B2B Marketing That Connects to Pipeline, Not Just Metrics
Most B2B marketing generates activity without proving impact on revenue. Our approach combines real-time buyer intelligence, AI-powered content strategy, and proprietary tools to create programs that drive awareness, engagement, and action across the entire buyer journey – with clear attribution to pipeline and closed deals.
The Problem with Traditional B2B Marketing
You’re running campaigns. Publishing content. Generating MQLs. But can you answer these questions:
- Which programs actually drive qualified pipeline?
- Are you reaching complete buying committees or just individuals?
- What happens to leads after marketing hands them off?
- Can you prove marketing ROI to the CFO?
If not, you’re running on activity metrics, not revenue impact.
Our B2B Marketing Approach
Foundation: Start with Buyer Groups, Not Leads
Traditional marketing targets individual contacts and celebrates MQLs. We target complete buying committees using Buyer Group Intelligence (BGI).
This means:
- Campaigns reach all decision-makers, not just one contact
- Content addresses different stakeholder priorities
- Attribution tracks engagement across buying committees
- Marketing proves impact on actual deals, not just form fills
Methodology: The 3Cs Framework in Action
Our marketing programs align to how modern B2B buyers actually make decisions:
Connect: Build Relevance Before Reach
We identify your ideal buyer groups and craft engagement that breaks through noise. Using real-time intelligence from The Hub™, we ensure you’re seen and heard by decision-makers before you ask for anything.
Converse: Understand Before You Pitch
We create content and campaigns designed for discovery, not pitching. This builds trust and positions your team as advisors – making sales conversations more productive.
Convert: Facilitate Decisions, Don’t Push Them
We align messaging to what buying committees actually value, helping them reach internal consensus. Marketing doesn’t just generate pipeline – it accelerates deals.
Learn more about the 3Cs Framework →
Execution: Programs That Actually Work
With buyer group intelligence and the 3Cs methodology, we build coordinated marketing programs:
Account-Based Marketing (ABM)
Target high-value accounts with personalized campaigns that engage complete buying committees – not just one contact per account.
Account-Based Execution (ABX)
Coordinate marketing, sales, and customer success around the same accounts, the same buyer groups, and the same goals.
Content Strategy
Create content informed by what your buyer groups actually care about—using trend analysis and social listening to stay relevant.
Social Media Marketing
Build awareness and credibility where your buyers spend time, tracked through The Hub™ to show which activity drives pipeline engagement.
Lead Nurture Programs
Move buying committees (not just individuals) through the journey with campaigns tailored to stakeholder roles and priorities.
What Makes Our Marketing Different
1. Buyer Group Intelligence Powers Everything
We don’t launch campaigns until we understand the complete buying committee. This ensures your marketing reaches everyone who matters – not just the person who downloaded your content.
See why Buyer Group Intelligence matters →
2. Real-Time Intelligence Keeps You Relevant
Using The Hub™ and social listening, we track what your target accounts are discussing right now – so your content joins conversations that matter, not topics that are already stale.
3. Attribution Connects Marketing to Revenue
We implement tracking that shows campaign-to-deal attribution, proving which programs generate pipeline and closed revenue – not just MQLs that go nowhere.
4. AI-Powered Content Without Losing Your Voice
We use AI to scale content production while maintaining quality and relevance. Your brand voice stays authentic; the efficiency just increases.
Get Started with B2B Marketing
Take the 3Cs Assessment to see where your marketing breaks down and what improvements would drive the most pipeline impact.
