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B2B Performance Marketing

Your B2B Growth Team.
Without the In-House Cost.

This page is now a guide. It covers how we ran B2B pipeline as an embedded flat fee performance marketing agency for 12+ years, what a senior pod in your Slack should cost versus an in-house hire, and what to expect month to month. We aren't accepting clients right now. The guide stays up and free.

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Paid Search
Paid Social
LinkedIn Ads
Lifecycle Email
Demand Gen
Attribution
Flat Fee
No Contracts
Embedded Pod
Paid Search
Paid Social
LinkedIn Ads
Lifecycle Email
Demand Gen
Attribution
Flat Fee
No Contracts
Embedded Pod
Brands that trusted us with their budget
Audi
Patrón
Live Nation
Oakley
Alternative Press
Reshoevn8r
Revolver
Ring
Unifyd
Veeps
Audi
Patrón
Live Nation
Oakley
Alternative Press
Reshoevn8r
Revolver
Ring
Unifyd
Veeps
The Math

A Senior Team Without the Salaries.

Here's what building the pod in-house actually runs, next to what embedding us costs. Figures are illustrative ranges, not quotes.

Build It In-House
Hire the team yourself
  • One mid-senior B2B performance hire, base salary$110k to $140k
  • That hire loaded with payroll tax, benefits, and tools$150k+
  • A real pod of strategy, paid, creative, and analytics3 to 4 hires
  • Time to hire, onboard, and reach full output3 to 6 months
  • Turnover risk when your best hire leaves in year twoOn you
Loaded, per year $400k to $600k
Embed Market Correct
Plug in the whole pod
  • Senior strategy, paid, creative, and analytics, day oneIncluded
  • In your Slack and running campaignsWeek 1
  • Ramp period, because we've run B2B for over a decadeNone
  • Turnover, sick days, and management overheadOurs
  • Lock-in, billed flat, cancel anytimeNone
A fraction of one salary Flat monthly

Salary and loaded-cost figures are illustrative US market ranges for a mid-senior B2B performance hire, not a quote or a guarantee. Your number depends on role, location, and scope. The point holds at every level. One full-time hire costs more than the pod that replaces four of them.

One Senior Pod.
The Whole Funnel.

Not one freelancer with a specialty. The full team that covers strategy through attribution, working off your pipeline goals.

Strategy
Strategy and Demand Gen

We start with the pipeline math, not a channel wishlist. Positioning, offer, and a demand plan that ties every dollar to revenue, then the channels that actually serve it.

Positioning ICP Offer Demand Plan
Paid Search
Search and Intent

Capture the buyers already looking. Tight keyword and intent targeting on Google and Bing, written for B2B buying committees, not impulse clicks.

Google Bing Intent Negatives
Paid Social
LinkedIn and Beyond

LinkedIn is the anchor for B2B, with Meta and others where your buyers actually are. ABM lists, creative testing, and audiences built around the job titles that sign.

LinkedIn Meta ABM Retargeting
Lifecycle
Lifecycle and Email

The deal is rarely won on the first touch. Nurture sequences, lifecycle flows, and sales-aligned email that move leads from curious to closed across a long cycle.

Nurture Flows Segmentation Sales Handoff
Creative
Creative That Converts

Ads, landing pages, and assets built to test. We ship variants fast, kill the losers, and scale what books pipeline instead of what wins design awards.

Ad Creative Landing Pages Testing Copy
Analytics
Analytics and Attribution

You see the same numbers we do. Pipeline, cost per qualified opportunity, and revenue, tracked across a long sales cycle so you know what actually drives growth.

GA4 CRM Attribution Reporting

B2B Isn't B2C With a Longer Form.

Long cycles, buying committees, and deals measured in revenue, not lead count. We run B2B the way it actually buys. New to the category? Start with our plain-language guide to B2B performance marketing.

