Case study

How Tailor Well opened five key accounts with LinkedIn content and ABM

Tailor Well needed a system to open doors with the right accounts. Founder-led LinkedIn content, a lead magnet and ABM campaigns delivered 150 qualified leads and five key clients in three months.

Headline figures

150

Qualified leads generated

5

Key accounts signed

3 months

Project duration

About Tailor Well

What they do

Science-backed health programmes for professionals and founders

Industry

Healthcare

Engagement

Content, Outreach

TL;DR

Tailor Well runs science-backed health programmes for busy professionals and founders. As a new business it had no system for generating leads, nurturing interest or opening doors with the accounts it wanted. noticed. positioned the founder as a strategic thinker for scaling businesses rather than another health provider, then built the system underneath.

• Pipeline: 150 qualified leads and five key clients signed in three months.
• Durability: a content and campaign system the business still runs.
• Method: a positioning decision first, then a magnet, then a named account list.

Challenge

A new business with no system for leads, nurture or access.

Tailor Well were ready to stand out. What they did not have was any mechanism: nothing generating interest consistently, nothing holding it while it warmed, and no route into the accounts they wanted.

Three different problems, often confused for one. Each needs its own answer.

The positioning decision

A strategic thinker for scaling businesses, not another health provider.

This was the decision the whole programme turned on. Positioned as a health provider, Tailor Well competes on price and credentials against a crowded field, and reaches HR. Positioned as someone who thinks about performance in scaling businesses, the same service reaches founders and leadership — people with budget and a reason to care.

We run LinkedIn as four layers in order — positioning, content, outreach, then ads — which we call the LinkedIn Pyramid. Most programmes fail because they start at layer two. This one did not.

The system underneath

A magnet designed to prompt action, and a defined list to aim it at.

1. Build the asset on a solvable problem. Our 60-minute test: list every problem the buyer has, cross off anything you could not solve in under an hour, build on what survives.
2. Define the account list. ABM against a named set of companies rather than a segment, so the research per account is worth doing.
3. Let content do the warming. Founder content ran alongside, so the profile behind a message already carried a point of view.
4. Keep the system after the campaign. The programme was built so the business could keep running it, which it does.

Results

Three months from a standing start, with no existing presence to build on.

Qualified leads

150 generated in three months.

Key accounts

Five key clients signed.

What remains

A content and campaign system the business still runs to fuel growth.