The problem

An accountancy practice needed a consistent flow of qualified leads without hiring an internal business development team. Early leads passed to partners were too often the wrong fit — the wrong company size, the wrong service need, or simply not ready to switch providers.

The approach

SpringLead ran ongoing campaign optimisation: qualification criteria (budget, timeline, decision-making authority) were agreed with the partners upfront, then targeting and messaging were adjusted weekly over a 10-week run based on which conversations were actually converting to proposal meetings.

The result

Qualification rate improved from 21% at the start of the campaign to 44% by week 10, without a significant drop in overall call volume — meaning partners spent their limited business development time on conversations far more likely to convert.

Lessons learned

A criteria-first approach exposed that the original targeting was too broad — the firm’s ideal client was narrower than they’d assumed. Narrowing the target list improved lead quality substantially without shrinking volume by much.

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