Longer sales cycles

A B2B deal can take months and a dozen touches. We optimize for the whole journey, not the last click, and we hold creative and nurture for the long middle where deals are actually won.

Buying committees, not buyers

Five to ten people sign off on a B2B purchase. We target the titles that influence and approve, then build messaging for each one instead of shouting at a single persona.

Pipeline, not lead count

Cheap leads are easy. Qualified pipeline is the job. We bid against pipeline and revenue, and we cut the channels that only inflate a lead number nobody on your sales team can close.

SaaS Is Our Lead Sub-Vertical

Performance Marketing Built for SaaS.

SaaS is where most of this work lives. As a SaaS performance marketing agency we run both product-led and sales-led motions, so trials, demos, and the MQL to SQL handoff all get their own targeting, creative, and measurement.

We bid against payback period and lifetime value, not raw signups, and we watch the numbers that decide whether growth is healthy. CAC, payback, and net revenue retention. If a channel fills the funnel with trials that never convert, we kill it before it eats your runway.

For the deeper playbook on the channels, metrics, and growth motion behind this, read our SaaS performance marketing playbook.

Channel by Channel

Where B2B Budgets Actually Work.

Every platform pitch deck says the same thing. Here's the shorter version, based on what we've watched happen across 400+ brands. For the full numbers behind these verdicts, read our B2B channel performance scorecard.

Paid Search
Google Ads

The channel that harvests demand you didn't have to create. Someone searching "contract lifecycle management software" has already admitted they have the problem. That intent is why paid search is the first place we look when a B2B account needs pipeline this quarter instead of next year. The week-to-week process is in our PPC ads management guide.

The trap is running it like B2C. Broad match plus Smart Bidding pointed at raw form fills teaches Google to find people who like filling out forms. Feed it pipeline data from your CRM or it optimizes toward junk with perfect confidence.

The VerdictThe first dollar of most B2B budgets. If real search volume exists for your problem, start here and defend it.
Paid Social
LinkedIn Ads

The only platform where you can buy your exact buying committee by title, company size, and industry. That precision costs like precision. CPCs of $15 to $30 are normal, and lead gen forms will happily fill your CRM with people who wanted a PDF, not a demo.

We've seen LinkedIn look like the worst channel in the account at 30 days and the best one at 180, because the expensive lead that closes is worth ten cheap ones that don't.

The VerdictEarns its cost when deal sizes clear roughly $10k and your CRM data is wired into the platform. Below that, the math rarely survives.
Paid Social
Meta and Retargeting

Nobody scrolls Instagram hunting for procurement software, but your buying committee is there every night. Meta's job in B2B is cheap reach and retargeting. It keeps you in front of an in-market committee for a fraction of LinkedIn's CPMs while a six-month deal grinds forward.

Retargeting numbers flatter themselves, though. The channel takes credit for deals that were closing anyway, so judge it on incremental pipeline, not on its own dashboard.

The VerdictA supporting channel, not a demand engine. Cap the budget, watch lead quality weekly, and let it do the quiet work of staying visible.
Programmatic
Programmatic and Syndication

Display buys and content syndication produce the cheapest "leads" in B2B and the most inflated reporting. The volume is real. The intent usually isn't, and sales teams learn fast to stop calling the list.

Where it earns a slot is ABM air cover. When sales is working a named account list, programmatic keeps your brand in front of those exact companies while the reps do the closing.

The VerdictUseful behind a real ABM motion. As a standalone lead source, it's where budgets go to look busy.

From Kickoff to Embedded in a Week.

No long onboarding, no ramp you pay for. Here's how the first weeks run and how we stay accountable after.

01
We Audit Before We Touch Anything

Week one is a full audit of your accounts, funnel, and tracking. You get a clear read on what's working, what's leaking, and where the fastest pipeline gains are, before a dollar of management fee turns into busywork.

