B2B Companies
Shorter sales cycles. Better leads. A pipeline you can plan around.
B2B marketing is a different animal. Your sales cycle is 3-12 months. Your deals involve multiple decision makers. Your average contract value is high enough that every lead matters. The problem with most B2B marketing is that it copies B2C tactics — social media posts, broad awareness campaigns, generic content — and wonders why nothing converts. B2B requires a precision approach: target the right companies, reach the right people, and give them the right information at the right time. That is what a fractional CMO builds.
Why Most B2B Marketing Underperforms
Marketing and Sales Are Not Aligned
Marketing says they sent 200 leads. Sales says those leads were garbage. Both are probably right. The problem is a disconnected definition of what constitutes a qualified lead, no shared feedback loop, and marketing optimizing for lead volume instead of lead quality. We have seen companies generating 300 MQLs per month where fewer than 10 converted. That is not a lead gen program — that is a list building exercise.
Long Sales Cycles With No Middle-Funnel Content
Most B2B companies are decent at top-of-funnel (blog posts, social) and bottom-of-funnel (sales calls, proposals). The middle — where prospects are evaluating options, building internal buy-in, and comparing alternatives — is almost always neglected. That means prospects drop off, ghost your sales team, and go with the competitor who gave them better information during evaluation.
Targeting Is Too Broad
When your TAM is 5,000 companies and your deal size is $50K+, you cannot market like a SaaS company going after millions of users. You need account-based approaches that target specific companies and specific roles. Running LinkedIn ads to "marketing managers at companies with 500+ employees" is not targeting — it is hoping.
Content Sounds Like Everyone Else
B2B content has become incredibly generic. Every company publishes "5 Ways to Improve [Thing]" and "The Ultimate Guide to [Topic]." None of it stands out because none of it says anything specific. The B2B companies winning with content are publishing original research, detailed case studies, and point-of-view pieces that actually take a stance.
How We Help B2B Companies
We build marketing programs that generate pipeline — not just leads. Everything ties back to sales conversations and closed revenue.
Marketing-Sales Alignment
We define lead stages collaboratively with your sales team, set up lead scoring in your CRM, and build a feedback loop where sales reports on lead quality and marketing adjusts targeting based on real data. For a B2B services company, aligning on lead definitions and adding a lead scoring model increased their SQL-to-close rate from 12% to 31% — same marketing spend, 2.5x more customers.
Account-Based Marketing
For companies with defined target accounts, we run coordinated campaigns across LinkedIn, email, direct mail, and content that target specific companies and buying committees. We built an ABM program for a $30M professional services firm that targeted 200 accounts. Within six months, they had meetings booked with 34 of them — a 17% engagement rate on their dream client list.
Full-Funnel Content Engine
Top of funnel: thought leadership that attracts the right audience. Middle of funnel: case studies, comparison guides, ROI calculators, and decision-support content. Bottom of funnel: sales enablement collateral that helps your team close. We produce all of it, written by people who understand B2B buying — not generalist freelancers.
Demand Generation Campaigns
LinkedIn Ads, Google Ads, email sequences, webinars, and content syndication — managed as one coordinated program instead of disconnected tactics. We manage demand gen for B2B companies spending $10K-$100K per month and typically see a 40-60% improvement in cost per SQL within the first quarter by consolidating channels and optimizing targeting.
The Numbers
More customers from same marketing spend
Target account engagement rate from ABM
Improvement in cost per SQL
SQL-to-close rate (up from 12%)
Build a Pipeline That Scales
Tell us about your target market, your sales cycle, and your current pipeline. We will give you an honest assessment of where the gaps are and what it takes to fill them.