“4Marketing have worked collaboratively with ourselves to deliver significant growth. Their success has been due to the level of engagement and transparency that they offer. They take on feedback, act on it and manage the campaign in a tailored fashion, understanding both our commercial objectives and how we like to work.”
Case Study: Smarter Services
Smarter Services is a Facilities Management provider supporting organisations across a range of specialist environments.
Following the acquisition of a Healthcare division, the business wanted to accelerate growth by generating a consistent pipeline of qualified commercial opportunities whilst demonstrating a clear return on investment.
Through a combination of targeted telemarketing and email outreach, 4Marketing worked closely with Smarter Services to develop an outbound campaign focused on generating new business, strengthening the sales pipeline and supporting the growth of the newly acquired division.
The campaign ultimately generated over £100,000 in growth, helped double the size of the Healthcare division, and provided the board with confidence that the acquisition had been the right decision.
The Key Figures
Context
Smarter Services had recently acquired a Facilities Management division with significant potential to grow within the healthcare sector.
Following the acquisition, the business needed to demonstrate that the division could achieve meaningful commercial growth and deliver a return on investment.
Whilst organic growth had created some opportunities, it wasn’t generating new business consistently enough. Recruiting an internal business development team would also have increased salaries, recruitment costs, training and management overheads, impacting profitability.
Instead, Smarter Services wanted a scalable outbound lead generation campaign that could generate qualified opportunities without significantly increasing permanent headcount, allowing the business to remain commercially competitive whilst supporting long-term growth.
Why choose 4Marketing?
Smarter Services had worked with 4Marketing previously, but described this campaign as a significant step forward because of the collaborative relationship that developed between both teams.
The client highlighted the level of engagement, transparency and willingness to continually refine the campaign based on feedback. Rather than simply delivering activity, the campaign evolved through regular communication, shared ideas and ongoing optimisation.
Project Lead Tamzyn received particular praise for taking ownership of the campaign, understanding the client’s commercial objectives and becoming a genuine extension of their team.
The client also noted significant improvements in both phone-to-appointment conversion rates and appointment-to-sale conversion rates as the campaign progressed.
Our Approach
Working closely with Smarter Services, 4Marketing created an outbound lead generation campaign combining targeted telemarketing with carefully planned email outreach.
The campaign focused on engaging decision-makers within relevant healthcare organisations, creating genuine commercial conversations and identifying qualified opportunities for the operational team.
Throughout the campaign, both teams met regularly to review campaign performance, refine targeting, improve qualification criteria and optimise messaging based on market feedback.
This collaborative approach helped improve appointment quality, increase conversion rates and ensure opportunities continued to align with the client’s commercial objectives.
“The level of engagement we have invested in this campaign has made it far more collaborative, and that approach is paying dividends. 4Marketing take feedback on board, act on it and manage the campaign in a way that’s tailored to our requirements.”
Why Did They Choose to Outsource?
Recruiting additional employees would have required investment in salaries, recruitment, training, management, systems and employee-related costs before generating any return.
Within Facilities Management, where margins can often be tight, Smarter Services wanted a commercially sensible way of generating consistent new business without increasing fixed overheads.
By partnering with 4Marketing, the business gained immediate access to experienced telemarketers, established processes and an outsourced business development function capable of delivering qualified opportunities from day one.
As the campaign developed, the relationship became increasingly collaborative, allowing both teams to continually improve results whilst maintaining a strong return on investment.
Results
The campaign generated approximately £80,000 of directly attributable growth for Smarter Services, with a further £20,000 generated through the client’s own follow-up activity, resulting in over £100,000 of total growth.
Most importantly, the Healthcare division doubled in size, giving the board confidence that the acquisition had been the right investment and providing a platform for continued growth.
Throughout the campaign, conversion rates from phone conversations to appointments — and from appointments to sales — improved significantly as targeting, messaging and qualification criteria were continually refined.
The success of the campaign also resulted in Smarter Services renewing their contract with 4Marketing, with Project Lead Tamzyn continuing to manage the account.
As the client explained:
“Tamzyn is a ray of light; positive, energetic and enthusiastic. Our conversions from phone calls to appointments and appointment to close have seen an impressive growth and she’s the core reason why we have continued to roll the contract on.”
What Words of Advice Would You Give to Businesses in a Similar Position?
Smarter Services believes the strongest results come when an outsourced lead generation provider is treated as a genuine extension of the internal team.
Regular communication, constructive feedback and sharing market knowledge allowed both teams to continually refine the campaign, improve qualification quality and focus activity where it delivered the greatest commercial value.
As the client summarised:
“Facilities Management businesses have to work to tight margins and direct employment always has an impact on the bottom line. By engaging with 4Marketing we’ve been able to see significant growth whilst remaining competitive within the market.”