This document lays out an operational plan to win new branded-content and B2B film commissions from UK and US mid-market marketing, brand and comms leaders through cold email outreach — reading time ~ 6 minutes.
Read first
What you are about to read is a first take, drafted ahead of our conversation to give you a concrete preview of how we work.
The prospects, signals and projections presented here are working hypotheses — we will refine them together during the engagement.
The aim of this document is to let you picture concretely what a campaign could produce.
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01 / YOUR BUSINESS01 — 08
We understand your DNA.
Middle Table is an award-winning London video production company founded in 2012 by broadcast journalists from the Channel 5 News newsroom. The name comes from the literal table in that newsroom where the day's editorial decisions were made — the founding team picked it as a tribute to that culture of getting to the heart of a story before pointing a camera. Thirteen years on, the studio at 29-31 Cowper Street ships branded content, B2B films, mini-documentaries, internal films, commercials and motion graphics for Google, Nokia, Diageo, Mercedes F1, McLaren, Manchester United, NBCU, Salesforce, BBC StoryWorks, SAP, Sony, PETRONAS, Aston Martin F1, Sodexo and the British Red Cross. Six of the directors are former TV news editors and producers (Channel 5 News, ITV News). One of them, Louise Beale, is still a serving Channel 5 News presenter.
13
years in business
founded 2012, London EC2A — the operational depth to back the work
50+
global brands delivered
Google, Nokia, Diageo, BBC, Salesforce, Mercedes F1, McLaren, Manchester United, SAP
Channel 5 News and ITV News alumni — the journalism DNA in one number
What sets you apart
The journalism heritage is the structural play. Every Middle Table director comes from a broadcast newsroom (Channel 5 News, ITV News) and the studio scripts editorially first, then shoots. That is genuinely different from agency-led production houses that lead with visuals and bolt narrative on afterwards. The studio is also Clearcast-approved for UK ad clearance and has built a public AI Hub (Runway, Midjourney) explaining how the team uses AI with human oversight. Both reassure risk-averse marketing and comms buyers in regulated sectors.
What we will push on your behalf
Branded content video production — B2B films, mini-documentaries and internal films — for UK and US mid-market enterprises with a marketing or comms team but no in-house video capacity. The pain is universal: “our last video felt clunky” or “the agency we used didn't get our market.” The journalism-led angle plays particularly well in sectors with complex, regulated or technical stories (technology, pharmaceutical, engineering, financial services, energy). The cold-email pitch lands on a moment a new marketing leader or a recent business milestone where the brand-story needs a refresh.
02 / YOUR MARKET02 — 08
A market identified and qualified.
We start from the official UK Business Population Estimates 2025 (Department for Business and Trade): roughly 26,000 UK businesses with 100 or more employees across all sectors. We then filter for the seven sectors that match Middle Table's portfolio strengths (technology, sport-sponsoring brands, alcohol & beverages, tourism, engineering, pharmaceutical, cosmetics), giving a realistic addressable universe of about 7,000 UK enterprises. The database we build for this engagement is then curated down to 2,500 prospects, with two US enterprises included as showcase entries to demonstrate transatlantic reach.
~7,000
businesses identified
UK enterprises of 100+ employees across technology, sport-sponsoring brands, alcohol & beverages, tourism, engineering, pharmaceutical and cosmetics
2,500
prospects in your database
curated for this engagement — named Head of Marketing / Brand / Comms / Internal Comms with verified business email, sized to fit a 1-month / 1-email campaign
~10
commercial opportunities
over the 1-month engagement (weighted mean of the 4 Cold is Gold scenarios, 1 email per prospect)
~2
potential new clients
over the 1-month engagement (UK B2B average closing rate: 20%)
How we build this database
We cross-reference several B2B data sources (LinkedIn databases, trade directories, Companies House, Crunchbase) to identify enterprises that match the seven target sectors. Every contact is then verified and enriched by AI: decision-maker identification at Head of Marketing / Brand / Comms / Internal Comms level, business email validation, confirmation the company is still trading. Impossible to do manually on thousands of lines — this is what makes qualification possible at scale.
Why a 2,500 database
The 1-month / 1-email engagement is sized to a curated 2,500-prospect database rather than the full contactable universe. Curated means we apply the Cold is Gold 50% contactable rule (decision-maker + email findable) and then narrow further to the prospects with the strongest signal density. Deliberately conservative, so projections are realistic rather than optimistic.
This addressable market is sized for an English-speaking, mid-market & enterprise audience across the seven Middle Table sectors. We can run the same analysis on any segment or geography you want to focus.
03 / PROSPECT SAMPLE03 — 08
10 companies identified by our AI.
Before launching at full scale, we always start with a sample of 10 real prospects, picked across the seven target sectors (technology, sport-sponsoring brands, alcohol & beverages, tourism, engineering, pharmaceutical and cosmetics) and across sizes from 280-employee scale-ups to 42,000-employee FTSE 100 enterprises. For each one we identify a named Head of Marketing / Brand / Communications, surface a recent verifiable signal, and explain why the prospect fits Middle Table's branded-content offer. Eight prospects are UK-based and two are US-based, to demonstrate the approach works both at home and across the English-speaking export market. The same method is then applied to the full 2,500-prospect database.
