B2B & SaaS marketing
For B2B companies a lead is just the start. We run ads aimed at the people who buy, build a booking flow that gets them onto a call, and track every lead to cash collected so the budget follows what actually closes.
This is the demo pipeline for a B2B agency we work with, stage by stage. Flip between the two views and you'll see why we don't run B2B accounts off cost per lead.
On a cost-per-lead report, $78 looks expensive and the swings look scary. Plenty of accounts get cut right here.A new client cost $1,980 and is worth about $24,000. That's 12x, so the budget went up.
Cash collected passed total ad spend by month three and ended at 3.2x. The whole breakdown is in the B2B agency case study.
"It was incredible to start seeing leads coming in every single day and qualified calls getting booked without us having to rely on constant manual outreach. That has freed us up to focus much more on actually growing the business."
"They helped us define our offer, better understand our value and pricing, and look at our business on a completely different level. These are things that probably would have taken us years of trial and error to figure out on our own."
We don't have a published software case study yet, so this is how we'd approach it. It's the same thinking as the agency above, adjusted for trials, demos and monthly revenue.
A paid account, a closed demo or an activated trial. Signups alone don't count.
Ads tied to the CRM or billing data, so we see which campaigns bring paying customers.
Cost to land a customer next to what they pay in their first months and over a year.
Budget follows the audiences and offers that pay back fastest.
Our guide to B2B marketing agencies covers what to look for in a partner, whoever you hire.
Service businesses that sell to other businesses, like agencies, consultancies and specialist firms, plus software and fintech companies. It works best when a new client is worth enough to pay for a real sales conversation.
Not one we can publish yet. Our published B2B proof is the agency case on this page. For software we'd use the same approach: follow every lead to revenue and judge the ads on payback, not signups.
It did for the agency on this page. Business owners scroll Instagram like everyone else. We target by who they are and what they care about, and let booked calls tell us whether it's working. We use Google too where people search for what you sell.
We focus on Meta and Google, where we have the most proof. If LinkedIn makes sense for your buyer, we'll tell you in the audit.
No. We get qualified people onto your calendar through ads, a booking flow and automatic follow-up. Your team runs the calls.
B2B is one of the industries we work in, alongside local service businesses and consumer brands. The offer, the ads and the follow-up change from one business to the next. How we judge the work stays the same: what a customer costs you next to what they're worth.
In a growth audit we go through your offer, ads, booking flow and numbers, and work out what you can spend to land a client and still come out ahead.