Clients
Willenbrock Baltic Growth Story with Fontakt
900+
companies contacted across Estonia
100+
Sales opportunities
€1M+
in potential deal value added to pipeline
Introduction
Willenbrock Baltic OÜ is one of Estonia’s leading providers of forklifts, warehouse equipment, rental solutions, and long-term technical service. With a strong reputation for reliability, technical expertise, and high-quality machinery, their team plays an important role in keeping logistics and warehouse operations across Estonia running efficiently.
To support their growth and systematic expansion, Willenbrock Baltic partnered with Fontakt to strengthen their outbound presales function through structured cold calling and lead qualification. The goal was not simply to generate contacts, but to build a predictable and scalable pipeline of qualified opportunities aligned with the capacity of their sales team.
The challenge
At the start of the collaboration, several key challenges shaped the outbound approach:
1. Need for consistent, high-quality pipeline generation
Willenbrock required a stable flow of qualified sales opportunities, not occasional leads, but structured monthly pipeline creation.
2. Time-consuming prospecting for technical B2B sales
Identifying relevant companies in logistics, warehousing, and industrial sectors required significant manual effort and filtering.
3. Qualification efficiency vs. sales team capacity
The internal sales team needed to focus on closing and technical consultations rather than early-stage outreach and filtering.
4. Ensuring relevance of opportunities
In industrial equipment sales, poor-fit leads create high time costs due to complex sales cycles and technical requirements.
1. Step: ICP Definition & Outreach Strategy
Fontakt worked closely with Willenbrock’s team to define a clear Ideal Customer Profile (ICP), focusing on companies with active warehouse operations, logistics needs, and equipment dependency.
The target segments included:
- Logistics and transport companies
- Warehousing and distribution centers
- Manufacturing companies with internal logistics
- Retail chains with storage operations
- Industrial and production facilities
Based on this, we structured messaging that reflected real operational pain points such as downtime risk, equipment availability, maintenance needs, and efficiency improvements.
2. Step: Presales Execution & Outbound Calling
Fontakt managed the full outbound presales process, focusing on direct phone outreach across Estonia.
Key activities included:
- Building and refining a targeted company database
- Identifying relevant decision-makers (operations, logistics, warehouse managers, procurement)
- Conducting structured cold calls
- Qualifying interest and timing
- Passing only relevant opportunities to the Willenbrock sales team
Every conversation followed a qualification logic designed to quickly separate:
- Immediate need / active buyers
- Future potential customers
- Non-relevant companies
This ensured that internal sales resources were only used on meaningful opportunities
What we also learned?
Beyond lead generation and outbound execution, the collaboration also provided valuable real-world market insights into how industrial equipment is actually bought and sold in Estonia. This gave Willenbrock Baltic OÜ a clearer picture of customer behavior, decision-making logic, and market structure.
Key insights included:
- Which types of companies are actively investing in forklifts and warehouse equipment today
- How purchasing decisions are structured in logistics, warehousing, and industrial sectors
- The most common objections and barriers to entry (e.g. pricing, existing supplier relationships, downtime concerns)
- How maintenance, service contracts, and uptime expectations influence supplier choice
- Which industries show the fastest buying cycles and highest intent
- Differences in decision-making between smaller operational teams vs. larger corporate structures
- Sensitivity to total cost of ownership vs. upfront pricing
- How strongly existing supplier relationships influence switching behavior
- Seasonal and operational timing patterns for equipment investments
- What triggers a “replacement vs. repair” decision in real operations
This insight allowed Willenbrock not only to engage the right companies more effectively, but also to refine their messaging, prioritization, and outbound targeting strategy.
As a result, the sales approach became more precise — focusing less on volume and more on high-intent operational needs where timing and fit are already aligned.en.
The results
Over a 8-month collaboration period, the outbound presales system delivered measurable pipeline growth:
- 900+ companies contacted across Estonia
- 90+ qualified sales opportunities created
- €1,000,000+ in potential deal value added to pipeline
Beyond raw numbers, the collaboration created a structured and repeatable outbound system that continuously feeds the sales team with relevant opportunities.
Impact Beyond Numbers
The cooperation also delivered qualitative improvements:
- Clear visibility into which industries convert best
- Better understanding of buying triggers in industrial equipment
- Faster qualification of serious buyers vs. low-intent contacts
- More efficient use of internal sales resources
- Consistent monthly pipeline instead of irregular spikes
This allowed Willenbrock’s team to focus on what they do best: technical consultation, customer relationships, and closing deals. This collaboration demonstrates how a structured outbound presales engine can significantly improve pipeline quality and sales efficiency in a technical B2B environment.
By combining Willenbrock Baltic’s strong industry expertise with Fontakt’s systematic outreach and qualification process, the partnership created a scalable and predictable growth channel.
A clear example of how industrial leaders and dedicated outbound execution can turn market potential into measurable pipeline growth.
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