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    AXCEND · Case studies

    B2B sales case studies: products and services

    AXCEND projects: objectives, markets, scope of work and published results.

    Results from individual projects

    JINGLE

    87

    qualified leads

    View case study

    SaaS product for HoReCa

    138

    qualified leads

    View case study

    Logistics company

    45

    quote requests

    View case study
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    The terms of these projects may differ from current packages.

    31 projects in this selection

    Source: AXCEND project description

    Figures come from existing AXCEND materials. Some projects name clients; others are anonymised. Qualified interest, meetings and contracts are different outcomes. The scope described applies to that specific project; its terms may differ from our current packages.

    Manufacturing

    JINGLE

    322
    companies in scope
    87
    qualified leads
    27,0%
    conversion

    03 · Published result

    87 qualified leads from 322 companies contacted.

    Project objectives and details
    Objective
    Find B2B companies in Central Asia and the Caucasus willing to consider buying aseptic bags from JINGLE, a Chinese manufacturer.
    AXCEND's work
    • The Lead Generation Unit contacted prospects in Uzbekistan, Kazakhstan, Armenia, Azerbaijan, Kyrgyzstan, Tajikistan and Turkmenistan, generating enquiries about working together.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    IT and digital

    AI Production

    140
    companies in scope
    67
    qualified leads
    47,9%
    conversion

    03 · Published result

    67 qualified leads from 140 companies contacted.

    Project objectives and details
    Objective
    Test demand for three AI Production products among HoReCa businesses, FMCG manufacturers and Kaspi sellers in Kazakhstan.
    AXCEND's work
    • The Lead Generation Unit reached prospects through gatekeepers, handled objections, qualified leads and assessed their level of interest in three products.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    IT and SaaS

    SaaS product for HoReCa

    500
    companies in scope
    138
    qualified leads
    27,6%
    conversion

    03 · Published result

    138 qualified leads from 500 companies contacted. The project description reports an average of five signed contracts per month.

    Project objectives and details
    Objective
    Sell a SaaS product for HoReCa through cold calls, proposals and booked online or in-person meetings. Russia was the project's main market.
    AXCEND's work
    • The team adapted the sales script to the product, worked with Russian companies and also acquired one customer abroad.

    Source: AXCEND project description

    Current service termsLink to this case study
    Logistics

    Logistics company

    221
    company in scope
    45
    quote requests
    20,4%
    conversion

    03 · Published result

    45 qualified leads from 221 companies contacted; the target action was a shipping quote request.

    Project objectives and details
    Objective
    Test initial demand among companies in Kazakhstan for international logistics quotations.
    AXCEND's work
    • The Lead Generation Unit made cold calls, sent proposals and contacted managers to obtain freight quote requests or invoices needed to calculate shipping costs.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    Construction

    Architecture and construction company

    733
    companies in scope
    106
    qualified leads
    14,5%
    conversion

    03 · Published result

    The inbound enquiry handling project generated 106 qualified leads.

    Project objectives and details
    Objective
    Qualify inbound enquiries about concept designs, construction documentation and land plots for an architecture studio in Kazakhstan.
    AXCEND's work
    • The team handled inbound calls, sent proposals and arranged meetings with interested prospects.

    Source: AXCEND project description

    Inbound enquiry handlingLink to this case study
    IT and SaaS

    Voice AI platform

    145
    companies in scope
    55
    qualified leads
    37,9%
    conversion

    03 · Published result

    55 qualified leads from 145 companies contacted.

    Project objectives and details
    Objective
    Reach company directors and managers in Kazakhstan with a voice AI solution and arrange online meetings.
    AXCEND's work
    • The team made cold calls, sent proposals, reached decision-makers through gatekeepers and arranged video meetings.

    Source: AXCEND project description

    Current service termsLink to this case study
    Insurance

    Insurance company

    221
    company in scope
    32
    qualified leads
    14,5%
    conversion

    03 · Published result

    32 qualified leads from 221 companies contacted; the project task was to collect information for an insurance quote.