For each prospect, our AI identifies a concrete signal: a recent CMO appointment, a hero campaign just shipped, an M&A, a strategy reset. That signal justifies why to reach out now and provides the foundation for personalising the email.
This sample is a preview of what your full database will look like. You will have the opportunity to validate it and steer us before the campaign goes live.
01
Charlotte Tilbury Beauty
Jérôme Leloup·Chief Marketing Officer
London-headquartered premium beauty house, ~1,500 employees, founded by master makeup artist Charlotte Tilbury in 2013, global retail and direct-to-consumer.
SIGNAL DETECTED
Joined as Chief Marketing Officer on 2 March 2026, relocating from Paris to London. First major C-suite appointment after founder/CEO Demetra Pinsent's 14-year tenure ended in late 2025.
WHY THIS PROSPECT FOR MIDDLE TABLE
A brand-new CMO in his 90-day window is the textbook moment for a video re-stamp. Premium beauty, a founder-led origin story and global brand-storytelling sit right in Middle Table's mini-documentary register. The Channel 5 journalism heritage holds that register where agency-led shops tend to over-produce.
GB consumer business of Diageo plc (~2,000 GB employees, 30,000+ globally), home of Guinness, Smirnoff, Gordon's, Tanqueray and Captain Morgan UK marketing.
SIGNAL DETECTED
Appointed January 2025 to lead Guinness, Smirnoff and Gordon's UK marketing. Sir Dave Lewis (ex-Tesco) appointed Diageo plc CEO on 1 January 2026, driving a global strategy reset.
WHY THIS PROSPECT FOR MIDDLE TABLE
Drinks storytelling is already a Middle Table specialism (Don Papa, Penfolds and Beringer on the reel). A new GB marketing chief plus a new group CEO means the UK brand chapter is being rewritten right now. The prior Reserve-portfolio relationship gives a warm conversational opener into the GB stakeholder.
03
TUI UK & Ireland
Bart Quinton Smith·Director of Marketing & Sales, TUI UK & Ireland
UK & Ireland arm of TUI Group, ~10,000 employees, operating TUI Holidays, First Choice, Marella Cruises and TUI Airways across the British and Irish travel market.
SIGNAL DETECTED
Promoted January 2025 from First Choice MD to lead marketing and sales for TUI UK & Ireland. Tasked with the First Choice brand transformation and expanded UK route rollout in 2025-2026.
WHY THIS PROSPECT FOR MIDDLE TABLE
Cross-brand portfolio (TUI + First Choice + Marella) plus destination storytelling plus Japan National Tourism already on the Middle Table roster equals direct sector fit. Mini-documentaries on destinations and traveller stories are exactly the format buyers in this seat commission.
04
Castore
Kev McFadyen·Chief Marketing Officer
Manchester-based premium British sportswear brand, ~500 employees, kit partner to England Cricket, Rangers FC, Newcastle United, Aston Villa and Saudi Pro League clubs.
SIGNAL DETECTED
Castore + ECB launched the “We're All In” 2026 England Cricket kit campaign in January 2026, narrated by Darren Gough (Men's, Women's and Mixed Disability teams). Concurrent McLaren Racing wind-down (Puma takes over F1 from end of 2025) means the sport-sponsorship portfolio is being reshaped onto Cricket, Rangers and Newcastle.
WHY THIS PROSPECT FOR MIDDLE TABLE
Castore lives on premium athletic-storytelling video. The 2025 “A Call To All” hero film and the 2026 ECB campaign show they commission cinematic narrative content externally. Mercedes F1, McLaren and Manchester United partner work on Middle Table's reel sits naturally next to this brief.
05
VodafoneThree
Maria Koutsoudakis·Chief Brand Officer, VodafoneThree
UK mobile network created by the June 2025 Vodafone UK + Three UK merger, ~9,400 employees, Newbury HQ, full retail estate across the United Kingdom.
SIGNAL DETECTED
Vodafone-Three merger completed June 2025. First joint brand campaign “Two Networks Are Better Than One” launched featuring Roman Kemp, produced with Leo UK and Wonderhood Studios. Koutsoudakis leading post-merger brand integration.
WHY THIS PROSPECT FOR MIDDLE TABLE
Massive post-merger brand-architecture moment plus a clear internal-film need to align two workforces equals sustained branded-content demand. Middle Table's journalism-led narrative method counter-positions cleanly against the flashier TVC route already underway.
06
Wagestream (now “Stream”)
Prelini Udayan-Chiechi·Chief Marketing Officer
London FinTech (Wagestream rebranded to Stream in 2025), ~280 employees, financial wellbeing platform for enterprise employers including Crate & Barrel, New Balance and Burger King.
SIGNAL DETECTED
Appointed CMO on 13 March 2025 to scale the platform internationally (250%+ US growth). Previously CMO at Zendesk and senior roles at Bazaarvoice, Adobe and IBM. The company rebranded to Stream in 2025 as it broadens beyond earned-wage access into a full financial wellbeing platform.
