-
Boon Brown is a well-established architecture practice with offices across London and the South West. The South West office had a stable flow of work. London was a different story. The London studio was carrying the weight of a flat market with no structured way of reaching new developers and contractors. New work came through referrals and personal connections, both of which work when the market is active. When the market is not, there is no safety net. The BD lead was managing relationships from a spreadsheet, contacting people when time allowed, with no pipeline visibility, no defined targets and no system underneath any of it. The right developers did not know Boon Brown existed.
-
Phase 1: Assessment and Foundation
Defined ICP across two priority segments for the London studio: small to medium private residential developers and the commercial and industrial sector including warehousing, logistics and data centres
Positioning and USP articulated in the language developers and contractors respond to, not internal architecture language
Existing contact database reviewed and assessed with guidance on how to incorporate it into the reactivation and outreach strategy
Messaging direction confirmed for each segment, aligned to how target buyers describe their problems
Strategic foundation document produced covering positioning, ICP, target market segmentation and messaging direction
Phase 2: Targeting, Tools and List Building
LinkedIn Sales Navigator introduced and configured with saved searches and filter logic aligned to the confirmed ICP
Correct search approach established for identifying decision makers within developer and contractor companies with precision
Other data sources introduced as a complementary tools for targeted list building beyond LinkedIn, covering when and how to use it for specific segments and data workflows
First target lists built together in the live session
Weekly workflow established for ongoing list building, review and prioritisation
Phase 3: Outreach, CRM and Workflow
B2B outreach methodology covered: how to structure messages that earn responses across LinkedIn DM and light cold email as the primary channels
A relationship based CRM selected, set up and configured covering contact import, pipeline stages, activity tracking and day-to-day workflow
System designed so the BD lead can onboard additional directors and unify the practice's contact database in one shared space
Outreach templates produced for LinkedIn DM and cold email tailored to confirmed segments
LinkedIn profile optimisation playbook, outreach copy guide and spam filter reference produced
-
London studio BD lead equipped with a complete system and the knowledge to run it independently from day one
ICP precisely defined across two distinct market segments, each with its own search logic, outreach approach and messaging
Positioning articulated clearly for the first time in language that speaks to developers rather than to the architecture sector
LinkedIn Sales Navigator and CRM configured and live with a clear weekly operating rhythm
Outreach templates and copy guide ready to use across both target segments
Practice contact database reviewed and integrated into the strategy, giving the London studio a starting point for reactivation alongside new cold outreach
BD activity shifted from reactive and spreadsheet-driven to structured, intentional and repeatable
“ Richard has been supporting me in developing our business development approach, and his impact has been just significant. I would highly recommend Richard to anyone looking for a trusted advisor, connector or business growth partner within the built environment. "
- Abigail Baggley, Architect & Board Director, Boon Brown
-
Strong client relationships and good work, but growth relied entirely on referrals. No structured outreach, undefined ICP, unclear USP, no pipeline discipline and not time from the founder to work on new business outreach.
-
Phase 1: Assessment & Foundation
Defined ICP: industries, company types, decision-maker profiles
Positioning refined: accessible PR alternative to expensive agencies
Messaging aligned to buyer pain points
Strategic foundation document
Phase 2: Implementation
Cold email infrastructure: domains, warmup, sequence logic
Real-time data sourcing for target segments
LinkedIn profile optimization and automated engagement
CRM system with pipeline stages and activity tracking
Phase 3: System Activation
Outreach copy for LinkedIn DM and email campaigns
Unified inbox for warm response management
Campaign launch and optimization
-
Week 1 after the setup: Conversations with 3 qualified prospects
New client signed shortly after
System runs automatically in background, discovery calls and new relationships keep building
Consistent pipeline while founder focuses on delivery
“ Knowing that new business development runs quietly in the background has removed a huge amount of stress. Work that previously took days now takes minutes. "
- Peter Cuthbertson, Founder, Sixteen Eleven
-
Sir Jacobs had everything a brand needs except a route to market. A genuinely handmade product, a compelling founder story, a distinctive price point and nine months of UK direct-to-consumer traction. But the B2B opportunity, corporate gifting, luxury hospitality, prime property and luxury automotive, was entirely untouched. There was no defined ICP, no outreach infrastructure, no B2B proposition and no LinkedIn presence aligned with a business audience. The decision makers at the wealth management firms, City law practices and premium automotive dealerships that should have been working with Sir Jacobs did not know the brand existed.