    Project objectives and details
    Objective
    Generate requests for business insurance quotes.
    AXCEND's work
    • The Lead Generation Unit made cold calls, contacted directors and managers, and collected the information and invoices needed for insurance quotes.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    Pharmaceuticals

    Pharmaceutical company

    258
    companies in scope
    66
    qualified leads
    25,6%
    conversion

    03 · Published result

    66 qualified leads from 258 companies contacted. During the project, the client signed one agreement with a pharmacy in Almaty.

    Project objectives and details
    Objective
    Conduct negotiations with pharmacy chains and individual retail outlets in Kazakhstan.
    AXCEND's work
    • The Lead Generation Unit made cold calls, reached pharmacy managers and presented the product to get it stocked by pharmacies and medical centres in Kazakhstan.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    Healthcare

    Healthcare project

    252
    companies in scope
    22
    qualified leads
    8,7%
    conversion

    03 · Published result

    22 qualified leads from 252 companies contacted.

    Project objectives and details
    Objective
    Find dental practices and medical clinics in Kazakhstan interested in building a structured sales department.
    AXCEND's work
    • The Lead Generation Unit made cold calls, reached chief physicians and directors and invited them to online meetings.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    Finance

    Consulting company

    125
    companies in scope
    41
    qualified leads
    32,8%
    conversion

    03 · Published result

    41 qualified leads from 125 companies contacted.

    Project objectives and details
    Objective
    Attract partners for business financing and subsidy projects in Kazakhstan.
    AXCEND's work
    • The Lead Generation Unit contacted managers at accounting firms, consultancies and SMEs, presented the product, identified needs and handed over interested prospects via WhatsApp.

    Source: AXCEND project description

    Initial B2B outreach and qualificationLink to this case study
    ManufacturingGermany, Austria

    Manufacturer from Turkey → sales in Germany

    3 mo.
    to the first deals
    €1.2M
    revenue
    38%
    meeting conversion rate
    23
    new distributors

    03 · Published result

    €1.2M in revenue, 23 new distributors and direct customers, and a 38% call-to-meeting conversion rate. The client reduced its reliance on intermediaries and increased its margin.

    Project objectives and details
    Objective
    The client had been manufacturing packaging production lines for 12 years, receiving 1–2 European orders a year through dealers. The goal was to sell directly in Germany, bypass intermediaries and increase turnover 3–5 times.
    AXCEND's work
    • Identified 180 companies matching the ideal customer profile: medium-sized and large packaging manufacturers in Germany and Austria
    • German- and English-speaking sales professionals made 1,240 targeted calls
    • Prepared localised technical proposals with ROI calculations and CE certificates
    • Supporting prospects through to signing a trial supply contract
    Markets
    Germany, Austria

    Source: AXCEND project description

    Current service termsLink to this case study
    Building materialsRussia (Central, Volga and Ural Federal Districts)

    Stroimat: building materials from Kazakhstan → Russia

    4 wks.
    to the first meetings
    240
    buyers in scope
    32,5%
    video meeting conversion rate
    50%
    hot leads

    03 · Published result

    32.5% of calls led to video meetings — almost 3 times the industry benchmark. 50% of completed meetings were classified as hot leads. Following the pilot, the client moved their trade show marketing budget to our team.