WHY THIS PROSPECT FOR MIDDLE TABLE
New CMO plus new corporate identity plus a B2B2C enterprise-employer model equals textbook moment for an external production partner to deliver a refreshed brand film, customer-story library and exec thought-leadership content. Middle Table's Salesforce, Google and SAP B2B SaaS storytelling reel maps directly to Udayan-Chiechi's Adobe / Zendesk DNA.
07
Rolls-Royce plc
Richard Wray·Director of External Communications & Brand
Derby-headquartered FTSE 100 engineer of civil aerospace, defence and power-systems hardware; ~42,000 employees globally, ~22,000 in the UK.
SIGNAL DETECTED
Rolls-Royce SMR signed an Early Works Contract with ČEZ Group in April 2026 for the first Czech small modular reactor at Temelín. CEO Tufan Erginbilgiç's turnaround has driven a 1,000%+ share-price gain since he took over, with profit targets hit two years early.
WHY THIS PROSPECT FOR MIDDLE TABLE
Iconic British engineer in turnaround story-mode plus the SMR programme equals sustained demand for technical mini-documentaries and B2B films across nuclear, defence and civil aerospace. Wray owns the through-narrative across the three divisions.
08
Hikma Pharmaceuticals
Susan Ringdal·EVP Strategic Planning, Communications & Investor Relations
London-headquartered FTSE 250 pharmaceutical company (~9,000 employees), generic injectables, branded and specialty medicines across MENA, Europe and North America.
SIGNAL DETECTED
Announced 2025 full-year results in February 2026 with revenue and profit growth, plus a share buyback and CEO succession plan. Riad Mishlawi succeeded Said Darwazah as Executive Chairman.
WHY THIS PROSPECT FOR MIDDLE TABLE
Pharma corporate films, capital-markets-day video and executive narrative work map directly onto Ringdal's combined comms-and-IR remit. Middle Table's Clearcast approval plus broadcast-journalism heritage is the right register for regulated pharma communication.
09
Hims & Hers Health
Kathryn Beiser·Chief Communications Officer
San Francisco-headquartered US telehealth and consumer wellness company, ~1,600 employees, NYSE-listed; dermatology, mental health, sexual health, weight loss and hair-loss verticals.
SIGNAL DETECTED
Appointed Chief Communications Officer in March 2026, days after the company's second consecutive Super Bowl ad (“Rich People Live Longer”, 8 February 2026, narrated by Common). Previously CCO at Eli Lilly, Kaiser Permanente, Discover, and global head of corporate at Edelman.
WHY THIS PROSPECT FOR MIDDLE TABLE
A brand-new CCO walking in days after a high-stakes Super Bowl creative cycle will be re-evaluating production partners for the 2026 narrative. The regulated environment (FDA scrutiny on GLP-1 marketing) means polished, controlled, premium video matters more than virality, which is exactly Middle Table's BBC and Diageo register. First US showcase prospect.
10
Zoom Communications
Kimberly Storin·Chief Marketing Officer
San Jose-headquartered video, voice and AI-collaboration platform (~7,300 employees, NASDAQ-listed), enterprise customer base across Fortune 500 and SME segments.
SIGNAL DETECTED
Joined Zoom as Chief Marketing Officer on 15 April 2025 from Zayo Group. Mandate: lead brand evolution from “video conferencing pandemic darling” to AI-powered collaboration platform. Owns brand, comms, product marketing and enterprise GTM.
WHY THIS PROSPECT FOR MIDDLE TABLE
Brand repositioning brief plus an AI narrative plus a global enterprise audience equals a sustained pipeline of B2B films and branded-doc projects. Middle Table's Google, Salesforce and SAP B2B SaaS storytelling reel speaks the same language. Second US showcase prospect.
04 / AI PERSONALISATION04 — 08
Emails that look written by hand.
The difference between an email that gets ignored and an email that gets a reply is rarely the offer itself — it's the first sentence. When a Head of Marketing, Brand or Comms opens an email and reads a line that mentions a specific fact about their company's recent campaign, a recent appointment they sit in, or a strategic moment they are publicly steering, the email earns the right to keep going. Cold is Gold's AI workflow extracts those facts at scale across the 2,500 prospects in your database, then weaves them into the opening line of each email so that every message reads as if a human spent two minutes researching the recipient. No flattery, no horoscope copy, no “I came across your website” generic openings — just a precise, verifiable fact in the prospect's own vocabulary, tied directly to your branded-content offer.
The principle: when the prospect reads the email, they should think “this person looked into me”, not “this is a bot”. Every sentence mentions a precise, verifiable fact, in the prospect's own vocabulary.
Here are the 3 types of signals we would use to personalise every email sent on your behalf.
01
Recent senior comms or marketing appointment
What we look forA publicly announced appointment of the decision-maker (or another senior comms / marketing / brand exec) to their current role within the last 12 to 18 months. The decision-maker is the signal.
Where we find itMarketing Week · Adweek · Campaign Live · PR Week · WWD · Fortune · LinkedIn announcements · RNS for FTSE prospects
Findable on65% of prospects
Raw data
Jérôme Leloup joined Charlotte Tilbury as Chief Marketing Officer on 2 March 2026, relocating from Paris to London. First major C-suite appointment after founder/CEO Demetra Pinsent's 14-year tenure ended in late 2025.