02
Embedded in Your Slack, Not a Monthly Call

By the end of week one we're in your Slack and your ad accounts. You talk to the senior people doing the work, not an account manager relaying messages. Questions get answered the same day, not in next month's deck.

03
We Report on Pipeline, Every Week

Every week you see pipeline, cost per qualified opportunity, and revenue, in the same view we use to make decisions. No vanity dashboard, no curated highlight reel. If something isn't working, you hear it from us first.

04
Flat Fee, Cancel Anytime

One flat monthly fee, no percentage of spend, no annual lock-in. We earn the next month by making this one work. If we stop delivering you walk, and that keeps us honest.

Measurement

Attribution When the Deal Takes Six Months.

B2C attribution is easy. Someone clicks, buys the same afternoon, and every platform agrees on what happened. B2B breaks all of it. The first click lands in March, the demo happens in May, the contract signs in September, and by then GA4 has handed full credit to whichever touch showed up last. Run a B2B account on default reports and you'll cut the channel that started your best deals while scaling the one that took a bow at the end.

We've rebuilt measurement on enough B2B accounts to know the fix isn't a fancier attribution model. It's three unglamorous moves, done properly. Our guide to what B2B performance marketing actually means walks through the full measurement stack if you want the long version.

Wire revenue back to the click

Offline conversion imports push closed-won deals from your CRM back into Google and LinkedIn. The platforms stop bidding toward form fills and start bidding toward the clicks that became contracts. We've watched this one change what an account buys within a month.

Judge channels on pipeline, not CPL

Cost per lead is the most gameable number in B2B. Cost per qualified opportunity and pipeline per dollar spent are much harder to fake, which is exactly why most agency reports don't lead with them. Ours do.

Accept the lag, plan for it

If your sales cycle runs six months, judging a channel on 90 days of closed revenue is measuring noise. We hold channels to leading indicators first, SQL rate and meeting hold rate, then let revenue confirm or overrule the read once deals have had time to close.

What It Costs

Agency Pricing Models, and Where They Bite.

Most B2B teams shopping for help have been burned once already. Usually the burn wasn't the channel work. It was the pricing model underneath it.

Model One
Percentage of spend

The industry default. The agency's invoice grows when your budget grows, whether performance does or not, so every recommendation drifts toward spending more. We've watched agencies pitch budget increases in the same month results fell. The model made them do it.

Model Two
Retainer with a lock-in

A fixed fee wrapped in a 6 or 12 month contract. The fee itself is fine. The lock-in is the problem, because it removes the agency's reason to perform once the ink dries. Month nine of a locked contract is where accounts go quiet.

How We Bill
Flat fee, cancel anytime

Same invoice whether you spend $10k or $200k a month, and no contract holding you in place. We have to earn the next month every month, which is the entire point. The day we stop delivering, you leave, and we deserve it.

We publish real numbers instead of "it depends." Our performance marketing agency pricing guide breaks down what the market charges under each model and what you should actually pay. If Google Ads is the engagement, we ran the same math for a flat fee Google Ads agency too. And for the channel nobody's priced yet, here's how we got cited in 72 ChatGPT answers with our own site as the test bench.

In-House Team, Agency, or Consultant.

The honest answer changes with your spend, your team, and your timeline. Here's how we'd frame the decision if we weren't in the room.

Hire in-house

The right call at scale. Once paid spend clears roughly $150k a month, dedicated headcount starts paying for itself and the institutional knowledge compounds. Below that, you're carrying the $400k to $600k loaded cost from the math above for a team that's underemployed half the week.

Bring in an agency

The full pod without the payroll. Strategy through execution across channels, live in week one. The catch is that most agencies bill in ways that reward spend instead of results, so interrogate the pricing model before you sign anything, including ours.

Hire a consultant

A senior operator on a single channel, no pod attached. The right fit when you have an internal person to do the work but nobody senior to direct it, or an account that needs a rebuild before anyone should manage it. That's the shape of our Google Ads consultant engagements.

