Customer success story

HMA Tax Case Study

Successful telemarketing pilot generates high quality appointments and becomes ongoing engagement for HMA Tax

Founded in 2015, Headley Meredith Associates Limited (HMA Tax) are an award winning specialist taxation firm based within the West Midlands, operating nationally. The business specialises in capital allowance tax relief through an expert in-house team. Partnering with hundreds of accountants and solicitors across the UK, HMA use their specialist knowledge to help their clients receive the maximum tax relief available. The service is guaranteed to be fully HMRC compliant and in less than three years, the business has identified over £85 million pounds in unclaimed allowances for its clients.


Project background

Since its foundation, HMA Tax had grown rapidly but felt there was a lack of awareness of their services in a number of sectors in the UK. They approached The Telemarketing Company (TTMC) to trial an appointment setting campaign, targeting specific sectors with significant untapped potential. As a business to business specialist with previous experience in the finance/tax sector, they felt the agency was well placed to deliver both the quality and quantity of calls needed to create a healthy pipeline of opportunities, and to generate increased awareness of their service and expertise.

Project execution

Initially, TTMC was engaged to undertake a 12 week pilot, calling into breweries, vineyards and small software companies promoting a government incentivised tax credit scheme encouraging R&D in UK business. TTMC was tasked to explain the benefits of the scheme, check qualification criteria, respond to objections and questions and then schedule an appointment with qualifying businesses to meet with a specialist. HMA Tax would then submit a claim report to HMRC which, when approved, would result in refunds and tax relief paid directly to the client. Within four weeks of calling, appointment volumes had exceeded all expectations.

Given the success of the initial pilot, HMA Tax immediately extended the engagement to include appointment setting for another of their propositions – ECA (Embedded Capital Allowance). The ECA scheme was conceived by the Treasury to encourage investment from commercial property owners, providing allowances on investments such as plant and machinery or integral features such as air conditioning, wiring and plumbing. TTMC callers, already familiar with the general proposition from the initial pilot, quickly picked up momentum on the second phase of calling following a short phone briefing.

Data provided was based on a broad geography with no organisation size, sector focus or other segmentation criteria. As each lead had to be qualified against strict criteria for compliance, the challenge was to work efficiency through the large database to identify businesses interested in and entitled to the relief available. Another challenge faced by callers was the need to position the particular expertise offered by HMA Tax versus that a standard accountancy service. Many prospects raised the objection that their accountants already advised on tax issues so the success of the campaign relied on the callers’ ability to clearly differentiate the offer and position HMA Tax’s USP (Unique Selling Point). Part of the strategy was to highlight the need for HMA Tax to work with accountants and callers actively encouraged their attendance at any appointment booked.


Working closely with the client, TTMC has honed the calling strategy as the engagement has progressed. Data has been segmented and sectors prioritised, including accountants who may benefit directly from the service themselves, but also open up wider opportunities for HMA Tax through their own client network. After 10 weeks of calling, 44 appointments have been generated. Over 1500 conversations have taken place, increasing awareness of HMA Tax’s offer with key decision makers. A robust approach to data management has generated over 7000 updates to the original database to support future marketing activity.

The level of efficiency provided by TTMC’s bespoke calling platform has enabled the agency to work quickly through the data and qualify out prospects not meeting the strict criteria. Shared call recordings have allowed ongoing feedback from the client and provided assurance around the quality of the appointments set, as well as valuable insight for the HMA Tax team member meeting the prospective client. The skills and experience of the calling team have converted a large unqualified database into a solid pipeline of short, medium and long-term opportunities to be worked by HMA Tax’s in-house team. The client has now engaged TTMC on an ongoing basis.
I was impressed by how quickly TTMC got to grips with our complex, technical product. Within a few days of calls starting they had made quality appointments for our team. Our close working relationship with our contact Nicola has ensured that our campaign remains dynamic and the regular feedback from both sides is invaluable. We plan to use TTMC on an ongoing basis and would (and have) recommend their service to any business looking to accelerate growth.
Sales & Marketing Director, HMA Tax