CLIENT CASE STUDY

Building a Repeatable Webinar Engine for a Niche Accounting Firm

Zeroed-In Consulting is a California-based accounting firm that provides technical accounting, audit readiness, outsourced accounting, and accounting transformation services for high-growth startups across the U.S. Their work is built for companies facing complex GAAP issues, audit pressure, investor scrutiny, and lean finance teams that either need senior-level support fast or want to transform their accounting engine, leveraging technology and AI-powered systems.

When Zeroed-In came to us, they already had a clear niche: high-growth companies facing urgent accounting needs. Their expertise was strong, and their referral network was working. But referrals alone could not create the repeatable, scalable growth engine they needed. They needed a strategy to build visibility, earn trust, and create qualified opportunities within a narrow market where professional services are bought, not sold.

THE PROBLEM

Strong Expertise, Limited Reach

As part of Zeroed-In's broader go-to-market strategy, OTM made co-hosted webinars a primary channel for building trust with its target audience. Professional services are bought, not sold, and buyers need to see expertise before they are ready to engage. Webinars created that opportunity. They gave Zeroed-In a way to educate first, build credibility, and start relationships before a sales conversation.

Co-hosting was central to the strategy. By partnering with organizations that already had access to aligned audiences, Zeroed-In could expand reach while borrowing trust from credible partners. This created a mid-funnel touchpoint that helped the firm build familiarity with new buyers faster than almost any digital channel outside of in-person events.

The webinar engine included:

• Partner-led webinars to reach larger, ICP-aligned audiences
• Timely topics tied to startup accounting, audit readiness, funding events, and emerging business issues
• Website landing pages instead of Zoom or LinkedIn event pages to improve conversion and tracking
• Gated recordings and follow-up content to extend campaign life after each live event
• Email, retargeting, and sales follow-up to nurture both new and known contacts
• CRM review to identify registrants, attendees, and content engagers with promising lifecycle stages

THE UNIQUE APPROACH

Built for How Buyers Actually Choose

The webinar strategy was not built only for lead volume. It was built to support how buyers choose professional services firms. For Zeroed-In, webinars became a way to demonstrate expertise in public. They helped the firm educate a narrow audience, create useful content, and stay visible across long buying cycles.

The approach also treated known contacts as valuable. Former clients, referral sources, lost opportunities, open opportunities, and warm leads were not secondary audiences. They were part of the growth engine.

This mattered because the strongest signal was not necessarily raw attendance, but was who engaged.

Across the webinar program, engagement repeatedly showed up inside the CRM among contacts with promising lifecycle stages, including open deals, reactivated leads, former opportunities, and current or former clients with expansion potential.

Obstacles We Solved

Three Key Challenges

The webinar strategy was not built only for lead volume. It was built to support how buyers choose professional services firms. For Zeroed-In, webinars became a way to demonstrate expertise in public. They helped the firm educate a narrow audience, create useful content, and stay visible across long buying cycles.

The approach also treated known contacts as valuable. Former clients, referral sources, lost opportunities, open opportunities, and warm leads were not secondary audiences. They were part of the growth engine.

This mattered because the strongest signal was not necessarily raw attendance, but was who engaged.

Across the webinar program, engagement repeatedly showed up inside the CRM among contacts with promising lifecycle stages, including open deals, reactivated leads, former opportunities, and current or former clients with expansion potential.

RESULTS

Measurable Momentum Across Audience Growth, CRM Quality, and Pipeline Influence

Across the first three webinars, Zeroed-In Consulting built a clearer, more repeatable demand generation motion.

The program created measurable momentum across audience growth, CRM quality, and pipeline influence:

Key Outcomes

What Zeroed-In Walked Away With

Across the first three webinars, Zeroed-In Consulting built a clearer, more repeatable demand generation motion.

The program created measurable momentum across audience growth, CRM quality, and pipeline influence: