Building a Repeatable B2B Motion: How an Ottawa Nutrition Consulting Firm Grew a Steady Corporate Pipeline
Ottawa Nutrition Consulting Firm
Nutritionist-led consulting practice expanding from one-to-one client work into corporate wellness programs across Canada.
The Challenge
The client is a nutritionist-led consulting practice based in Ottawa, Ontario, built on strong one-to-one client work. With that foundation in place, the firm was ready to expand into the corporate wellness market, selling nutrition programs into companies across Canada rather than relying solely on individual sign-ups. Two opportunities stood out. First, the firm's services were structured around individual consultations, and hadn't yet been packaged into a corporate wellness solution that an HR or benefits buyer could evaluate and purchase directly. Second, there was significant untapped potential in social media, which matters more in B2B wellness than it might seem: corporate buyers routinely check a consultant's social presence and content as an informal trust signal before ever taking a call.
Our Solution
The engagement was built around four connected work streams, packaging the offer first so leads and content would have a clear, credible destination.
Custom B2B Solution Packages
- Packaged the firm's nutrition expertise into defined corporate wellness offers: clear scope, deliverables, and pricing structure that an HR or benefits buyer could evaluate without a discovery call
- Built packages around common corporate triggers (employee wellness budgets, benefits renewals, return-to-office health initiatives) so the offer matched how buyers actually plan spend
Lead Generation Plan Across Canada
- Built a national outreach and inbound plan targeting HR, benefits, and wellness decision-makers across Canadian markets, extending beyond the firm's Ottawa home base
- Prioritized channels and messaging by province/sector to reflect where corporate wellness budgets were most active
Content Strategy to Build Trust
- Developed a content strategy centered on visible nutrition expertise, the credibility signal B2B wellness buyers look for before a first call
- Built a consistent publishing cadence so the firm's expertise was easy to find and evaluate, not just claimed on a homepage
Social Media Ads for Brand Awareness
- Ran targeted paid social campaigns to put the newly packaged B2B offer and content in front of corporate wellness buyers who weren't yet searching for the firm by name
- Used awareness-stage campaigns to build reach first, so the content strategy and lead gen plan had a larger, warmer audience to convert
Results
- 15% cumulative month-over-month growth in qualified leads (from month 3)
- 11% month-over-month improvement in cost per lead
- A repeatable B2B motion built to keep compounding rather than depending on one-to-one referrals alone
- Packaged corporate wellness offer that an HR or benefits buyer can evaluate without a discovery call
- National lead pipeline across Canadian markets beyond the firm’s Ottawa home base