Opus Media
B2B Video Marketing · Agency
Apollo · LinkedIn · Dripify · Make.com
Lead Generation Architecture · Outbound Sequencing · Pipeline Design · Consultation Booking
A world-class agency with a lead generation system that couldn't match its reputation.
Opus Media is a story-first video marketing agency led by an award-winning filmmaker who has generated measurable returns for brands including Subway, BBC, and Formula One. The calibre of the work was not in question. The pipeline feeding new client conversations was. The agency was producing exceptional output for existing clients but had no structured system for generating and converting new ones at the volume and consistency required for sustainable growth.
There was no outbound architecture. Prospecting was ad hoc. LinkedIn was being used for presence but not for pipeline. Apollo existed as a tool but had never been configured with the filters, sequences, and follow-up logic required to generate qualified B2B consultations at scale. The result was a growth ceiling that had nothing to do with the quality of the agency’s work and everything to do with the absence of a repeatable lead generation system.
A programme. Not just a tool. One that could generate ten qualified consultations every week.
The gap was not a single missing channel but the absence of a coordinated outbound programme: a defined target audience, a refined lead list, a sequenced outreach strategy across multiple touchpoints, and a follow-up cadence with enough structure to persist until a decision was reached. B2B lead generation at the level Opus Media needed is not a broadcast. It is a managed conversation, one that requires different messaging for different stages of awareness and different channels at different moments of the buyer journey.
The specific challenge here was positioning. Opus Media’s proposition, high-impact video storytelling for complex B2B offerings, is not a commodity purchase. The outreach strategy had to establish credibility before it asked for a meeting. It had to feel like the beginning of a relationship, not a cold pitch.
A full outbound engine: audience definition, multichannel sequencing, and a consultation booking programme.
The engagement began with audience definition and lead list refinement. Apollo was configured with precise filters aligned to Opus Media’s ideal client profile: company size, sector, seniority, and decision-making authority. Lead lists were pulled, reviewed, and refined before any outreach began, a step most agencies skip, and the reason most outbound programmes underperform.
Separate outreach sequences were built for distinct lead categories, each with messaging tailored to where that prospect sat in their awareness of the problem Opus Media solves. Apollo managed email outreach with timed follow-up sequences. Dripify managed LinkedIn, connection requests, relationship-building messages, and content engagement, operating in parallel but with coordinated timing so that no prospect received competing messages at the wrong moment. Make.com was used to automate handoffs between tools and trigger internal notifications when leads reached key engagement thresholds.
This was not a campaign execution role. The programme was built from strategy through architecture to execution: the audience definition, the channel mix, the message sequencing, the testing rhythm, and the reporting structure were all designed and owned by me. A direct report was briefed and managed to handle day-to-day sequence execution and optimisation. The programme was designed to deliver a minimum of ten qualified consultations per week across four weeks, with reporting on lead engagement, response rates, and consultation conversion at each stage.
10+
Qualified consultations targeted per week
2
Channels coordinated in a single outbound programme
- A structured, repeatable outbound programme built where none previously existed, the agency now has a system for generating new client conversations, not just relying on referrals and reputation.
- Outreach operates across two coordinated channels simultaneously, email and LinkedIn, with sequencing logic that prevents overlap and maximises response probability.
- Lead list quality controlled before outreach begins, ensuring every sequence reaches a validated, relevant prospect rather than a broad, unfiltered list.
- Programme designed with a management layer, direct report briefed and managed, day-to-day execution owned and optimised below strategic level
- Weekly reporting established across response rates, consultation bookings, and sequence performance, data used to iterate the programme in real time.
- Specific consultation and conversion figures remain client-confidential. Programme performance tracked and reported throughout engagement.
Connection requests, initial outreach, follow-up sequences across email and LinkedIn, engagement threshold triggers, and internal notifications all run automatically. Every lead that does not respond receives a structured follow-up at the right interval through the right channel, no prospect exits the programme without a decision.
Apollo · LinkedIn · Dripify · Make.com
Independent consultant, programme strategy, sequence architecture, execution management, direct report oversight
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