Industries · B2B & SaaS
Generate pipeline sales actually wants.
Demand measured against opportunities and revenue, not form fills.
Who we work with
- B2B SaaS at and beyond first traction
- Managed service and IT providers
- Professional and consulting firms
- Industrial and technical B2B
- Platforms with a sales-assisted motion
- Teams selling into committees rather than individuals
The economics
What actually constrains growth here.
B2B revenue arrives after a long, multi-touch, multi-person decision. That makes lead volume a misleading number: what matters is whether the account fits the profile, whether the buying group is engaged, and whether the opportunity progresses.
Where it breaks
The four failures we see most often.
None of these is a channel problem, which is why buying more traffic rarely fixes them.
01
Leads sales will not work
Marketing optimizes to a conversion event that has no relationship to revenue.
02
Arguments about what caused what
Nobody agrees on what worked, so budget decisions become political.
03
Stalled pipeline
Opportunities enter and sit, because nurture stops when the form is submitted.
04
Long cycles, short patience
Channels get judged on a timescale shorter than the sales cycle itself.
Why one partner
The argument between marketing and sales is a structural problem, not a personality one.
Marketing is measured on leads. Sales is measured on closed revenue. Nobody is measured on the thing in between, which is whether a lead was ever worth working. So marketing hits its number, sales says the leads are poor, and the meeting goes the same way every quarter.
Separate suppliers make this permanent. The agency optimizes to the conversion event it was given, because that is the only signal it has. It has no view of what happened after the form, and no mandate to ask.
We start by getting sales to write down what a qualified account actually looks like, then send that definition back to the platforms as the conversion. Volume falls, cost per lead rises, and pipeline improves — and everyone agrees in advance that this is what success looks like, because otherwise month two looks like failure.
How it connects
Five stages, and the handovers between them.
Most practices lose more between these stages than inside any one of them, because the gaps are the part nobody is being paid to own.
01
Reach
Demand aimed at the accounts that fit, not at whoever is cheapest to acquire on a given day.
02
Engage
Content and pages built for a buying group — the champion, the sceptic, and the person who signs.
03
Qualify
Filtering against the written definition, before the calendar rather than on the call.
04
Hand off
Routing, ownership and response standards, with nurture for the majority who are simply not ready yet.
05
Attribute
CRM outcomes fed back to the platforms, so optimization runs on opportunities rather than form fills.
What we build here
The parts of the system that matter most in this business.
Ordered by where the bottleneck usually sits, not by what is easiest to sell.
Conversion
Lead Generation
A system from first touch to a conversation the sales team wants.
Demand
Content + Creative
Positioning, editorial and creative production that feed every channel.
Demand
SEO + AI Visibility
Earn durable organic demand and get cited by the systems buyers now ask first.
Automation
CRM + Automation
The operational layer that stops demand leaking between systems.
What a package can include
Scoped to the bottleneck, not sold as a bundle.
Nobody needs all of this on day one. What you start with depends on which stage the diagnostic says is costing you most.
Demand
- Paid search and paid social
- Search visibility for problem-aware queries
- Thought leadership and editorial
- Account-based campaign support
Conversion
- Landing pages by intent stage
- Demo and trial request flows
- Qualification logic and form design
- Proof, security and objection content
Revenue operations
- CRM stage definitions, from first contact to repeat customer
- Lead routing and response SLAs
- Nurture sequences by buying stage
- Sales and marketing handover process
Intelligence
- Offline conversion import
- Pipeline and opportunity reporting
- Win rate and cycle length by source
- Channel contribution to revenue
Measurement
What we report on.
Defined in writing before the work starts, including what each number excludes.
- Qualified opportunities
- Pipeline created
- Lead-to-opportunity rate
- Sales-cycle length
- Win rate by source
Compliance
Data, consent and outbound.
B2B is not exempt from privacy law, whatever a list vendor tells you. Under GDPR and UK data protection rules a business email address that identifies a person is personal data, so it needs a lawful basis, a genuine legitimate-interest assessment where that is the basis relied on, and a working opt-out. Commercial email in the United States must identify itself as such, carry a valid postal address, and honour unsubscribes promptly. We will not buy scraped contact lists, and we will not run outbound where the data provenance cannot be explained — the deliverability damage alone usually outweighs the pipeline.
Next step
Review Pipeline Fit.
Bring the numbers you already have. We will tell you where the bottleneck is and what it would take to move it — before anyone talks about scope.