AI personalisation →
“Saw you stepped in as CMO at Charlotte Tilbury in March, off the back of Demetra Pinsent's exit. Most new CMOs commission a brand-story refresh in their first six months, and the founder-led narrative behind Charlotte's name has a documentary register most agency-led shops struggle to hold.”
02
Recent hero campaign or brand-content launch
What we look forA public-facing campaign, hero film, sponsorship-driven content or product launch shipped by the prospect's brand in the last 6 to 12 months. Format-agnostic (TVC, brand film, sponsorship spot, internal launch).
Where we find itLBB Online · Campaign Live · Adweek · The Drum · brand newsrooms · industry awards shortlists (D&AD, Cannes, British Arrows)
Findable on80% of prospects
Raw data
Castore + ECB launched the “We're All In” 2026 England Cricket kit campaign in January 2026, narrated by Darren Gough (Men's, Women's and Mixed Disability teams). The previous “A Call To All” 2025 hero film set the premium athletic-storytelling register.
AI personalisation →
“Saw the 'We're All In' kit film at the ECB 2026 launch, the Darren Gough narration anchored the brand-story register well, particularly the mixed disability team segment. With McLaren winding down and Cricket and Rangers now front of the sport-sponsor portfolio, the case for an ongoing athlete documentary series is a natural fit for a journalism-led production team.”
03
Strategic business milestone driving narrative content
What we look forA corporate-level milestone shipped in the last 6 to 12 months that creates a natural demand for executive narrative, internal-comms films, capital-markets-day video or customer-story content: M&A, fundraise, IPO, rebrand, new factory, major contract win, exec succession, ESG commitment.
Where we find itFT · Bloomberg · Reuters · Sky News · City AM · BusinessLive · UKTN · investor-relations newsrooms · RNS filings
Findable on75% of prospects
Raw data
Rolls-Royce SMR signed an Early Works Contract with ČEZ Group in April 2026 for the first Czech small modular reactor at Temelín. CEO Tufan Erginbilgiç's turnaround has driven a 1,000%+ share-price gain, profit targets hit two years early.
AI personalisation →
“The Temelín Early Works contract with ČEZ in April reads as the next step in SMR's commercial trajectory, and the corporate-narrative film around Erginbilgiç's turnaround is one of those briefs that has to travel internationally. Engineering-led storytelling for a nuclear-procurement audience tends to hold its register better with a journalism-led production team than an agency-led shop.”
A full sample of the email sent.
The personalised sentences above slot into a short, natural-sounding sequence. Here is what the opening email could look like, sent to Kev McFadyen, Chief Marketing Officer of Castore.
FromNick Frost · Middle TableTokev.mcfadyen@castore.comSubjectCricket kit film and what comes after McLaren
Hi Kev,
Saw the “We're All In” kit film at the ECB 2026 launch, the Darren Gough narration anchored the brand-story register well, particularly the mixed disability team segment.
With McLaren winding down at the end of last year and Cricket and Rangers now the heavy-lifters of the sport-sponsor portfolio, the question of how to keep that documentary register alive across the next twelve months is the one we keep coming back to with brand teams in your seat.
Middle Table is a London production company founded by Channel 5 News journalists. We treat athletic-storytelling commissions the way we used to treat news features: editorial-first, premium production, no agency layer in the middle. Recent partner-content work for Mercedes F1, Manchester United and BBC StoryWorks is on the reel if useful.
Would a 20-minute call before the summer make sense?
The sentence highlighted in terracotta is the line generated specifically for this prospect by our AI. The rest of the email is the same for everyone — written upfront with you.
05 / CAMPAIGN EXAMPLES05 — 08
Real campaigns we have run.
These 13 examples are intentionally varied — both in sector (construction, hospitality, luxury, SaaS, influencer marketing, editorial, EMS, factoring…) and in outcomes. You will find campaigns matching each of our 4 projection scenarios — from the minimum guarantee to exceptional cases. The goal is not to show a curated best-of, but the genuine diversity of what we produce. The campaign cards below are kept in their original French to remain faithful to the real artefacts we delivered. The AI-personalised sentences are highlighted in terracotta.
Campagne 01 / 13
Matériel EMS × coachs & studios sportifs
Prospection auprès de tous indépendants et centres de soins intéressés par l'EMS : coachs sportifs, studios, kinés, centres d'esthétique.
14 500
prospects contactés
413
opportunités générées
6
mois de campagne
Source IABio Instagram du coach + persona client qu'il cible (femmes 45+, remise en forme, rééducation...) + promesse principale qu'il met en avant dans sa communication.
J'ai vu sur Instagram que vous êtes coach sportive à Lyon et que vous accompagnez surtout des femmes de plus de 45 ans qui veulent se remettre en forme en douceur et ne plus avoir mal au dos.
Je vous contacte pour vous proposer d'essayer notre machine d'électrostimulation, qui offre à vos clients l'équivalent de plusieurs heures de travail musculaire en seulement 20 minutes.
La technologie existe depuis 2007 et plusieurs études ont montré des effets significatifs sur le renforcement musculaire et les douleurs dorsales, notamment chez les personnes qui ont du mal avec les entraînements classiques.
Que diriez-vous d'une séance découverte offerte, pour tester les sensations et l'efficacité ?
