01The client
Go Green Experts helps large companies reach net zero.
- Client
- Go Green Experts
- Founder
- Dominic (Dom) Lavelle
- What it does
- Helps large companies cut carbon and reach net zero
- Founded
- 2019
- Sells to
- CFOs, COOs, CEOs and sustainability leads
Dom started Go Green Experts in 2019, after about eight years in finance in the City of London and about eight years in the energy industry.
His company measures how much carbon a business puts out, at every level (scope 1, 2 and 3), builds a plan to bring it down to net zero, and helps the company do it: solar, electric vehicles, working with suppliers. Once that plan is in place, Go Green Experts also helps the company write it into bids, because most government and big-company contracts now require a net-zero commitment to win the work.
Dom sells to senior leaders: CFOs, COOs, CEOs and sustainability leads. For most of them, this is a money and operations decision first, not just an environmental one.
02The challenge
Over 5,000 followers, and no business from LinkedIn.
Dom had over 5,000 LinkedIn followers and posted every now and then. None of it brought in business.
Every lead came from his own outreach or from referrals.
03What we did
Write for the person who signs off the spend.
Fimiliar started working with Dom in July 2025 and built him a content plan written for the person who signs off the spend: the CFO.
The plan was simple: stop writing for a general sustainability audience, and write for the person who actually approves the spend. The first post, on 1 August 2025, made the case a CFO has to make to their own board: why spend money on net zero, and what they get back for it.
Every post is built from what Dom actually knows and has actually done, not generic sustainability talk. We led with return on investment: what cutting carbon really costs and what it actually pays back, in the language a CFO already uses at work. Most competitors write for sustainability teams. We wrote for the person who signs the cheque.
The first post had real proof behind it. Dom once ran a six-week project for a large UK government outsourcing company that, by Go Green Experts’ account, brought its UK and Europe net-zero target forward by five years. That’s what a CFO recognised in the post, and why they messaged him straight away.
04Before and after
Before Fimiliar, and after.
| Metric | Before | After | Change |
|---|---|---|---|
| LinkedIn followers | About 5,500 | About 7,000 | +27% |
| Posting | Every now and then | A content plan written for the CFO, from 1 Aug 2025 | n/a |
| Business from LinkedIn | None: every lead came from outreach or referrals | A CFO messaged Dom the same day as the first post | n/a |
| Work from that post (Dom’s figures) | n/a | A £42,000 eight-week project, plus £100,000+ of follow-on work in the pipeline | n/a |
Before = July 2025, when Fimiliar started. After = October 2026. Source: Dom’s own follower count in July 2025 and his public LinkedIn page in October 2026; the first post’s date from Fimiliar’s content calendar; the CFO message, the project and the follow-on work as Dom reports them. Checked 9 Oct 2026.
05What worked
One post, one CFO.
The CFO of a large UK company read that first post and messaged Dom on LinkedIn the same day.
- First post aimed at CFOs. A CFO messaged Dom the same day it went live.
- A £42,000, eight-week project, straight from that one post.
- More than £100,000 of follow-on work in the pipeline from the same relationship.
“After a call with the CFO this morning I am pretty close to closing a £42k eight-week sprint (plus potential >£100k follow-on work) with [a large UK company]. This is the CFO that messaged me on LinkedIn the same day you posted the first ever post for me, aimed at CFOs.”
06The outcome
What this proves.
One well-aimed post beat months of random posting. It worked because it spoke to the person who actually buys, in their own words.
This is what Fimiliar does: write for the real buyer, not a wide audience.
Dom’s following has grown from about 5,500 to about 7,000 since we started, up around 27%.
07Questions
Questions about this case study.
How did one LinkedIn post lead to a £42,000 project?
Fimiliar’s first post for Dom Lavelle, on 1 August 2025, spoke straight to a CFO about the case they have to make to their own board to spend money on net zero. The CFO of a large UK company read it and messaged Dom on LinkedIn the same day. Dom reports that the message turned into a £42,000, eight-week project, plus more than £100,000 of follow-on work in the pipeline.
Who was Dom’s content written for?
The person who signs off the spend: the CFO. Go Green Experts sells to senior leaders, CFOs, COOs, CEOs and sustainability leads, and for most of them net zero is a money and operations decision first. So the posts led with return on investment, in the language a CFO already uses at work.
How long did it take?
Fimiliar started working with Dom in July 2025. The first post went out on 1 August 2025, and the CFO messaged him on LinkedIn the same day.
08More case studies
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