    Project objectives and details
    Objective
    The plant manufactures thermal insulation boards and holds 18% of the Kazakh market. The goal is to enter Russia, find 30+ wholesale buyers and major construction projects within 1,500 km of the border.
    AXCEND's work
    • Divided the Russian market into 4 segments: building materials distributors, general contractors, developers and buyers using tenders
    • Agreed a list of 240 companies for outreach to building materials buyers
    • Calls with a localised proposal in roubles, including logistics costs from Kostanay and Ust-Kamenogorsk
    • Introduced 30-minute video meetings with the client's technical specialists
    Markets
    Russia (Central, Volga and Ural Federal Districts)
    Period
    6 months

    Source: AXCEND project description · Client feedback

    Client prospecting and sales follow-upLink to this case study
    FMCGUzbekistan, Kazakhstan

    Korean FMCG → Uzbekistan + Kazakhstan

    1 000
    contacts called
    522
    advanced to stage 2
    7
    major companies under contract
    16
    wholesalers in the pipeline

    03 · Published result

    Of 1,000 wholesalers, distributors and retail chains called, 522 progressed to the 2nd stage of negotiations. As a result, 7 major companies in Kazakhstan and Uzbekistan signed contracts, and another 16 wholesalers began working with the client. Negotiations continue with many of the others.

    Project objectives and details
    Objective
    The brand operates in 14 Asian countries. Following the opening of the Korea–CIS logistics route via the UAE, the aim was to secure shelf space in Tashkent and Almaty quickly and find major FMCG distributors.
    AXCEND's work
    • Local sales professionals in the Tashkent and Almaty offices called 1,000 wholesalers, distributors and retail chains
    • 522 contacts expressed interest and moved to the 2nd stage of negotiations
    • Segments: national distributors, regional wholesalers and importers of Asian products
    • In-person meetings and tasting sessions at the client's office with key prospective partners in both countries
    • Helped prepare documents for ST-RK and ST-UZ certification
    Markets
    Uzbekistan, Kazakhstan
    Period
    3 months

    Source: AXCEND project description

    Client prospecting and sales follow-upLink to this case study
    ManufacturingKazakhstan, Uzbekistan, Kyrgyzstan, Armenia, Russia, Mongolia

    Turkish manufacturer → across the CIS

    174
    meetings with decision-makers
    47
    agreements
    2
    regional trade shows
    6 countries
    single point of contact

    03 · Published result

    In 11 months — 174 meetings with senior executives, 47 signed distribution agreements. Shipment volumes to the region grew 4.2× compared with the previous year.

    Project objectives and details
    Objective
    The client had operated in Turkey and MENA for 25 years. As European demand fell, the objective was to enter 6 CIS countries and Mongolia quickly, with one team, one contract and a consolidated regional report.
    AXCEND's work
    • Brought 5 local AXCEND offices together as one team
    • Defined an ideal customer profile for each country: contractors working through tenders, leasing companies and specialist equipment importers
    • Calls in 7 regional languages: Russian, Kazakh, Uzbek, Kyrgyz, Armenian, Mongolian and Turkish
    • Organised 2 exhibitions in Astana and Tashkent, supporting negotiations directly at the stand
    Markets
    Kazakhstan, Uzbekistan, Kyrgyzstan, Armenia, Russia, Mongolia
    Period
    11 months

    Source: AXCEND project description

    Client prospecting and sales follow-upLink to this case study
    IT and SaaSUzbekistan, Kazakhstan

    B2B SaaS → Uzbekistan and Kazakhstan

    11
    contracts signed during the pilot
    MRR $4 800
    in 4 weeks
    14%
    MoM growth
    47
    customers after 6 months

    03 · Published result

    In 4 weeks of the pilot — 11 contracts, MRR $4,800. After 6 months — 47 paying customers and steady 14% MoM growth. The client opened their own sales office in Tashkent.

    Project objectives and details
    Objective
    A platform that automates dispatch operations for transport companies, with 1,100 customers in Russia. The hypothesis: Uzbekistan and Kazakhstan are underserved markets ready to move beyond Excel.
    AXCEND's work
    • Market test: 100 targeted calls to transport companies with fleets of 30+ vehicles
    • Uzbek interface localisation and local client case studies in the proposal
    • Product demonstration in a video meeting with the operations director
    • Early partner programme: first month free, pilot with 5 vehicles
    Markets
    Uzbekistan, Kazakhstan
    Period
    6 months

    Source: AXCEND project description

    Client prospecting and sales follow-upLink to this case study
    Professional chemicalsUAE, Saudi Arabia

    Professional chemicals → UAE and Saudi Arabia

    4
    contracts with distributors
    4 chains
    hotels onboarded
    4 mo.
    payback period
    $340k
    revenue over 6 months

    03 · Published result

    Signed contracts with 3 distributors in the UAE and 1 in Saudi Arabia, with direct supplies to 4 hotel chains. The service package paid for itself in 4 months.

