B2B Finance Consultancy: 12X ROI
24 qualified sales calls and over £100k of active pipeline in 8 weeks.
The before and after
Cold email with falling reply rates
LinkedIn Ads into a lead magnet funnel
Hours of outbound for few replies
24 sales-qualified leads in 8 weeks
Nothing predictable
£100k+ of active proposals, 3 deals closed
The fuller story
Cold email had stopped working. The team were spending hours finding people, writing to them and getting fewer replies every month.
We swapped that for a quiz tool and gave the ads one job: get senior finance people to try it.
The situation
A B2B finance consultancy was burning hours on cold email targeting senior finance roles. Reply rates were dropping and the team was tired of it.
What we did
We stopped the cold outbound. Replaced it with LinkedIn Ads pointing at a high-value lead magnet. The funnel filtered out time-wasters before any sales call was booked.
The result
24 qualified sales calls booked in 8 weeks. 3 deals closed. Over £100k of active proposal pipeline. All from precision targeting of senior finance buyers.
Why it worked
James's read on what actually moved the numbers.
The quiz did the filtering
The old way meant a person filtering leads by hand. The quiz asked the questions up front, so the people who booked calls had already shown they were a fit. That's how 24 calls in 8 weeks turned into 3 deals.
Plain screen recordings win
A Loom walkthrough costs nothing to make and looks like a colleague showing you something. That is exactly why it works with a sceptical, senior audience.
Same buyers, better way in
The audience never changed. Senior finance roles were always the target. What changed was offering them something useful instead of an email they had learned to delete.
Who we targeted
Senior finance roles, targeted precisely on LinkedIn.
Cold email to the same roles, which had falling reply rates.
Creative angles
Quiz walkthroughs
Simple screen recordings and Loom videos walking through the quiz tool, showing what you get at the end.
Why it worked: People don't fill in a quiz they can't picture. Showing it being used takes away the 'what am I signing up for' worry.
60 seconds: what our free finance health check actually shows you at the end.
Exposé advertorials
News-style article ads that 'revealed' the problem the consultancy solves and who they solve it for.
Why it worked: Senior finance people ignore sales pitches but read stories. The advertorial got the click, the quiz did the qualifying.
Write a news-style advertorial that reveals the problem you solve, like the ones that fed this quiz.
Build your exposé adHow the funnel worked
- Step 1
LinkedIn Ads
- Step 2
High-value lead magnet
- Step 3
Qualification filters out time-wasters
- Step 4
Sales call
What you can take from this
Let the funnel do the filtering
Time-wasters dropped out before a call was booked. 24 qualified calls in 8 weeks, 3 deals closed.
Swap effort for precision
Hours of cold outbound were replaced with ads reaching the same senior buyers.
Run this play yourself
Free guides, playbooks and tools covering the exact strategy and sector behind this case study.
The 2026 guide to LinkedIn Ads for consultancies and professional services firms.
Read itPlaybookThe 5-touch cadence for when outbound still has a role alongside ads.
Read itGuideThe anatomy of a B2B landing page that turns lead magnet clicks into booked calls.
Read itFree toolWrite a news-style advertorial for your own offer.
Read itWant a pipeline like this?
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