B2B companies
B2B marketing
Nobody at the company across the table wakes up wanting to change supplier. They look for one when something has broken: a delivery has slipped, an order has jumped, or somebody has asked for a lower price. Our work is to make sure that at that moment they find you, check you quickly and believe you.
Our first job is not the advertising. It is checking that enquiries reach the sales team and that it is clear where they came from. In B2B, several people decide, and each of them is risking something different. So the pages speak both to the person with the problem and to the person who has to approve the cost.
Where the deal is lost before it reaches a quote
They look for you on the day something breaks
The buyer opens a search engine, opens three websites and picks who to talk to. If they do not find you then, the next occasion may be a year away.
The first quote becomes the measure for all the others
Whoever answers first sets the number you will be compared against. If your pages hint at nothing about the order of prices, you are measured by somebody else's yardstick.
Nobody risks their career for a lower price
The person proposing the supplier is afraid of being wrong in front of their own boss. So proof that you have done the same thing for a similar company weighs more than a list of capabilities.
The enquiry waits until a salesperson sees it
The buyer writes to several suppliers in one afternoon. An answer the next day arrives to find the conversation already under way with someone else.
The decision is postponed because nobody needs it today
Everyone agrees something should change, but nobody has a deadline. Without a clear first step, the project stays on the list until the next problem.
What changes in the work when you sell to businesses
Months and several conversations pass between the first enquiry and the signature, and the decision is made by people who never meet you at the same time. That is why every step of how we work is aimed at the contract, not at the first visit.
Goal
We start from which companies you want to win and how many enquiries the team can handle without leaving them waiting. From there we work back to how many need to come in.
Check
We check whether enquiries from the website and by phone reach your sales team, and whether your customer relationship system (CRM) shows where each one came from and how far it got.
Channels
Search catches the companies that already have a reason. Advertising reaches the sectors and job roles that buy. Emails keep the thread alive through the months while the decision matures, so you are not forgotten.
Report
The report starts from signed contracts, not from the number of enquiries. It shows the cost per enquiry by channel and which enquiries the sales team accepts. We stop a channel that brings enquiries for work you do not do.
The services that matter in B2B sales
Who actually decides, and what moves them
In selling to companies there is rarely one buyer. So we arrange the pages around the people involved and around the event that brought them together.
What they have in common is that each wants something different: one wants the problem to go away, the second wants to be sure it will work, the third wants to be able to explain the cost. When the website answers only one of them, the others hold the decision up without ever arguing out loud.
- The person with the problem: Production has stopped, a delivery is late or a customer is complaining. They search first and want a fast answer on whether you can take this on at all.
- The technical assessor: They look at specifications, tolerances, lead times and whether you have done this before. They will not say yes, but they can say no, and they usually do it quietly.
- Finance: They care about payment terms, deadlines and what happens if you are late. For them the risk is a penalty, not a price per kilo.
- The owner or managing director: They sign and carry the consequences. They want to see who you work with, how long you have been trading and what happens if something goes wrong.
- An urgent change of supplier: Decided in days. It goes to whoever answers the same day and shows they have handled that volume before.
- A planned change or a new project: It runs for months and passes through samples, audits and several conversations. Here the pages that explain and the emails that keep the thread alive do the work.
- Public procurement: The choice is driven by documents and scores, not by advertising. The website serves as a check: are you who you say you are, and are you big enough for the volume.
Sectors with a similar way of deciding
The decision takes time
How the work is organised when a purchase takes months and passes through several people.
IT and technology
When the product is first assessed by technical people.
Professional services
When clients choose whom to trust with their matter.