Fluence by OSRAM Drives 45% Increase in Qualified Meetings for Canadian Cannabis Cultivators with Leadium.

Client’s Challenges

Fluence by OSRAM faced several challenges as they sought to grow their presence in the increasingly competitive Canadian cannabis cultivation market. One of their primary hurdles was expanding market penetration in a sector that was slow to adopt newer, energy-efficient LED technology over traditional HID systems. Many growers were hesitant to make the shift due to concerns about the upfront costs and the effectiveness of LED lighting in producing the same quality and yields as HID solutions. 
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Additionally, Fluence needed to identify and engage high-value prospects—large-scale licensed producers and cultivators with significant grow operations in Canada—while ensuring outreach was directed to the right decision-makers, such as Heads of Cultivation, Directors of Operations, and VPs of Finance. Finally, with a lean internal sales team, Fluence needed to optimize their resources to handle both inbound and outbound sales efficiently, a task that became increasingly difficult as the market matured and competition intensified.
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 Their internal team faced several challenges: 
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• Expanding Market Penetration: As the Canadian cannabis market matured, competition among cultivators grew fierce. Fluence needed to differentiate its LED solutions and highlight the tangible benefits to growers, particularly those still reliant on traditional high-intensity discharge (HID) lighting.
• Targeting High-Value Prospects: The company sought to engage with large-scale, late-stage applicants and licensed cannabis producers. Finding these high-value targets and initiating meaningful conversations became increasingly difficult without a focused outreach strategy.
• Optimizing Sales Efficiency: Fluence's sales team required a scalable approach to prospecting, with the goal of maximizing lead generation while minimizing the burden on their internal resources.
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Leadium Solutions

To address these challenges, Leadium implemented a customized SDR program designed to generate pipeline growth and ease the burden on Fluence’s internal sales team. The first step was to develop a highly specific Ideal Customer Profile (ICP), focusing on Canadian cultivators with over 100,000 sq ft of grow space and revenue of $1M+ annually. This ensured that the SDR team was focusing on the right prospects—licensed producers and large-scale growers in late-stage operations. 
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Leadium then created a multi-channel outreach strategy, which included email, cold calls, and LinkedIn messages tailored to the pain points of cannabis cultivators. Messaging emphasized Fluence’s key value propositions, such as energy savings, increased crop quality, and local support within Canada, making a compelling case for switching to Fluence’s LED solutions. Finally, Leadium used data-driven lead scoring to identify the highest-value targets and prioritize them for outreach, resulting in an efficient and scalable lead generation process.
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Here’s how Leadium made a difference:
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1. Customized Ideal Customer Profile (ICP) Development: Leadium honed in on Fluence’s ideal customer—licensed producers, late-stage applicants, and large-scale growers with over 100,000 sq ft. Through extensive research, we targeted departments focused on operations, finance, and cultivation, ensuring outreach was directed to decision-makers such as Heads of Cultivation, VPs of Operations, and Directors of Finance.
2. Tailored Messaging and Email Sequences: Leadium crafted highly personalized email campaigns and call sequences designed to resonate with cannabis cultivators. By focusing on Fluence’s key value propositions—such as energy savings, higher-quality product, and local support in Canada—the messaging emphasized Fluence's ability to help cultivators save on operating costs while improving product quality.
3. Multi-Channel SDR Outreach: Leveraging a multi-channel approach of email, cold calls, and LinkedIn outreach, Leadium increased engagement rates significantly. Call connect rates rose by 30%, and email open rates averaged 35% over six months, well above industry standards for outbound sales efforts.
4. Meeting Booking and Follow-Up: With a focus on high-intent prospects, Leadium booked an average of 12 meetings per month with cultivation leads, directors of operations, and VPs of finance. Regular follow-up sequences helped maintain momentum and drive opportunities further down the sales funnel.
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Results
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1. 45% Increase in SQLs: The Leadium SDR team successfully engaged with over 300 high-potential cannabis producers, driving a significant increase in SQLs.
2. 20% Email Response Rate: Fluence saw exceptional email engagement, particularly among high-priority prospects such as Directors of Cultivation and Heads of Operations.
3. 12 Meetings Booked per Month: Leadium's systematic outreach consistently secured 12 qualified meetings with decision-makers, accelerating the sales cycle.
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Outcomes
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• Established Fluence as the leading LED provider for Canadian cannabis cultivators, offering faster ROI and energy savings over competitors.
• Demonstrated Fluence’s local expertise and ability to deliver high-quality service with a robust Canadian presence.
• Built a reliable pipeline of high-intent buyers through strategic outreach, ensuring consistent lead generation and minimizing internal strain on Fluence’s sales team.
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