-
Phase 1: Strategy and Foundation
Defined ICP and first target segment: corporate gifting decision makers at private wealth management, asset management, luxury automotive, City law, prime property and executive search firms across London and major UK cities
Industry priority order established across eight sectors with rationale for sequencing
B2B proposition built and positioned: not a fragrance pitch but a gifting conversation framed around what a considered gift communicates about the company sending it
Decision maker map by company size, from Founder and MD at sub-20-person firms to Head of Procurement and Employee Experience Lead at companies up to 500 people
Lead sourcing search prompts and ICP filter logic produced, returning 1,330 target companies and 21,797 decision maker contacts across five UK cities
Full Phase 1 strategy document produced covering USP, ICP, outreach direction and infrastructure overview
Phase 2: Infrastructure and Build
Two-channel outreach infrastructure designed: cold email and LinkedIn outreach running in sequence, with non-responders on email moving automatically to LinkedIn
Two plan options produced with full cost breakdown, monthly volume projections and estimated warm conversation ranges
Email domain setup and warmup plan configured: three outreach domains with three dedicated inboxes each, nine inboxes total, kept entirely separate from the main brand domain
Lead sourcing and email validation workflow built to protect domain reputation before any send
Existing CRM integration scoped to route positive replies directly into the pipeline without mixing with inbound customer records
Tool registration and onboarding process structured so Sir Jacobs owns all accounts and data from day one
Phase 3: Outreach Copy and LinkedIn
Full cold email sequence of three emails, each bringing a new angle and building a narrative across the sequence, written to speak peer to peer to a senior decision maker at a premium professional services firm
LinkedIn DM sequence of three messages: no note on connection request, first DM references the email outreach naturally, second and third DMs bring fresh angles on the brand and the gifting opportunity
Every template written to reflect the tone and register of the brand: considered, understated, peer to peer, never vendor
LinkedIn profile copy produced for the UK Managing Director: headline, About section and experience description all rewritten and aligned with the corporate gifting ICP
LinkedIn Posts Playbook produced specifically for Sir Jacobs: three content pillars, post structure framework, hook writing guide, format guidance and the first five posts mapped out with raw material notes
-
A complete B2B outreach system built for a brand with no prior business development infrastructure
ICP precisely defined across eight corporate gifting sectors, sequenced by opportunity size and fit
21,797 decision maker contacts mapped across 1,330 target companies before the first campaign goes live
Positioning shifted from a consumer fragrance brand to a considered B2B gifting proposition with a clear and differentiated argument for every target sector
Full outreach copy library produced, spam-checked and ready to activate
LinkedIn profile and content system aligned with the ICP and live before the first outreach message is sent
Infrastructure designed to generate an estimated 20 to 60 warm conversations per month on the single LinkedIn account plan, and 40 to 120 on the three account plan
Outreach campaigns live from May 2026.
-
Daniel had genuine authority in his space with two published books, fifteen years of clinical practice as a Functional Medicine Practitioner, and a track record of delivering sessions for organisations including Indeed and Deutsche Bank. But his positioning was blurred, his outreach was non-existent, and he had no system for reaching the HR, People and Culture leaders who book speakers like him. Growth was entirely dependent on inbound and word of mouth. The right organisations didn't know he existed.
-
Phase 1: Assessment and Foundation
Defined ICP: HR, People, Culture, DEI and L&D leaders in UK tech, media and consumer companies, 200 to 5,000 employees
Positioning sharpened: LGBTQ+ health, body image and minority stress as the primary differentiator, not generic burnout or wellbeing
Messaging aligned to what corporate buyers actually care about: retention, psychological safety, inclusion that changes behaviour
Boolean search strings for LinkedIn Sales Navigator, full decision-maker map, and strategic foundation document
Phase 2: Infrastructure and Build
LinkedIn and Sales Navigator workflow: account lists, lead lists, behavioural warm-up process and daily operating rhythm
LinkedIn profile headline and About section rewritten to reflect the new positioning, ready to paste
CRM configured: pipeline stages, activity tags, segment tags, email domain connected and authenticated (SPF, DKIM, DMARC)
Content workflow built for ongoing LinkedIn posting from clinical and lived material
Phase 3: Outreach System and Copy
Full outreach template library across four ICP segments: People and HR, Culture and Employee Experience, DEI and Inclusion, and L&D and Wellbeing
32 templates covering LinkedIn DM 1 and 2, Email 1 to 4, Connection Accepted, Positive Signals, Post Engagement and Warm Lead
Every template audited and cleared against the 2026 spam word list
Pre-send checklist built into the document with spam checker, email verifier and domain send limits
AI prompt produced so Daniel can generate new templates and LinkedIn posts from his own material using Phase 1 as the training input
-
A complete B2B outreach system built for a solo founder with no prior new business infrastructure
ICP precisely defined across four buyer segments, each with its own copy set and CRM tag
Positioning shifted from generic wellbeing speaker to the only corporate speaker with two published clinical books on LGBTQ+ health, giving Daniel a clear differentiator in a crowded market
CRM configured and authenticated, templates loaded and spam-checked, ready to send
LinkedIn content system and Sales Navigator workflow in place for consistent visibility with the right decision makers