Cold email to £180k pipeline.
In six weeks.
How a single researched cold email opened the door to a global premium spirits brand — and why Ascend covers the full funnel, not just the outreach.
How it unfolded
Every stage driven by one cold email, researched and sent on a Friday morning.
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0131 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 the agency was a fit for The Botanist.
Sent cold to the Global Digital & Content Manager. No prior relationship, no mutual connection.
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025 February 2025
The reply
Five days later, the reply arrived. Not a brush-off — a genuine expression of interest and a request to understand the agency's work on lifestyle brands before moving forward.
First response. She requested a Teams call and asked for lifestyle brand credentials.
Reply
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0312–14 February 2025
Discovery call, then NDA
Introductory call held. Within 24 hours, an NDA was requested. The brief — including brand playbook, comms and media strategy — was shared the same day it was signed.
NDA issued and signed within 24 hours of the discovery call. Full brand brief followed immediately.
NDA request
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0414 February 2025
Full brief shared — process set out
NDA signed. The full brand brief was shared the same day — including the brand playbook, comms and media strategy. A clear three-stage process was outlined: initial quote, brand briefing session with the wider Botanist team, then a final pitch on Teams.
Brief, brand playbook and next steps all received on the same day as the NDA was signed.
Brief received
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053 March 2025
Proposal submitted — progressed to brand immersion
Initial proposal submitted 21 February. On 3 March, confirmation arrived: the agency was through to the brand immersion stage. The submission was described as impressive, with particular praise for the actionable insights and creative thinking.
Formal progression confirmed in writing. One of a shortlist invited to the next stage.
Progression confirmed
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0613 March 2025
Brand immersion — pitch slots booked
Brand immersion session held with the full Botanist team. Following the session, Megan confirmed the agency had impressed with their questions and engagement — and booked pitch slots for 24/25 March.
Post-immersion email confirmed strong engagement and booked the final pitch.
Pitch booked
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0725 March 2025
Pitch presented to the global Rémy Cointreau team
Full pitch presented to the global Botanist team at Rémy Cointreau. Social strategy, content pillars, campaign ideas and a full budget breakdown — all developed and delivered by Ascend's BD process from a standing start six weeks earlier.
£180k+Annual retainer quoted across social management, production, paid media and creator programme -
08April–May 2025
Why Ascend covers the full funnel
The BD opened the door and got the agency to the final pitch of a global brand brief. Post-pitch, the follow-up process wasn't tight enough — and the business went to a smaller agency that felt more present in the final stretch.
This is exactly why Ascend's offering doesn't stop at outreach. Sales coaching, closing support, post-pitch follow-up strategy — all of it is part of what we install. Getting in the room is only half the job.
Ascend builds the full BD function: outreach that gets you in the room, coaching that helps you win once you're there, and closing support that converts pipeline into revenue.
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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