Introduction

Minut makes a small sensor and the software behind it that tells property operators when something is going wrong in a unit: excessive noise, cigarette smoke, too many people or a bad indoor climate. It does this without cameras or audio recording. Founded in Malmö in 2014, Minut says it is trusted by over 50,000 property operators in more than 100 countries, from short-term rental hosts to hotels, multifamily landlords and student housing providers.

The Challenge

Minut had a product operators loved and no repeatable way to reach the next ones.

Outbound stuck in-house → the team was struggling to build and structure an outbound program with the people and time they had.
A very specific use case → a physical sensor plus a subscription, sold to property operators, made it hard to find a partner who would tailor the work instead of running a generic playbook.
Too many verticals to guess at → hotels, aparthotels, short-term rentals, multifamily and student housing all needed testing, and nobody knew yet which would respond.
Buyers the databases miss → many of the best-fit operators run a handful of rentals under a small brand, so they barely show up in standard contact data.

What We Built

We set up Minut’s outbound inside their own tools and then ran it as their outbound team, first with Emil and from January 2026 with the full team at The Growth DNA.

1. Email and LinkedIn by region. Campaigns on email and on LinkedIn through HeyReach, split by EMEA, North America and APAC, each sent from the Minut salesperson who owns that region, with a clear rule for who gets contacted on which channel.

2. One message per vertical. Hotels, aparthotels, multifamily, student housing and construction each got their own campaign, and regulated and unregulated rental markets got different angles.

3. Their own reviews as the opening line. We scraped review platforms for guest complaints about noise, smoking and property damage, and opened with those real incidents.

4. Leads from places others don’t look. We scraped booking.com to find and qualify aparthotels and hotels, built lists of operators on property software like Smoobu and Hostaway, and pulled operators from cities with new short-term rental rules.

5. Calling lists for the sales team. Ad-hoc cold-calling lists went straight to Minut’s sales team, and everything, from email and LinkedIn to calls, is integrated with HubSpot.

6. Ad-hoc campaigns on demand. When Minut spotted an opening, such as a new regulation or a product launch, we built the list and campaign around it, so new segments went live every few weeks.

“

What I’ve appreciated most is the ability to test as many use cases and verticals as we want, helping us identify what works best for us. I would definitely recommend The Growth DNA to any company that wants to build their outbound program the right way.

Olga Karatchenia

VP Marketing, Minut

The Outcome

Fourteen months in, outbound is a channel Minut runs every week across every segment it sells to.

• 5 of their dream 10 clients → Hilton, Accor, Marriott, IHG and Hyatt all booked meetings through the campaigns.

• 10 genuine positive replies in a single week → in October 2026, our strongest week since we started, with meeting and proposal requests from short-term rental operators across APAC.

• Under 5 minutes speed-to-lead → every interested reply reaches the right Minut salesperson in under five minutes, routed by region through Slack and HubSpot.

• 28% average positive reply rate → more than 1 in 4 replies showed intent: demo requests, pricing questions and call requests from operators with up to 200 properties.

• 45 interested operators from one vertical → short-term rental campaigns alone produced 45 verified interested operators by September 2026, led by the US and Australia.

• Existing customers came back for more → in August 2026, three existing customers replied asking to expand, including one installing Minut across 80% of its portfolio.

Why It Worked

1. Built inside their stack, not beside it. Because campaigns, replies and HubSpot all live in Minut’s own accounts, they kept full control over volumes and output.

2. Better data beat bigger databases. Booking.com listings, property software users and regulation lists put Minut in front of operators the usual databases miss.

3. Every vertical got a real test. A campaign per segment and region, reported on every week, showed Minut where the demand is.

Ready To Own Your Pipeline?

If you sell into several verticals and don’t yet know which one will answer, this is the exact gap we close. We build and run outbound inside your own stack, testing every segment and region in parallel, with interested leads handed straight to your sales team.

Book an outbound strategy call and we’ll map what an owned outbound channel would look like for you.