One machine, 32 moments.
Lead generation is the best-known moment, not the only one. The same objects, the same AI, the same measurement layer. Only the trigger changes.
When a colddrop is the right tool
We don’t just send anything. A moment makes this list when it meets four conditions.
There’s a name.
Not a target audience, not a segment, but a person with a first name and a desk where something can land.
There’s a trigger.
Something that has just happened and explains why you’re getting in touch today of all days. If we can’t find one, we don’t send.
Something is at stake.
One conversation is worth many times the drop. A contract, a hire, a renewal, a deal.
Someone follows up.
A scan is a signal that gets a phone call within the hour. Without that person, the nicest box is just a nice story.
Who sends a colddrop?
Five roles, five kinds of trigger. Pick yours.
Sales. Eight moments when an email is no longer enough.
Signal Ad spend in the EU register, vacancies for sales roles, trade show participation, press releases about growth or funding, and your own CRM.
Dream accounts
The twenty names that have been on your list for two years and never reply.
A shareable object, because the conversation has to start in the corridor, not just with the recipient.
The proposal that went quiet
A good conversation, a strong proposal, and then three months of nothing.
Not a surprise but a reminder. Something that refers back to what you discussed.
Read how we approach thisThe cancelled meeting
He cancelled an hour beforehand and hasn’t replied since.
Small, self-deprecating, with a new date one click away. The joke is on you, never on him.
Read how we approach thisA new decision-maker in the seat
There’s recently been a new managing director, a new buyer or a new CFO. In their first hundred days, they want to change things.
The strongest trigger there is, because the door is only open for a short while.
The deal you lost
Six months ago they chose someone else. Now they know how that choice turned out.
Honest about the last round, without gloating. That’s exactly why it works.
A contract coming to an end
Their current supplier is in the final year of a multi-year agreement, and for public contracts that end date is simply online.
Timing is everything here. Six months before expiry, not three weeks.
Dormant accounts
Hundreds of names in your CRM that once led somewhere and that nobody looks at any more.
One campaign to the thirty names that are worth it, instead of a mailing to all of those hundreds.
A new market
You’re launching in the Netherlands, in a new sector or with a new product, and nobody there knows you.
Twenty names, one campaign, and straight away a reason to call.
A logistics company advertises two account manager vacancies and runs LinkedIn ads at the same time. Trigger: they want to grow through outbound. Mechanism: the decision sits with four people, so one campaign across four desks. Object: a puzzle with the QR code running across all four pieces. They can only reach the page by sitting down together. That conversation is the real product.
Customers. Seven moments that protect your revenue.
Signal Your own data. Expiry dates, usage figures, support tickets, and the moment a contact person changes role.
The renewal
The contract ends in four months and you’ve barely spoken this year.
Well ahead of time, with what happened over the past year. Not in the final week, when it looks like panic.
The churn signal
Usage is dropping, the tickets have stopped, meetings keep getting moved. You can feel it coming.
Small and personal, with a concrete question. Not with a discount.
A second site
One department or one branch works with you, the rest of the group doesn’t.
To the people at the other site, with what their colleagues are already doing.
Something went wrong
An outage, a late delivery, a billing error. The apology email has already gone out.
This is the strongest moment on the whole page. A box that says what you’ve changed does what no email can.
The start of a partnership
They’ve just signed, and the team that will work with you doesn’t know you yet.
To the five people who work with it every day, not to the person who signed.
Asking for an introduction
A happy customer knows exactly the people you want to talk to.
Ask for one name, not a list. And make it easy for them to say yes.
Getting a story
You want a case study, a review or a quote, and your request keeps sinking to the bottom of their to-do list.
A drop moves your request from their screen to their desk.
A software company notices that a customer hasn’t opened a single report in six weeks, while the renewal comes up in five months. Trigger: silence before the renewal. Mechanism: one person, the user who used to be the most active. Object: a newspaper with the past year’s results on the front page and their name above it. The QR leads to a page with one question: does this still match what you need today?
Talent. Six moments when a candidate makes their choice.
Signal Your ATS. Candidates who went quiet, offers on the table, people who left and the date someone starts.
Passive recruitment
The fifteen people in your region who have the profile and aren’t looking. Every week they get three messages from recruiters.
Everything they know is digital. That’s why this works.
Read how we approach thisThe offer moment
Your offer is on the table, and there are two more next to it.
Decision day, delivered to their home. Someone who opens a box with their family around them chooses differently.
