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Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
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Industries · B2B Marketing for Manufacturers & Technical Brands
Long sales cycles. Multi-stakeholder buying. Spec-sheet purchases. We build B2B marketing engines for industrial OEMs, fabrication equipment, technical products, and the broader manufacturing space — paid, SEO, content, lifecycle, all under one roof.
Why B2B marketing is its own sport
Long sales cycles. Months, not minutes from first touch to close. B2B marketing has to keep buyers warm without burning them out — and stay credible across the whole stretch. Lead nurture isn't a feature you bolt on at the end. It's the whole game. The campaigns that work in DTC die quietly in B2B because the buyer isn't ready when the ad runs.
Multi-stakeholder buying. A B2B purchase decision rarely involves one person. It's a committee — technical evaluators, procurement, finance, operations, the executive sponsor. Each one needs different content at different stages. The marketing has to feed all of them, in the right order, without losing the thread. That coordination is where most B2B marketing programs fall apart.
Spec-sheet purchases. Your B2B buyer often knows more about the product category than your sales rep does. They've read the data sheet, downloaded the comparison table, watched the YouTube reviews, and called two of your competitors before they ever filled a form. The marketing has to be technically credible — not surface-level "thought leadership" written by someone who has never touched the product.
What B2B looks like in our work
B2B is the bulk of our partner book — industrial OEMs, fab equipment, technical products, and the broader manufacturing space. The patterns repeat across the spectrum.
30+
B2B partner companies
Active and past B2B partner companies — industrial, technical, and manufacturing brands across the spectrum. Most have stayed multi-year.
+340%
B2B lead growth ceiling
Highest B2B lead-growth result we've delivered — an industrial OEM, twelve months, same monthly paid spend.
8.4×
B2B ROAS ceiling
Highest return-on-ad-spend result in B2B — a technical product brand, twelve months, full-funnel paid media + lifecycle.
6–18 mo
Typical B2B sales cycle
B2B cycles run longer than DTC. The marketing engine has to survive the gap — nurture, lead scoring, sales handoff, all instrumented for the long arc.
6 of 9
B2B services typically deployed
Most B2B engagements end up running paid, SEO, content, web, lifecycle, and analytics together. The full stack, coordinated under one roof.
Committee
B2B buying structure
Almost every B2B purchase clears 3–7 stakeholders. The marketing has to speak to each of them — in the right order, with the right content.
B2B verticals we serve
Four B2B verticals where the playbook is well-worn and the client work is deepest. Same B2B operating frame, adapted to the shape of the product.
Capital equipment, CNC plasma, fiber laser, press brakes, ironworkers. Long sales cycles, dealer networks, technical buyers.
Industrial Equipment B2B marketing →Fab shops, contract manufacturers, custom metalwork. We know the floor through the OEMs whose equipment runs in it.
Metal Fabrication B2B marketing →Spec-driven products with engineered support — whether they sell B2B, B2B2C, or hybrid manufacturer-importer shapes.
Technical Products B2B marketing →For mid-size manufacturers outside the three categories above — same B2B operating principles, adapted to your product and channel mix.
Manufacturing B2B marketing →Plus 20+ B2B partner companies we serve under various NDA arrangements — described by category on relevant case study pages. Specific clients named in case studies and during the first conversation.
How we approach B2B
01
Long cycles need a plan, not just a campaign. We build B2B marketing strategies that survive a board cycle — positioning, ICP definition, channel mix, attribution model, all locked before the first dollar gets spent on media.
02
Most B2B marketing dies in the middle. The campaign launches, the leads come in, the sales team complains they're unqualified, and the program quietly shrinks. We build nurture, lead scoring, and sales-handoff math that keep buyers engaged through 6–18 month cycles.
03
Whitepapers, technical articles, spec-sheet SEO, case studies sales actually uses. Not surface-level "thought leadership" written for a buyer who doesn't exist. B2B content has to hold up to a technical evaluator who already knows the category.
04
The marketing engine arms sales with case studies, decks, lead context, and ABM lists for named accounts. Marketing and sales are one motion in B2B, not two departments. We instrument that handoff from day one.
“B2B marketing is harder than agencies make it look. The cycle's too long for hero campaigns. The buyer's too informed for surface content. The sales team's too pissed at us for unqualified leads. We need a partner who gets all of that — and runs the whole stack.”
What we hear from B2B marketing leaders, going in
FAQ · B2B marketing questions
If yours isn't here, the form is honest territory.
Start a ConversationGet in touch →$5M–$400M revenue. The sweet spot is mid-market: $20M–$200M with marketing budget of $5K+/month. Small enough that senior strategic input still moves the needle. Large enough that there's real budget to deploy and a real sales team to coordinate with.
Long cycles, multi-stakeholder buying, technical-content requirements, sales-team coordination. We've worked across both — B2B asks for a different playbook. The campaigns that ship results in DTC die quietly in B2B because the buyer isn't ready when the ad runs and the committee isn't aligned when the form fills.
Yes. Named-account targeting across paid, content, and email — tied into the broader marketing engine, not run as a separate one-off campaign. ABM works when the rest of the funnel is healthy. We build the full stack so the ABM motion has somewhere to land warm.
Google Search (high-intent spec-sheet queries), LinkedIn (decision-maker targeting), trade publication content syndication, email lifecycle for the long cycle, and increasingly Microsoft Advertising — Bing over-indexes for industrial buyers because of corporate browser defaults. The right mix depends on where your buyer actually researches; we instrument to find out instead of guessing.
Lead-quality lift typically shows in 60–90 days. Pipeline impact is 4–9 months. Closed-won contribution is 9–18 months given typical B2B cycles. We instrument for early signal — lead quality, engagement depth, sales-velocity metrics — so you're not flying blind during the months before revenue catches up.
Yes. We integrate with HubSpot, Salesforce, Pipedrive — wherever the data lives. Sales handoff and lead scoring are part of the engagement, not separate. Marketing and sales are one motion in B2B, not two departments. We work with your existing AEs, BDRs, and ops team rather than around them.
Start a B2B marketing conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us about your B2B product, your sales cycle, and where the marketing is stuck — we'll tell you whether we're the right shop.