Sector — B2B & Professional Services
Your next quarter is already sitting in your CRM.
Professional services, agencies, and B2B firms spend heavily filling the pipeline, then let won clients sit unworked. Retention email is the cheapest revenue in B2B — and the least built.
How this sector buys
Long, considered, multi-touch
B2B buyers research for months. A nurture program keeps you the obvious answer when budget finally unlocks — without a single cold call.
Expansion beats acquisition
Selling a second service to a current client costs a fraction of winning a new one. Most firms have no systematic motion for it.
Silent churn
B2B clients rarely complain before they leave — they just go quiet. Engagement signals in email are the earliest warning system you can build.
What I run for B2B firms
- Client onboardingA structured first-90-days sequence that sets expectations, surfaces quick wins, and cements the renewal before month two.
- Lead nurtureEducational sequences segmented by service interest and buying stage, built in HubSpot or Klaviyo — warm when sales calls, not cold.
- Expansion campaignsCross-service introductions triggered by what each client already buys — the accounting client who has never heard of your advisory arm.
- Renewal & reactivationPre-renewal value recaps, and re-engagement programs for dormant accounts and past proposals that went quiet.
- Authority cadenceA consistent insights program that keeps partners visible between engagements without burning the list.
I spent three and a half years as the designer inside MNP LLP, one of Canada’s largest accounting and consulting firms — building campaigns for partners who measure everything in billable outcomes. I know how professional services firms actually communicate, what compliance will and won’t approve, and how to make a conservative brand perform without making it loud.
Start with the audit.
Two weeks, one document, zero ambiguity about where the money is leaking. $1,800, credited toward a retainer if we continue.
Book the audit View the rate card