What are you doing in the eighteen months before somebody buys?
Services · Full-Funnel B2B Marketing
Staying with the same companies. All the way through.
You sell machines, medical devices or production plants. One to two years pass between the first contact and the signature, and eight to twelve people on the customer’s side have a say. Your marketing is still measured on how many contacts it collected. We build something else with you: a few of the right companies, that you stay close to for years, so that you are the one asked when they actually buy.
Why counting contacts does not work
The fault is rarely in the execution. It is in the yardstick. Count contacts and you get contacts — names of people who just downloaded a data sheet. Sales works through them, almost nothing comes of it, and the relationship between the two departments gets a little worse every quarter. If you want revenue, you have to measure something else and work differently.
What we build with you
Clusters, not industry lists
An industry list forces you to speak in general terms — "the machine builders within 250 kilometres" have nothing in common but a statistic. A cluster is a group of companies with the same problem, whatever their industry or size. Only then can you be specific, and only then does one message fit every company in the group at once.
Three baskets, not one wish list
Your target companies get sorted by the state of the relationship, not by revenue: companies that fit you but do not know you. Companies that know you and engage with your content. Companies with a confirmed need and a champion on the inside. Each basket has its own goal and its own threshold for moving on.
Marketing and sales on the same companies
Not marketing at the front and sales at the back. Both work across the whole buying journey: from "I want to learn something" through "we need a solution" and "we want one like yours" to "we will buy from you". The usual mistake is to work only on the last stage — the people who already raised their hand. The decision happens in the months before that.
Six working steps per company
Select, sort, research, become known, develop, activate. This is not a conveyor belt — companies jump, fall back and reappear elsewhere. What matters is this: for every company you are working on, it has to be clear at any moment where it stands and what the next concrete step is.
The weekly pipeline meeting
A fixed hour in which marketing, sales and engineering go through it together: what moved at which company, what is the next step, what is due next week. This is where the shared work actually happens. Without that meeting, "one team" stays an announcement.
Measuring the whole journey
Not contact counts, and not "who got the last click". What gets measured is how well you move companies through the buying journey — leading indicators that show early whether it works, lagging ones for the result. Anyone who has tried to trace an eighteen-month decision made by ten people back to a single click understands why.
How it starts
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The problem first, the solution second
We do not start with a proposal. We start with the question of where your revenue actually comes from and what the current approach costs you. Only once the decision makers agree there is a problem do we talk about the solution. This order is the one most often skipped — and the one most initiatives fail on.
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Pilot, 90 days
One cluster, one market, 10 to 15 companies, a small team across departments. Existing budget, existing tools, run by hand. No new software, no reorganisation. The pilot answers a single question: does this work better than what you do today?
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Making it repeatable, 3 months
The one-off success becomes a repeatable routine: write the playbooks, build in what you learned — and only now add tooling and AI. Process first, automation second. Automate a broken process and you get a faster broken process.
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Rolling out, 6 to 12 months
More clusters, more markets, more teams. Now the investment in tools and infrastructure pays, because you have proof of what it is for. In parallel a small centre of excellence grows inside your company, holding the routine and bringing new people up to speed.
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Handover
The point is that your team can run it without us. We stay a service partner, not a permanent guest. The test of whether it worked is uncomfortable and simple: can a new person read your documentation and then run a playbook at the same quality as the pilot team?
Five questions before you call us
These questions are uncomfortable, and that is deliberate. If you can answer all five clearly, you do not need us for this part.
- Is anything running for customers who are not searching yet — or does your entire pipeline depend on the ones who come to you?
- What exactly tells you a company can turn into an order? Not the size, not the industry: the signal.
- Can you use the same very specific message for every company in a target group? If not, it is not a target group, it is a list.
- Do marketing and sales share one revenue target for the same companies — or is one measured on contacts and the other on closed deals?
- For every company you are working on right now, can you say immediately where it stands and what the next step is?
One example
What if we want to run our marketing in-house in the end?
Not a single job but a retainer: website, advertising, film, brand and the tools underneath. We build the marketing inside the client's own company and hand it over to their team step by step — development, execution, handover. Exactly the order described on this page.
We publish no figures here — they belong to the client. What we can say: we run no more than two or three retainers of this kind at a time. That is not modesty, it is capacity. A programme like this is weekly work, not a presentation.
The framework behind this is not ours: it comes from the book "Full-Funnel B2B Marketing" by Fullfunnel.io. We adopted it because it describes what we already do inside retainers — and because it gives us the vocabulary for it. You want the data foundation and the tools first? That is Marketing & AI. You would rather see who we work for? That is on References. And if you are not sure we are a match, we have written that down too: Are we the right fit?
Which of these do you actually need?
A conversation settles that faster than a quote. And we will tell you when something is no use to you.
Every enquiry is welcome — including the ones that never turn into a job. We learn something from every conversation. Tell us the problem, we will listen and think it through with you. That is the least anyone should expect.