European lead generation at scale for Provenant.

The challenge

Provenant needed to accelerate pipeline across European manufacturers, retailers and distribution-heavy businesses, but had limited internal SDR capacity to run multi-persona outbound at the velocity required to feed their sales team.

Baseway’s approach

Baseway deployed the Provenant GTM arm, each persona targeting specific buyer archetypes across procurement, supply chain, maintenance and operations in the EU, Middle East and Asia. The engagement includes:

• ICP build and account research
• Named persona outbound across LinkedIn and email
• Qualification against Provenant’s internal gates
• Booked calls handed over directly into the sales team’s calendar
• A weekly GTM cadence that tightens account priorities and messaging week on week

Outcome

Baseway has delivered 54 Sales Qualified Leads into Provenant’s sales team, with 302 active accounts in live nurture and 44 more in pre-SQL qualification. SQLs include named conversations with buyers at Capgemini, Heineken, Unilever, Olam, Ardent Mills, Tyson Foods, Nutreco, Videojet, Captain Fresh and Pehart, alongside a growing list of European and global accounts. On the back of the qualified pipeline, Baseway has built and iterated more than ten formal commercial proposals, including one taken through seven iterations.

Why it worked

Dedicated personas and a disciplined handover protocol keep Provenant’s sales team on first qualified calls instead of qualification work. The weekly cadence means the ICP sharpens with every cycle, and the breadth of personas unlocks accounts across geographies and verticals that a single SDR could never cover.

Pipeline at velocity, aimed at the accounts that actually convert.