(
Sep 10, 2025
)
How we generated over £80k in revenue for an agency within 3 months
How to hit the ground running with B2B Lead Gen.
Are you trapped in long sales cycles?
Are you constantly being asked to lower your prices?
So was this client…
Agencies and firms often struggle to build good lead generation systems. Other than coaching, it’s probably the worst offender.
If an agency/firm struggles with lead gen, 99% of the time it’s for one of the following reasons, especially on LinkedIn:
They work in multiple industries, and at different price points
They think selling their offer is “sleezy.”
They get stuck in the “engagement” trap and end up marketing towards people in the same industry.
The result? They get trapped in long sales cycles, they feel forced to offer discounts as they’re trapped in delivery, and ultimately end up relying on referrals because they have no time.
Renewables, solar, Rail, SEO, SMMA, PR, Branding, Web development, it doesn’t matter. Every agency I’ve ever generated leads for couldn’t generate a consistent lead flow for one (or multiple) of the above reasons.
Client D was no different.
His average deal size was under £10,000, his average client relationship was 5-6 months, and his business had double-digit clients all in different industries, with most at different price points.
No real lead generation system. No real ideal customer persona.
Just a semi-decent spray-and-pray approach, with a good network.
He’d been in business for over 5 years, had 2 full-time members of staff and a few freelancers helping with delivery.
Your typical, reliable agency.
Undercharging for how good they were, because they couldn’t say no when work came their way, as they didn’t have a consistent lead flow.
But what they did have was the right foundation for me to come in and revolutionise their lead flow.
So, how did we do it?
I fixed his offer
The fewer people you target, the more deals you close and the higher you can charge.
You can’t create a system that generates consistent mid-high ticket sales meetings if you don’t niche (at least slightly) and work at vastly different price points. It’s not possible, because:
You can’t have specific messaging
You can’t charge a premium
You give potential customers too many options
I looked at his back catalog of previous clients/case studies and noticed the highest value case studies were in mergers and acquisitions (M&A industry).
Helping them source deals, bringing them opportunities, etc.
One of his clients had closed 7-figure worth of deals within 2 years, and multiple closing 6-figure deals.
It’s a high-paying problem that he has solved for multiple clients.
Instead of marketing “direct multi-channel marketing and paid ads for your business's goals.”
I changed his offer to “Sourcing off-market opportunities for people wanting to acquire businesses in the next 12 months.”
Do you see the difference?
I priced his new offer based on the benefit
Don’t price on time, price on result
His highest-paying client was a £1500 monthly retainer, and that wasn’t even an M&A client.
When I asked him why, he said, “It doesn’t take me very long to get good results for each client.”
You might think this is nice (and you’d be right), but it makes it significantly harder to create lead gen systems.
Psychologically, if you’re selling a solution to a problem worth comfortable 6-figures, if not 7-figures, and you’re charging something low, the prospect won’t trust you.
They’ll think you’re full of it, and you won’t close the deal.
If someone has a premium problem, subconsciously, they expect to pay a premium solution.
They won’t trust someone selling the world at a low price point (even if it’s true!)
Humans are weird; it’s how we work.
So I more than doubled his prices.
One acquisition for a serious buyer is worth 6 figures+, so I knew we could charge £4k retainer + VAT.
One clear offer, one price point, and a clear ICP.
Messaging and marketing
We sold the benefit, not the process
Previously, client D sold the process, which was: “direct multi-channel marketing and paid ads for your business.”
Nobody cares how they receive the benefit; they just want the benefits. Which in this case were:
Having a deal flow specifically to them
Not having to deal with brokers squeezing them for every last penny
Significant time back
Not needing to force through every deal that crosses their desk
The tangible ROI
We didn’t have to mention how we sourced the off-market deals until they were interested.
The first touchpoints someone has with your offer should entice mystery.
If you throw all the specific deliverables/processes at someone immediately, they’ll feel overwhelmed and move on. Lead with the benefit, entice some mystery, and share all the extras once they’re emotionally invested.
We enticed that mystery through our content strategy and 2 main lead magnets.
Our Initial lead magnets were a combo of a webinar going over the process and the client's previous case studies in the sector (which I scripted), alongside a written version.
Some people like to watch, some like to read. The data was 50/50 for what people preferred.
Then, roughly 3 months in, we’d established ourselves to the point where business owners would come to us asking if we could help them sell their businesses, so we gave those opportunities away for free.
Giving free stuff away this good only leaves people wondering how good the paid will be.
This, alongside an effective LinkedIn rebrand done by my graphic designer, LinkedIn posts targeting 1 specific customer, combined with good lead magnets and consistently adding the ICP to the client’s network from multiple accounts, meant we were set.
