Go-to-market plan
Who you’re selling to, what they need to hear and what you’re offering in exchange for a conversation, agreed before anything is built.
- Ideal customer and buyer roles
- Messages by audience
- Offer and lead definition
B2B lead generation as one system, from first ad to the CRM.
B2B lead generation services built as one system: the plan, the web pages, the creative, the media, the lead capture and the CRM connection, built to work together and run by one person.
B2B marketing breaks at the joins.
A web agency builds the site. A creative agency makes the ads. Someone else buys the media. The CRM belongs to sales. Nobody owns the lead.
So the marketing looks fine in every report and still doesn’t produce enough sales conversations. Leads are lost in the gaps between suppliers: an ad that promises one thing and a page that says another, a form that feeds nowhere, a CRM that can’t say which campaign a customer came from.
More and more of my work is building the whole chain as one system. AI makes that practical for one experienced person: pages, creative and reporting that once needed three suppliers can be produced quickly under one set of rules.
This suits you if
- You sell to other businesses and rely on referrals more than you’d like.
- Your sales team says the leads from marketing are poor, and marketing can’t prove otherwise.
- You have a CRM, and it has no idea where its contacts came from.
- You’re entering a new market or launching a product and need a pipeline, not a brochure.
Seven parts, built to connect.
Take the whole thing or the parts you’re missing. Each part is built knowing what the others need from it.
Web experience
Landing pages and microsites built for the campaign, each with one job: answering a buyer’s real questions. Built quickly enough to test.
- Campaign landing pages
- Microsites and resource pages
- Variants by audience or industry
Integrated creative
Advertising and social creative made as one set from one brand system: images, video and copy that all say the same thing. AI-assisted production means more variations to test.
- Image and video ads
- Social content
- Built from your brand rules
Ad platforms and media
Search, paid social and programmatic set up properly and aimed at the accounts and roles that matter. In B2B the audience is small, so targeting and exclusions do most of the work.
- Google Ads and LinkedIn
- Meta and other paid social
- Programmatic display and video
Traffic management
Ongoing optimisation of what’s running: budgets moved towards what produces qualified leads, creative rotated, wasted spend cut.
- Bid and budget management
- Creative testing
- Search term and placement control
Lead capture
Forms, calls, downloads and enquiries tracked end to end, with enough information collected to qualify a lead and no more than a buyer will tolerate. For technical products, a calculator or planner on the page gives the buyer an answer and sends the enquiry with their numbers attached.
- Forms and conversion tracking
- Calculators and planning tools
- Lead scoring and routing
- Consent handled properly
CRM integration
Leads delivered into HubSpot or your CRM with their source attached, and outcomes sent back to the ad platforms with a value on each one, so campaigns learn which leads became customers and bid for more like them.
- HubSpot and other CRMs
- Source and campaign on every lead
- Lead values passed back to Google Ads
- Closed-loop reporting
The ad platforms learn from who became a customer.
When the CRM tells the ad platforms which leads became real opportunities, the campaigns start finding more people like them. That loop is the reason to build one system, and the part separate suppliers almost never connect.
B2B businesses I’ve worked with.
B2B and industrial
Fair things to ask.
Do we need HubSpot?
No. HubSpot is common and works well, and the same approach applies to other CRMs. With no CRM yet, I’ll help you choose one that fits your sales process and budget.
We already have a web agency and a creative agency. Does this replace them?
It doesn’t have to. I can run the whole system, or run the parts nobody owns, which is usually the join between the ads, the website and the CRM.
How soon can a campaign be live?
Sooner than the traditional route, because pages and creative are produced with AI-assisted tooling. The plan and the tracking still come first.
Our market is tiny. Is paid media worth it?
Often, if it’s targeted tightly. A small audience makes waste easy to see and expensive to ignore. The planning stage will tell us whether the numbers work before you spend on media.
Do you guarantee a number of leads?
No. I’ll forecast a range with its assumptions, measure against it and tell you early if it’s falling short.
What does AI actually do here?
It speeds up research, page builds, creative production and reporting. A person sets the strategy, approves what goes live and checks the numbers.
Do you work with industrial and technical businesses?
Yes, they’re most of this work. Industrial lead generation suits the approach because the buyers are few, the sales take months and the product needs explaining. As a B2B lead generation specialist I work with businesses across Australia, and the B2B lead generation services can be taken whole or one part at a time.
The parts in more detail
Marketing
Campaign landing pages
Landing page design for paid campaigns: one job, a message that matches the ad, and tracking wired in. Written, designed and built by the person who runs the ads.
Read moreAdvertising
Programmatic advertising
Programmatic advertising across display, native, video, connected TV and audio, bought through fully disclosed platforms such as StackAdapt, or alongside your agency’s trading desk.
Read moreData
Marketing automation and AI workflows
Marketing automation built with low-code tools and AI: small systems that take repetitive work off your team and connect the tools you already have. Built with checks, documented and handed over.
Read moreNeed a B2B pipeline you can measure?
Tell me what you sell, who buys it and where leads come from today. I’ll tell you which parts of the system you’re missing.