Groupe Blondel - e-commerce targeting refined with ABM

Who is Groupe Blondel?

Groupe Blondel is a French e-commerce and retail logistics player, through its Martelet entity (HQ in Dijon, warehouse in Nantes). It supports e-commerce startups and retailers with their websites, logistics and transport - with particular strength in Burgundy and the Pays de la Loire, close to its depots.

Starting point & blockers

Groupe Blondel needed structured, qualified prospecting to identify the right e-commerce targets, but lacked the tools and methodology. With no segmented database and no clear targeting criteria, the risk was irrelevant prospecting and wasted budget - against competitors playing the volume game.

Why BuildYourSales

Groupe Blondel wanted a qualitative rather than quantitative approach: precise account-based targeting (ABM), enriched data that's actually activated. Our command of Account-Based Marketing, our granular data (web traction, funding, e-commerce maturity) and our ability not just to deliver the base but to activate it (CRM, calling teams, campaigns) matched their need exactly.

What we put in place

Over two years, we framed, built and refined Groupe Blondel's targeting, in successive waves.

• ABM framing: defining 5 target customer categories (funded startups, retailers, e-commerce influencers, industrials, distributors).
• Enriched base: web traction, funding stages, e-commerce maturity, median basket size.
• Wave-by-wave refinement: traction and maturity filters to move from "everyone" to the right prospects.
• AI voice-call qualification and multichannel activation (LinkedIn, email, phoning).

Results & ROAS

Rather than chasing volume, Groupe Blondel gained strategic clarity: sharp target categories, documented exclusions and prioritized geography. Targeting moved from "everyone" to the right prospects, the database became a genuinely activated asset - not a dormant file - and a fine understanding of the logistics model made every conversation more relevant. A two-year collaboration, refined continuously.

5

target customer categories defined

2 years

of collaboration, refined in waves

ABM

account-based targeting, then personas

Multichannel

activation: LinkedIn, email, phoning