How TTC built a pipeline-ready platform, brought 386 decision-makers to the table, and turned it into a compounding lead engine, in 90 days
Demand Generation and Sales Enablement | Email Marketing | January 2026 – April 2026
Demand Generation and Sales Enablement | Email Marketing | January 2026 – April 2026
The client is a global advisory firm focused on leadership, organisational change, and strategic alignment, working with enterprises to help leaders navigate complexity and drive business outcomes. However, there was no structured way to take that expertise beyond visibility. This meant the client was not consistently reaching the right decision-makers or converting engagement into a qualified pipeline.
Demand Generation Strategy, Sales Enablement, Email Marketing, Funnel Design & Execution
The Challenge
The goal was to build on an existing presence by creating a structured channel that could consistently move decision-makers from awareness to engagement, and into pipeline.
Their ambitions were clear
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02
03
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Our Approach
We built a structured, repeatable platform designed to consistently move the right audience from awareness to participation, and from participation into pipeline.
At its core was a connected system across channels, where LinkedIn drove awareness and email drove conversion, both feeding into a structured webinar platform designed to translate attention into participation and pipeline.
The content strategy was anchored in what the client's audience was actively dealing with. Themes were selected to reflect the real organisational pressure points. This ensured the platform attracted attention that was both relevant and qualified.
Campaigns were deployed across large contact lists, maintained with strict quality control, ensuring a 99.2% delivery rate across all seven campaigns. This reinforced that scale was achieved without compromising performance.
Each campaign was supported by a structured three-part email sequence:
Subject lines and messaging were continuously refined using AI-driven iteration and real-time performance data, informing each campaign's improvement. Over time, urgency-led messaging consistently drove the strongest response.
The Impact
30,171
Emails Sent
(AVG) across 7 campaigns
99.2%
Delivery Rate
Clean, maintained list
18.1%
Open Rate
Benchmark ~20%
13.6%
CTOR
Benchmark 10–15%
519
Registrations
3 Webinars
110
Attendees
3 Webinars
18.9%
Attendance Rate
Benchmark 15–25%
+60%
Event-Sourced Leads
5 → 8
3
Months Active
Net-new channel
The Outcome
The platform established a consistent ability to attract the right audience and convert visibility into active participation from decision-makers.
Within three months, the initiative evolved from a one-off effort into a structured system. Each cycle strengthened performance, establishing communication as a reliable mid-funnel driver.
The platform generated attention, created a consistent flow of qualified interactions, giving the client a stronger entry point into meaningful business conversations.
With the platform, audience, and communication system in place, each cycle builds on the last. This is not a campaign, but a system that continues to grow in value.
