Marketing & Lead Generation
Marketing that exists to create pipeline.
Most B2B marketing is briefed on awareness and measured on impressions. Ours is briefed on the same objective as the BD team, qualified commercial conversations, and measured on its contribution to them.
The disconnect
Marketing produces. Sales doesn't use it. Nobody measures the gap.
In most growing B2B firms marketing and sales run on separate briefs. Marketing publishes content and reports on reach. Sales asks for leads and gets a spreadsheet of webinar attendees. The prospect experiences two unrelated companies: one that emails them a newsletter and one that cold calls them.
The cost is not just wasted spend. It is the compounding effect that never happens: the prospect who has seen your name three times before the call, the landing page that answers the question the BDM just raised, the nurture sequence that keeps a “not now” warm for six months.
Scope
Marketing with a commercial job description.
- Prospect databases
- Building and maintaining the account and contact data every campaign and every call depends on.
- Campaign strategy
- Deciding which segments to pursue, with which message, through which channels, in what order.
- Email campaigns
- Sequences to prospects and nurture streams for the ones not yet ready.
- LinkedIn campaigns
- Content and outreach that make the BD team's approaches land warmer.
- Lead magnets
- Useful assets that give a decision-maker a reason to raise a hand.
- Landing pages and funnels
- Pages built to answer the specific questions a target segment asks, and to convert.
- CRM automation
- Lead routing, follow-up triggers, stage-based sequences, so nothing depends on someone remembering.
- Retargeting strategy
- Staying visible with the accounts we are actively working.
- Content development
- Insight-led pieces that give the outreach something worth saying.
- Sales enablement
- The materials a salesperson actually uses in a conversation.
- Campaign optimisation
- Reading the numbers weekly and adjusting.
One brief
The same accounts. The same message. Different channels.
- The BD team calls into a segment. Marketing runs a LinkedIn and email programme into the same segment the same fortnight. The call is no longer cold.
- A prospect says “send me something.” Marketing has already produced the something: a landing page and one-pager built for exactly that segment.
- A prospect says “not this quarter.” They enter a nurture stream, and the BD team gets a trigger when they re-engage.
- Marketing sees which messages get replies; BD sees which get meetings. Both feed the next campaign.
This is what a growth department does that three vendors cannot: it works one strategy, from one data set, toward one number.
Commercial model
How marketing is engaged.
Marketing and lead generation runs as a retainer alongside a business development engagement, or on its own where the outbound rhythm already exists. Retainers run On application — talk to us about scope.
Next step
Give your business development team the marketing support it should have had.
Thirty minutes with a senior operator on how marketing and outbound would run from one brief inside your company.