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Demo Case Study

From Referral-Dependent to
Outbound-Driven.

How Najah helped a UK-based consulting firm build its first structured outbound system alongside a strategic targeting framework.

VA

Vertex Advisory

Industry Management Consulting
Size 20–35 employees
Location United Kingdom
Growth Stage Established
Duration 120 Days
Services
Lead Generation
Outbound Consulting

Challenge

Vertex had always relied on referrals and personal networks. As partners retired and markets shifted, the firm needed a proactive way to generate new business relationships.

Objective

Establish a repeatable outbound system that could consistently surface qualified conversations with C-suite decision-makers.

Approach

01

Market Analysis

Mapped the consulting landscape and identified underserved verticals

02

ICP Definition

Defined ideal client characteristics based on engagement history

03

Targeting Framework

Built multi-layer targeting criteria for account selection

04

Lead Research

Sourced and verified decision-maker contacts across target accounts

05

Messaging Strategy

Developed consultative, education-first outbound messaging

06

Campaign Architecture

Designed multi-touch sequences with strategic timing

07

Performance Framework

Established KPIs and optimization protocols

System Visualization

Market
ICP
Accounts
Contacts
Messaging
Sequences
Replies
Meetings

Timeline

Week 1-3

Strategy & Research

Market analysis, ICP definition, competitive landscape

Week 4-5

Data & Targeting

Account list building, contact verification, segmentation

Week 6-7

Messaging & Build

Copy development, sequence design, infrastructure setup

Week 8

Launch

Controlled campaign deployment

Week 9-17

Scale & Optimize

Volume increase, A/B testing, continuous refinement

Transformation

Before

  • 100% reliance on referrals
  • No visibility into pipeline
  • Reactive growth model
  • No structured targeting
  • Partners doing their own outreach

After

  • Proactive outbound channel
  • Clear pipeline visibility
  • Defined ICP and target accounts
  • Structured multi-touch sequences
  • Dedicated campaign management

Results

5,680
Prospects Contacted
5,540
Emails Delivered
410
Total Replies
127
Positive Replies
44
Meetings Booked
18
Qualified Opportunities
7.4%Reply Rate
2.3%Positive Rate
0.8%Meeting Rate

Lead Funnel

Prospects Researched 5,680
Emails Delivered 5,540
Total Replies 410
Positive Replies 127
Meetings 44
Qualified 18

Key Learnings

Consultative messaging outperforms sales-heavy approaches for professional services
Partner-level buy-in on ICP definition dramatically improves targeting quality
Longer nurture sequences work better for high-value consulting engagements
"Before Najah, we had no visibility into our pipeline. Now we have a system that consistently surfaces decision-makers we actually want to speak with."
Sarah Whitfield
Managing Partner, Vertex Advisory
Demo testimonial

Related Services

02

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Research and structure targeted prospect lists

Explore Service → 04

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Strategic advisory for outbound systems

Explore Service → 01

Cold Email Campaign Management

Build, launch, and manage outbound email campaigns

Explore Service →

Ready to Move Beyond Referrals?

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