Most agencies that sell social media expertise can point to client work as evidence. Fewer are willing to be the evidence themselves, which is the position noticed. put itself in when it decided that the whole business would be built on one platform.
The question the founders faced in 2022 was how to win high-ticket B2B clients with no track record, no network and no budget for advertising. Their answer was LinkedIn, on the reasoning that it is the one major platform where B2B buyers research their partners properly, where people follow individuals rather than logos, and where a direct message still counts as a legitimate way to open a conversation.
noticed. is a LinkedIn-specialist B2B marketing agency based in Manchester city centre, founded by brothers Niall and Morgan Ratcliffe as a family business start-up with £18 between them. It is now a 16-person team at £1,062,000 annual recurring revenue, having grown 100% year on year, every year, and describes itself as one of the fastest-growing LinkedIn marketing agencies in the North of England.
Going deep on one channel rather than wide across several
The decision to go deep rather than wide was made on day one, and it made the agency's own presence the proving ground for everything it sells. Content strategies, campaigns and outreach sequences were tested on the business itself before being applied to more than 20 clients across engineering, hospitality, tech, recruitment, legal, logistics and professional services.
The logic was uncomfortable but clear. If the team could not grow its own presence on LinkedIn, the entire value proposition to clients would fall apart, so the only honest option was to prove the thesis by putting it to the test in public and under its own name.
That has produced a system the agency now uses internally and for clients, built in three steps. Positioning makes every profile instantly recognisable to the right people, organic content builds familiarity and trust through consistency, and outreach is where pipeline is actually made.
Turning attention into pipeline
For many clients, noticed. also creates sales assets and lead magnets focused on the ideal customer profile, designed to capture attention before moving people towards a clear next step. In practice that has meant playbooks, webinars, eBooks, guides and expert case studies, with LinkedIn carrying people from attention towards conversion and the lead magnet taking them from a passive connection to commercial pipeline.
Recent campaigns show the same approach applied to the agency's own audience. The State of LinkedIn Report, a free report on what is currently working on the platform, brought in insights from more than five other industry experts covering everything from building organic communities to LinkedIn B2B advertising and founder-led personal branding. It was marketed and launched entirely through LinkedIn and reached 550 downloads in three weeks on organic promotion alone.
The team also ran two LinkedIn Live masterclasses with B2B industry experts Dominic McGregor and Stephen Kenwright, which drew more than 760 combined sign-ups and gave the audience free insight alongside the opportunity to participate and ask questions live.
Four years of compounding on one platform
The agency is candid that no single post or campaign made the business. It was hundreds of them compounding, campaign after campaign refining the same principles for four years straight on one platform.
The client results follow the same pattern. An engineering company was booked into meetings with companies including Ford, Walmart and FedEx through a bespoke LinkedIn outreach campaign. A manufacturing company generated more than £3 million in pipeline potential through a full-funnel LinkedIn campaign. A health business launched a new brand from scratch, attracted 150 leads and signed five key accounts.
Growing the agency has only confirmed the founders' view that LinkedIn is the biggest opportunity available to B2B organisations and founders right now, and the best place for them to start conversations with the right people. Being shortlisted, the team says, is a chance to shed light on the value of a platform that is often overlooked and underrated despite the concentration of decision-makers actively using it, and to recognise the work of a team that spans content, account management and go to market.
What comes next is largely about precision. Hyper-personalisation powered by AI means outbound campaigns can be tailored to a prospect's name, role and specific situation, and the team is also using AI to read intent signals so that outreach can be timed to the moment someone is genuinely ready to have the conversation. Alongside that sit sales assets with real substance, live events and retargeting built off those events and paid campaigns. The technology is the enabler, but it is the sharper and more relevant conversations it makes possible that the team is looking forward to.
The winner of Best Use of a Single Platform at the Social Media Marketing Awards will be announced at the awards ceremony on 8 October in London