B2B
We help B2B companies whose sales take months and are decided by a committee. We sort and route enquiries by how well they fit, research accounts before calls, and track a long sales cycle, so you see which channel really sourced the deal and not just which one touched it last.
B2B
What makes B2B different
B2B is the hardest thing to measure honestly and the easiest to automate badly. The deal closes six months after the click, four people influenced it, and the report credits whichever channel happened to be last. Meanwhile your team researches accounts by hand and routes leads on rules written two years ago. We fix the measuring first, then automate the sorting and research that sits on top.
Few leads, high value, long cycles and several decision makers. Each one breaks a tactic that works fine elsewhere, and two of them break naive automation.
- 01
Lead routing on rules nobody has revisited
Most routing is a two-year-old rule set on company size and country, which sends your best-fit enquiry to a round-robin queue. We build qualification that reads the whole picture: the form, the background on the company, the pages they read and the words they used, and routes on fit. Every decision is recorded, so when sales disagrees with a call you can read exactly why it was made.
- 02
Last-touch reporting crediting the wrong channel
A buyer reads three of your articles in March, sees a LinkedIn ad in May and searches your name in July. Last-touch gives all the credit to the name search, the one channel that did not create the demand. We report first-touch and multi-touch alongside it, and send qualified-opportunity and closed-deal data back to the ad platforms so they aim for booked revenue.
- 03
Research before every call, done by hand
A good first call needs twenty minutes of 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, current suppliers, and the specific reason the call is relevant, delivered into your CRM before the meeting starts.
- 04
Too few leads to test with
At forty leads a month you cannot run a clean test, and pretending otherwise means decisions made on noise. We test where there is volume, at ad and landing page level, and use call recordings and win-loss notes for decisions the numbers cannot settle. The same limit applies to automation, so we build a test set from past cases, because live volume will not tell you fast enough.
What we do
What we run for B2Bcompanies
Good questions
Common questions
How long before this shows results?
A qualification or routing workflow is live in six to eight weeks, and its effect on response time is immediate. Ads can produce qualified conversations inside a month. Search and AI visibility build up over three to six months. Revenue from any of it is limited by your sales cycle, so if deals take six months, six months is the earliest honest judgement.
Can you fix our attribution?
Yes, and it is often the first thing we do. We report first-touch and multi-touch alongside your existing last-touch view, check it against your CRM, and send closed-deal data back to the ad platforms so they aim for booked revenue.
Do you do outbound?
No. We do not run cold outbound sequences. We automate inbound qualification, routing and research, which is related work but with a very different position on consent. If outbound is what you need, we will say so on the first call, so nobody is surprised later.
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, read win-loss notes, and 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, the higher click cost is offset by a far higher share of qualified leads. When it does not fit, search is usually the cheaper route to the same person.
Ready when you are