A B2B marketing partner for companies past the founder-led-sales phase.
B2B marketing has been mis-measured for two decades because MQLs lie. We rebuild your funnel around opportunity-creation and pipeline velocity, treat MQLs as a leading indicator, and align everything we ship to the revenue numbers your CFO is actually planning around. Our B2B clients run on Salesforce or HubSpot CRM, with Outreach or Salesloft in the sales motion and 6sense or Demandbase doing intent and account scoring. We've seen what works at $15M ARR and what stops working at $80M, and we adjust the playbook accordingly. The companies past founder-led sales need a marketing function that thinks about pipeline velocity, deal-size influence, and committee dynamics — not the lead-generation theater most agencies still optimize for.
Pipeline that can't be defended in front of a CFO
We rebuild attribution and reporting to model contribution, not just last-touch. Pipeline numbers stop being a conversation about credit. We typically rebuild the Salesforce campaign-influence model from scratch (most of them have ten years of dead campaigns dragging down report accuracy), implement weighted attribution that respects the actual sales cycle of your category, and ship a CFO-facing dashboard in Looker or Tableau that maps marketing-sourced pipeline to closed revenue with confidence intervals. The CFO stops asking what marketing did this quarter because the answer is in front of them in numbers they trust.
ABM that's actually account-based, not just expensive
Most ABM programs are spray-and-pray with a fancier list. We build account-by-account programs with named owners and measurable account progression. The work starts with tiered account selection (usually 50-150 strategic accounts, 200-400 named accounts, and 1,500-4,000 territory accounts) and ends with a measurement framework that tracks account-level engagement velocity, not just MQL counts. We orchestrate through 6sense or Demandbase for intent signals, Mutiny for personalized web experiences, and a structured 90-day playbook per tier that sales and marketing co-author. ABM is a discipline, not a tool purchase.
Content that converts a buying committee, not a buyer
We map every stakeholder in your typical buying committee and produce content that moves each one — analyst, champion, economic buyer, security reviewer. The champion needs an articulate point of view they can carry into the room. The economic buyer needs a ROI narrative their finance team will defend. The security reviewer needs an objection-killing data sheet. We produce content tracks aimed at each stakeholder and orchestrate distribution through the right channel for each — LinkedIn for the economic buyer, technical blog and Stack Overflow for the integration owner, analyst-firm briefings for the analyst. A single 'lead magnet' for a six-person committee never closes a deal.
Brand that justifies your price premium
If you're losing deals on price, you're losing them on brand. We rebuild the brand layer so the sales team isn't starting every conversation from scratch. That means category positioning sharp enough to refuse the wrong-fit deals, a thought-leadership program that gets your CEO or category-defining executive in the conversations your prospects are already in (podcasts, analyst reports, industry events), and a brand health survey program that baselines aided and unaided awareness against your top three competitors annually. Brand work feels expensive until you measure win-rate-by-deal-size before and after; the math becomes obvious within four quarters.
What we typically ship for b2b clients.
What b2b CMOs actually ask.
Both. Our largest B2B client is a publicly traded enterprise software company; our smallest is a $12M ARR Series B. The strategy frameworks differ but the discipline is the same. At enterprise scale we work alongside an existing CMO and her bench; at mid-market we're often the strategic layer the in-house team doesn't yet have. We'll tell you in the first conversation which shape we think is right for your stage.
Yes — we've run named-account programs ranging from 50 accounts to 4,000 across tools including 6sense, Demandbase, Mutiny, and ZoomInfo. We'll tell you when ABM is right and when it's a vanity exercise. ABM is right when the average deal size is high enough to justify per-account orchestration cost (usually $50K+ ACV for our clients), the sales motion is committee-based, and the addressable market is concentrated enough to name. Outside those conditions, ABM is usually expensive demand-gen with worse measurement.
Yes — healthcare, fintech, and legaltech specifically. We've built marketing programs that ship under SOX, HIPAA, and GLBA compliance constraints. The constraint changes the content review cadence (legal and compliance review in-line, not after the fact), the data handling (PHI and PII never touch our infrastructure), and the campaign approval flow. We've worked inside enough regulated environments to know what survives an external audit and what doesn't. The work is slower but the discipline is the same.
Marketing-sourced pipeline (with attribution model defended in writing), marketing-influenced pipeline, pipeline velocity (days from MQL to opportunity), win rate by deal size and account segment, and average contract value (ACV) lift over a four-quarter trailing window. We refuse to report MQL counts as a headline metric. MQLs are a leading indicator that the funnel is feeding; they're not a business outcome. Anyone whose monthly board slide leads with MQL count is hiding the actual numbers.
Demand capture is harvesting existing intent — branded search, capture-stage retargeting, intent-platform follow-up. Demand gen is creating the intent in the first place — thought leadership, broad-reach content, category narrative. Most B2B teams are over-invested in capture and under-invested in generation, which makes their pipeline cheap-to-close on existing demand but stagnant overall. We typically rebalance toward 30-50% demand generation depending on category maturity. The capture team gets credit; the gen team did the work.
Yes. Salesforce and HubSpot operations work is in-scope for most engagements, because the data layer is usually where the strategic work runs aground. We'll clean up campaign attribution, restructure lead-scoring models that have drifted, configure lifecycle stages and conversion tracking properly, and integrate the demand-gen tooling (6sense, Demandbase, Mutiny, ZoomInfo, Outreach) so the data flows where it's supposed to. We don't take on engagements where the CRM is uninspectable; we'll fix it first or walk away.
↳ B2B brief
A b2b marketing partner that talks like you do.
Send us a paragraph about where your b2b business is today and what the next four quarters need to look like. We'll reply within one business day.