    Project objectives and details
    Objective
    The client had operated in Russia for 9 years, with a 22% share of the HoReCa segment. The objective was to enter MENA through distributors and major hotel chains in the UAE and Saudi Arabia.
    AXCEND's work
    • Brought in Arabic- and English-speaking sales professionals from AXCEND's Dubai office
    • Identified 90 operators of 4–5-star hotels and 35 distributors of cleaning products
    • Preparing safety data sheets (SDS) and Halal Industry Development Corporation certification
    • In-person meetings at Cleantex Dubai 2025, with our team supporting discussions at the stand
    Markets
    UAE, Saudi Arabia
    Period
    8 months

    Source: AXCEND project description

    Client prospecting and sales follow-upLink to this case study
    LogisticsRussia, Kazakhstan

    3PL operator → Russia and Kazakhstan

    27
    contracts
    $14k
    average annual contract value
    3.5 mo.
    payback period
    380
    targeted calls

    03 · Published result

    In 5 months — 27 signed contracts for fulfilment and cross-docking services. Average contract value: $14k/year. Payback period for our work: 3.5 months.

    Project objectives and details
    Objective
    A warehousing and fulfilment company wanted B2B clients among online shops and wholesalers in Russia and Kazakhstan. The project involved a long sales cycle (3–5 months) and a complex pricing model.
    AXCEND's work
    • Called 380 potential clients: online shops with annual turnover of at least ₽50 million
    • Common objections: “too expensive”, “I don't trust a foreign provider”, “no marketplace integration”
    • Preparing case studies with financial details and Wildberries and Ozon integration
    • Two-stage funnel: initial qualification call + video meeting with the operations director
    Markets
    Russia, Kazakhstan
    Period
    5 months

    Source: AXCEND project description

    Current service termsLink to this case study
    IndustryRussia, Kazakhstan

    Industrial components → CIS

    5
    large plants
    €2.7M
    supply volume/year
    7 mo.
    sales cycle
    100%
    repeat orders

    03 · Published result

    5 large industrial companies switched to our client. Annual supply value — €2.7M. Sales cycle — 7 months.

    Project objectives and details
    Objective
    The client is a European manufacturer of industrial components. The objective was to establish supply relationships with 4–5 key production sites in metallurgy and mechanical engineering across the CIS.
    AXCEND's work
    • Research into target plants in metallurgy and mechanical engineering: purchasing needs, volumes and current suppliers
    • Direct contact with chief engineers and heads of procurement through the sales team's professional networks
    • Trial deliveries to 2–3 plants to confirm that the product range met their requirements
    • Long sales cycle: technical validation, a production audit and agreement on a 24-month supply schedule
    Markets
    Russia, Kazakhstan
    Period
    12 months

    Source: AXCEND project description

    Client prospecting and sales follow-upLink to this case study
    Wholesale tradeKazakhstan

    Spice import → distribution in Kazakhstan

    38
    retail outlets
    12
    wholesale centres
    1
    exclusive agreement with a retail chain
    5 mo.
    to a signed contract

    03 · Published result

    Entered 38 retail outlets and 12 wholesale centres. Signed a direct contract with the Magnum chain for the exclusive supply of 4 SKUs.