Which brings us on to the…
Direct lead generation
The offer was so strong, we could take a direct approach.
I started with split testing 4 different sequences, and the one with the highest success rate was:
Blank connection message
Professional opener (which most people would ignore)
A follow-up that said, “PS. Are you looking for off-market businesses for sale?”
That follow-up had an over 70% reply rate, with a 55% positive reply rate.
These are insane numbers, especially considering how small the target audience is.
For the guys who didn’t respond or weren’t interested, we sent over the lead magnet. Meaning they still had a positive opinion of us.
Plus, the major benefit of LinkedIn is that if someone ignores your message, they’re still in your network. They’ll keep seeing your posts, so you’ll always be front of mind.
Tweaking things as time went on
Initial sales calls brought new info…
The client didn’t close the first 2 sales calls, so I watched them back.
Their main objections were all centered around not being protected enough; they felt they had to take all of the risk.
Which is understandable.
So we removed the risk, but added a benefit to us. Win/Win.
If a client stayed for 12 months, we provided them with an appointment guarantee, meaning if they didn’t get what was in the contract, they got a full refund.
Plus, we added a grace period where they could leave the contract after a certain amount of time if they hated the service.
We removed all risk for the buyer while guaranteeing Client D more long-term revenue.
Win/win.
Now that the offer essentially closed itself, Client D closed 3 of the next 7 sales calls.
One on a full 12-month contract (A deal worth £48k)
One on a 6-month contract (A deal worth £24k)
One on a £4k monthly rolling retainer (They stayed for 4 months, deal worth = £16k)
Over £80k in revenue added to my client's agency in under 3 months.
And over 13x ROI for my client from my services.
(I say £80k+ instead of £88k because I don’t want to include VAT in the final numbers, but I know my competitors do!)
I’ve generated leads through LinkedIn for numerous agencies, but this is my best case study in the sector.
If you’d like to see names with photo/video proof of this case study, reach out to me privately, and I’ll happily share it with you.
I’ll also share the posts I wrote for the founder so you can see the style that worked.
If you want me to do this for your agency as soon as possible, you can book yourself directly into my calendar via the link in my website’s footer.
But if you’d rather do it yourself, I’ve created a checklist for you to follow below:
Fix your offer
Solve one problem, and focus on one benefit.
Pinpoint the ICP
Use tangible criteria (employee count, industry, revenue, etc.)
Price yourself based on the problem you solve
How much is this problem worth to your ideal client?
Establish your messaging
Write down the 5 major pain points your ICP (actually) cares about, and centre your content/messaging around them.
Create lead magnet(s)
The goal of the lead magnet is to show the prospect how to solve their problem, but how hard it will be to do themselves.
Split test lead generation
Test openers, test direct approach vs touch base sequences. Industry changes and the time of year change what works at different times. (Also track it in a good CRM.)
Tweak as things go on
Lead generation isn’t linear; problems evolve and industries change. If you keep having the same objections or responses, tweak your offer and messaging. Real-time customer feedback is priceless.
More articles
(
Sep 10, 2025
)
How we generated over £80k in revenue for an agency within 3 months
How to hit the ground running with B2B Lead Gen.
Are you trapped in long sales cycles?
Are you constantly being asked to lower your prices?
So was this client…
Agencies and firms often struggle to build good lead generation systems. Other than coaching, it’s probably the worst offender.
If an agency/firm struggles with lead gen, 99% of the time it’s for one of the following reasons, especially on LinkedIn:
They work in multiple industries, and at different price points
They think selling their offer is “sleezy.”
They get stuck in the “engagement” trap and end up marketing towards people in the same industry.
The result? They get trapped in long sales cycles, they feel forced to offer discounts as they’re trapped in delivery, and ultimately end up relying on referrals because they have no time.
Renewables, solar, Rail, SEO, SMMA, PR, Branding, Web development, it doesn’t matter. Every agency I’ve ever generated leads for couldn’t generate a consistent lead flow for one (or multiple) of the above reasons.
Client D was no different.
His average deal size was under £10,000, his average client relationship was 5-6 months, and his business had double-digit clients all in different industries, with most at different price points.
No real lead generation system. No real ideal customer persona.
Just a semi-decent spray-and-pray approach, with a good network.
He’d been in business for over 5 years, had 2 full-time members of staff and a few freelancers helping with delivery.
Your typical, reliable agency.
Undercharging for how good they were, because they couldn’t say no when work came their way, as they didn’t have a consistent lead flow.
But what they did have was the right foundation for me to come in and revolutionise their lead flow.
