Generating 6.15x return for a new legal brand

FirstCall needed to build awareness and generate early revenue in the Irish and UK markets. With a new brand, a defined B2B audience and a lean monthly marketing budget, the goal was simple: reach the right legal and commercial decision-makers, start relevant conversations and prove whether LinkedIn outreach could create qualified opportunities at a commercially viable cost.

A focused outbound campaign built to generate revenue, not just activity.

1. Targeted senior decision-makers

We shaped the campaign around FirstCall’s B2B persona: senior legal and commercial decision-makers with responsibility for managing legal workload, budgets and external support. The outreach focused on General Counsel, Heads of Legal, VP Legal, CEOs and CFOs across SMEs, larger corporates and regulated sectors.

2. Clear commercial messaging

FirstCall’s offer is broad, covering legal process outsourcing, managed legal services, specialist expertise and temporary lawyer access. We simplified that into a clear message: FirstCall helps organisations access the right legal support more flexibly and cost-effectively than traditional models.

3. LinkedIn outreach and lead qualification

The campaign used structured LinkedIn outreach to connect with relevant prospects, open conversations and qualify interest. Prospects were worked through from connection to reply, then into meeting opportunities where there was a clear fit and commercial interest.

The campaign turned a €6,500 investment into €40,000 of new business value, generating a 515% ROI and a 6.15x return on spend.

Key results:

- €6,500 total campaign spend
- €40,000 business generated
- 515% ROI
- 6.15x return on spend
- 8 SQL meetings generated

Alongside the commercial return, the campaign created useful early-stage market traction for a new brand.

- 14,905 LinkedIn connection invitations sent
- 2,539 accepted invitations
- 17.03% connection acceptance rate
- 52 prospects worked
- 11 leads worked
- 4 MQLs requesting a meeting
- 8 SQL meetings where interest was expressed
- 12 total MQL/SQL opportunities

The campaign worked because it was built around a clear commercial outcome: generating qualified conversations that could become revenue. Rather than using LinkedIn simply for awareness, Next Chapter used targeted outreach to reach the people most likely to need FirstCall’s support: organisations managing legal resourcing pressure, high-volume work, specialist requirements or budget constraints.

For a new legal services brand, the campaign did more than produce leads. It proved demand, generated early revenue and gave FirstCall a repeatable route to market. With two clients converted from eight SQL meetings, the campaign showed that the right outbound strategy could turn a new proposition into measurable business growth.