Netkodo - 0101marketing

About the Client

Netkodo is a specialized software house focusing its competencies on the Shopify e-commerce platform.

The company delivers advanced technological solutions, including the creation of dedicated online stores from scratch, carrying out complex system migrations, and developing custom applications and integrations for Shopify.

Netkodo's business model is based on two pillars: providing services directly to medium and large e-commerce stores, and strategic cooperation with digital marketing and e-commerce agencies in a white label model. In the latter model, Netkodo operates as an invisible technology partner for agencies, delivering advanced Shopify projects for their end clients. Before establishing cooperation with the marketing agency, Netkodo based its operations almost exclusively on a single client.

Evolution in 2025 & 2026:

After 12 months, Netkodo is no longer just a service company, but a provider of its own compliance solutions (Omnibus, BarrierFreeSite), actively operating in global markets.

Challenge

Netkodo faced a series of strategic business challenges that significantly limited the company's growth potential:

Business development stagnation

The lack of proactive marketing and sales activities resulted in almost complete dependence on a single client. This situation generated high business risk and made scaling impossible.

Untapped market potential

Despite valuable competencies in the Shopify ecosystem, the company was unable to effectively reach its potential target groups - agencies and stores.

Ineffective value communication

The website and materials did not reflect the actual scope and quality of services. The technical language was incomprehensible to the business audience.

Lack of a defined market strategy

Activities were not based on clearly defined target groups or a coherent strategy.

Limited online visibility

The lack of systematic activity in B2B channels, especially on LinkedIn, prevented the building of brand awareness and expert positioning.

Technological and analytical barriers

The company struggled with "technological debt" and difficulties in proper data collection (problems with Google Analytics / undefined events / conversion indicators, etc.).

In the second phase, the challenge became managing growing demand and the need to optimize customer acquisition costs. It was also necessary to professionalize partner handling (KAM) and implement CRM-class systems (HubSpot) to avoid chaos when handling multiple parallel sales opportunities.

Business Goals

Revenue diversification and stability:

— Acquiring regular clients from the agency segment (white label) and e-commerce stores.

Launching the lead generation process:

— Creating a systematic process for acquiring valuable inquiries from companies matching the Ideal Customer Profile.

Revenue and profitability growth:

— Translating activities into signed, profitable contracts.

Building market position:

— Establishing Netkodo as a recognizable Shopify expert in the European market.

Increasing brand visibility:

— Strengthening presence on LinkedIn as a strategic channel for reaching B2B decision-makers.

Product-Led Growth (PLG):

— Leveraging proprietary plugins (Omnibus Price History) and the BarrierFreeSite compliance tool as a cheap and scalable channel for customer acquisition.

Scaling efficiency:

— Reducing CPL (Cost Per Lead) through automation and content optimization.

Territorial expansion:

— Expanding communications to the US and Scandinavian markets.

Our Activities (Strategy Implementation)

The implemented strategy included comprehensive activities on several levels, from strategic foundations to tactical execution:

The analytical & strategic phase (Months 1-6)

In-depth business analysis:

— W conducted a detailed analysis of Netkodo's business model, their unique value proposition (USP), previous challenges, and market potential.

Precise definition of a Ideal Customer:

— We identified profiles of companies constituting the most promising target groups. For agencies, size and location criteria were defined (specific countries). The defined ICP allowed activities to be focused on the most promising market segments.

Building marketing foundations (Months 1-6)

Development of a content marketing strategy

— We created a communication plan to build the image of a Shopify expert by producing valuable analyses, guides, and case studies.

Production of key materials:

Case Studies:
Detailed descriptions of projects (e.g., Omnibus Price History, Scout & Nimble, Montonio, Carq, Fakturownia App), serving as tangible "proof of experience."
Social Media Content:
Regular publications on LinkedIn, including industry insights and practical advice (2 accounts of decision-makers – CEO and CTO, Netkodo company account, production of thematic Newsletters, building the authority of the CEO & CTO profiles).
Online presence optimization:
We planned a redesign of the website, focused on SEO and conversion, and initiated a reduction of technological debt.

ABM campaign implementation on LinkedIn (Months 1-6)

Selective research and account identification:

— A manual process of market research and selection of partner agencies in Europe. Mass approach was abandoned in favor of quality.

Reaching decision-makers:

— We identified people in strategic positions in selected companies.

Personalized outreach:

— Contact via LinkedIn supported by tools (Sales Navigator, Expandi), while maintaining high personalization of the message.

Communication testing:

— We conducted A/B tests (educational approach vs. direct white label offer, Omnibus free trial), which allowed the most effective messages to be identified.

Scaling and Automation (Months 7-12)

Product-Led Growth: Omnibus Plugin Launch

— A proprietary application for handling the Omnibus Directive was launched. Within 3 months, 100+ installations were acquired, building a customer base to whom broader programming services will be offered in the future.

GEO & AI Content:

— We implemented a Generative Engine Optimization (GEO) strategy. Articles about AI (llms.txt, ChatGPT in Shopify, Top Omnibus Plugins, Top Shopify Development Companies) increased visibility in Google Search Console (+45% impressions) and generated inquiries from CTOs of large entities.