So, how did we do it?
I fixed his offer
The fewer people you target, the more deals you close and the higher you can charge.
You can’t create a system that generates consistent mid-high ticket sales meetings if you don’t niche (at least slightly) and work at vastly different price points. It’s not possible, because:
You can’t have specific messaging
You can’t charge a premium
You give potential customers too many options
I looked at his back catalog of previous clients/case studies and noticed the highest value case studies were in mergers and acquisitions (M&A industry).
Helping them source deals, bringing them opportunities, etc.
One of his clients had closed 7-figure worth of deals within 2 years, and multiple closing 6-figure deals.
It’s a high-paying problem that he has solved for multiple clients.
Instead of marketing “direct multi-channel marketing and paid ads for your business's goals.”
I changed his offer to “Sourcing off-market opportunities for people wanting to acquire businesses in the next 12 months.”
Do you see the difference?
I priced his new offer based on the benefit
Don’t price on time, price on result
His highest-paying client was a £1500 monthly retainer, and that wasn’t even an M&A client.
When I asked him why, he said, “It doesn’t take me very long to get good results for each client.”
You might think this is nice (and you’d be right), but it makes it significantly harder to create lead gen systems.
Psychologically, if you’re selling a solution to a problem worth comfortable 6-figures, if not 7-figures, and you’re charging something low, the prospect won’t trust you.
They’ll think you’re full of it, and you won’t close the deal.
If someone has a premium problem, subconsciously, they expect to pay a premium solution.
They won’t trust someone selling the world at a low price point (even if it’s true!)
Humans are weird; it’s how we work.
So I more than doubled his prices.
One acquisition for a serious buyer is worth 6 figures+, so I knew we could charge £4k retainer + VAT.
One clear offer, one price point, and a clear ICP.
Messaging and marketing
We sold the benefit, not the process
Previously, client D sold the process, which was: “direct multi-channel marketing and paid ads for your business.”
Nobody cares how they receive the benefit; they just want the benefits. Which in this case were:
Having a deal flow specifically to them
Not having to deal with brokers squeezing them for every last penny
Significant time back
Not needing to force through every deal that crosses their desk
The tangible ROI
We didn’t have to mention how we sourced the off-market deals until they were interested.
The first touchpoints someone has with your offer should entice mystery.
If you throw all the specific deliverables/processes at someone immediately, they’ll feel overwhelmed and move on. Lead with the benefit, entice some mystery, and share all the extras once they’re emotionally invested.
We enticed that mystery through our content strategy and 2 main lead magnets.
Our Initial lead magnets were a combo of a webinar going over the process and the client's previous case studies in the sector (which I scripted), alongside a written version.
Some people like to watch, some like to read. The data was 50/50 for what people preferred.
Then, roughly 3 months in, we’d established ourselves to the point where business owners would come to us asking if we could help them sell their businesses, so we gave those opportunities away for free.
Giving free stuff away this good only leaves people wondering how good the paid will be.
This, alongside an effective LinkedIn rebrand done by my graphic designer, LinkedIn posts targeting 1 specific customer, combined with good lead magnets and consistently adding the ICP to the client’s network from multiple accounts, meant we were set.
Which brings us on to the…
Direct lead generation
The offer was so strong, we could take a direct approach.
I started with split testing 4 different sequences, and the one with the highest success rate was:
Blank connection message
Professional opener (which most people would ignore)
A follow-up that said, “PS. Are you looking for off-market businesses for sale?”
That follow-up had an over 70% reply rate, with a 55% positive reply rate.
These are insane numbers, especially considering how small the target audience is.
For the guys who didn’t respond or weren’t interested, we sent over the lead magnet. Meaning they still had a positive opinion of us.
Plus, the major benefit of LinkedIn is that if someone ignores your message, they’re still in your network. They’ll keep seeing your posts, so you’ll always be front of mind.
Tweaking things as time went on
Initial sales calls brought new info…
The client didn’t close the first 2 sales calls, so I watched them back.
Their main objections were all centered around not being protected enough; they felt they had to take all of the risk.
Which is understandable.
So we removed the risk, but added a benefit to us. Win/Win.
If a client stayed for 12 months, we provided them with an appointment guarantee, meaning if they didn’t get what was in the contract, they got a full refund.
Plus, we added a grace period where they could leave the contract after a certain amount of time if they hated the service.
We removed all risk for the buyer while guaranteeing Client D more long-term revenue.
Win/win.
Now that the offer essentially closed itself, Client D closed 3 of the next 7 sales calls.
