B2B marketing

Marketing for a sale that takes a committee.

For B2B companies with a considered sale, several people signing off, and marketing that has to show up in pipeline.

How we think about it

Most B2B marketing services sell you the channel you already asked for.

A B2B buyer is rarely one person and rarely in a hurry. By the time they fill out a form they have compared options, built an internal case and answered objections, mostly on sites that were not yours. Most B2B marketing services are sold one channel at a time, so the channel gets optimized and the buying process does not.

We start with the business, not the channel. Growth is limited in one of four places: Discovery, Conversion, Expansion or Advocacy. B2B marketing strategy starts by finding which one is binding. Spending on the other three before it is fixed is money spent proving the wrong thing.

Sometimes the answer is more reach. Often it is what happens to an inquiry in the hours after it arrives, or whether sales can tell a real lead from a bot. The work follows the answer, and it is judged on pipeline, not activity.

B2B marketing is what we deploy once we know which engine is limiting growth. The first step is the diagnosis, not the channel. How the engines work →

Before you buy it

Find the constraint before you fund the fix.

The Growth Diagnostic gets into your advertising accounts, screens all four engines and comes back with a written answer: what is holding growth back and what it would take to fix.

It starts on a strategy call, and it credits fully toward setup fees if you go forward.

See the Growth Diagnostic

What is included

The scope of work.

  • Growth Diagnostic: the constraint, named with evidence
  • Paid search and LinkedIn, judged on pipeline
  • B2B SEO built on the questions buyers ask during an evaluation
  • Targeted outreach to named accounts
  • Lead quality classification, so sales stops chasing junk
  • Inquiry handling and CRM handoff
  • Reporting against pipeline, not clicks

Services

What we deploy.

Ads

Paid search and paid social, judged on pipeline.

Search management, demand generation and full funnel paid media.

Read more →

SEO

Be the source buyers learned from.

Organic search built on the questions a buying committee asks during an evaluation.

Read more →

Outreach

Reach the accounts that were never going to find you.

Tailored outreach to named accounts, and volume outreach where it fits.

Read more →

Here's the proof

A website refresh wiped out years of Iron Bridge's search rankings overnight.

The new site went live and hundreds of pages went with it. Every link pointing at them broke, the rankings they had spent years earning disappeared inside a week, and paid search was not an option: the platforms restrict advertising in their category, so organic was not one channel among several. It was the channel. We recovered the content that had been lost, put the broken links back where search engines expected to find them, and then wrote what was missing. They rank again in a niche their competitors find hard to buy their way into, and the inquiries now include Fortune 500 companies.

Questions we get

Before you call.

What do B2B marketing services include?
The diagnosis first, then whichever of ads, search, outreach and conversion work it points to. Everything is reported against pipeline: meetings, opportunities and revenue, not impressions and clicks.
How is this different from B2B marketing agency services?
Most providers start with the channel they sell. We start with the business: how you sell, who buys, and which of the four growth engines is limiting growth. Then we deploy only what removes that constraint, and say what we would not spend money on.
What does a B2B marketing strategy engagement look like?
It starts with the Growth Diagnostic, which finds the constraint and puts evidence behind it. From there, the work goes in the order the diagnosis points to, reported against pipeline.
How long before B2B marketing shows up in pipeline?
It depends on the channel and on your sales cycle. Paid search and outreach are the quickest to start conversations. Organic search compounds more slowly, over quarters rather than weeks. In a long sale, pipeline moves before revenue does, so that is what we report on first.
How much do B2B marketing services cost?
Ongoing work assumes a monthly marketing investment starting around $10,000, including media. Every engagement starts with the paid Growth Diagnostic, which credits fully toward setup fees if you go forward.
How much direction do you need from our team?
We bring the plan, run the work and raise problems early. You approve the decisions that are yours to make. You do not have to manage the work.
Where are you based?
We are based in Latrobe, Pennsylvania, and work with B2B companies nationwide.

Find out if this is what you actually need.

Includes a free marketing audit.

Book a Strategy CallAll services

We work with B2B companies from $2M to $50M and up, typically investing $10,000 a month or more in marketing, including media.