+ Squid X B2B
Built for pipeline.
B2B deals don’t close from one ad. They close after months of touches across a buying committee that mostly researches you when you’re not in the room. We build marketing for that reality, pipeline first, pipeline over vanity metrics.
+ Three B2B realities
What consumer playbooks get wrong.
Long cycles
A buyer who finds you today may sign next year. We build steady content, retargeting, and lifecycle nurture that stays useful for the whole journey, not campaigns that expire before the deal does.
Buying committees
The champion, the skeptic, the budget holder, the end user, each needs a different argument. Messaging and a website structured so each stakeholder finds their answer without calling sales first.
Pipeline attribution
“Leads” is an input. We wire CRM, forms, and analytics together so you can trace closed revenue back to the channels that sourced it, and cut the ones that only generate activity.
+ The handoff is the product
Marketing that sales actually uses.
Most B2B marketing dies in a folder sales does not use. Our chief sales officer is a 15-year business development veteran, so we pressure-test each asset against one question: would a rep actually send this to a prospect? If the answer is no, it doesn’t ship.
What the handoff includes
- Sales-ready content, one-pagers, comparison pages, and proof assets reps can forward mid-deal.
- Lead definitions both teams sign, no more arguing about what counts as qualified.
- Nurture sales can trigger, sequences a rep launches from the CRM, from the CRM.
- Feedback loop, lost-deal reasons flow back into messaging each month.
+ Pipeline, not noise
Let’s look at your funnel together.
We’ll map where deals stall between marketing and sales, and what it would take to fix it.