One on a full 12-month contract (A deal worth £48k)
One on a 6-month contract (A deal worth £24k)
One on a £4k monthly rolling retainer (They stayed for 4 months, deal worth = £16k)
Over £80k in revenue added to my client's agency in under 3 months.
And over 13x ROI for my client from my services.
(I say £80k+ instead of £88k because I don’t want to include VAT in the final numbers, but I know my competitors do!)
I’ve generated leads through LinkedIn for numerous agencies, but this is my best case study in the sector.
If you’d like to see names with photo/video proof of this case study, reach out to me privately, and I’ll happily share it with you.
I’ll also share the posts I wrote for the founder so you can see the style that worked.
If you want me to do this for your agency as soon as possible, you can book yourself directly into my calendar via the link in my website’s footer.
But if you’d rather do it yourself, I’ve created a checklist for you to follow below:
Fix your offer
Solve one problem, and focus on one benefit.
Pinpoint the ICP
Use tangible criteria (employee count, industry, revenue, etc.)
Price yourself based on the problem you solve
How much is this problem worth to your ideal client?
Establish your messaging
Write down the 5 major pain points your ICP (actually) cares about, and centre your content/messaging around them.
Create lead magnet(s)
The goal of the lead magnet is to show the prospect how to solve their problem, but how hard it will be to do themselves.
Split test lead generation
Test openers, test direct approach vs touch base sequences. Industry changes and the time of year change what works at different times. (Also track it in a good CRM.)
Tweak as things go on
Lead generation isn’t linear; problems evolve and industries change. If you keep having the same objections or responses, tweak your offer and messaging. Real-time customer feedback is priceless.
More articles
(
Sep 10, 2025
)
How we generated over £80k in revenue for an agency within 3 months
How to hit the ground running with B2B Lead Gen.
Are you trapped in long sales cycles?
Are you constantly being asked to lower your prices?
So was this client…
Agencies and firms often struggle to build good lead generation systems. Other than coaching, it’s probably the worst offender.
If an agency/firm struggles with lead gen, 99% of the time it’s for one of the following reasons, especially on LinkedIn:
They work in multiple industries, and at different price points
They think selling their offer is “sleezy.”
They get stuck in the “engagement” trap and end up marketing towards people in the same industry.
The result? They get trapped in long sales cycles, they feel forced to offer discounts as they’re trapped in delivery, and ultimately end up relying on referrals because they have no time.
Renewables, solar, Rail, SEO, SMMA, PR, Branding, Web development, it doesn’t matter. Every agency I’ve ever generated leads for couldn’t generate a consistent lead flow for one (or multiple) of the above reasons.
Client D was no different.
His average deal size was under £10,000, his average client relationship was 5-6 months, and his business had double-digit clients all in different industries, with most at different price points.
No real lead generation system. No real ideal customer persona.
Just a semi-decent spray-and-pray approach, with a good network.
He’d been in business for over 5 years, had 2 full-time members of staff and a few freelancers helping with delivery.
Your typical, reliable agency.
Undercharging for how good they were, because they couldn’t say no when work came their way, as they didn’t have a consistent lead flow.
But what they did have was the right foundation for me to come in and revolutionise their lead flow.
So, how did we do it?
I fixed his offer
The fewer people you target, the more deals you close and the higher you can charge.
You can’t create a system that generates consistent mid-high ticket sales meetings if you don’t niche (at least slightly) and work at vastly different price points. It’s not possible, because:
You can’t have specific messaging
You can’t charge a premium
You give potential customers too many options
I looked at his back catalog of previous clients/case studies and noticed the highest value case studies were in mergers and acquisitions (M&A industry).
Helping them source deals, bringing them opportunities, etc.
One of his clients had closed 7-figure worth of deals within 2 years, and multiple closing 6-figure deals.
It’s a high-paying problem that he has solved for multiple clients.
Instead of marketing “direct multi-channel marketing and paid ads for your business's goals.”
I changed his offer to “Sourcing off-market opportunities for people wanting to acquire businesses in the next 12 months.”
Do you see the difference?
I priced his new offer based on the benefit
Don’t price on time, price on result
His highest-paying client was a £1500 monthly retainer, and that wasn’t even an M&A client.
When I asked him why, he said, “It doesn’t take me very long to get good results for each client.”
You might think this is nice (and you’d be right), but it makes it significantly harder to create lead gen systems.
Psychologically, if you’re selling a solution to a problem worth comfortable 6-figures, if not 7-figures, and you’re charging something low, the prospect won’t trust you.
They’ll think you’re full of it, and you won’t close the deal.
If someone has a premium problem, subconsciously, they expect to pay a premium solution.
They won’t trust someone selling the world at a low price point (even if it’s true!)
