Work by Uchenna, founder of Thresh & Winnow, at a previous agency, before Thresh & Winnow. Client anonymised under NDA. This case study exclusively describes work directly attributable to Uchenna.
Case study 01 · Outbound · Mining
90+ meetings with underground mine engineers in nine months.
A safety technology company could only sell to a narrow slice of the mining market. Uchenna built the list that found it, and the signals that made each message worth opening.
- Client
- Industrial safety technology company
- Buyers
- Geotechnical and mining engineers
- Uchenna's role
- Market mapping, signal research, copy, email and LinkedIn outreach
The problem
The product only worked underground. Open pit and surface mines were out, and so were coal mines, where strict rules on electronics in flammable atmospheres ruled it out.
Even a good-fit mine wasn’t a buyer if it was close to the end of its life. No off-the-shelf list could tell the difference.
A mine with five years left doesn’t buy new technology.
What Uchenna did
- 01
Mapped every underground mine
Compiled mines from public mining databases and repositories, plus mentions by engineers on LinkedIn, then removed open pit, surface and coal sites.
- 02
Filtered by lifespan
Kept operating mines with 10 or more years left. Mines with five years or less rarely invest in new technology.
- 03
Added safety signals
Flagged mines with incidents or fatalities in the last quarter or year, where the case for safety investment is strongest.
- 04
Found a reason to write
Pulled current development projects at each site from annual and quarterly reports and recent news.
- 05
Wrote and ran the outreach
Email and LinkedIn messages to engineers, each referencing real work at their mine.
The result
90+
meetings in nine months; most months brought 15+
~$1.35M
estimated pipeline from those meetings
~$340k
estimated revenue
Estimates, not reported figures: 90 meetings (the floor, at 10 a month) × the client’s typical deal of $15k+ ≈ $1.35M; at the roughly 25% meeting-to-close rate Uchenna saw during the engagement ≈ $340k.