    Project objectives and details
    Objective
    An Uzbek spice importer and processor wanted to sell directly to retailers and HoReCa businesses in Kazakhstan, without intermediaries.
    AXCEND's work
    • Identified the top 50 retail chains and wholesale centres in Almaty and Shymkent
    • Sales professionals from AXCEND's Kazakhstan office made calls with agreed pricing packages
    • Trial deliveries to 8 retail outlets under the client's own brand
    • Support during the logistics and customs clearance stage
    Markets
    Kazakhstan
    Period
    5 months

    Source: AXCEND project description

    Current service termsLink to this case study
    FMCGRussian Federation

    Zdorovoe Pitanie multigrain bars → wholesale sales growth in Russia

    5 mo.
    as an outsourced sales team
    120+
    new regular customers
    27%
    one-off purchases (1–2 truckloads)
    Russia
    operating region

    03 · Published result

    Over 5 months as an outsourced sales team, we brought in 120+ new regular buyers and increased the share of one-off small orders (1–2 trucks) to 27%. After the pilot, the client extended the engagement.

    Project objectives and details
    Objective
    A Russian multigrain bar manufacturer wanted to increase wholesale sales in Russia by securing regular buyers and increasing the share of one-off small orders (1–2 trucks).
    AXCEND's work
    • Worked for 5 months as an outsourced sales team, with Closer Team handling negotiations from initial contact through to repeat shipments
    • Worked with wholesale buyers in HoReCa, fitness chains, local retail, corporate offices and online marketplaces
    • Adapted proposals to each segment and held video meetings with buyers
    • We managed client relationships in the CRM, followed up consistently and turned one-off orders into regular shipments
    Markets
    Russian Federation
    Period
    5 months

    Source: AXCEND project description

    Current service termsLink to this case study
    Construction steel

    A-Promstal

    140
    companies contacted
    89
    qualified leads
    63,6%
    lead conversion rate
    KZ
    project markets

    03 · Published result

    140 companies contacted → 89 qualified leads, conversion rate 63.6%.

    Project objectives and details
    Objective
    Qualify companies in Kazakhstan's construction metal products market for the client's sales team.
    AXCEND's work
    • Lead Generation Unit made one initial contact with each of 140 companies and recorded their responses against the project criteria.

    Source: AXCEND project description

    Current service termsLink to this case study
    Trade shows and franchising

    Uzbekistan Franchising Association

    300
    Russian companies contacted
    79
    interested participants
    26,3%
    prospects expressing interest
    RU→UZ
    project markets

    03 · Published result

    300 Russian companies contacted → 79 interested participants, conversion rate 26.3%.

    Project objectives and details
    Objective
    Find participants in Russia for a franchising exhibition in Tashkent: invite companies willing to consider entering the Uzbek market through a franchise.
    AXCEND's work
    • We cold-called 300 companies in the target segment in Russia, assessed their interest in the exhibition and handed interested prospects over to the organisers.

    Source: AXCEND project description

    Current service termsLink to this case study
    Energy

    Energy project Kvant Aktiv

    2 000
    conversations across the CIS
    10,4%
    video meetings booked
    97
    clients
    CIS
    project markets

    03 · Published result

    2,000 conversations across the CIS → 10.4% converted to video meetings with decision-makers → 97 clients.

    Project objectives and details
    Objective
    Reaching technical directors and procurement teams at energy companies across the CIS to offer industrial equipment.
    AXCEND's work
    • Lead Generation Unit recorded initial responses; Closer Team then followed up and arranged video meetings with decision-makers.

    Source: AXCEND project description

    Current service termsLink to this case study
    Healthcare

    Medical Dubai (medical equipment supplier from the UAE)

    500
    conversations in the UAE and MENA
    148
    qualified B2B leads
    29,6%
    lead conversion rate

    03 · Published result

    500 conversations in the UAE and MENA → 148 qualified B2B leads, conversion rate 29.6%.

    Project objectives and details
    Objective
    Find clinics, diagnostic centres and medical equipment distributors in the UAE and MENA, and engage decision-makers in supply negotiations.
    AXCEND's work
    • Closer Team negotiated in Arabic and English, worked through administrative barriers and arranged video meetings with decision-makers.