Before day one
They’ve signed, but they don’t start for three months and their current employer is going to try to keep them.
The silence between signing and starting is where you lose your hires.
Someone you don’t want to lose
A key person has received an offer and is wavering.
Few triggers are more urgent, and few are worth as much.
The candidate who dropped out
Two interviews in, and then they stopped replying.
No blame, and an open door. Half of them come back a year later.
People who left
A good former colleague who now knows what it’s like elsewhere.
Returning employees are your fastest hires, and your cheapest.
An engineering company has an offer out to a project manager who is also talking to two other companies. Trigger: the decision falls this week. Mechanism: one person, at home rather than at the office. Object: a cake with an image of the project he would be working on. The QR leads to a page with the three people he would work with, each in one sentence. He signed two days later.
Events. Six moments when your room needs to be full.
Signal Attendee lists, sign-ups who didn’t show up, stand visitors and the calendar of your own events.
To your stand
You’re exhibiting at a trade show in three weeks and hoping the right people happen to walk past.
Beforehand, with a reason to stop by and a time when you’re expecting them.
The week after the trade show
You spoke to thirty people, sent thirty emails and got four replies.
What was said at the show, back on their desk. They still remember you, but not for long.
Read how we approach thisWebinars and roadshows
Eighty sign-ups, eighteen attendees.
To the twenty names that really matter, three days before the date.
Your own customer day
You’re organising something you’re proud of, and the invitation disappears into a full inbox.
An invitation lying on a desk gets shown to colleagues. An email doesn’t.
Press, podcasts and trade media
Journalists and podcasters get a hundred press releases a week and read none of them.
Ten targeted drops cost less than a PR agency. One article pays for the whole campaign.
A new location
You’re opening an office, a branch or a showroom and you want the right people to know you’re there.
Not the whole street, but the forty companies, referrers and partners in the region who make the difference.
An installation company opens a second location. Trigger: the opening itself, with a date nobody can ignore. Mechanism: forty names, no advertising, but architects, engineering consultancies and contractors from the region. Object: a box with a physical key and an invitation to the first hour of the opening, separate from the public moment. Whoever scans goes on the guest list.
Leadership. Five moments when a message has to land.
Signal Your agenda. A launch, an integration, a funding round, a conversation you’ve wanted to have for two years.
A change that has to land
A new strategy, a new way of working, an AI plan. You sent an email to sixty people and nothing changed.
Here you know every name and every address, so there’s nothing to research. Only something to come up with.
Two teams that have to become one
After a merger or an acquisition, there are two cultures in the same building.
One campaign across both lists, where nobody can get to the result alone.
Opening an acquisition conversation
The owner you want to buy out gets an email from an M&A broker every month.
Discreet, personal, and without a single word about money.
Investors and shareholders
You’re raising capital, or you want your existing shareholders to actually read your story.
A report that stays on the table does more than a deck that gets forwarded.
Read how we approach thisPartners and channel
You have dealers or resellers who sell your product but don’t lose any sleep over it.
To the five partners who do eighty per cent of your volume, not the whole list.
A manufacturing company is introducing a new way of working for sixty employees. Trigger: the launch, in three weeks. Mechanism: one campaign across six departments, with each department getting part of the picture. Object: six boxes, six pieces, one message that only becomes readable when the six department heads sit down together. That conversation was the launch.
What we don’t send
We’re not a corporate gifting company, and that’s a choice, not a shortcoming. There are three things we deliberately don’t do.
No year-end gifts.
Everyone sends them, nobody remembers them, and there’s no question in them. A box without a question gets you a thank-you, not a conversation.
No thank-yous without a reason.
If nothing has happened, there’s nothing to say. So we wait until something does.
No lists of a thousand names.
Below ten drops it isn’t a campaign, and above a hundred it’s no longer tailor-made. We work with short lists, because that’s where the return is.
If we can’t find a trigger, we don’t send. Not even if you’ve already paid. You get that part back.
Does this also work for banks, hospitals and government?
Often, yes, and it’s a fair question. Many organisations don’t allow their people to accept gifts. A colddrop isn’t a gift, it’s a message in a form that stands out, with a value below the usual thresholds. We always put the sender legibly on the box, we hide nothing, and on request we adapt the object to what’s accepted in that sector. Working in a sector with strict rules? Mention it during the trigger scan and we’ll take it into account.
Not sure which moment is yours?
That’s exactly what the trigger scan does. We take your list, check name by name whether there’s a real trigger right now, and also tell you which names don’t have one.