Prospect intelligence for agency new business
Build the right network.
Be ready when they are.
Groundwork measures how much of your LinkedIn network fits your ICP, builds lists of perfect-fit brands to grow it, and gives you the insight to post, reach out and walk into every first call properly briefed.
Built from your ICP up, not the channel down · Briefed for every first call · Founding members £49.50/month
How Groundwork grows new business
Grow, sharpen and engage with your LinkedIn audience.
Grow the right audience.
Build target lists from your ICP, add competitors in one click, and find the key people at every brand. Every connection you make is one you chose, not one that happened to accept.
Raise the quality of your audience.
Upload your LinkedIn connections to see what share fits your ICP, how senior they are and where your gaps sit. Grow towards what you want more of, and re-benchmark every 90 days to see the shift.
Have better conversations with it.
Every brand comes with a full prospect report, so your content lands with the right people, your messages feel tailored rather than templated, and you walk into first calls already knowing what matters to them.
“I knew who I wanted to reach, I could see my network getting better, and I knew what to say when I got there.”
Agency founder, Groundwork beta user
What you get
Walk into every first call briefed.
Six sections, one report. The people who matter, what they care about, and what to say to them, on every brand in your lists.
At a glance
innocent drinks
Drinks & FMCG
innocentdrinks.co.uk
Headcount
300-400
Revenue
£400-500M
The UK’s biggest smoothie brand, famous for straightforward ingredients, playful tone and sustainability-led packaging.
Key people
Decision-makers to know
Chief Executive Officer
Director of Marketing and Innovation
Head of Sustainability
Roles checked September 2026
Content ideas
Angles worth sharing
- How innocent cut packaging waste without losing shelf appeal
- A behind-the-scenes look at how new flavours make it to the bottle
- What FMCG brands can learn from innocent’s tone of voice
Trends
What is moving the category
- RisingRefill and low-sugar ranges
- RisingSustainability claims under scrutiny
- SteadyDTC subscription models
Competitors
3 mapped
First-call questions
Sound briefed, not curious
- How are you balancing sustainability claims with cost pressure?
- Which channels are driving the strongest new customer growth?
- What does your innovation pipeline look like over the next 12 months?
Built for LinkedIn
Find the right people. Measure the network you’re building.
LinkedIn people
The right people, with a LinkedIn profile you can open.
Every report surfaces the founders and leaders plus the decision makers who match your ICP, checked against live sources rather than guessed.
Amara Okafor
Chief Marketing Officer
Tom Reid
Head of Ecommerce
Priya Shah
Director of Data
- Founders, CEOs and your ICP departments on every brand
- A direct LinkedIn link wherever a profile can be verified
- A copyable search string when it cannot, so you still find them in seconds
Audience benchmark
See how much of your network actually fits your ICP.
Upload your LinkedIn connections and Groundwork maps every one against your ICP industries and seniority. Re-upload every 90 days and watch the quality climb.
Biggest gap: Travel
- Your network mapped against your ICP industries
- Decision-maker share, not just connection count
- Your gaps turned into new target lists
Daily sector brief
Start every day with something useful to say.
A two-minute morning brief on new leaders, agency reviews and strategy shifts across your sectors, with a conversation opener and a post angle for each. Every brief is saved, so you can always look back at what changed and when.
How it works
From ICP to new business in five steps.
Define your ICP.
Agency type, services, target industries, turnover band and the departments you want to reach. Set it once and everything is tailored to it.
Benchmark your network.
Upload your LinkedIn connections and see where you stand against your ICP today.
Build perfect-fit lists.
Start from your ICP, add competitors in one click and get a full report on every brand.
Grow with intent.
Connect with the decision makers who close your gaps, and share content written for the brands you want to work with.
Walk into every call briefed.
First-call questions, pitch angles and the context that shows you understand their world.
Founding member pricing
Everything you need to grow new business.
Groundwork is opening up in small groups. Join the waitlist today, pay nothing until your spot is ready.
Join the waitlist
Groundwork is opening up in small groups. Leave your email and we will let you know when your spot is ready. Nothing to pay today.
Founding member offer
For your first 3 months, then £99/month.
Available for the first 50 teams · ex VAT · cancel any time
- Unlimited prospect reports
- Brand lists built from your ICP, with competitors added in one click
- Verified LinkedIn profiles for the people who matter, with a copyable search when there is no link
- Audience benchmark against your ICP, re-run every 90 days
- Content ideas, trends, pitch angles and first-call questions on every report
- Full report history saved to your library
- Daily sector brief across your sectors, with a conversation opener and post angle for each
Build the right network. Be ready when they are.
Grow the right audience, raise its quality and have better conversations with it.