Émilie
Campagne 02 / 13
Agence OVB × prospection Instagram automatisée
Notre propre agence. 100% de notre acquisition provient du cold email — 100 à 200 clients signés par mois. Ciblage très large : toutes entreprises avec un compte Instagram et des besoins de prospection.
800 000
prospects contactés / an
10 500+
opportunités générées / an
12
mois de campagne
Source IAUn post Instagram récent du prospect (thématique, création, actualité) + métier précis + localité, pour rendre la proposition immédiatement crédible.
Je suis tombé sur votre post Instagram où vous parlez de vos compositions florales pour la Saint-Valentin.
Je me permets de vous envoyer ce message car je trouve dommage que votre contenu ne soit pas vu par davantage de passionnés de fleurs à Lyon.
Nous avons mis au point une méthode qui permettrait d'attirer 6 000 amateurs de créations florales par mois sur votre profil. Cela permet aux artistes floraux que nous accompagnons de gagner en moyenne 500 abonnés par mois, et de générer de nouveaux clients.
C'est quelque chose qui peut vous intéresser ?
PS : je précise que cette méthode est 100% automatisée et ne vous prendra pas une seule seconde de votre temps.
Thibault · Co-Founder @Agence OVB
Campagne 03 / 13 · EN
Hardware décoratif haut de gamme × architectes d'intérieur
Prospection en anglais auprès d'architectes d'intérieur UK et US.
11 500
prospects contactés
82
opportunités générées
3
mois de campagne
Source IAUn projet récent du prospect (nom du projet) + détails design identifiés dans le travail du cabinet (tonalités, textures, matériaux, ambiance).
FromHugo Clark · [hardware brand anonymized]To[prospect]Subjectquestion parkstone primary retreatCas favorable
Dear Jill, I hope you are well?
Please forgive the direct nature of my email but I was looking at your Parkstone Primary Retreat project, and I thought how you paired muted tones with natural textures looked incredibly smart.
I wanted to get in touch because your approach seems particularly aligned with our unique and refined decorative hardware — handmade in the UK from natural materials such as horn and leather. Every piece is genuinely special due to the organic nature of the material we use.
Not sure if you're sourcing hardware but we would love to help if we can.
Do get in touch if samples are of interest.
Hugo
Campagne 04 / 13
Caviste × restaurants & hôtels
Prospection auprès de tous secteurs de la restauration susceptibles de vendre du vin : restaurants, bistrots, bars à vin, hôtels (hors fast-food).
20 000
prospects contactés
458
opportunités générées
12
mois de campagne
Source IAType et style d'établissement du prospect (bistrot, restaurant gastronomique, hôtel...), cuisine ou positionnement (bistronomique, italien, traditionnel...) et localité précise.
DePaul Durand · [marque anonymisée]À[prospect]ObjetLa Dolce Vita : vos vinsCas favorable
Bonjour Julien,
J'ai vu que vous avez un bistrot dans le Marais à Paris, avec une cuisine française bistronomique.
Vous commandez uniquement ce dont vous avez besoin parmi nos 500 références de vignerons réputés et de domaines sous allocation, vous pouvez panacher vos références, et êtes livré en seulement 24h par nos équipes.
Cela vous permet de ne pas stocker du vin inutilement, tout en conservant une carte variée et de qualité.
Je voulais vous proposer de passer directement chez vous, pour vous faire goûter quelques références et faire connaissance.
Est-ce que ça peut vous intéresser ?
Paul
Campagne 05 / 13
Stands éco-conçus × salons professionnels
Prospection auprès de toute entreprise ayant exposé sur un salon professionnel (tous secteurs, toutes fonctions décisionnaires).
8 030
prospects contactés
29
opportunités générées
3
mois de campagne
Source IAUn salon récent auquel le prospect a exposé (nom du salon + lieu) + les produits phares mis en avant par l'entreprise.
DeThomas Bernard · [marque anonymisée]À[prospect]Objetquestion taste in parisCas courant
Bonjour Claire,
J'ai vu que vous avez exposé à Taste in Paris au Grand Palais pour mettre en avant vos collections de chocolats et de confiseries haut de gamme.
Je vous contacte car nous concevons des stands en bois éco-conçus, modulables et réutilisables, pensés pour attirer plus de visiteurs qualifiés, renforcer une image éco-responsable crédible et garder un rendu très premium — sans coûter plus cher qu'un stand sur mesure classique.
J'aimerais vous proposer une modélisation 3D gratuite de votre prochain stand, imaginée spécifiquement pour valoriser vos coffrets et vos nouveautés.
Est-ce quelque chose qui peut vous intéresser ?
Thomas
Campagne 06 / 13
Pizzas sous-vide × bars à vin et snacking
Prospection auprès de tous restaurants et commerces susceptibles de vendre des pizzas (hors fast-food) : bistrots, bars à vin, épiceries fines, snacks, commerces de proximité.
19 500
prospects contactés
1 308
opportunités générées
6
mois de campagne
Source IAType d'établissement du prospect (bar à vin, bistrot, épicerie fine...) + positionnement (produits proposés, ambiance, cible) + localité précise.
