Client
Duration
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Branding
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Developement
Organic Influence-Led Pipeline Development
SaaS B2B Marketing | Multi-Region Signals | Revenue Pipeline Impact
Cirrico: a B2B SaaS brand selling CRM and cloud services into the UK nonprofit sector. The ask: generate a high-quality revenue pipeline using only organic strategies. No paid ads. No big budget. Just content, events, and smart positioning. The insight: nonprofit sector leaders were willing to share knowledge if given the right platform. That platform got built — and the pipeline came.
The Problem
Database of 3,000+ emails, but only 2,000 were usable
Low organic visibility in a crowded market
Limited analytics infrastructure to track what was working
Decision-makers who needed multiple touchpoints before considering a discovery call
Pipeline opportunities needed to be influenced without paid spend, in a way that felt authentic to the sector.
How It Was Built
Content That Positioned 2–3 posts per week on LinkedIn and Twitter. Not fluff. Real insights. Whitepapers. Videos. Thought leadership that said "the problem is understood, and here's how it gets solved."
Email Funnels That Converted Automated webinar registration and follow-up sequences built in Salesforce Marketing Cloud. 38% open rate — well above B2B benchmarks. The newsletter wasn't just "stay in touch." It was a nurture sequence that moved people from awareness to "let's talk."
Events That Influenced Webinars. In-person events. 60+ RSVPs per event. Four discovery calls came directly from post-event exposure. Not huge numbers, but high intent. The kind of leads that actually close.
Internal Market Education The job wasn't to recruit external experts. It was to educate the market on what was possible — show the infrastructure, the outcomes, the ROI. Let them see what could be built.
The challenge was to translate the elegance and energy of tennis into a brand system that felt authentic and scalable.
Pipeline Influence: £1.8M+ in potential opportunities influenced organically over 18 months
Newsletter Performance: 38% open rate
Audience Reach: 5.4K+ across LinkedIn & Twitter
Event Conversions: 60+ RSVPs | 4 discovery calls directly from events
Geographic Signals: Primarily UK, with secondary engagement from Germany, US, India, South Africa
Target Audience: Executive-level decision makers, heads of IT, nonprofit development leads
High-value B2B pipelines don't need paid ads to move. They need the right content, the right positioning, and the right multi-touch strategy. Organic influence works — if the infrastructure exists to support it.
