/ Case Study

Cold email to £180k pipeline.
In six weeks.

How a single researched cold email opened the door to a global premium spirits brand — and what the near-miss taught us about why BD alone isn't enough.

Brand The Botanist Gin (Rémy Cointreau)
Agency Stripe Communications
Pipeline value £180k–£200k
Cold email to pitch 6 weeks

How it unfolded

Every stage driven by one cold email, researched and sent on a Friday morning.

  1. 01
    31 January 2025

    The cold email

    One email. No template. Researched on LinkedIn — noted her 3-year work anniversary at Bruichladdich, referenced relevant agency credentials, made a specific and credible case for why Stripe was a fit for The Botanist.

    Email
    From: Kyri Vasou → Megan Croall, Global Digital & Content Manager, The Botanist
    Subject: Megan, great to meet you | The Botanist Gin x Stripe
    "Huge congrats on the 3 year anniversary at Bruichladdich. Seen on LinkedIn you look after digital for The Botanist Gin... Think we could be very well-equipped to do some fantastic work with you re: social and influencer. Would you be opposed to me setting up some time?"
  2. 02
    5 February 2025

    The reply

    Five days later, Megan replied. Not a brush-off — a genuine expression of interest and a request to understand the agency's work on lifestyle brands before moving forward.

    Reply
    From: Megan Croall → Kyri Vasou
    "In the first instance, it would be great to jump on teams and have a chat. I'd be keen to understand more about any lifestyle brands you've worked with... Let me know what you think."
  3. 03
    12–14 February 2025

    First call, then NDA

    Introductory call held. Within 24 hours, Megan requested company details to issue an NDA. The brief — including brand playbook, comms and media strategy — was shared the same day it was signed.

  4. 04
    3 March 2025

    Progressed to next stage

    Initial proposal submitted 21 February. On 3 March, Megan confirmed progression to the brand immersion stage — a formal session with the wider Botanist team.

    Reply
    From: Megan Croall → Steve Parker & Kyri Vasou
    "I am happy to share that we'd like to invite you to the next stage of the process. We were impressed with the initial submission and enjoyed the actionable insights."
  5. 05
    13–25 March 2025

    Brand immersion & pitch

    Brand immersion session held 13 March with the full Botanist team. Pitch presented 25 March. Full social strategy, content pillars, campaign ideas and budget presented to the global team at Rémy Cointreau.

    £180k+
    Annual retainer quoted across social management, production, paid media and creator programme
  6. 06
    April–May 2025

    The near-miss — and the lesson

    Post-pitch, the process stalled. Two weeks passed with no decisive follow-up. The Botanist chose a smaller agency — one that made them feel more understood in the final stretch.

    The BD was textbook. The deal was lost not at the outreach stage — but at the closing stage. Which is exactly why Ascend now includes sales coaching as a core part of the offering.

    Great BD opens doors. But without the coaching, process and closing support to convert what's in the room — pipeline stays as pipeline. That gap is what Ascend was built to close.

Want a pipeline like this — and the support to close it?

Let's have an honest conversation about where you are and how Ascend can help.

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