Your audience is small. Your marketing has to be precise.

Your best sales channel is the personal network. Works – but doesn't scale. When the sales lead is on holiday, the pipeline stops. Trade fairs bring business cards but no predictable closes.

You've tried Google Ads. 10 clicks a day, of which 3 are relevant. Search volume in your niche is tiny – because B2B decision-makers buy differently from consumers. They ask their network before they google.

3–9 months pass from first contact to close. During that time at most B2B companies, nothing systematic happens. No nurturing, no follow-up rhythm, no reminder. Leads fizzle out because no one stays on it.

Years of experience with B2B clients

from software companies to industrial suppliers

average client retention

Notice period – no risk

Google Ads captures existing demand. But in B2B only 3–5 % of your target group is actively searching at any given moment. Whoever runs only Google Ads ignores 95 % of their potential customers. You need channels that create demand, not just capture it.

„We are the market leader for XYZ“ as a LinkedIn ad doesn't work. B2B decision-makers respond to content that helps them, not to ads that interrupt them. Thought leadership, case studies and real insights beat any image campaign.

100 leads sound great. But if 80 of them are students, competitors or companies without budget, your sales team has had 80 pointless conversations. Qualifying before handover to sales saves more money than any campaign optimisation.

A B2B decision-maker needs 7–13 touchpoints before they buy. If you deliver nothing after the first contact – no newsletter, no case study, no expert article – they forget you until the need arises. And then the one who was visible in between wins.

Trade fairs are valuable for personal contact. But 2 fairs a year with 30 good conversations each is 60 contacts. Of those, 6 become customers. That's enough to maintain the base, not to grow. Digital channels run 365 days a year.

Marketing generates leads, throws them over the fence, sales complains about quality. Marketing complains that sales doesn't work the leads. As long as these two departments don't function as one system, you burn money on both sides.

✓ Good fit

• ✓B2B company with a product or service that needs explaining – Our strength lies in precise, content-driven outreach.
• ✓Average deal value above €5,000 – From this size, professional lead prices reliably pay off.
• ✓Sales team that can work incoming leads – The best campaign is useless if no one closes the leads.
• ✓At least €2,000/month ad budget available – For solid data and meaningful steering in B2B niches.
• ✓Marketing and sales thought of as one system – Prerequisite for any sustainable pipeline.

× Not a fit

• ×Deal value below €500 – Cost per lead only pays off above a certain deal size.
• ×No sales team that follows up on leads – We deliver qualified contacts, but someone has to call them.
• ׄWe need 50 leads tomorrow“ – B2B lead generation is a marathon, not a sprint. Whoever gives up after 4 weeks has paid but learned nothing.
• ×Product not yet proven in the market – Marketing amplifies what works – it doesn't replace product-market fit.
• ×No willingness to invest in content – In B2B, expertise sells. Without content that shows it, every campaign stays superficial.