I help businesses to
- Turn marketing engagement into qualified sales conversations
- Improve the speed, structure and quality of inbound follow-up
- Prioritise high-fit opportunities from content, events and campaigns
- Reduce wasted time on low-fit or poorly matched leads
- Create stronger links between sales and marketing activity
- Make content, campaigns and events more relevant to the ICP
- Feed prospect insight back into future marketing and campaign planning
This includes
- Identifying high-fit opportunities from marketing activity
- Qualifying and prioritising inbound leads
- Following up quickly with prospective clients
- Turning event, content, newsletter and LinkedIn engagement into sales conversations
- Running introductory qualification calls
- Managing sales and marketing handover
- Feeding prospect insight into marketing, content and campaign planning
My approach
Inbound interest should be treated with urgency, but the quality of inbound also depends on what is being put into the market in the first place.
A form fill, event conversation, content download or campaign response only becomes valuable when it is followed up quickly and intelligently. I believe the follow-up should feel thoughtful and enthusiastic, without becoming pushy or over-engineered.
My approach is to connect sales activity back into marketing. The best content and campaign ideas often come from front-line conversations: the objections prospects repeat, the questions they ask, the problems they are trying to solve, and the reasons they hesitate.
Case Study: Sales-led event strategy for Climb+
The challenge
Performance marketing agency Climb wanted to create event activity that would resonate with senior B2B technology prospects and lead to meaningful commercial follow-up.
Rather than starting with an internally chosen topic, the opportunity was to shape the event around real prospect insight.
My role
I started by speaking to the market. I asked prospects what they would be interested in hearing about at future events and held discovery calls with people who were open to discussing potential content ideas.
I then worked with the marketing team to shape a roundtable topic for the B2B technology sector. I also helped draft the event copy so the proposition reflected the language, interests and priorities of the ICP.
Once the topic was shaped, I supported the sales-led event campaign and worked with specialist heads across the business to create an audit offer that gave prospects a useful next step after the event.
Results
The first in-person roundtable generated:
- 18 attendees
- 100% attendance on the day
The topic was then repackaged into an online lunch and learn, giving interested prospects another route to engage. This generated:
- 45 online sign-ups
- 8 audit opportunities
The work connected sales and marketing around a clearer commercial process: using front-line market insight to shape content, turning that content into event attendance, and creating a structured follow-up route for prospects who wanted to explore the topic further.
Although we haven’t been working together for long, Chris has already made a significant impact in shaping our new business efforts. He has collaborated closely with our internal business units to develop compelling campaigns that cut through the noise in the highly competitive media buying space.
His strategic approach and ability to refine messaging have helped us position ourselves more effectively, ensuring our outreach resonates with the right prospects. Chris’s proactive mindset, industry awareness, and campaign expertise have been invaluable in strengthening our business development strategy.Andy, CGO, xDNA Group