A UK-based B2B company closed 8 deals worth $560,000 in 2 months with us, at an average deal size of $70,000. We targeted the UK and US markets at the same time. The campaign produced 144 leads and 59 booked sales calls, with more leads still expected to close in the following 2 to 3 months.
A UK company selling into two markets at once
The client is a B2B company based in the UK. Its industry is not disclosed.
We aimed the campaign at both countries together: buyers in the UK and buyers in the United States.
A second market goes in only after three checks
The published case records the targeting and the results. It does not list the channels or the setup steps for this client.
What we can say is how we decide whether a second market belongs in a campaign. Three checks, before any message goes out:
- Does the proof travel? Case studies from companies the new market recognizes.
- Can your team hold the calls? A time zone where your people can take meetings in normal working hours.
- Does delivery work across the border? A legal and delivery setup that does not fall apart in the second country.
144 leads, 59 calls, 8 deals
| Stage | Number |
|---|---|
| Markets | UK and USA |
| Leads | 144 |
| Sales calls booked | 59 |
| Deals closed | 8 |
| Average deal size | $70,000 |
| New revenue | $560,000 |
| Period | 2 months |
8 of the 59 booked calls became signed deals inside the 2 months. Other leads from the same campaign were still open when the numbers were reported.
What this means for a company thinking about a second market
A second market can double what a company sells, and the product does not have to change. What you need is proof that works in the new country and a team that can take calls in its time zone.
Deal size is the other half. At a $70,000 average, 8 deals come to $560,000. For comparison, 8 clients at $2,000 each with no renewals would be $16,000, and below some deal size the arithmetic of outbound stops working. Know your average deal before you pick your markets.
It works under one condition: people in both markets already buy what you sell. If your proof does not travel, you start from zero in the new country, and you should plan the effort that way.
More results and next steps
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Smirnov Consulting Group is a Prague-based B2B outbound lead generation agency that runs cold email and LinkedIn campaigns for B2B companies and books qualified sales calls.
