In one month, we reached out to every commercial property manager in Poland

Client

Spark is a technology company specializing in intelligent systems for monitoring and managing utility consumption in buildings and industrial infrastructure. Their solutions support remote meter readings (water, electricity, gas, temperature), real-time data analysis, and cost optimization. Spark’s flagship product is a system of sensors and a dedicated application with built-in algorithms for energy consumption monitoring.

Challenge

Spark approached us with the need to reach decision-makers in companies managing properties (warehouses, office buildings, malls, retail chains) across Poland, where manual or inefficient utility metering systems still prevail. The key challenges were:

• Identifying and reaching technical, operational, and financial directors with unique, role-specific messages,
  
• Demonstrating Spark's advantage over better-known but more expensive competitors,
  
• Convincing recipients that implementing Spark does not require a technological overhaul, yet allows them to meet ESG standards (e.g., BREEAM) and generate tangible savings.
  

Solution

Precise prospecting and ICP definition

Following a strategic workshop, we defined the Ideal Customer Profile (ICP), focusing on companies managing facilities exceeding 2,000 m². The highest potential was found in logistics, office space, and shopping centers. Based on this, we manually built a database of 334 companies, targeting only decision-makers: owners, CFOs, COOs, and technical managers.

A key workshop outcome was the identification of Spark's real value proposition: remote utility monitoring as a means to:

• Reduce costs,
  
• Eliminate human errors,
  
• Meet environmental standards (e.g., BREEAM, ESG) without costly infrastructure overhauls.
  

Cold email sequence with technical and ESG value

The campaign consisted of a 3-step email sequence:

Initial contact - addressing real industry problems:

• Manual meter readings,
  
• Lack of centralized data,
  
• The need to reduce costs and errors.

Follow - up 1 - reinforcing value:

• Emphasis on the non-invasiveness of the solution (no infrastructure interference),
  
• Specific numbers (12%-18% savings, 80 meters implemented),
  
• Offer of a free potential analysis.

Follow - up 2 - a soft close:

• Mention of reference clients (without pressure),
  
• Inquiry about redirecting to the appropriate person,
  
• Declaration of readiness to talk at a later time.
  

The sequence was effective because it:

1. Addressed real issues,
   
2. Used technical but accessible language,
   
3. Was modular and tailored to segments (technical, operational, financial),
   
4. Presented specific numeric values and outcomes,
   
5. Gave recipients decision space without pressure.
   

Data and flexibility as an advantage

One of Spark's distinctive strengths was its technological flexibility. The system could function both as a complete media management app and as a data source feeding the client’s existing tools (e.g., BMS systems, PowerBI, or proprietary infrastructure management dashboards). This allowed customers to implement the solution without changing their current IT ecosystem.

Importantly, campaign communication was tailored to the specific challenges of each decision-maker group (technical, operational, or financial). This strategy significantly increased effectiveness, as it helped recipients see the benefits in the context of their own goals and challenges.