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B2B

We help B2B companies whose sales take months and are decided by a committee. We sort enquiries by how well they fit, research accounts before calls and track the whole sales cycle. You see which channel really sourced each deal, not just which one touched it last. A person checks every step.

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The problem

What makes B2B different?

B2B is hard to measure honestly. A deal closes long after the click, several people influenced it, and the report credits whichever channel came last. Meanwhile your team researches accounts by hand and sorts leads with rules written years ago. We fix the measuring first. Then we automate the sorting and research on top.

Few leads, high value, long cycles and several decision makers. Each one breaks a tactic that works fine elsewhere. Two of them break naive automation.

  1. 01

    Lead routing on rules nobody has revisited

    Most routing is an old rule set based on company size and country. It sends your best-fit enquiry to a round-robin queue, which hands leads to people in turn. We build qualification that reads the whole picture: the form, background on the company, the pages they read and the words they used. It routes on fit. Every decision is recorded, so when sales disagrees with a call you can read exactly why it was made.

  2. 02

    Last-touch reporting crediting the wrong channel

    Attribution means working out which ad or page brought each deal. Last-touch reporting gives all the credit to the final step. A buyer reads three of your articles, sees a LinkedIn ad, then searches your name. The name search gets the credit, though it created none of the demand. We report first-touch and multi-touch views next to last-touch. We also send qualified-opportunity and closed-deal data back to the ad platforms, so they aim for booked revenue.

  3. 03

    Research before every call, done by hand

    A good first call needs research that your best salesperson has no time for and your newest does not know how to do. We automate it. Funding and headcount changes, tools in use, recent public statements and current suppliers arrive in your CRM before the meeting, with the specific reason the call is relevant. Your CRM is the system where you track deals.

  4. 04

    Too few leads to test with

    With only a handful of leads a month you cannot run a clean test, and pretending otherwise means deciding on noise. We test where there is volume, at ad and landing page level. For decisions the numbers cannot settle, we use call recordings and win-loss notes. The same limit applies to automation, so we build a test set: a set of your own past cases we run the system against before launch. Live volume would not tell you fast enough.

What we do

What we run for B2B companies

Good questions

Common questions

How soon will we see results?

A routing or qualification workflow shows its effect on response time as soon as it is live. Ads can show early whether they bring qualified conversations. Search and AI visibility build up more slowly. Revenue is limited by your sales cycle, so a long cycle means a long wait for an honest verdict.

Can you fix our attribution?

Yes, and it is often the first thing we do. We report first-touch and multi-touch views next to your existing last-touch one and check them against your CRM. Then we send closed-deal data back to the ad platforms, so they aim for booked revenue.

Do you do cold outbound?

No. We do not run cold outbound sequences, meaning unprompted emails and messages to people who did not ask. We automate inbound qualification, routing and research. That is related work with a very different position on consent. If outbound is what you need, we will say so in our reply.

Do you work with sales teams directly?

Yes, and for this work we have to. Sales calls are your best source of message testing, and the only reliable way to define what a good lead looks like. We sit in on calls and read win-loss notes. We use both to set the qualification rules and to rewrite the copy buyers push back on.

Is LinkedIn worth the cost per click?

Only if your buyer can really be found by job title and company. When the targeting fits, a higher click cost can be worth paying because more of the leads are the right ones. When it does not fit, search is usually the cheaper route to the same person.

Other industries

Same services, elsewhere

Next step

Ready to see which channel sources your pipeline?