Next Chapter™

BACKGROUND

Introduce your business and what you do there.

I’m a marketing specialist at a cyber security business. We provide end-to-end cyber security services, including risk management, Cyber Essentials certification, firewall management and security awareness training. We help organisations continuously assess and reduce real-world cyber risks.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Next Chapter™?

We wanted to increase our lead generation.

SOLUTION

What was the scope of their involvement?

Next Chapter™ provides strategic marketing consultancy and ongoing marketing services. The team helps with SEO, paid ads, HubSpot consultancy, content creation and graphic design. 

What is the team composition?

We work with 5+ members of Next Chapter’s team.

How did you come to work with Next Chapter™?

We met Daniel Swepson at an event in Harrogate where he was presenting. We chose them because they were close to our geographic location, had a great culture fit and had company values that aligned with ours.

What is the status of this engagement?

We started working with Next Chapter in 2024 and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We now have a clearer marketing strategy, a stronger presence across multiple platforms and a wider range of content to support our goals. Next Chapter’s work has increased our brand awareness and helped us develop a more mature, effective marketing approach.

How did Next Chapter™ perform from a project management standpoint?

Next Chapter™ is good at project management and communication. 

What did you find most impressive about them?

Next Chapter™’s communication and speed of turnaround are impressive.

Are there any areas they could improve?

I can’t think of anything for Next Chapter™ to improve.

BACKGROUND

Please describe your company and position.

I am the Founder of Decked Out

Describe what your company does in a single sentence.

One of the UK’s largest suppliers of event prop hire equipment with over 3000 vintage deckchairs and creative event items, we bring colour, nostalgia and fun to events of all shapes and sizes. Our hire products have graced Glastonbury Festival, major sporting occasions, TV & film, and countless festivals, weddings, parties and screenings.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Next Chapter™ to accomplish?

• HubSpot Implementation
• Drive new business leads
• Set up paid media campaigns

SOLUTION

How did you find Next Chapter™?

Referral

Why did you select Next Chapter™ over others?

• High ratings
• Close to my geographic location
• Great culture fit
• Good value for cost

How many teammates from Next Chapter™ were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Project Summary:
To support the growth of Decked Out’s event prop hire business, Next Chapter was engaged to implement HubSpot, establish marketing automation workflows, and create a lead generation strategy targeting event professionals and business owners.

 
1. HubSpot Implementation & Setup
CRM configuration tailored to Decked Out’s sales process
Custom pipeline setup for managing event enquiries
Integration with existing forms, website, and contact touchpoints
User training and onboarding for internal team
 
2. Marketing Automation & Lead Nurturing
Build and launch automated email workflows based on lead behavior and lifecycle stage
Create segmentation rules for different customer types (e.g. event planners, business owners)
Design lead scoring models to prioritize high-intent enquiries
Implement re-engagement campaigns for dormant leads
 
3. Email Marketing
Plan and execute email campaigns to promote new event products and seasonal prop collections
Design email templates in line with Decked Out branding
Set up A/B testing and performance tracking in HubSpot
Monitor and optimise campaign performance
 
4. Marketing Strategy & Campaign Planning
Develop a comprehensive lead generation strategy focused on increasing awareness and enquiries
Define audience personas and target verticals
Recommend messaging and campaign themes aligned with buyer journey
Identify marketing channels and allocate budget/resource recommendations
 
5. LinkedIn Automation & AI Outreach
Build targeted LinkedIn campaigns using AI-powered automation tools
Develop connection and messaging sequences tailored to event organisers, planners, and business owners
Integrate LinkedIn leads with HubSpot for follow-up workflows
Monitor and report on campaign performance and engagement metrics

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The campaign delivered strong engagement and clear commercial results, validating the strategic approach across email and LinkedIn outreach.

39% Open Rate LinkedIn messages — significantly above industry benchmarks, demonstrating high audience relevance and compelling messaging.

14% Reply Rate — a strong indicator of genuine interest from our target audience of event planners, organisers, and business owners.

7% Enquiry Rate — a solid conversion from cold outreach to warm leads, proving the effectiveness of the messaging, targeting, and automation setup.

These results show meaningful progress in reaching and engaging our ideal customer base, creating a scalable engine for new business opportunities.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team at Next Chapter demonstrated excellent project management throughout the engagement. All deliverables were provided on time, with clear communication and structured timelines keeping the project on track from start to finish.

Special credit goes to Daniel, Aoife, Jack, and Rhea, who were consistently responsive, proactive, and genuinely invested in the success of our business. They were always on hand when we needed support, feedback, or quick turnaround times.

What stood out most was their commitment to driving real ROI, not just delivering tasks. They took the time to understand our business, our goals, and our customers—making the relationship feel like a true partnership rather than just a supplier.

What was your primary form of communication with Next Chapter™?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What really stood out about Next Chapter was their ability to combine cutting-edge marketing techniques—including automation and AI—with a strong sense of the human element. They struck the perfect balance between speed, scale, and personalisation.

This approach meant we could launch campaigns quickly while still connecting meaningfully with our audience, leading to results that far exceeded our expectations.

On top of that, their creative team was exceptional. From idea generation to copywriting and design, they brought fresh thinking, high-quality execution, and a real understanding of what would resonate with our audience.

Their use of smart technology didn’t feel robotic or impersonal—it felt like an extension of our voice, powered by the latest tools but driven by people who genuinely cared about getting it right.

Are there any areas for improvement or something Next Chapter™ could have done differently?

No, I can't think of any! Good job.