Growth Marketing &
Lead Generation
Lead Generation
Anabas has grown to £55m and set a target of £100m by 2030. That is roughly £45m of new contracted revenue in four years, in a market where the buyer is a group rather than a person and the timing is set by property events, not by campaigns.
The Bright Brand is a performance marketing agency built for businesses that measure marketing in qualified enquiries and revenue, not clicks. This covers both areas in your brief and is deliberately short. We are happy to go deeper on any part of it in person.
You are a specialist, not a generalist. Self-delivered total FM for corporate workplaces, focused on six sectors, sold on workplace experience rather than price per square foot. The brand is strong with people who already know you.
The gap is upstream of that. FM contracts are bought infrequently, by a group of four to six people, and almost always in response to an event such as a lease break, a move, a refit, a new Head of Workplace or an incumbent contract ending. If you are not in the room in the months before that event, you are competing on a tender you did not shape. Your priority of relevance over volume is the right one, and it is what the approach below is built around.
A list of 2,000 corporate occupiers is not a target list. A list of 300 where a lease event, fit-out, headcount change or contract expiry is visible in the next 12 months is. We prioritise by trigger, then by fit.
By the time an FM tender is issued, the scope, the shortlist and often the preferred outcome are already shaped. Trigger monitoring gives your team a reason to be in conversation six to twelve months earlier, while the requirement is still being formed and Anabas can influence what good looks like.
For each priority account we map the workplace or facilities lead, the property director, HR, procurement and the site-level office lead, with the relationships between them. Your team engages a group, not an inbox.
What ChatGPT, Copilot, Gemini and Perplexity say when someone asks for corporate FM providers in London is now part of how shortlists get built. It is measurable, it is influenceable, and it does not respond to the same levers as classic SEO.
The Bright BrandWe build a target account model matched to your proposition, services, geography and growth ambition, then enrich each account with what your Sales team actually needs. Workplace and property footprint, sites and headcount, sector, incumbent arrangements where visible, recent activity and likely FM requirement. This is maintained on a monthly refresh, not delivered once as a data file.
For every priority account we identify decision makers, influencers and the wider buying group involved in workplace and FM purchasing, with role, seniority, tenure and route in. We deliver mapped groups with a recommended entry point, not contact lists.
We monitor the events that create a reason to engage and score accounts on them.
Outreach runs across email and LinkedIn in parallel to the same mapped buying group, sequenced so the account sees a coherent approach rather than four disconnected messages. Messaging is written from the intelligence gathered, referencing the organisation, the role and the trigger. We do not run high-volume generic campaigns and would not recommend them for a proposition like yours.
Accounts, buying group contacts, triggers, activity and replies sync into Salesforce with lead source and campaign attribution attached. Your team gets a live account view, a prioritised call list and a short brief for every conversation we book, and qualified pipeline is reported out of the same view they already work in. We do the configuration work rather than hand you a specification.
The Bright BrandThe quality of everything above depends on the data underneath it, so this is where most of our infrastructure sits.
We hold licensed access to the majority of available B2B company and contact data across the UK, the US and Europe, so a target list is built from the market rather than from whatever a single tool happens to hold. That matters when the addressable set is corporate occupiers of a certain size and profile rather than a sector code.
Every account runs through custom scripts that read and categorise the signals attached to that business, so accounts arrive scored and grouped by the trigger that makes them relevant. That is what turns a large data set into a short, ordered list worth your team's time.
Records are enriched before anything is sent. Direct telephone numbers are appended for the mapped buying group, and every email address is verified through MillionVerifier so nothing goes to a dead inbox and sender reputation stays intact. Verification runs again on each monthly refresh, so decayed contacts leave the programme.
Enrichment produces a strong set of variables for each account and individual, covering the trigger, the property or workplace context, the role and the organisation. Those feed the outreach directly, which is how messaging stays specific across hundreds of accounts instead of being hand-written for a handful and templated for the rest.
All prospect data is sourced from licensed B2B providers and public records, processed on a legitimate interest basis with documented assessment, suppression lists applied, and opt-out honoured at first request. No purchased consumer data is used and no client data is used to train third-party models.
The Bright BrandWe grow visibility across the service, sector and location terms your buyers use through the research and procurement journey, not only the ones that convert last. Total facilities management, hard and soft FM service pages, the six priority sectors and the locations where you can credibly deliver.
A technical audit and remediation programme covers crawl, indexation, speed, internal linking and structured data. On content, we run a production engine publishing three to five articles a week per client, built around buyer questions and procurement stages, alongside optimised service, sector and location pages.
Digital PR, industry titles, backlinks and external distribution, plus the off-site properties that shape shortlists such as directories, comparison and listicle pages, association profiles and review platforms. In FM these often outrank supplier websites for the terms buyers use, and they are what AI systems quote.
AI search rewards different things to classic SEO. Consistent entity information, citation by sources the model trusts, clear factual statements it can lift, and presence in the third-party pages it summarises. We baseline how Anabas is described across ChatGPT, Google AI Mode, Gemini, Copilot and Perplexity, track it on a set of buyer prompts, correct inaccuracies at source and build the citations that change the answer.
One monthly report covering both workstreams, focused on inbound enquiries, qualified opportunities and pipeline created. Rankings, traffic and AI citation share sit underneath as leading indicators rather than as the headline.
We use AI for research synthesis, enrichment, first drafts and analysis at scale. Every article is planned by a human, fact-checked against primary sources, edited to your tone of voice and signed off before it reaches your team. Nothing is published unreviewed.
