Case study
How FD Intelligence cut through AI hype to reach the UK’s top accounting firms.
Decision enablement in practice: from zero marketing and sales support, to £2M projected ARR pipeline.
The situation
FD Intelligence, a UK agentic AI provider, wanted to work with over 50% of the top 150 UK accounting firms by 2026.
They had genuine differentiation; deep accountancy expertise fused with agentic AI, but no marketing strategy, positioning, or content to hit their goals. The budget was modest and stakeholders time pressed.
What I did
I started where decision enablement always begins; clarity on who decides and why. I mapped the buying groups within target firms: C-suite leaders, ambitious rising partners, and senior figures planning their legacy.
I aligned FD Intelligence's capabilities to buyers' most pressing challenges: low productivity, talent shortages, and increasing workload pressures. From this, I built a distinctive brand proposition and a single value statement to guide everything: "We make time for growth." Then I delivered it.
What I delivered
Direct engagement
I reached both in-market buyers and those not yet ready via a new website and memorable multi-format content that fuelled personalised push and pull campaigns.
Credibility amplification
I actioned customer advocacy programmes, LinkedIn outreach, while generating industry speaking engagements, editorial and analyst coverage.
Everything connected
Strategy, messaging, content, and outreach is now one orchestrated system. This enables the trust and credibility to help buying groups confidently decide in FD Intelligence's favour.
Results
The right things, in the right sequence, delivered by one person, to the standard that actually moves buyers.
£2M projected ARR pipeline growth
40% increase in prospect meetings
65% buyer engagement rates
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.
Andrew Guy CEO FD Intelligence