- Client
- Stillwater
- Sector
- B2B · Wholesale
- Year
- 2024
- Services
- Trade marketing · Outbound · Retail media · Sales enablement
The brief
Stillwater brews sparkling botanical tea. To grow, it had to win retail buyers and distributors, not just drinkers. We built the trade marketing and outbound engine that put it on the shelf — and kept it there.
The challenge
The founders were pitching buyers one meeting at a time, with a deck that sold the taste and not the margin. A national listing came with twelve weeks to prove the rate of sale.
Our approach
We treated buyers as the customer. A sell-in story built on category data opened doors, and retail media and in-store activity made sure the product moved once it arrived.
- 3,200Stores signed within the year
- 46Retail and distributor accounts won
- +140%Rate of sale against the category
- 4.6xReturn on retail media spend
Build the buyer's case
Category data, margin maths and early sales became a trade deck and a one-page pitch that answered a buyer's questions before they asked.
Open every door
Outbound to retail and distributor buyers, backed by trade press and samples, booked more meetings in a quarter than the previous two years.
Prove the rate of sale
Retail media, shelf display and local creators drove shoppers to the stores that had just listed, tested region by region.
“We'd been pitching buyers one at a time. Salectra gave us a system — and a story the buyers started repeating back to us.”
Jonah ReyesCo-founder, Stillwater