DeMarina Leblanc · [marque anonymisée]À[prospect]Objetquestion bar à vin villefrancheCas exceptionnel
Bonjour Martin,
J'ai vu que vous proposez une sélection de vins et des petits plats gourmands dans un cadre convivial à Villefranche-sur-Saône.
Je me permets de vous écrire car nous proposons des pizzas fraîches sous-vide — vous n'avez qu'à les cuire en quelques minutes et les servir, c'est tout. Pas besoin de cuisine, de personnel ni de préparation.
Elles sont fabriquées en Provence dans nos ateliers avec des recettes élaborées par un champion de la pizza. Pâte reposée 48h, sauce tomate maison, ingrédients 100% naturels : la qualité d'un vrai pizzaiolo, sans les contraintes.
Parfaites pour les planches apéro, la vente à emporter ou le service rapide.
Nous proposons un pack découverte gratuit de 5 pizzas, je peux vous en envoyer un ?
Marina
Campagne 07 / 13
Affacturage × TPE/PME du BTP
Prospection auprès de dirigeants de TPE/PME du BTP (VRD, génie civil, gros œuvre, maçonnerie, charpente).
11 500
prospects contactés
31
opportunités générées
6
mois de campagne
Source IAUn marché public ou chantier récemment remporté par le prospect (nom, localisation) + spécialité technique principale de l'entreprise (VRD, charpente, maçonnerie...).
J'ai vu que vous avez remporté l'aménagement des voiries du quartier Les Tilleuls à Lyon 8e. Félicitations, ce n'est pas rien dans le contexte actuel.
Je me permets de vous contacter car je sais qu'en VRD et génie civil, vos achats de matériel et votre masse salariale vident parfois votre trésorerie bien avant que la mairie de Lyon ne règle vos factures...
Nous aidons justement les TPE/PME du BTP comme la vôtre à ne pas attendre : on finance vos factures de chantier avec un taux fixe, sans frais cachés, et l'argent arrive sur votre compte sous 48h.
Si vous avez des factures qui traînent et pèsent sur votre trésorerie, je peux vous dire très rapidement si nous pouvons vous les payer.
Est-ce quelque chose qui peut vous intéresser ?
Nicolas
Campagne 08 / 13
Maison d'édition × impression d'art
Prospection auprès d'architectes d'intérieur et de décorateurs.
12 500
prospects contactés
134
opportunités générées
6
mois de campagne
Source IAUn projet récent trouvé sur le portfolio du prospect + 1 à 2 détails déco concrets (matériaux, volumes, couleurs).
DeLaura Martin · [marque anonymisée]À[prospect]Objetquestion architecture intérieureCas favorable
Bonjour Rodolphe,
J'ai vu le projet que vous avez réalisé pour Cartier, le travail sur les volumes et les matériaux nobles dans l'espace de vente est superbe.
Je vous contacte car nous éditons des photographies d'art en grand format, avec des finitions haut de gamme (tirage fine art, encadrement sur mesure, aluminium), pensées pour s'intégrer dans des projets comme les vôtres.
Si vous avez un projet en cours, je peux vous proposer une sélection d'œuvres adaptée à vos espaces.
Est-ce quelque chose qui peut vous intéresser ? Ça ne vous engage à rien.
Laura
Campagne 09 / 13
Socratech.io × création de contenus vidéo
Notre deuxième agence. 100% de notre acquisition via cold email — +20 clients/mois, panier moyen 8 k€. Ciblage : dirigeants d'entreprises (2-3+ salariés) avec une interview ou une parution presse dans les 6 derniers mois.
100 000
prospects contactés / an
1 200+
opportunités générées / an
12
mois de campagne
Source IAUne intervention récente du prospect (podcast, conférence, interview) + expertise métier pointue + offre spécifique à son univers.
Pardon pour ce mail un peu « direct », mais votre intervention dans « Les Plantes de la Périménopause » sur les remèdes naturels et leur rôle dans la gestion de la périménopause m'a donné envie de vous contacter.
Je vous écris car nous interviewons des dirigeants à forte expertise, et votre offre de compléments alimentaires bio pour l'équilibre hormonal des femmes nous intéresse énormément.
Il ne s'agit pas d'une interview « traditionnelle », mais d'un tournage où nous produisons des contenus pensés pour générer des millions de vues sur les réseaux sociaux. Le tournage permet de produire jusqu'à 50 vidéos pour alimenter tous vos réseaux pendant plusieurs mois.
Si l'idée vous intéresse, je peux vous montrer en 10 minutes comment nous trouvons les bons sujets qui génèrent un maximum de visibilité ?
PS : quand je dis des millions de vues ce n'est pas une façon de parler — 40M de vues pour un leader de la vente de vins en ligne, 25M pour le coiffeur le plus connu de France.
Thibault · Co-Founder @Socratech
Campagne 10 / 13
Vidéo IA générative × marques & marketing
Prospection auprès des directions marketing et brand managers d'entreprises de plus de 10 salariés.
22 500
prospects contactés
98
opportunités générées
6
mois de campagne
Source IASecteur et produits phares de la marque + 2 à 3 idées créatives de vidéos impossibles à tourner en production classique, conçues spécifiquement pour leur univers.
