How a Mental Health Case Management Company Generated 100+ B2B Leads with No Ad Spend

Mental Health Case Management Company

The Company

This mental health case management company is a therapist-led healthcare organization that provides comprehensive care coordination and structured oversight for mental health and addiction recovery. They design and implement integrated, wraparound support systems through personalized case management, mentorship, and companionship that extend clinical goals into everyday life. By bridging the gap between treatment and reality, they deliver the practical advocacy and accountability needed to help clients build independence and ensure long-term continuity of care.

The Challenge

They wanted partnerships with psychotherapists, psychiatrists, and clinical businesses, but reaching this niche audience is incredibly difficult. Because these practitioners are busy and rarely search online for external support, many do not even know their specialized service exists to assist them. To scale their business, they needed a targeted approach to break through to these elusive clinicians, educate them on how a wraparound team can support their medical plans, and build the deep, trust-based relationships required to secure long-term B2B partners.

The Goal

Their goals were to:

  • Position the company and its owner as recognized thought leaders within the specialized behavioural health and addiction recovery space.
  • Launch targeted email marketing and LinkedIn outreach campaigns to break through to busy, elusive psychotherapists and psychiatrists.
  • Educate the target audience about the value of therapist-led case management to spark interest among practitioners who are unaware of the solution.
  • Build a consistent, high-value network of clinical professionals to foster long-term, trust-based business partnerships.
  • Drive predictable business growth by establishing a reliable, repeatable B2B pipeline through digital outreach.

The Results

This mental health case management company partnered with Able & Howe’s team to develop and execute targeted B2B campaigns. By launching highly strategic email marketing and LinkedIn outreach, we positioned their founder as an industry thought leader, successfully broke through to their niche clinician audience, and achieved:

20.08% email open rate

Significantly outperforming B2B healthcare benchmarks

29.03% connection success rate on LinkedIn

Rapidly expanding the founder's professional network with high-value psychiatrists and therapists

Over 100 qualified leads

Were generated from email outreach within just four months of the campaign launch.

Our Key Responsibilities

Able & Howe partnered with them to fully leverage targeted digital outreach, ensuring every campaign was optimized to build high-value partnerships and position their founder as an industry authority. Our approach included:

  • Strategic Campaign Development – Conducted comprehensive research into evolving industry trends to align campaign messaging with market demands and establish them as a forward-thinking thought leader.
  • High-Impact Email Marketing – Developed and executed personalized email campaigns that educated the niche audience on the clinical value of wraparound case management, successfully driving industry-high open rates.
  • Targeted LinkedIn Outreach – Implemented a precise networking campaign to break through clinical privacy filters, systematically connecting the founder with key decision-makers and clinical businesses.

Through this strategic approach, this mental health case management company maximized its digital presence, turned cold contacts into warm leads, and laid the foundation for long-term business partnerships.

 

How it Happened

Utilizing our in-source marketing model™, and a fractional marketing approach for B2B SaaS companies, Skillsetter was able to capitalize on quick wins while laying a foundation for long term marketing success.

Evaluate

Our team conducted an expansive and detailed audit of the company’s current marketing stack to expose strengths, weaknesses, and function gaps. 

Strengths

Skillsetter’s patent-pending software is unlike any other service offering on the market. Their interactive method of providing interpersonal skill training through deliberate practice enhances post-secondary programs and professional development training beyond what is currently offered.

Weaknesses

Skillsetter lacked internal marketing support and leadership. Up until Able & Howe’s support, Skillsetter’s marketing efforts were handled solely by the CEO. Despite the vast knowledge of the internal team around their product, they were limited in terms of establishing the brand and generating leads. 

Function Gaps

The main function gaps were the lack of an in-house marketing team and a missing lead nurture process. 

Create

  • Able & Howe worked with the Skillsetter team to develop a marketing strategy and project timeline corresponding to the strengths, weaknesses and opportunities identified in the ASP. 

Evolve

  • Skillsetter was set up with optimized Analytics tracking to monitor marketing performance. 
  • Set up a new CRM—migrated from previous CRM. 
  • Able & Howe created a content strategy, working with the Sillsetter team to create educational content. 
  • Initiated email automation setup with strategized campaigns. 
  • Developed Account-based marketing (ABM) strategy.

Activate

  • Able & Howe managed video script development, storyboarding and production.
  • Skillsetter underwent a rebrand in early 2022 (formerly Theravue) to better align the brand with expanded field service offerings. Able & Howe consulted on multiple stages within the rebranding process. 
  • To support the rebrand, Able & Howe consulted on a new website project.
    • Expanding the user interface of the website, content available, and overall design. 
  • Designed ad creatives for marketing campaigns.
    • Display, email, and remarketing.
  • Media planning
    • Research and identify highly targeted media partners for annual advertising placement + sponsorship opportunities

Enable

  • Supporting on website development to enhance the current service offerings beyond therapy and counselling fields. 
  • Campaign management and execution support. 
  • Ongoing content creation, calendar management and optimization.
  • Copywriting and art direction for advertising campaigns.
  • Target account list research + creation for sales team.