B2B Marketing Built Around How Companies Buy
Business purchases involve several people, months of research and a sales team waiting on qualified conversations. We plan LinkedIn, search and content around that reality and judge campaigns by the pipeline they create.
B2B Marketing: what it covers
A business buyer rarely clicks an ad and buys. A purchase usually passes through a researcher, a technical evaluator, a budget holder and someone in procurement, each with different questions and each arriving through different channels. Marketing that treats a form fill as the finish line misses most of that process, so we plan campaigns for every role in the buying committee and for every stage between first search and signed contract.
LinkedIn and search do most of the work. LinkedIn lets us reach people by company, job function and seniority, while search captures the moments when someone is actively comparing suppliers. Content offers such as guides, calculators, case material and webinars connect the two, giving prospects a reason to share contact details before they are ready to talk to sales.
None of it matters unless sales can act on it. We agree lead definitions with your sales team, pass leads into your CRM with source and campaign data attached, and feed closed deals back into ad platforms so bidding learns from revenue rather than raw form submissions.
- LinkedIn Ads with company and job targeting
- Google and Microsoft search campaigns
- Account-based target lists
- Buying committee messaging map
- Gated and ungated content offers
- Lead scoring rules agreed with sales
- CRM integration with source tracking
- Offline conversion imports from CRM stages
- LinkedIn Insight Tag and GA4 setup
- Nurture email sequences
- Pipeline and opportunity reporting
- Quarterly account list reviews
The challenges we solve
Plenty of leads, few real opportunities
Cheap form fills from students, job seekers and competitors make dashboards look busy while sales teams waste hours on calls that go nowhere. When ad platforms optimise towards any submission they find more of the same people, and the gap between marketing numbers and sales results widens every month.
Sales cycles longer than reporting windows
When a deal takes many months to close, a monthly report that only shows clicks and leads cannot say which campaigns work. Budget gets cut from channels that start valuable conversations and moved to channels producing quick, low-quality forms, simply because the later stages are invisible.
One contact in a group of decision makers
Ads that only speak to the person who filled in a form ignore the finance lead, the technical reviewer and the senior sponsor, any of whom can stop a deal. Without messaging for each of them, deals stall at internal review even when the first contact was keen.
Our B2B services
Account-based marketing
We build target account lists with your sales team, upload them to LinkedIn as matched audiences, and run messaging by account tier so the companies you most want see relevant ads from several angles.
LinkedIn campaign management
We run Sponsored Content, Document Ads, Conversation Ads and Lead Gen Forms where they suit the offer, targeting by company size, industry, job function and seniority.
Search for active buyers
We target problem, solution and supplier comparison searches on Google and Microsoft Advertising, with negative keyword lists that keep out job seekers, students and people hunting for free tools.
Content offers
We plan guides, checklists, calculators and webinar topics with your in-house experts, then decide which to gate for lead capture and which to leave open for reach and trust.
Buying committee messaging
We map the concerns of each role involved in a purchase, from cost and risk to integration and support, and write ad and landing page variants that answer them directly.
CRM handoff and lead scoring
We connect forms to HubSpot, Salesforce or your own CRM with campaign details attached, agree scoring rules with sales, and alert the right person when a high-value lead arrives.
Offline conversion feedback
We send qualified lead, opportunity and closed deal stages back to Google Ads and LinkedIn so bidding learns which campaigns produce revenue, not just submissions.
How we work
Business & Market Discovery
We learn how your business makes money: your products, margins, customers, competitors, target markets and revenue goals, so every later decision is anchored to commercial reality rather than platform metrics.
Marketing Audit & Research
We review existing campaigns, tracking setup, audience data, ad account history, creative performance and how well your website converts, to find wasted spend, missing data and quick opportunities.
Strategy & Campaign Planning
We choose the right channels, allocate budget between them, and plan campaign structure, target audiences, creative direction and the conversion goals each campaign will be measured against.
Campaign Setup & Launch
We configure campaigns, conversion tracking, landing pages, creatives, audiences and conversion events, then check everything fires correctly before launch so data is reliable from the first day.
Testing & Optimisation
We run structured tests on audiences, keywords, creatives, bidding strategies, landing pages and budget splits, keeping what works and retiring what does not, one clear change at a time.
Reporting & Scaling
We analyse results, highlight new opportunities and report in plain language. When the data is reliable and returns hold up, we scale budgets and expand into new channels, products or markets.
Frequently asked questions
Is LinkedIn worth the cost for B2B?
LinkedIn is usually worth it when your deal value is high enough to absorb its higher click costs. No other platform targets by job title, seniority and company as precisely. For lower-value products we often lean more on search and retargeting, keeping LinkedIn for a narrower set of target accounts.
How do you judge B2B campaigns with long sales cycles?
We judge them on pipeline stages, not just leads. Each lead is tracked through qualification, opportunity and closed deal in your CRM, and those stages are reported against the campaign that started them. Early signals such as meetings booked help guide decisions while deals are still open.
Should we gate our content?
Gate content when it is valuable enough that a serious buyer will trade contact details for it, such as a detailed guide, a benchmark template or a working tool. Leave lighter articles and explainers open so they can build trust and be found in search. Most B2B programmes use both.
What is account-based marketing in practice?
Account-based marketing means choosing specific companies to win and focusing ads, content and outreach on them rather than on a broad audience. In practice we agree a list with sales, target those accounts on LinkedIn and through retargeting, and report engagement at company level so sales knows when to reach out.
Which CRMs can you connect to?
We commonly connect to HubSpot, Salesforce, Zoho CRM and Pipedrive, and can work with others that accept form data or webhooks. The aim is that every lead arrives with its source, campaign and keyword, and that later deal stages can be sent back to the ad platforms.