B2B Companies marketing
Demand generation across long, committee led buying cycles
B2B buying involves several people, months of evaluation and a shortlist you are either on or not. Marketing has to influence all of that, then prove it did.
What usually goes wrong
- Sales cycles too long for platform attribution windows
- Lead volume targets that reward the wrong kind of lead
- Sales and marketing working from different definitions of qualified
Account focused paid media
Targeting built around firmographics and buying committee roles.
Bottom of funnel SEO
Solution, comparison and use case pages that intercept active evaluation.
Sales enablement content
Material that helps a champion sell internally after the first call.
Closed loop reporting
CRM outcomes fed back so optimisation targets revenue, not form fills.
SQL
Sales qualified opportunities, jointly defined
Pipeline
Value created per channel per quarter
Cycle
Time from first touch to closed won
Questions we get asked
Can you work with our sales team's definitions?
We insist on it. A shared definition of qualified is the first deliverable.
Is LinkedIn worth the cost?
For high contract values, often. For lower values, rarely against search.
How do you handle long attribution windows?
By reporting on pipeline created and influenced alongside platform conversions.