B2B Outreach: How WunderWaffen Designed a Targeted Lead Engine for Salty Customs to Reach Corporate Decision-Makers in Singapore
By Berns Lim, WunderWaffen
Most merchandise companies fail not because their products are weak —
but because they cannot reach the right decision-makers.
Salty Customs had a strong offering:
- Premium corporate merchandise
- End-to-end design and production
- High-quality execution
What they didn’t have was a systematic way to reach HR Heads, Marketing Managers, and Operations Leads — the people who actually control corporate merchandise budgets.
That is where WunderWaffen came in.
This article breaks down how we designed a targeted, automated lead acquisition and cold outreach engine for Salty Customs to penetrate Singapore’s corporate market efficiently.
The Real Problem: Not Visibility, But Access
Angeline from Salty Customs came to us with a very clear objective:
“I want to reach the people who can actually buy corporate merchandise — HR heads, marketing managers, operations leaders. I don’t want to waste time emailing generic inboxes.”
And she was absolutely right.
Because here’s the uncomfortable truth:
- [email protected] does not convert
- [email protected] does not convert
- [email protected] does not convert
If you want revenue, you must reach:
- HR Managers (employee kits, onboarding packs, internal branding)
- Marketing Managers (campaign merchandise, brand activations)
- Operations Leads (logistics, procurement, supplier decisions)
- Team Leads & Department Heads (team swag, internal initiatives)
In B2B, access = leverage.
Our Strategic Hypothesis
We aligned on three core assumptions:
- Any company in Singapore with 500+ employees will have a physical office.
- Those offices will be listed on Google Maps or business directories.
- From those companies, we can extract decision-maker data and build a targeted outreach engine.
Instead of “spray and pray” marketing, we designed a precision system.
The Objective
Salty Customs did not need:
- More Instagram posts
- More followers
- Or more generic exposure
They needed:
Emails of decision-makers who can approve corporate merchandise purchases.
So we built exactly that.
The System We Designed
This was not a one-off scrape.
This was the creation of a repeatable lead generation workflow.
Step 1: Google Maps + Business Directory Scraping
We implemented a scraping workflow to extract:
- Company name
- Address
- Website
- Contact emails
- Industry
- Size indicators
Specifically targeting:
- Singapore-based companies
- Mid to large-sized organisations
- Offices with real operational presence
This immediately filters out:
- Shell companies
- Home-based businesses
- And low-value leads
Step 2: Decision-Maker Targeting (Not Generic Inboxes)
We then layered in role-based targeting, focusing on:
- HR Manager / Head of HR
- Marketing Manager / Head of Marketing
- Operations Manager / Ops Lead
- Team Leads / Department Heads
Why?
Because:
These are the people who actually sign off on corporate merchandise.
Not IT.
Not admin.
Not reception.
This is where most outreach fails — they talk to the wrong people.
We designed the workflow to prioritise title-based targeting.
Step 3: Email Extraction + Lead Structuring
For each company, we extract:
- Named contacts (where available)
- Role titles
- Direct emails
This allows Salty Customs to run direct, personalised outreach, instead of blasting generic inboxes.
No guessing.
No gatekeeping.
No wasted follow-ups.
Step 4: Personalised Cold Outreach
Once the leads are captured, Salty Customs can deploy cold email sequences.
Angeline’s positioning is clear and strong:
“Hi, I’m Angeline! I help brands create impactful merchandise that boosts visibility and engagement. At Salty Customs, we provide end-to-end solutions, from premium design to high-quality production, ensuring your custom apparel and merchandise make a lasting impression. Let’s chat!”
But the real power is not in the message.
The power is in who receives it.
Because when this lands in:
- A HR Head’s inbox
- A Marketing Manager’s inbox
- An Operations Lead’s inbox
It becomes a commercial conversation, not spam.
Why We Focused Only on Singapore
This was a deliberate strategic choice.
Because:
- Singapore companies have higher purchasing power
- Stronger corporate culture around branding
- Regular spending on onboarding kits, events, staff engagement
We scoped the project to:
Singapore-based leads only. No distraction. No dilution.
This ensures:
- Higher conversion probability
- Faster deal cycles
- More predictable outcomes
Commercial Structure
We kept the engagement simple and outcome-focused.
- $2,000 total project fee
- $1,000 deposit
- 3 months of software costs included
- We train Salty Customs on how to scrape and target leads themselves
- No waterfall enrichment included (to keep costs lean and execution fast)
This is not vendor lock-in.
This is capability transfer.
We don’t just build.
We enable.
The Strategic Advantage This Creates
With this system in place, Salty Customs now has:
- A repeatable pipeline of corporate leads
- Direct access to decision-makers
- The ability to scale outreach without hiring sales staff
- And a structured way to enter large organisations
Instead of:
“Who should I contact?”
The question becomes:
“How many companies do we want to penetrate this month?”
That is a very different game.
Why This Matters (Beyond Salty Customs)
This is not a “merchandise” story.
This is a B2B growth infrastructure story.
Most SMEs struggle with:
- Finding leads
- Reaching decision-makers
- Breaking into large organisations
They rely on:
- Referrals
- Random DMs
- Hope
Hope is not a strategy.
Systems are.
The WunderWaffen Philosophy
At WunderWaffen, we do not build:
- Websites
- Pretty dashboards
- Or vanity automations
We build:
Revenue infrastructure.
Systems that:
- Create access
- Generate conversations
- And drive commercial outcomes
The Salty Customs project is a perfect example of how:
AI + automation can replace guesswork with precision.
Final Thought
If you are:
- A service business
- A product company
- Or a B2B brand struggling to reach decision-makers
Then your problem is not visibility.
Your problem is access.
And access can be engineered.
That is what we do.
