£500k in New Quarterly Pipeline for Nathan (Beacon)

“Like any growing business, pipeline was a challenge. We were getting opportunities through PPC, organic and direct traffic, as well as some phone-based outbound. It was okay, but it wasn’t enough to hit the revenue targets we needed.

We had a strong sales process and a high close rate, so we were still doing reasonably well on revenue. But we were having to do more with less pipeline.

That’s why I was looking for an agency to help us branch out into new channels. We’d never run Meta ads, and we hadn’t had success with outbound email.

I wanted a team with experience in both, who could quickly understand our product and market and help us generate the pipeline we needed.”

“I was already convinced our audience would be on Facebook and Instagram. That might sound counterintuitive when you’re in supply chain, but the people working in those roles use those platforms too. Our audience includes both the people handling day-to-day operations and senior decision-makers. I didn’t see their job titles as a reason they wouldn’t be there.

What interested me was that we could reach people interested in our product without first building a large following. We could create content about topics our audience cared about, and the platforms would show it to relevant people.

Some people at Beacon still thought we needed a large following or email list first. I saw an opportunity because many other B2B businesses were overlooking the channel. But I wanted a partner who understood good creative, knew which metrics mattered, and could explain performance in relation to our business goals. If we could prove the channel generated revenue, we could reinvest and scale it.”

“I was skeptical because I’d worked with agencies before, and a lot of those experiences hadn’t been good. What helped me make the initial decision was how the relationship was structured. It was a partnership with risk shared on both sides, and the agreement we entered didn’t require a very long commitment. I could look at the downside against the potential reward and feel comfortable taking that first step.

I’d already been impressed by the work during the sales process. Then, once we started, the quality of the people really stood out.

With other agencies, you can end up speaking to five or six people, each covering one narrow area, and still have frustrating conversations. With MORPH, I was speaking to one or two people who had a lot of experience across the areas we needed.

That expertise, combined with the effort they put into learning our world, gave me confidence we could get the results we needed.”

“The preparation and structure were really strong. The team watched hundreds of hours of calls in the first two weeks and worked evenings and weekends to get up to speed. We had intensive knowledge-transfer sessions, and they arrived already understanding the business in depth.

They weren’t just bringing a list of basic questions. They would say, ‘We understand this part, but here are the things we still need to clarify.’ They learned our industry, terminology, personas and pain points. It felt collaborative. They asked what information we could share, explained what had worked before and adapted their approach to our goals.

At first, only around one in three or four prospects we spoke to through outbound was a good fit. We worked back and forth during the first month to refine the targeting, the angles and the wording. We could see the trend improving over the following weeks, with more positive responses from better-qualified prospects. By the end of the second month, I think outbound was booking about a call a week with really good prospects.

It wasn’t a case of switching it on and getting perfect results immediately. The preparation gave us a strong starting point, and then we kept improving.”

“By the end of the first two months, we’d added around twenty opportunities from Meta and outbound that we didn’t have before. That was more than double our previous pipeline. In terms of value, I think we were somewhere in the region of half a million dollars of pipeline, compared with a couple of hundred thousand over a similar period before.

We were reaching better-qualified prospects with larger potential deals. We could then use the sales process that was already working well for us.

The support also went beyond advertising. MORPH helped with the offer, how we structured discovery calls and presentations, and training our account executives. MORPH helped us adapt our sales conversations for prospects coming through ads and outbound. The team helped us understand those prospects’ pain points, why they wanted to change, and how to present an offer that felt valuable and low risk. That made a difference to converting meetings into opportunities and revenue.”

“The results have improved over time. It hasn’t been a perfect, straight line, but when you look across two or three months, the trend is clearly moving in the right direction.

MORPH is very transparent about what the team has done and the difference it made. We can see the results from Meta and outbound separately: how many calls were booked, how many people showed up, and how many became opportunities. As an executive, that lets me understand the potential of each channel, what we’re spending, and what it costs us to acquire business.

In terms of what we spent generating opportunities and winning customers, we were doing four times better than before. We’ve also closed deals and started bringing in revenue, so the payback is becoming clear. That gives us a basis for reinvesting and increasing the volume.

There are still things we’re working through, but the quality of the people, the work they do every day, and the improvement over time give me confidence that we can keep building on it.”

“A year from now, I’d like to see around £200,000 to £250,000 a month in revenue across the two channels.

With Meta, we’re already seeing roughly £20,000 to £30,000 a month in revenue from relatively modest spend. If we keep showing a positive return, we can keep reinvesting. That’s why I see the potential for Meta to become a much larger revenue channel.

​Outbound is generating around four opportunities a month, and we generally close about two of those. I think there’s more potential there too, but we need to work out how to increase the volume.

We’ve put time into finding the angles that get attention, reaching the right people and refining the sales process for those colder audiences.

Having those pieces in place gives me confidence about the next stage.”

If you’re running a B2B service business with a great offering and you’re ready to build the distribution it deserves, I want to invite you to book a short call with me.

This is a call to see if you’re a fit for what we do. We’ll talk about your business, your goals and whether this flywheel is the right next step for you.

If it’s a fit, I’ll put together a plan for your business, and we’ll review it together on a separate call. If it’s not a fit, I’ll be the first to tell you. I’m evaluating you as much as you’re evaluating me.

Pick a time that works for you below, and we’ll talk soon.