New business arrived mainly through referrals, creating long gaps between opportunities.
CLIENT RESULT / Marketing agency
A referral-dependent agency built a steady, forecastable flow of new opportunities.
SalesSourcers defined the market, identified relevant growth signals and created a structured outbound system that let the agency plan beyond the next referral.
INDUSTRYMarketing agency
HEADQUARTERSAuckland, New Zealand
COMPANY SIZE1-10 employees
WEBSITEtherecipeltd.co.nz ->
qualified leads86
verified sales meetings29
new clients3
reported period5 months
Results reflect the campaign records and client materials supplied to SalesSourcers.
THE COMMERCIAL SITUATION
Good referrals arrived, but long dry periods made growth difficult to plan.
Without a defined ICP or outbound process, founder Daniel Baird could not control when the next opportunity would appear or confidently make decisions about hiring and investment.
Revenue forecasting remained uncertain and affected confidence in team planning.
The agency had no defined market or repeatable process for proactive prospecting.
THE CAMPAIGN DESIGN
Define the ideal client, then target businesses showing signs they need marketing help.
Before outreach
How the market was prioritised.
- 01
Signals used
Staff growth, paid-search spend, weak organic visibility, inconsistent social presence and businesses investing in marketing without a clear strategy.
- 02
Account logic
Prioritise companies with visible acquisition pressure and enough growth ambition to value a strategic agency relationship.
- 03
Outreach angle
Reference the observable gap, show why it matters commercially, then qualify whether the buyer had the appetite to fix it now.
During the campaign
How the campaign was run.
- 04
Define the market
Focus on businesses with the size, growth stage and willingness to invest in marketing.
- 05
Find visible signals
Prioritise staff growth and advertising behaviour that indicated current acquisition pressure.
- 06
Personalise the reason
Connect each message to a specific gap or growth event the prospect would recognise.
- 07
Track every conversion
Use structured follow-up and CRM visibility to understand how outreach progressed.
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CLIENT QUOTEWe went from waiting on referrals to having a steady flow of quality meetings. The process was simple, focused and it worked faster than we expected.
THE COMMERCIAL IMPACT
The agency stopped waiting for referrals and could plan its growth.
The campaign generated 86 qualified leads, 29 verified sales meetings, three new clients and $132K in revenue, giving leadership a stronger basis for investment and team planning.
New opportunities no longer depended entirely on the timing of referrals.
A defined ICP helped the agency focus on businesses most likely to value its offer.
A visible campaign process gave leadership more confidence in future pipeline.
WHY IT WORKED
What turned activity into qualified pipeline.
Make the market explicit
A useful ICP defines who should be pursued and who should be excluded.
Use observable pressure
Growth and advertising signals gave prospects a clearer reason to reconsider their marketing.
Create forecastable activity
Consistent inputs made pipeline easier to understand than intermittent referrals.
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