    Source: AXCEND project description

    Current service termsLink to this case study
    Logistics

    Boxberry

    10 000
    conversations
    3 770
    qualified leads
    37,7%
    lead conversion rate

    03 · Published result

    10,000 conversations → 3,770 qualified leads, conversion rate 37.7%.

    Project objectives and details
    Objective
    Sign up online shops and e-commerce businesses for delivery services.
    AXCEND's work
    • Lead Generation Unit initially qualified online shops by shipment volume.

    Source: AXCEND project description

    Current service termsLink to this case study
    Metallurgy

    "Region Steel"

    500
    conversations in Russia
    170
    interested leads
    28
    signed contracts

    03 · Published result

    500 conversations in Russia → 170 interested leads (34% lead conversion rate) → 28 signed contracts.

    Project objectives and details
    Objective
    Find wholesale buyers of rolled metal among construction and manufacturing companies in Russia.
    AXCEND's work
    • Lead Generation Unit recorded initial responses from procurement staff; Closer Team then continued negotiations with interested companies.

    Source: AXCEND project description

    Current service termsLink to this case study
    Finance

    Agalarov Finance

    500
    Lead Generation Unit conversations
    270
    contacts for Closer Team
    64
    signed contracts

    03 · Published result

    500 Lead Generation Unit conversations → 270 contacts for Closer Team follow-up → 64 project outcomes.

    Project objectives and details
    Objective
    Attract individual and corporate clients for financial products with a long sales cycle.
    AXCEND's work
    • Lead Generation Unit recorded initial responses from 500 contacts, after which Closer Team followed up with interested companies and arranged video meetings.

    Source: AXCEND project description

    Current service termsLink to this case study
    Electronics retail

    Apple product reseller

    300
    conversations
    98
    qualified leads
    32,7%
    lead conversion rate

    03 · Published result

    300 conversations → 98 qualified leads, conversion rate 32.7%.

    Project objectives and details
    Objective
    Handle inbound enquiries about Apple products and guide customers through to placing an order.
    AXCEND's work
    • The outsourced team handled inbound enquiries, advised customers on models and recorded orders.

    Source: AXCEND project description

    Current service termsLink to this case study
    Education

    Gandapas (business training by Radislav Gandapas)

    140
    conversations
    48
    qualified leads
    34,3%
    lead conversion rate

    03 · Published result

    140 conversations → 48 qualified leads, conversion rate 34.3%.

    Project objectives and details
    Objective
    Follow up with managers who had previously shown interest in business training and corporate programmes.
    AXCEND's work
    • Closer Team followed up with contacts, answered questions and helped them register for events.

    Source: AXCEND project description

    Current service termsLink to this case study
    Textiles

    Textile manufacturer

    6 000
    conversations
    2 382
    qualified leads
    39,7%
    lead conversion rate

    03 · Published result

    6,000 conversations across the CIS → 2,382 qualified leads, conversion rate 39.7%.

    Project objectives and details
    Objective
    Find wholesale fabric buyers among garment manufacturers and tailoring studios across the CIS.
    AXCEND's work
    • Lead Generation Unit initially qualified garment manufacturers and tailoring studios by volume and product range.

    Source: AXCEND project description

    Current service termsLink to this case study
    Textiles

    Orkhideya Tekstil

    5 000
    conversations
    1 915
    qualified leads
    38,3%
    lead conversion rate

    03 · Published result

    5,000 conversations → 1,915 qualified leads, conversion rate 38.3%.

    Project objectives and details
    Objective
    Increase the number of wholesale customers in the home textiles and bed linen segment.
    AXCEND's work
    • Lead Generation Unit initially qualified buyers at retail chains and shops, then passed their recorded responses to the client's sales representative.

    Source: AXCEND project description

    Current service termsLink to this case study

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