Trady 2000
Industrial Distribution/trady.ro
How a traditional B2B distributor discovered that the best sales channel was already in their prospect's inbox.
We'd been doing business the old way for 20 years — phone calls, trade shows, relationships. Cold email sounded too modern for our industry. We were wrong.
— Andrei Stoica, Commercial Director — Trady 2000
The Story
When Trady 2000 reached out, they were clear: 'We're not a tech company. Our clients are factories, construction sites, and logistics hubs. Will this even work for us?'
It's a fair question. Most cold email case studies feature SaaS companies and agencies. But here's the thing — B2B is B2B. Decision-makers in industry check their email just like everyone else. The difference is in the messaging.
We spent three weeks studying their catalog, their best clients, and their competitors' positioning. We interviewed their sales team to understand what questions prospects usually ask, what objections come up, and what makes Trady 2000 different from other distributors.
The emails we wrote were straightforward. No clever hooks, no marketing tricks. Just: 'We distribute X, we serve companies like yours, and we have competitive lead times. Worth a quick conversation?' Direct, respectful, and honest.
The results surprised even us. Procurement managers responded because the emails were relevant and to the point — exactly how they prefer to communicate. No fluff, no wasted time. Some replied within minutes.
Within three months, Trady 2000 had opened conversations with companies they'd been trying to reach for years through cold calling. The system didn't replace their sales team — it gave them better conversations to walk into.
The Challenge
Trady 2000 is a well-established industrial distributor based in Romania, serving companies across Eastern Europe. Their sales team was experienced but stretched thin — cold calling took hours, trade shows were expensive, and the prospect database was growing stale. They needed a way to reach new decision-makers in procurement and operations without adding headcount.
Our Approach
We built a cold email system specifically for the industrial sector — something rarely done well. The messaging avoided marketing jargon and spoke the language of procurement managers: availability, lead times, certifications, and pricing. We targeted operations directors and procurement leads at manufacturing companies, logistics firms, and construction groups across Romania, Bulgaria, and Hungary.
How We Did It
Week 1–3
Industry research and sales team interviews. Built an ICP focused on procurement managers and operations directors at manufacturing and construction companies. Set up 8 dedicated domains.
Week 4
Prospect list development: 3,000 verified contacts across Romania, Bulgaria, and Hungary. Data enriched through Apollo, LinkedIn, and industry directories.
Month 2
First campaigns launched. 2-step email sequences — short, direct, technical. A/B tested product-specific vs. general capability messages.
Month 2–3
Reply rate reached 3.8% — exceptional for industrial B2B. Product-specific emails outperformed general ones by 2x. Adjusted all campaigns accordingly.
Month 4+
Steady state: 10+ qualified leads per month. Trady 2000 expanded to a second market (Hungary) and added a new product line to the email campaigns.
The Results
The numbers speak for themselves.
3.8%
Reply rate (%)
10
Qualified Leads/month
60
Days ramp-up
12,000+
Emails sent
85,000€
Pipeline value (€)
5.2x
ROI multiplier
Trady 2000 showed us that cold email works in the most traditional industries. When you speak the prospect's language and respect their time, the inbox is the most direct path to a conversation — no matter the sector.