Case study — Outdoor saunas · Name withheld

24 dealer & resort accounts. €390K in POs. 90 days.

A premium outdoor sauna brand selling one garden at a time. Dealers, resorts and wellness hotels buy in multiples — and hold the relationships that keep a category brand alive for a decade.

Name withheld by agreement — the partnership is still running. The numbers are the client’s; the name follows when they’re ready.

Outdoor garden sauna cabin with glass front

24Dealer & resort accounts

€390KPOs, first 90 days

90 daysFrom launch

Results at a glance

New B2B pipeline generated€0 before€560K

Close rate20%32.9%

Qualified leads, first 30 days150+

Primary acquisition channelPaid adsB2B outbound by day 90

Marketing budgetCut to 1/10 of previous spend

Avg. cost per qualified lead — cold email vs paid

Google Ads€455

Meta Ads€402

Cold email€43

Cold email brought in qualified buyers at roughly a tenth of paid CPA — and every euro not spent on ads goes straight to the net. That gap is how the marketing budget fell to 1/10 of previous spend while pipeline kept growing.

Part 01 — The challenge

One channel, restarting at zero every month.

Every sauna sold was a single consumer project: one garden, one install, one invoice, start again. Meanwhile the buyers who order in fours and sixes — garden-building dealers, resorts, wellness hotels — were being served by slower, older competitors purely because nobody newer had shown up in their inbox.

High-ticket outdoor product is a trade category at heart. The brand had the product photography, the build quality and the lead times to win those accounts. What it did not have was a system putting it in front of them every single week.

Part 02 — The solution

The Atlas Playbook, installed in their accounts.

The build followed the standard install: separate sending domains warmed over the first weeks, a verified named-account list against an ICP agreed in writing, copy approved word by word, and setters on every reply. Nothing exotic — the system, executed properly.

Step 01

A dealer & resort map across the agreed markets

Garden builders, landscape dealers, resorts and wellness hotels — territory by territory, verified before a single send.

Step 02

A trade package built for repeat buyers

Dealer pricing, display terms and a delivery window in writing — the things a trade buyer actually compares, presented before they had to ask.

Step 03

Setters turning replies into site conversations

Qualified against the written definition — account type, volume, season — and booked with full context for the closer.

Part 03 — The outcome

A trade channel where there was none.

Dealer and resort accounts opened across the first ninety days, with purchase orders signed inside the same window — a trade channel where there had been none.

Trade accounts in this category reorder seasonally, which is precisely why the partnership is ongoing and the name is held back. The figures on this page are the working numbers; the name follows when the client is ready.