How The Coaching Circle went from a standing start to a pipeline in 90 days
The Coaching Circle is a community for coaches and consultants who believe in trustworthy, purpose driven leadership.
When co-founder Glen Duncan launched it, there were no customers and no prospects. Within 90 days there was a pipeline of prospects, and we’ve now worked together for over a year.
At a glance
Client: The Coaching Circle
Who: Glen Duncan, co-founder and community lead
Starting point: a brand new venture with no customers or prospects
What we set up: weekly newsletters, a LinkedIn outreach campaign with message sequences, and video interviews with members
First results: a pipeline of prospects within 90 days
What we did
We started with a discovery call and a strategy for how The Coaching Circle could launch, campaign and reach the right people. Then we took Glen’s content and turned it into three things:
Weekly newsletters to the target audience, built from The Coaching Circle’s own content and ideas.
A LinkedIn outreach campaign with message sequences, so people heard from them more than once, because busy people need gentle reminders.
Video interviews with members and the founders, so prospects could see the real people behind the community.
We also gave guidance on what to do with the opportunities as they came in.
“The whole process hasn’t been a ‘let’s just leave you to it’. It’s been collaborative every step of the way.”
The challenge
Glen was launching after 20 years in corporate life, with a background in operations. The proposition was strong, but the business needed people to talk to, and building that from nothing takes time and expertise.
“People think it’s really easy to set up a campaign and do all your outreach on LinkedIn. But it’s very hard work, and sometimes you need to bring in a team of people around you to support you.”
The results
A pipeline of prospects within the first 90 days of a brand new business
Weekly newsletters creating “very strong interest and conversations”
Customers who have now joined the community
Still working together over a year on
“We’ve onboarded a number of customers and have a strong prospect line as a result of the work we’re doing through campaigning, newsletters and our video content.” (Glen, six months in)
What it meant for Glen
“I’ve not needed to worry about having expertise across marketing and lead generation. I’ve been able to partner with a team of experts who manage that for me, but also collaborate with me and bring me along on the journey.”
“I don’t feel I’ve given up anything or ceded control. I see it as an extension of my team, and that has been invaluable as I’ve launched the business this year.”
Glen’s advice
“You’re going to be reached out to a lot with bold claims. The difference I found with Drop Growth was that the very first call felt very personal. It felt like I wasn’t just being sold a proposition. I was being sold the strategy for how my business could be supported.”
“I never feel like a small component. I feel important in their business. As a partner, I couldn’t ask for much more.”