Trustlynx Case Study

Let’s talk about trust. But not the traditional trust. Today I want to share a story about the cooperation with Trustlynx – a company who specializes in trust services.

What is Trustlynx?

Trustlynx is an Estonian company who’s mission is to promote adoption of trust services to make digital world more trusted and secure.

TrustLynx were born during game-changing projects where we helped companies advance in their digitalisation and innovation initiatives. It started out with sorting out information management and archiving inside the company’s systems and infrastructure in context with e-signing, validations, and time-stamping. The approach of digital trust services integration right into the company’s systems enabled a variety of possibilities in terms of transforming business processes to digital and automated, while offering a neat user experience, control over information security, and data privacy.

Now TrustLynx offers ready-to-use tools for a broad spectrum of business use-cases with digital trust services as an integral part of your infrastructure, systems, user experience, and digital business. Embedded trust services.

How it all began…

Edgar Stafeckis, CEO of Trustlynx, asked us for help reaching out to the Polish market. They had started to build their brand in the Baltic countries and wanted to expand across Europe. The first step was Poland. What they really needed was to research the Polish market and find the answer to whether the Polish market was good for increasing their business. Moreover, they needed support from a local agency to better understand Polish clients’ needs, problems, and challenges, and how their solutions could help them.The first big question was simple: who in Poland would really need their services? The answer, however, wasn’t. Their offer seemed to be for everyone — and as the saying goes, “when something is for everyone, it’s for no one”.

From day one, our focus was clear: understand the market, narrow the audience, and identify the most promising customers to build a strong foundation for growth.

Like any company, we work within certain frameworks — clear rules, processes, and proven structures. They help us standardize our work but also make collaboration smoother and more efficient.

At the same time, we know that no two products are ever the same. Each one has its own specifics, its own challenges, and its own story. That’s why a one-size-fits-all approach simply doesn’t work. And Trustlynx was a perfect example of that.

How we kicked off the project?

As always, we started with project onboarding. Over several meetings, we focused on understanding how the company operates — what the service is, how the sales process works, and who the ICP and buyer persona might be.

That’s when the first challenge appeared. They had a lot of BPs in their market, but they left us to target the right one in Poland because it’s our native market.

But that raised another question: on what basis should we define buyer personas in the first place? This became our next challenge.

Still, where there’s a will, there’s a way. We decided to approach the project from a completely different angle. In this case, our consulting support turned out to be crucial — researching the market, understanding the mechanisms at play, and identifying the right directions for action.

How did we identify Ideal Buyer Persona?

The project started with a clear goal: identify who truly benefits from the TrustLynx solution and how to reach them effectively. Szymon took over as project lead and, after a deep product analysis, immediately began testing different buyer personas on the Polish market.

Phase 1: Testing initial hypotheses

We began by approaching Development Directors. Early conversations were promising. Meetings were engaging and prospects showed genuine curiosity about the TrustLynx platform.

Next, outreach expanded to C-level executives. This direction provided access to decision-makers and allowed us to book meetings successfully. While interest was visible, most conversations naturally ended after the initial discussion.

Phase 2: Finding the real match

The real breakthrough came when we shifted focus to IT Directors and Heads of Digital Transformation. This group showed the strongest alignment with the product’s value proposition and clearly understood its strategic role within their organizations. They quickly became the Ideal Buyer Persona.

Early results

In the first month, Szymon scheduled 6 qualified meetings, followed by 9 meetings in the second month. From a lead generation perspective, the results confirmed strong market traction and effective targeting.

At that stage, the cooperation model covered lead generation only. After the first meeting, each opportunity was handed over to the TrustLynx team for further sales activities.

A change in the cooperation model

After several months, it became clear that Szymon is the right person on the right place. He understood the product very well, and his talks was very fruitfull. That’s’ why Trustlynx proposed extending Szymon’s role beyond prospecting.

A focused alignment meeting was organized with Szymon and the TrustLynx team. During this session, we reviewed current results, pipeline quality and the effectiveness of the sales presentations, as well as the expectations of Polish enterprise clients.

Key insight

Using a structured worksheet prepared in Miro, we mapped out client questions, objections, challenges and decision criteria. This exercise revealed a critical issue. The presentations were too technical and too focused on the product itself. While IT and security teams could follow easily, business stakeholders struggled to understand the value in their context.

In addition, the meeting format left little space for dialogue. Clients had limited opportunity to share their needs, priorities and internal challenges.

Redefining the sales approach

Based on these insights, the sales process was redesigned. Presentations were rebuilt to be dialogue-driven and adapted to the client’s specific situation. Instead of focusing only on key features, we showcased relevant functionalities depending on the use case and stakeholder profile.

Lead qualification was improved before meetings. Szymon also took responsibility for follow-ups after demos, coordination on the Polish market and direct C-level conversations regarding potential Proofs of Concept.

Results

This new approach marked a clear turning point. Meetings evolved into structured sales discussions and opened access to senior stakeholders responsible for digital transformation.

TrustLynx gained entry to conversations with C-level executives from Poland’s largest enterprises, including key decision-makers in legal, compliance and digital transformation. Meetings became the starting point for deeper cooperation, with Szymon securing advanced discussions with several top-tier companies.

What are the next steps?

This story has a happy ending – but it’s far from over. We delivered strong results and invested significant time in calls, emails, campaign preparation, and—most importantly—presentations. We supported our client up to the point where they can now continue independently.

They have hired an excellent specialist to manage sales in Poland, which means our objective has been achieved. We helped Trustlynx successfully enter the Polish market, understand how it works, and learn what actions are needed to become visible and recognizable. Now, all that’s left for us is to keep our fingers crossed for their continued growth.

Szymon’s perspective – Project Owner:

“This was my favorite project. Working with Trustlynx gave me the chance to do sales the way I had always dreamed of—true IT sales. It was the fulfillment of my ambitions and an important step in my professional growth. This project opened the door to further self-development and showed me what is possible when passion meets opportunity.

What made this collaboration truly special was the partnership with Edgar. From the very beginning, it felt like a genuine partnership. I never felt treated as a service provider, but as a trusted partner who shared the same goal—achieving the best possible results. This mutual commitment was the real key to our success.

I would love to work with them again in the future—who knows how our paths may cross as both our journeys continue”.

Your turn

If you’re thinking about – or maybe already trying – to enter the Polish market and facing various challenges, or if you’re not quite sure how to do it right, don’t waste your resources and energy. Schedule a call with our CEO, Dominik, and discover the best way to successfully break into the Polish market.