICP), focusing on mid-sized companies (50–500 employees). We identified HR managers and CEOs, who are responsible for development programs, as the key personas. Based on these parameters, we extracted and verified a contact database for the Czech and Slovak markets.

  • 3. Creating Relevant and Natural Messaging

    In our copywriting, we avoided aggressive sales techniques. We opted for a concise, expert tone that respects the recipient's time. The first email served as an informal conversation starter about their educational needs, while subsequent follow-ups naturally added context and showcased Alma's expertise. The goal was not to sell the product, but to initiate a discussion.

  • 4. Campaign Implementation and Management

    We managed the entire process within a professional outreach tool, where we set up the logic of the sequences and precise timing. Emphasis was placed on technical precision – from correct rendering on mobile devices to intuitive opt-out mechanisms. The campaigns were launched in controlled waves so that the sales team could smoothly handle the generated interest.

  • 5. Inbox Management and Lead Qualification

    To maximize the efficiency of the sales team, we took over the complete management of replies. We performed the initial sorting and qualification of responses. We passed only relevant business opportunities and requested contacts to the client. The final deliverable also included comprehensive reporting, which provided valuable data on the market's reaction to the offered educational topics.

The Result

The project confirmed that email outreach is a highly effective supplement to traditional sales channels for Alma Career. We successfully transformed a "cold" market into active business conversations.
Growth marketing

Building a new, scalable channel for B2B acquisition.

sales outreach

Systematic outreach to over 1,000 relevant entities.

Lead Generation

Generation of 32 qualified business opportunities.

Sales automation

Significant increase in the efficiency of the sales department.

Conclusion

 The implementation of email outreach for Alma Career proved that automation does not have to be at odds with high-quality communication. On the contrary – a properly set up process allowed the sales representatives to leave the manual prospecting phase and fully devote themselves to expert consulting and closing deals. Alma Career thus gained a modern tool that supports their position as an innovator in the education market. 
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