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Case Study · B2B Consulting
A UK-based management consultancy specialising in operational transformation for mid-market and enterprise organisations. Their services command high contract values but they relied almost entirely on personal networks and referrals for new business, leaving significant growth potential untapped.
The consultancy had no scalable pipeline generation system. New business depended on founders' personal networks and word-of-mouth referrals, creating unpredictable revenue cycles.
Key challenges:
We built a multi-channel outbound and inbound system centred on LinkedIn. Phase one established thought leadership content to build credibility and warm up target audiences. Phase two launched targeted LinkedIn Ads campaigns with precise ICP targeting. Phase three introduced retargeting sequences across LinkedIn and display to stay top-of-mind during long decision cycles. Phase four implemented full-funnel attribution to track every touchpoint from first impression to booked meeting.
Launched sponsored content and message ad campaigns targeting decision-makers by job title, company size, industry and seniority. Used a combination of single image, carousel and document ads to test messaging angles and drive engagement at different funnel stages.
Developed a thought leadership programme including long-form articles, industry insights and case study content published on the company LinkedIn page and website. This content served as both organic brand building and ad creative for sponsored campaigns.
Built retargeting audiences from website visitors, LinkedIn page engagers and ad interactors. Served sequential messaging that moved prospects from awareness to consideration to booking a meeting, with tailored creative for each stage.
| Metric | Before | After | Change |
|---|---|---|---|
| Qualified Meetings Booked | 3-5/month | 18-22/month | 150+ total |
| Cost Per Meeting | £180+ | £62 | -66% |
| LinkedIn Engagement Rate | 0.4% | 2.8% | +600% |
| Pipeline Value Generated | Untracked | £1.2M+ | New metric |
Over 8 months, the consultancy booked more than 150 qualified meetings at just £62 per meeting -- a fraction of their previous cost. The pipeline generated exceeded £1.2M in potential contract value, with several deals already closed during the engagement period.
“For the first time, we have a predictable pipeline that does not depend on personal introductions. The quality of the meetings has been exceptional -- these are exactly the decision-makers we want to be speaking with.”
— Managing Partner, B2B Consultancy
We are now expanding the programme to include targeted Google Ads campaigns for high-intent search queries, developing a webinar series as an additional lead generation channel and building an email nurture programme to maintain engagement with prospects who are not yet ready to book a meeting.
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