My1Login is a UK-based identity and access management company that competes with IAM and SSO heavyweights like Okta and Microsoft Entra ID. They noticed an emerging opportunity in UK accountancy firms but lacked a dedicated marketing team to take advantage of it. PacedRevenue got My1Login 9 CxO opportunities within 6 weeks with LinkedIn Ads shown only to partners, directors and the C-suite, mapped entire buying committees, and coached the team on objection handling.
A UK identity and access management company. For accountancy firms, it turns the login to HMRC's Government Gateway into one click.My1Login had one salesperson and no marketing team. "I am the marketing team," Mike Newman told us.
Its LinkedIn ads were bringing in very little, yet the product won whenever it reached a buyer. "We have a number of very compelling differentiators," Mike said, "which is great when we get to the table. We just don't get to as many tables as we'd like to."
Plenty of UK firms give up at that point: in our count of UK B2B companies with 21 to 100 staff, 40% to 47% of LinkedIn advertisers had stopped.
Heads of tax, tax directors and partners deal with HMRC's Government Gateway login every day. So the message stopped selling identity software and led with that login, which takes about 20 clicks and My1Login turns into one.
We built a landing page on My1Login's own site and ran LinkedIn ads only to partners, directors and the C-suite at about 3,000 UK firms. The first opportunity arrived seven days after launch, and nine arrived in six weeks, at £225 per conversion.
HMRC made multi-factor authentication mandatory for agent accounts on 23 March 2026. A page and campaign built around the new rule went live on 27 March, with ten posts for Mike and his account executive, and the first demo was booked 20 days later.
A purchase at an accountancy firm needs more than one signature. We mapped the seven people who shape it inside a UK practice, from the IT director to the compliance principal and the managing partner, with what each one controls and fears. My1Login's sales team got an opener and an objection plan for every one.
Mike's posts now run as promoted Thought Leader Ads beside the campaigns, and My1Login has added Meta and email outreach. In ten months the campaigns brought 30 enquiries, including one of the UK's ten largest accountancy firms, and 12 sales calls booked by My1Login's own team.
| What changes | Before | After |
|---|---|---|
| Who saw the ads | ✕Retargeted website visitors. | ✓Partners, directors and the C-suite only. |
| Enquiries | ✕LinkedIn ads bringing in very little. | ✓9 CxO opportunities in six weeks, and 30 enquiries in ten months. |
| Message | ✕Identity software for IT. | ✓The Government Gateway login, from 20 clicks to one. |
| Selling | ✕One salesperson, working every deal alone. | ✓The seven buyers in every firm mapped, with a playbook for each. |
It's brilliant. You and the team are doing a brilliant job. Really, really pleased.
If this sounds like your company, start with getting to the person who signs.
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Book a callPacedRevenue ran LinkedIn ads only to partners, directors and the C-suite at about 3,000 UK firms and sent them to a landing page built for accountancy partners. The message led with HMRC's Government Gateway login, which takes about 20 clicks and My1Login turns into one. The first opportunity arrived seven days after launch.
£225 per conversion in the first six weeks, according to LinkedIn Campaign Manager. PacedRevenue projects a three-year return of ten times My1Login's blended customer acquisition cost. The ads ran only to partners, directors and the C-suite, so every pound reached someone who can sign a contract.
No. PacedRevenue is a full-service revenue partner. For My1Login, PacedRevenue also mapped the seven people who shape a purchase inside a UK accountancy firm and gave My1Login's sales team an opener and an objection plan for each one, so the leads turn into deals.
Four days. When HMRC made multi-factor authentication mandatory for agent accounts on 23 March 2026, PacedRevenue had a new landing page, a campaign and ten LinkedIn posts live for My1Login by 27 March. The campaign's first demo was booked 20 days later.
Top 10 of 3,050 legal tech products on Legaltech Hub's June list
£196 per CEO meeting, where his earlier lead-form ads had meant cold calling
212,602 impressions on one post, with no ad spend behind it
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