Humans are weird; it’s how we work.
So I more than doubled his prices.
One acquisition for a serious buyer is worth 6 figures+, so I knew we could charge £4k retainer + VAT.
One clear offer, one price point, and a clear ICP.
Messaging and marketing
We sold the benefit, not the process
Previously, client D sold the process, which was: “direct multi-channel marketing and paid ads for your business.”
Nobody cares how they receive the benefit; they just want the benefits. Which in this case were:
Having a deal flow specifically to them
Not having to deal with brokers squeezing them for every last penny
Significant time back
Not needing to force through every deal that crosses their desk
The tangible ROI
We didn’t have to mention how we sourced the off-market deals until they were interested.
The first touchpoints someone has with your offer should entice mystery.
If you throw all the specific deliverables/processes at someone immediately, they’ll feel overwhelmed and move on. Lead with the benefit, entice some mystery, and share all the extras once they’re emotionally invested.
We enticed that mystery through our content strategy and 2 main lead magnets.
Our Initial lead magnets were a combo of a webinar going over the process and the client's previous case studies in the sector (which I scripted), alongside a written version.
Some people like to watch, some like to read. The data was 50/50 for what people preferred.
Then, roughly 3 months in, we’d established ourselves to the point where business owners would come to us asking if we could help them sell their businesses, so we gave those opportunities away for free.
Giving free stuff away this good only leaves people wondering how good the paid will be.
This, alongside an effective LinkedIn rebrand done by my graphic designer, LinkedIn posts targeting 1 specific customer, combined with good lead magnets and consistently adding the ICP to the client’s network from multiple accounts, meant we were set.
Which brings us on to the…
Direct lead generation
The offer was so strong, we could take a direct approach.
I started with split testing 4 different sequences, and the one with the highest success rate was:
Blank connection message
Professional opener (which most people would ignore)
A follow-up that said, “PS. Are you looking for off-market businesses for sale?”
That follow-up had an over 70% reply rate, with a 55% positive reply rate.
These are insane numbers, especially considering how small the target audience is.
For the guys who didn’t respond or weren’t interested, we sent over the lead magnet. Meaning they still had a positive opinion of us.
Plus, the major benefit of LinkedIn is that if someone ignores your message, they’re still in your network. They’ll keep seeing your posts, so you’ll always be front of mind.
Tweaking things as time went on
Initial sales calls brought new info…
The client didn’t close the first 2 sales calls, so I watched them back.
Their main objections were all centered around not being protected enough; they felt they had to take all of the risk.
Which is understandable.
So we removed the risk, but added a benefit to us. Win/Win.
If a client stayed for 12 months, we provided them with an appointment guarantee, meaning if they didn’t get what was in the contract, they got a full refund.
Plus, we added a grace period where they could leave the contract after a certain amount of time if they hated the service.
We removed all risk for the buyer while guaranteeing Client D more long-term revenue.
Win/win.
Now that the offer essentially closed itself, Client D closed 3 of the next 7 sales calls.
One on a full 12-month contract (A deal worth £48k)
One on a 6-month contract (A deal worth £24k)
One on a £4k monthly rolling retainer (They stayed for 4 months, deal worth = £16k)
Over £80k in revenue added to my client's agency in under 3 months.
And over 13x ROI for my client from my services.
(I say £80k+ instead of £88k because I don’t want to include VAT in the final numbers, but I know my competitors do!)
I’ve generated leads through LinkedIn for numerous agencies, but this is my best case study in the sector.
If you’d like to see names with photo/video proof of this case study, reach out to me privately, and I’ll happily share it with you.
I’ll also share the posts I wrote for the founder so you can see the style that worked.
If you want me to do this for your agency as soon as possible, you can book yourself directly into my calendar via the link in my website’s footer.
But if you’d rather do it yourself, I’ve created a checklist for you to follow below:
Fix your offer
Solve one problem, and focus on one benefit.
Pinpoint the ICP
Use tangible criteria (employee count, industry, revenue, etc.)
Price yourself based on the problem you solve
How much is this problem worth to your ideal client?
Establish your messaging
Write down the 5 major pain points your ICP (actually) cares about, and centre your content/messaging around them.
Create lead magnet(s)
The goal of the lead magnet is to show the prospect how to solve their problem, but how hard it will be to do themselves.
Split test lead generation
Test openers, test direct approach vs touch base sequences. Industry changes and the time of year change what works at different times. (Also track it in a good CRM.)
Tweak as things go on
Lead generation isn’t linear; problems evolve and industries change. If you keep having the same objections or responses, tweak your offer and messaging. Real-time customer feedback is priceless.