workshop
Fruggr : LinkedIn Social Selling for a Responsible Digital Platform
A decision-maker network built from scratch, manually, surgically, sustainably. No mass automation. Just the right people, reached the right way.
Client
fruggr x digital4 better
Service
GTM strategy
Year
2025
Location
Paris
The context
Fruggr is a French SaaS platform helping large organizations govern their AI, manage accessibility compliance, and pilot their ESG IT performance. Their clients include some of France's biggest names : Accor, EDF, BPCE, Sodexo, Vinci. The product is genuinely strong. The market, however,
is highly specific : to generate pipeline, you need to reach the exact people responsible for digital governance, compliance, and IT strategy
inside large organizations.
These profiles, CDOs, CIOs, DSIs, CISOs, Innovation Directors, Compliance leads, are senior, busy, and bombarded with generic outreach.
They don't respond to automated sequences. They respond to relevance.
Fruggr came to us with a clear objective : build a qualified network of decision-makers on LinkedIn, create real conversations around digital governance and responsible IT, and install a long-term pipeline without burning the brand with aggressive automation.
The approach
We designed a manual, targeted social selling strategy built around one principle : quality of connection over volume of outreach.
ICP Mapping & Targeting
We started by mapping Fruggr's ideal decision-maker profiles across their three product lines — AI Governance, Accessibility Compliance, and ESG IT. The target personas were CDOs, CIOs, DSIs, CISOs, Innovation Directors, and Compliance leads inside mid-market and enterprise organizations.
We then built a precise scraping methodology to identify and qualify these profiles at scale filtering by title, company size, industry, and signals of regulatory exposure (companies with active ESG reporting requirements, AI Act compliance obligations, or accessibility mandates).
Manual & Targeted Outreach
Every connection request was sent and tailored to the recipient's context. No mass blasting. No generic "I'd love to connect" messages.
Each request was preceded by a lightweight profile review noting their company's regulatory context, recent activity, or specific pain point and paired with a message framing the connection around genuine shared interest : digital governance, responsible IT, or regulatory compliance.
The positioning was deliberately non-commercial. We weren't pitching. We were starting conversations.
Message Strategy & Sequencing
Once a connection was accepted, we deployed a careful follow-up sequence, never immediately commercial, always value-first. Messages were oriented around three angles : sharing relevant insight or content (regulatory updates, governance frameworks, ESG IT best practices), inviting feedback or experience-sharing on a specific challenge, and progressive qualification through natural conversation. Relances and follow-up messages to connections who hadn't responded proved to be one of the highest-impact levers of the entire campaign.
What We Avoided
We tested automation tools early and quickly identified the limits. Automated campaigns generated lower acceptance rates, triggered LinkedIn's spam filters, and created message overlap with other outreach sequences already running. We made the deliberate call to deprioritize volume
in favor of precision. The results validated that decision clearly.
The value beyond the numbers
The network built over these six months is more than a vanity metric.
It represents a precisely mapped database of the decision-makers who matter most to Fruggr's commercial pipeline : enriched, qualified,
and already warm. It also significantly reinforced Fruggr's LinkedIn credibility : a large, senior network signals authority in the market, making every future piece of content more visible and every future outreach more credible.
Most importantly, it built the foundation for a long-term pipeline. Social selling in B2B enterprise is rarely about immediate conversion, it's about being present, relevant, and trusted when the buying moment arrives.
That's exactly what we built.
Scope: ICP mapping & scraping · Manual outreach · Message strategy & sequencing · Network building · Decision-maker targeting, Innovation, Compliance
