Cutting through AI hype to build a £3M+ projected ARR pipeline
Decision Enablement in practice: clear positioning, stronger credibility and hands-on delivery for an ambitious accountancy AI business.
Explore the case study
The challenge
FD Intelligence combined deep accountancy expertise with AI technology that could help firms improve productivity and create capacity for higher-value work.
The ambition was substantial: reach leading UK accounting firms and turn technical differentiation into commercial growth. But there was no established marketing strategy, positioning or content programme. The budget was modest, senior stakeholders were time-pressed and there was no sales team.
Start with the people
behind the decision
I mapped the buying groups within target firms, including C-suite leaders, ambitious rising partners and established figures considering their legacy.
Their motivations differed, but common pressures connected them: talent shortages, increasing workloads and low productivity.
I translated those insights into a distinctive proposition and a central message:
“We make
time for growth.”
Turn clarity into
commercial activity
I developed the strategy and personally delivered the work needed to put it into practice:
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Positioning and website messaging that made the business’s value clear.
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Customer evidence and multi-format content that explained practical outcomes.
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Targeted campaigns and LinkedIn outreach reaching active buyers and those still forming their views.
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Industry editorial, speaking opportunities and analyst engagement that strengthened visibility and credibility.
Each element reinforced the same proposition, connecting FD Intelligence’s capabilities to the pressures buyers recognised.
Help the whole
buying group say yes
Buyers needed more than enthusiasm for AI. They needed confidence in its practical value and a case they could defend internally.
The content and customer evidence helped supporters explain the opportunity, address colleagues’ concerns and build agreement around moving forward.
Results
projected ARR pipeline
increase in prospect meetings
buyer engagement rates
Increased brand awareness on AI search
Results reported by FD Intelligence over 8 months. 65% engagement measured across a joint email and LinkedIn campaign. The pipeline figure represents potential annual recurring revenue.
“Nick brought clarity to our marketing when we needed it most. He defined our buying groups, sharpened our proposition, and delivered an integrated programme that's generated real pipeline. Having one person who thinks strategically and delivers everything has been invaluable.”