We're an agency, so discount this section accordingly. But we'll tell you on the first call if a consultant or an in-house hire fits better, because a client who should've built in-house churns inside six months anyway, and we'd rather skip that ending.

The Receipts

12+ Years. 400+ Brands.

This isn't our first B2B account. The pod is senior because the people in it have done this across hundreds of brands and more than a decade of cycles.

12+
Years running performance marketing across B2B and consumer brands.
400+
Brands scaled, from venture-backed SaaS to established names.
★★★★★
Trusted by Alt Press, Ring, Live Nation + more.

We don't publish invented client numbers. What we'll show you on a call is how we report, weekly views of pipeline, cost per qualified opportunity, and revenue, not a wall of impressions dressed up to look like progress. The real proof is the account we'd build for you, and you can cancel the month it stops working.

Straight Answers

B2B performance marketing is paid growth held to a revenue standard, not a vanity one. Instead of optimizing for clicks or raw lead volume, we optimize for pipeline and closed revenue across longer sales cycles and multiple decision makers. Every channel, from paid search to LinkedIn to lifecycle email, gets measured against what it actually books.
One mid-senior B2B performance hire runs about $110k to $140k in base salary, and past $150k once you load payroll tax, benefits, and software. Covering strategy, paid, creative, and analytics takes three to four of those hires. We deliver that full senior pod for a fraction of one of those salaries, with no ramp and no turnover risk.
Strategy and demand gen, paid search, paid social, lifecycle and email, creative, and analytics and attribution. It's a complete pod, not one specialist. We sit in your Slack, work off your pipeline goals, and report on revenue every week.
Yes. SaaS is our lead sub-vertical. We run both product-led and sales-led motions, optimize for trials, demos, and the MQL to SQL handoff, and bid against payback period and lifetime value instead of raw lead count.
There isn't one. We've run B2B and SaaS performance for over a decade, so there's no learning period billed to you. We're auditing your account in week one and embedded in your Slack by the end of it.
Paid search, paid social with LinkedIn as the anchor, lifecycle and email, demand gen, and programmatic where it fits. We pick the channels your buyers actually use and cut the ones that only produce cheap, unqualified leads.
No long lock-in. We bill a flat monthly fee and you can cancel anytime. We'd rather earn the next month than trap you in an annual contract that removes our reason to perform.
Enough to buy a real signal, and no more. For most B2B accounts that floor sits around $5k to $10k a month in ad spend. Below it, conversion data arrives too slowly to optimize against a long sales cycle and every decision becomes a guess. Past the floor, budget should follow proven cost per qualified opportunity, not a percentage-of-revenue formula from someone's benchmark report.
Leading indicators move inside the first 30 to 60 days. Click quality improves, demo requests pick up, SQL rate firms up. Closed revenue takes as long as your sales cycle takes, so if deals need six months, judging paid on 90 days of revenue is measuring noise. We set expectations against pipeline first and let revenue confirm the read.
Both happen regularly. About half our B2B engagements replace a retainer agency that went quiet after the contract was signed. The other half add senior strategy and channel execution around a lean internal team. Either way the work lives in your accounts, which you own, so if we ever part ways everything stays with you.
There isn't one, and chasing a benchmark CPL is how accounts fill up with junk. A $40 lead that never buys costs more than a $400 lead that closes a $50k contract. We price channels on cost per qualified opportunity and pipeline per dollar instead, and lead count becomes a footnote.
Yes, and most accounts should. One channel run against pipeline beats four channels run against clicks. Paid search usually goes first because it captures demand that already exists, then LinkedIn or retargeting layers in once the first channel's math is proven.
Also Part of the Mix
Google Ads Management

Search, Shopping, and PMax built for B2B intent. Flat fee, no contracts.
Social Media Advertising

LinkedIn-led paid social and ABM. Creative built to book pipeline.

Ready to Skip the
Hiring Cycle?

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