The Bright BrandWe run our own infrastructure rather than reselling someone else's stack, which is why intelligence, outreach and pipeline stay connected end to end.
| Layer | What we use and what it does |
|---|---|
| CRM and attribution | Odal, our own CRM and attribution platform, sits behind every campaign and connects each touch to the opportunity it created. Where a client has no CRM we provide one. You have Salesforce, so Odal runs as the attribution layer and writes into Salesforce as your system of record. |
| Data | Licensed B2B company and contact data across the UK, US and Europe, Companies House and credit data, property and planning sources, tender and procurement notices, and LinkedIn signals for personnel change. |
| Enrichment and verification | Custom signal categorisation scripts, direct dial appending, and email verification through MillionVerifier on build and on every monthly refresh. |
| LinkedIn outreach | Managed multi-profile sequencing across nominated senders, with connection, message and engagement activity logged per account and replies routed to a single monitored queue. |
| Email outreach | Dedicated sending domains with warm-up, inbox rotation, deliverability and reply monitoring, sequence management and full activity sync. Your primary domain is never used for outbound volume. |
| Content production | Our article engine, currently running three to five pieces a week per client, with research, drafting, human editing, optimisation and publishing. |
| Search and AI measurement | Search Console, GA4, rank and share-of-voice tracking, and AI answer tracking across the five major assistants, reported alongside pipeline in one dashboard. |
The Bright Brand| Stage | Measure |
|---|---|
| Coverage | Priority accounts with a mapped buying group and an active trigger |
| Engagement | Reply rate, positive reply rate, accounts engaged per month |
| Conversion | Qualified conversations booked, and cost per booked conversation |
| Pipeline | Opportunities created in Salesforce and their contract value |
| Return | Pipeline and won revenue against total cost of the programme |
| Visibility | Non-branded organic clicks, inbound enquiries, AI citation share on buyer prompts |
Discovery with Sales and Marketing. Target account model and first 300 accounts. Buying group mapping begins. Data enriched and verified. Salesforce fields, stages and attribution configured. Technical SEO audit and content plan. Messaging approved. Sending infrastructure warmed.
Outreach live across email and LinkedIn to the first priority tier. Trigger monitoring running. Technical fixes shipped and first content published. AI visibility baseline set. First conversations booked and briefed.
Sequence and messaging optimisation on real reply data. Account model refined on what engages. Content cadence at full rate. First full outcome report with pipeline created and cost per conversation.
The Bright BrandCanopy is a supplier compliance platform selling to procurement, property and workplace leaders in the world Anabas operates in. Their client base includes CBRE, Lloyds Bank, ISS, Arcus FM, Caterpillar and Unispace, so the buyers we approach every week are corporate real estate, FM and procurement decision makers.
We run the whole engine. Buying group mapping, enrichment and verification, multi-profile LinkedIn outreach, cold email, and a CRM pipeline with lead source attribution on every record. A recent campaign refresh produced 271 replies in a single month, and our outbound is now the largest single source of named opportunities in that pipeline at roughly a third of active accounts, including a FTSE-listed bank, a national infrastructure programme, an NHS trust and a European distribution group with budget submitted for approval.
A B2B construction business where we rebuilt the CRM attribution layer and the campaigns feeding it. Cost per booked sales meeting fell by 83% and we added £3m of pipeline value in their CRM, reviewed weekly with the founder and his sales team.
On a B2B site launched from scratch, publishing three to five articles a week, non-branded organic clicks to the blog roughly doubled month on month across the first three months. On a separate B2B services client, enquiries rose 107% after pipeline and campaign restructuring.
You will not be handed to an account manager or a junior. The two people who built the agency and the technology run your account directly, and they are who you speak to on every call and in every review.
| Alex Ashcroft, Founder | Leads your account day to day: outbound, lead generation and the attribution layer, plus the SEO, content and AI visibility programme. Your point of contact on every call and in the weekly review. |
| Ollie Ashcroft, Co-founder | Builds and runs the technology behind the account: the Salesforce integration, data pipeline, enrichment and reporting. Hands-on, not oversight. |
The Bright BrandA single monthly retainer that covers the whole engine across both areas of your brief. No separate set-up fee, no per-channel charges, and no long tie-in.
| Item | Detail | Investment |
|---|---|---|
| Monthly retainer | Market intelligence and lead generation, plus SEO and AI search visibility, delivered directly by the founders. | £6,000 / month |
| Set-up | Onboarding, account modelling, Salesforce integration and reporting build. | Included |
| Data access | Direct access to our proprietary UK B2B database of 800,000 to 1 million contacts, filtered to your exact Ideal Customer Profile so outreach starts against the right accounts from day one. | Included |
| Market intelligence and lead generation | Target account modelling, buying-group mapping, trigger and signal monitoring, account-based outreach across email and LinkedIn, and Salesforce integration. |
| SEO and AI search visibility | Technical SEO and site health, service, sector and location content, off-site authority building, and AI search positioning across the major assistants. |
| Measurement and reporting | Live pipeline and attribution, a weekly working review with your team, and one clear monthly report tied to pipeline and ROI. |
Billed monthly in advance. Third-party media, data and tooling costs, where required, are passed through at cost and agreed with you in advance. No third-party costs are assumed in the figure above. An initial three-month term lets us prove the model, moving to a rolling monthly arrangement thereafter.
The Bright BrandThe most useful next step is a conversation. Rather than describe the infrastructure on a page, we would like to show you the account model, the enriched data and the Salesforce pipeline view working on live accounts, and talk through what the first 300 accounts for Anabas would look like. We would welcome the chance to present on 22 September, and are happy to meet sooner.
We can also arrange a reference call with Doug McLean at Canopy, who built much of the supplier management infrastructure CBRE runs on and is happy to talk through what we have set up for Canopy.
Alex Ashcroft
alex@thebrightbrand.com
The Bright Brand