Case Study – B2B SaaS Platform
Consulting firm loses reliance on referrals
Strategy, signal-led outreach and content authority, all connected to one spine.
Sector
Management Consultants
Reach
UK Mid Market
Engagement
9 months
Return
Consistant Pipeline
The Brief
Meridian Advisory Group had spent eight years building an excellent reputation, almost entirely by word of mouth. When two key referral partners retired in the same quarter, leadership found themselves with an empty pipeline and no proactive way to fill it.
A previous attempt to solve this with a junior hire had failed. Without the right strategy or infrastructure in place, the hire generated nothing over six months. Meridian came to Propria not just for outreach, but for a system that would not depend on any one person, partner, or relationship to keep working.
The System We Deployed
The System
We built one integrated system around a single strategy spine, with each layer feeding the next.
The Spine
Strategy
We immersed ourselves in Meridian's practice before we built anything. Their strongest work sat with operations directors at PE-backed portfolio companies in three specific verticals; that specificity became the spine.
Every layer of the programme was built to reach one clearly defined decision-maker, in the right context, at the right moment.
Layer - Management
Fully managed, always on
Propria ran the entire outreach operation as a managed, always-on service. Meridian's principals focused on delivery.
We ran the programme. Within 60 days, discovery calls had been booked with four target accounts; two progressed to proposal stage within the quarter.
Layer - Signal Outreach
Signal-based system
We built a signal-led programme that put Meridian in front of their ideal clients at precisely the moments that mattered: post-acquisition, during leadership transitions, and during operational review cycles.
Every prospect was engaged personally by our team, with messaging that read like a senior peer reaching out, not a vendor pitching.
Layer - Authority
Content & authority
As the engagement extended, we moved Meridian into our content programme. Weekly LinkedIn articles and a monthly newsletter, written in Meridian's voice and aligned with the same strategy, gave the outreach layer fresh, credible material to share with prospects and steadily built the firm's authority in the markets it targeted.
Each piece worked twice: reinforcing the brand and giving the outreach team something worth putting in front of people.
The Results
4 Discovery Calls
Booked with priority target accounts in the first 60 days.
2 Proposals
Progressed to the proposal stage within the first quarter.
9 Months
Ongoing managed partnership, now expanding into the content layer.
"We had never had a proactive way to grow the firm. Propria changed that. The pipeline runs now, and it does not depend on who we know."
Roland Shaw. Director, Management Consultancy
Become the clear choice in your marketplace
If your marketing exists in pieces, we’ll connect it into one system that compounds. We’d love to get to know you better.