Case Study: 3D Events Group
Doubling Revenue with Strategic GTM and Account Expansion
The Challenge: Strong Brand, Flat Growth
3D Events Group had built a solid reputation in live event production, powering everything from corporate festivals to public celebrations.
By early 2023, however, growth had slowed.
Inbound leads were steady but unpredictable. The team relied heavily on referrals, and while existing clients loved the service, untapped opportunities within key accounts were slipping through the cracks. The business had outgrown its informal sales rhythm and needed a structured, scalable approach to growth.
“We had plenty of work and an amazing reputation, but no consistent system for growth. We wanted to expand without losing the quality and relationships that made us who we are.”
— Jason Coles, Managing Director, 3D Events Group
3D Events needed a clear commercial strategy built around account management, outbound sales and demand generation — to make growth predictable again.
The Solution: Embedding Pipeline Architects
Pipeline Architects was brought in to design and deliver a complete Go-To-Market transformation, blending strategic account expansion, outbound campaign design and inbound demand generation.
The engagement ran over nine months and combined workshops, data mapping, playbook creation and live campaign execution alongside the leadership team.
Phase 1 — GTM Audit & Growth Planning
- Conducted a full commercial audit across sales, marketing and operations
- Identified dormant revenue within existing client base
- Repositioned 3D Events’ messaging around reliability, partnership and capability at scale
- Defined ICPs and outbound segments, including event planners, agencies and corporate teams
“Pipeline helped us see the structure behind the chaos. They didn’t just tell us what to do — they built a plan that worked for our industry and team.”
— Dave Lawson, Commercial Director, 3D Events Group
Phase 2 — Account Management & Expansion Framework
- Implemented structured account management playbooks for top 25 clients
- Introduced quarterly account reviews and growth forecasting
- Trained the team on referral loops, relationship mapping and cross-service selling
- Deployed shared dashboards for tracking engagement and expansion metrics
Result: revenue from existing accounts increased by 58% within six months through repeat bookings and up-sells.
Phase 3 — Outbound Sales & Demand Generation
- Designed and launched multi-channel outbound campaigns
- Built targeted sequences across LinkedIn, email and phone outreach
- Partnered with complementary agencies for joint-pitch opportunities
- Produced inbound content including case studies, videos and seasonal promotions
Within four months, the outbound motion generated 126 qualified opportunities with a 38% meeting-to-proposal conversion rate.
Inbound engagement also rose sharply through consistent brand visibility and better follow-up systems.
The Results
“Our growth used to be reactive. Now it’s intentional. We know where new business is coming from, how to forecast it and what levers to pull when we want to grow faster.”
— Jason Coles Managing Director, 3D Events Group
The Impact
The transformation was deeper than metrics. 3D Events now operates with a structured sales cadence, account review cycles and live dashboards that give the leadership team full commercial visibility.
Marketing and sales collaborate daily, opportunities are forecast accurately, and the brand’s premium positioning now matches a modern GTM system.
3D Events is now preparing to expand into new regions of the UK, armed with data-driven playbooks and a proven system for sustained growth.
Pipeline Architects’ Approach
Pipeline Architects helps growth-minded businesses translate ambition into action.
We combine strategy, structure and execution to fix broken sales processes, accelerate revenue and build predictable growth engines.
Key Takeaways
- Expand existing accounts first — retention and growth compound together
- Build outbound systems that mirror your buyers’ decision cycles
- Measure what matters — visibility drives accountability and confidence
- Align your message, motion and metrics — and growth follows