Fint: 12 clients signed in 3 months with outbound

Fint, an accounting firm serving micro-businesses, SMEs and entrepreneurs, reached a 60% conversion rate from MQL to SQL and 12 clients signed within three months of activation, with a conversion rate rising continuously month after month. These results come from an outbound setup deployed by Growth Room from June to September 2025, covering prospecting and the structuring of the firm's targeting and lead handling process.

About Fint

Fint provides accounting services to micro-businesses, SMEs and entrepreneurs. Its business is B2B: its clients are company directors, often the sole decision maker, choosing a firm for a relationship expected to run over several financial years.

In this market, switching accounting firms is not a routine purchase. It is decided at specific moments: starting a company, growing dissatisfaction, or growth that changes what the business needs. The difficulty is therefore not only finding the right companies, but reaching them at the moment the question actually comes up for them.

The starting point

Fint's acquisition relied entirely on word of mouth. That channel produces good-quality contacts, but it can be neither steered nor forecast: the firm controls neither the volume, nor the pace, nor the profile of the companies that come forward.

The objective was to change that mix by setting up a profitable outbound approach, connected to the CRM. Two conditions were attached. Profitability first: acquisition cost had to stay compatible with the value of a client. Then the CRM connection, so that every contact generated is tracked through to signature, rather than lost between prospecting and the sales team.

Outbound: building a flow of qualified leads

A qualification chain defined end to end

We defined the full chain a contact follows: MQL, then SQL, then opportunity, then client. Each step change rests on explicit criteria. Without that definition, a conversion rate means nothing, because everyone places the boundary wherever they want.

That chain then serves as the reading grid for the campaigns. A prospecting sequence is not judged on the number of replies it gets, but on the number of contacts that clear the following steps.

Campaigns steered on SQL conversion

Prospecting campaigns are arbitrated on their ability to produce SQLs, not on the volume of messages sent or the raw number of meetings booked. A meeting booked with a company outside the target uses up sales time without producing a deal.

This criterion was applied month after month, with successive adjustments to targeting and sequences. The conversion rate rose continuously across the whole engagement. On the move from MQL to SQL, it settled at 60%.

Structuring the sales process

The targeting process

The targeting process was formalised: how a prospect enters the scope, in what order it is worked, and at what point it is set aside. The sales team therefore has a repeatable method, one that does not depend on each person's own habits.

Lead handling by the sales team

We then structured lead handling. A lead generated by prospecting is only worth something if it is picked up quickly and tracked in the CRM. The rules for pick-up, follow-up and qualification were aligned on the chain defined upstream.

That is what makes the results readable. The 12 clients signed in the first three months of activation are not a volume effect: they come from a flow of contacts qualified against stable criteria, handled by a team that knows what to do with them.

Results

• A 60% conversion rate from MQL to SQL from June to September 2025.
• 12 clients signed within three months of activating the outbound setup, between June and September 2025.
• A conversion rate rising continuously month after month, from June to September 2025.

The engagement ran from June to September 2025. It put a second acquisition channel in place alongside word of mouth: defined qualification criteria, a written targeting process, and leads tracked in the CRM through to signature.

Looking to structure your B2B prospecting?

Growth Room builds and runs your multichannel prospecting, from targeting through to booked meetings, with tracking based on the opportunities generated. To find out more, discover our B2B prospecting agency.