Account-based targeting
Named accounts and segments targeted deliberately across search, LinkedIn and email.
A B2B purchase involves several people who each need something different: the specifier wants technical proof, the finance approver wants commercial justification, the end user wants to know it will not disrupt their week. It happens over months, mostly without you in the room, and the buyer has already formed a view before they ever fill in a form.
So B2B marketing is not lead-count marketing. It is making sure that when your named accounts research, your material is what they find and it answers the specific question each stakeholder has. We build around that: account targeting, content mapped to buying roles, and measurement that follows leads all the way into pipeline.
The buying committee is the audience, not 'the company'
A B2B purchase of any size involves several people who each need something different. The specifier wants technical proof and integration detail. The finance approver wants commercial justification and risk cover. The end user wants to know it will not disrupt their week. Procurement wants terms and alternatives.
Marketing that speaks to one of them fails the others, and it is usually the others who kill the deal. Content mapped to each role (and reachable independently, because they will not read each other's material) is what moves a committee.
Most of the decision happens without you
By the time a B2B buyer contacts a supplier, a large share of the evaluation is already done. They have read comparisons, asked peers, checked reviews and formed a shortlist from what they could find.
That means the objective is not to be present at the enquiry; it is to be the material they found during the invisible part. Which in turn means publishing the comparisons, the specifications and the honest limitations rather than gating everything behind a form.
Small audiences change the economics
If your total addressable market is four hundred companies, conversion rate optimisation on a landing page is not where the leverage is. Reaching those four hundred properly, repeatedly, through channels their people actually use, is.
That justifies spend per contact that would look absurd in a consumer context (targeted advertising, direct mail, events, personalised outreach), because a single account can be worth years of revenue.
Report on pipeline, and accept the lag
Marketing-sourced leads, opportunities created, pipeline value and influenced revenue: reported with the honest caveat that a six-month sales cycle means the first three months of any programme will look worse than it is.
We agree leading indicators up front for that reason: account engagement, qualified conversations, shortlist appearances. Judging a long-cycle programme on first-quarter revenue is how good B2B work gets cancelled.