Sales Ops professionalization:

— HubSpot CRM was implemented. The Netkodo team was trained in the roles of Key Account Manager and Lead Gen Specialist, enabling database segmentation and professional management of relationships with existing clients.

Expansion into new markets:

— We activated outbound campaigns for the US and Scandinavian markets, which resulted in ad-hoc orders in Scandinavia and building a pipeline of 5 large Opportunities. Outbound activities were also launched on the Polish market, aimed at reaching Polish e-commerce stores and implementing the Omnibus and BarrierFreeSite plugins.

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Examples of our marketing creations

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Effects of cooperation

0101marketing < > Netkodo

The applied strategy delivered concrete and measurable results

Results after 6 months:

Acquisition of 3 new strategic partners: Establishment of an ongoing partnerships with agencies under a white-label model.
Break-even point: Marketing activities fully paid off within six months. Revenue from the first project delivered for a new client covered the cost of acquiring them.
LinkedIn campaign effectiveness: Acceptance and response rates significantly exceeded industry benchmarks for IT.
Strengthened expert image: We built a valuable network of decision-maker contacts on the owner's profile.

Results after 12 months:

Drastic CPL decrease: We reduced the cost per lead (CPL) from 22,400 PLN in the first month to 7,680 PLN after a year (-65%).
Sales pipeline (LinkedIn Engine): We generated a total of 26 SQLs (Sales Qualified Leads) in the pipeline and 5 direct sales opportunities.
LinkedIn Sales Engine effectiveness over the past year:
• Total reach: 4,293 invitations sent.
• Acceptance rate: 34.15% (1,466 new contacts in the decision-makers network).
• Response rate: 26.13% (383 responses and conversations).
• End result: 26 sales qualified leads (SQL) and 5 concrete sales opportunities.
SEO success: A 56% increase in clicks and 45% increase in impressions in the last quarter alone. We dominate for phrases such as "white label shopify development services".
Own ecosystem: The Omnibus Plugin became a free "lead magnet," gaining 100+ installations in 90 days.

Summary: Key business takeaways after a year of cooperation

A full year of working with Netkodo delivers key insights for B2B companies:

Precision over scale in B2B
The ABM strategy and personalization on LinkedIn (decision-maker outreach) delivers 26 SQLs where mass marketing fails. The quality of interactions builds the trust essential for high-margin IT services.
Content marketing and Proof of Experience
Case studies and innovative content (GEO/AI) aren't just decoration — they're the foundation of sales. After a year, it's clear that educating technical decision-makers (CTOs) translates into real inquiries (2 inquiries came directly from the website content).
Compliance as a sales "Trojan horse"
Solving a specific legal problem (Omnibus, WCAG) is the fastest way to build a relationship with a large client, which later evolves into an ongoing development retainer.
Focus on measurability and ROI
Moving from an "intuitive" model to HubSpot and hard KPIs allowed us to reduce the cost per lead by 65%. This makes Netkodo's marketing a profitable and scalable growth engine, rather than a cost.

Verdict:

After 12 months, Netkodo is a stable, diversified company with its own products, no longer dependent on a single client, and successfully competing on the global Shopify market.

Case study

From a Software House to a Leader in Shopify Compliance: Netkodo’s 12-Month Transformation

How to build a predictable B2B sales engine in a year, reduce lead acquisition cost by 65%, and diversify the portfolio through ABM and Product-Led Growth strategies

Fast return and stable scaling

Within the first 6 months of cooperation, Netkodo acquired 3 strategic business partners, achieving a full return on acquisition costs (break-even point).

The following half-year (months 7-12) is the phase of intensive scaling:

About the Client

Netkodo is a specialized software house focusing its competencies on the Shopify e-commerce platform.

Evolution in 2025 & 2026:

Challenge

Business development stagnation

Untapped market potential

Ineffective value communication

Lack of a defined market strategy

Limited online visibility

Technological and analytical barriers

Business Goals

Revenue diversification and stability:

Launching the lead generation process:

Revenue and profitability growth:

Building market position:

Increasing brand visibility:

Product-Led Growth (PLG):

Scaling efficiency:

Territorial expansion:

Our Activities (Strategy Implementation)

The analytical & strategic phase (Months 1-6)

In-depth business analysis:

Precise definition of a Ideal Customer:

Building marketing foundations (Months 1-6)

Development of a content marketing strategy

Production of key materials:

ABM campaign implementation on LinkedIn (Months 1-6)

Selective research and account identification:

Reaching decision-makers:

Personalized outreach:

Communication testing:

Scaling and Automation (Months 7-12)

Product-Led Growth: Omnibus Plugin Launch

GEO & AI Content:

Sales Ops professionalization:

Expansion into new markets:

Leverage Our Experience

Examples of our marketing creations

Effects of cooperation

0101marketing < > Netkodo

Results after 6 months:

Results after 12 months:

Summary: Key business takeaways after a year of cooperation

Verdict:

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