Marketing for products that take a committee to buy.
When six people have to agree and the sale takes months, more leads won't fix it. We build the system that carries a buying group from first search to signed contract, and shows marketing and sales the same numbers along the way.
Good product, slow pipeline.
B2B technology rarely loses on the product. It loses in the gaps of a long, crowded buying process:
- Long cyclesMonths pass between first touch and signature, and interest cools in the quiet stretches.
- Many buyersThe user, the technical lead, finance and the executive each need a different reason to say yes.
- Complex productsThe value is real but hard to explain, so the website talks features and the buyer can't repeat the pitch internally.
- Lead-quality fightsMarketing counts leads, sales says they're junk, and nobody trusts the report.
Deals are won between meetings.
Most of a committee's decision happens when you're not in the room: someone forwards a page, a colleague searches your name, finance asks what it costs to do nothing. Your marketing has to do the selling in those moments.
Four parts, one pipeline.
Each part is built to hand off to the next, so a clear message becomes demand, demand becomes pipeline, and pipeline closes.
- PositioningJobs-to-be-done interviews with customers and lost deals, turned into a messaging house: one core promise with proof for each buyer on the committee.Metric: message recall, win rate
- DemandPillar content and SEO for the questions buyers research, LinkedIn and search ads, account-based campaigns and webinars.Metric: qualified pipeline created
- PipelineOne CRM, lead scoring, a written marketing–sales agreement on what counts as qualified, nurture for the long middle, and attribution.Metric: stage conversion, velocity
- EnablementCase studies, battle cards and ROI tools, surfaced inside the CRM at the stage where sales needs them.Metric: cycle length, win rate
One scoreboard for marketing and sales.
Every B2B engagement runs on our Tripod Method™. The lead-quality argument ends when both teams are measured on the same numbers, so we build the scoreboard before we scale the spend.
MQL volume is replaced by qualified pipeline: opportunities sales has accepted, in dollars.
How often you win and how long it takes, tracked by segment and by source.
What a customer costs, what they're worth, and how fast pipeline turns into revenue.
The services this system draws on.
Start with the foundation. Add demand when it holds.
Get the message and the CRM right
- Customer interviews and messaging house
- CRM and funnel audit
- Shared definition of a qualified lead
- Monthly pipeline report
Fill the pipeline
- Everything in Foundation
- Pillar content and SEO
- LinkedIn and search ad management
- Lead scoring and nurture flows
Close what you create
- Everything in Demand
- Marketing–sales agreement and attribution
- Case studies, battle cards and ROI tools
- Shared scoreboard and forecasting
Named accounts, multiple teams
- Account-based campaigns
- Webinars and events
- Custom integrations
Ad spend and software licenses are billed separately.
Questions
What kinds of companies do you work with?
B2B technology companies with a considered sale: software, IT and managed services, hardware and technical services where several people sign off before a deal closes.
Do you run account-based marketing?
Yes. ABM sits in the Enterprise tier, because it only works once positioning, the CRM and the sales handoff are solid. We build the target account list with your sales team and run coordinated ads, content and outreach against it.
How do you measure success?
By pipeline and revenue, not lead counts. We report qualified pipeline, win rate, sales cycle length, customer acquisition cost and pipeline velocity on one scoreboard that marketing and sales both use.
Can you work alongside our in-house team?
Yes. Most clients have a marketer or a sales lead already. We build the system and the reporting around them, take on the specialist work they don't have time for, and hand over what they want to run themselves.
Who else has to say yes?
Book an intro call. We'll map your buying committee and your pipeline, and point to the stage where deals are stalling.