DeJulia Bernard · [studio IA anonymisé]À[prospect]Objetquestion video cosmétiquesCas courant
Bonjour Sophie,
Avez-vous déjà imaginé un sérum géant Nuxe qui émerge d'un champ de lavande en Provence, une goutte d'Huile Prodigieuse qui explose au ralenti et révèle chacun de ses 7 ingrédients, ou encore un flacon qui se compose pièce par pièce dans un atelier végétal ?
Je vous contacte car c'est exactement ce que nous réalisons. Nos artistes spécialisés en IA générative produisent des vidéos avec un rendu aussi quali que du réel, 2 à 3x plus vite et à moindre coût qu'une production classique.
Est-ce quelque chose qui peut vous intéresser ? Je peux vous faire un plan créatif chiffré, ça ne vous engage à rien.
Julia
Campagne 11 / 13
SaaS de pilotage × bureaux d'études
Prospection auprès des dirigeants de bureaux d'études, toutes disciplines confondues.
5 000
prospects contactés
32
opportunités générées
3
mois de campagne
Source IAUn projet récent du bureau d'études (trouvé sur leur site ou dans la presse spécialisée) + inférence d'un point de douleur précis sur la gestion des temps et la facturation à l'avancement.
DeOlivier Richard · [SaaS anonymisé]À[prospect]Objetquestion structure bétonCas favorable
Bonjour Marc,
J'ai vu que vous aviez récemment travaillé sur la réhabilitation de l'ancien site industriel de Gerland — c'est un beau challenge technique sur la partie structure.
Sur des dossiers de réhabilitation aussi complexes, la coordination entre vos ingénieurs et la facturation réelle des phases d'études est souvent le point noir qui fait perdre un temps fou en fin de mois.
Je dirige moi-même un bureau d'études (nous sommes 40) et j'ai fini par faire développer notre propre outil de pilotage, car rien sur le marché n'était adapté à nos spécificités.
Pour être concret, je peux vous montrer une simulation de plan de charge basée sur une structure identique à la vôtre. Ça vous permettrait de visualiser le gain de temps sans que vous n'ayez rien à préparer.
Est-ce que cela peut vous intéresser ?
Olivier
Campagne 12 / 13 · EN
Marketing d'influence × marques de spiritueux
Prospection en anglais auprès de marques alimentaires, de spiritueux et de produits B2C ayant une présence active sur les réseaux sociaux. L'IA vérifiait les collaborations influenceurs passées.
7 700
prospects contactés
48
opportunités générées
3
mois de campagne
Source IACatégorie produit précise (Japanese gin, single malt...), nom du produit phare, handle Instagram de la marque, persona d'audience cible (gin enthusiasts, whisky collectors...).
Forgive the direct email but we partner with creators who are really into Japanese gins, and who'd love to feature your Etsu Pacific Ocean Water bottle.
These creators are followed by thousands of gin enthusiasts — the kind who don't just drink it, they talk about it. The content they can produce will instantly grow your community on @etsugin and generate a lot of sales (ROI is positive in a few days).
May I show you a few of their profiles?
Sarah
Campagne 13 / 13
Rédaction éditoriale × marques de vin
Prospection auprès d'entreprises ayant une présence éditoriale (magazine, newsletter, blog, prises de parole publiques).
6 500
prospects contactés
68
opportunités générées
6
mois de campagne
Source IAAnalyse des contenus publiés par le prospect (LinkedIn, site, articles, interviews) pour identifier ses thèmes récurrents, ses engagements et son angle éditorial distinctif.
DeLaurianne Martin · [agence éditoriale anonymisée]À[prospect]Objetquestion prises de paroleCas favorable
Bonjour Jeremy,
Je me permets un mail direct car depuis que je vous suis, j'ai senti que vous aviez des histoires riches à raconter sur la diversité des Crus Bourgeois et leur engagement pour un vin de qualité accessible.
Je vous écris car nous tissons depuis 8 ans des récits sur mesure pour les plus grandes marques et groupes avec, à mes côtés, une équipe de journalistes passionnés par le vin.
J'ai pris le temps d'étudier en profondeur vos contenus et j'aimerais vous présenter un plan d'action éditorial qui donnerait encore plus de poids à vos prises de parole.
Puis-je vous le partager ?
Laurianne
06 / CASE STUDIES06 — 08
What we have already done.
Cosmetics distributor
Premium salon products · 12 employees · 3-month campaign
32 opportunities in 10 days
7 new resellers signed across the 3-month campaign · reported 6x ROI
Here are the 6 phases of our engagement. The first ones run in parallel so that your campaigns start as quickly as possible.
Phase 1
Technical setup Weeks 1-4
Phase 2
Workshop (1h) Week 2
Phase 3
Sequence copywriting Weeks 2-3
Phase 4
Database build Weeks 3-4
Phase 5
Launch Week 5
Phase 6
Reporting Ongoing
Good to know: phases 2, 3 and 4 run in parallel with the technical setup (phase 1). Concretely, during the 1-month technical warm-up we build your database and write your sequence — so the first emails go out from week 5.
Phase 1 — Technical setup
Creation of dedicated sending domains, SPF/DKIM/DMARC configuration, opening and setting up the email addresses, launch of the warm-up (1 month). No action required on your side.
