B2B
[B2B client]
- Challenge
- [Verified challenge]
- What we did
- [Services and approach]
- Outcome
- [Verified results with timeframe]
B2B digital marketing that builds qualified pipeline
B2B buyers research for weeks, involve several colleagues and rarely buy on the first visit. We plan search, LinkedIn, content and nurturing around that reality, and measure success in qualified opportunities and revenue.
Marketing for B2B businesses is different
Selling to businesses is different. A purchase might involve an operations head who feels the problem, a finance lead who controls the budget and a managing director who signs off. Each needs different information at a different moment, and the whole process can take months.
That's why B2B marketing judged on cost per lead so often disappoints. The cheapest leads rarely become the best customers. We focus on reaching the right companies and roles, giving them the evidence they need to build an internal case, and connecting marketing data to your CRM so you can see which activity creates pipeline.
What we measure
- Cost per sales-qualified lead
- Pipeline value by channel
- Lead-to-opportunity rate
- Deal velocity and win rate
Targets are agreed with you at the start and reported monthly against real business outcomes.
Common challenges we solve
Leads that never become opportunities
Form fills from students, job seekers and very small firms clog the pipeline. Better targeting, offers and qualification fix the mix.
Invisible buying committees
The person who enquires isn't always the one who decides. Content and remarketing reach the rest of the committee.
Long gaps between first touch and sale
Most prospects aren't ready on day one. Nurturing keeps you in consideration until they are.
Marketing and sales disagree
Without shared definitions and CRM data, each team trusts different numbers.
How we market B2B businesses
The channels and methods we typically combine, adjusted to your goals, budget and audience.
High-intent search
Google Ads and SEO on problem- and solution-aware searches such as software categories, service types and pricing terms.
LinkedIn targeting
Ads and thought leadership aimed at specific job titles, seniorities, industries and company sizes.
Evidence-led content
Case studies, comparison pages, pricing guides and ROI explanations that help buyers justify the decision internally.
Nurture and remarketing
Email sequences and remarketing that keep prospects engaged across long cycles.
Pipeline reporting
CRM integration so campaigns are optimised for qualified opportunities, not raw leads.
Which channels work best for B2B marketing?
Usually Google search for active demand, LinkedIn for precise targeting of roles and companies, and SEO and content for buyers still researching, supported by remarketing and email nurturing.
How long before B2B marketing shows results?
Search campaigns can produce enquiries within weeks, but because sales cycles are long, the full revenue impact often becomes clear over two or three quarters.
Is LinkedIn advertising worth the higher cost?
For high-value B2B sales it often is, because targeting by role and company reduces wasted spend. We judge it by cost per qualified opportunity, not cost per click.
Can you connect marketing to our CRM?
Yes. We work with HubSpot, Zoho, Salesforce and other CRMs to track leads through to opportunities and closed deals.
Talk to us about growing your B2B business
Share your goals and we'll recommend the channels and plan that fit your market.