Phase 2 — Workshop (1h)
A structured working session to define together the structure of the database, the tone of voice for the emails, and to gather your case studies and key differentiators. This phase runs in parallel with phase 1 (Technical setup).
Phase 3 — Sequence copywriting
First draft, feedback rounds and optimisations with you, then layering in the AI personalisation (the signals shown above). We validate the overall email content with you before moving on to the database.
Phase 4 — Database build
We assemble a sample of prospects (like the 10 above) for you to validate. Once approved, we build the full database with quality control: field verification, contact qualification.
Phase 5 — Campaign launch
Sending starts as soon as the warm-up is complete. First results within the first week. Real-time tracking: open rate, reply rate, opportunities generated.
Phase 6 — Reporting & optimisation
Real-time reporting through our platform. Continuous adjustments and A/B testing on subject lines, opening sentences and sequences. Regular monthly or quarterly check-ins depending on results.
08 / PROJECTIONS, PRICING & GUARANTEE08 — 08
Projections, pricing and results guarantee.
Simulate your return on investment
Three parameters to adjust to estimate your results. Projections based on the real conversion rates achieved for our existing clients.
AYour parameters
Campaign duration
Over 12 months, we re-engage your prospects 4 times with different angles (spaced 3 months apart) — multiplying your results by 4 vs. a short campaign.
Fixed at 2,500 for this 1-month engagement.
%
UK B2B average. Adjust to your own rate.
BYour projected results
YOUR PROJECTION
↑ Enter your margin per client above to see your projection.
Projections by scenarioThe 2 central scenarios = 80% of real cases
10% of our clients' campaigns
Minimum guarantee
—
net margin
Show details
Qualified opportunities—
New clients—
Gross margin generated—
40% of our clients' campaigns
Common case
—
net margin
Show details
Qualified opportunities38
New clients—
Gross margin generated—
40% of our clients' campaigns
Favourable case
—
net margin
Show details
Qualified opportunities75
New clients—
Gross margin generated—
10% of our clients' campaigns
Exceptional case
—
net margin
Show details
Qualified opportunities150
New clients—
Gross margin generated—
YOUR PRICING
We don't sell emails sent. We sell commercial opportunities.
A one-shot 1-month engagement with one personalised email per prospect, on a 2,500-prospect curated database, with the results guarantee built in. Final pricing.
Duration
Click to adjust the prices without scrolling back to your simulation.
WITHOUT RESULTS GUARANTEE
£ / month, ex. VAT
That is 18,000 £ ex. VAT over 12 months
Your estimated net margin
—
Average across our clients · after deduction
Our commitment
No contractual commitment on the number of opportunities.
RECOMMENDED
WITH RESULTS GUARANTEE
£ ex. VAT
One-shot · 1 month, 1 email per prospect on a 2,500-prospect database
Your estimated net margin
—
Average across our clients · after deduction
Our commitment
At least 3 qualified opportunities over 1 month. If missed → billing frozen until catch-up.
How the guarantee works in 3 clauses.
D0 · Launch
CLAUSE.01
Our commitment
We commit to generating at least — qualified opportunities over the 1-month engagement on the 2,500-prospect database (— opportunities total). This floor matches the low scenario of our projections (10% of our clients' campaigns).
M+1 · Check
CLAUSE.02
If we miss the floor at month-end
If the engagement closes below — qualified opportunities, we run a top-up second send on the same database at no additional charge to bridge the gap. The top-up is launched within 30 days of the original campaign closing.
Post top-up · Resolution
CLAUSE.03
If the top-up also misses the floor
You receive a pro-rata refund on the £2,900 fee, calculated on the opportunity shortfall against the contractual floor. No questions asked.
Dynamic values
The figures shown in these clauses are not fixed: they are recalculated automatically based on the parameters set in your simulation above. The final contractual commitment will depend on the parameters validated together at the start of the engagement.
Contractual definition of an opportunity: a prospect responding positively to one of our prospecting emails — either an information request or a meeting request.
In addition to fees, 3 technical costs to plan for.
The first is a one-off investment that you own for life — your prospects remain yours, even if you stop working with us. The other two are monthly technical subscriptions, essential for any cold email campaign.
ONE-OFF · AT LAUNCH
Database
yours for life
—
Enter the market size above
100% qualified prospects · email validated by AI · full enrichment · £0.09 per lead
MONTHLY SUBSCRIPTION
Instantly
no commitment
97 $ / month
Sending platform + CRM
Cancellable any time · essential for automated sending
MONTHLY SUBSCRIPTION
Sending addresses
$5 per address
—
Enter the market size above
30 sends per business day per address · ~21 business days / month
A FINAL WORD
This document is not a sales pitch. It is a projection built on the real numbers from our campaigns — the scenarios presented are not promises, they are averages observed across our clients.
Our method has been operational for several years. It works as soon as the fundamentals are in place: a clearly identified market, a differentiating positioning, a measured closing rate. Middle Table has all three.
Our conviction is that we can install for you a steady stream of qualified branded-content opportunities over the next twelve months — with indicators we steer together, month after month.
Whenever you want to talk about it concretely, we are here.