B2B Marketing Consulting
B2B marketing that builds real pipeline.
Most B2B marketing functions generate leads. The ones that build companies generate pipeline, attributable, stage-tracked, source-verified deals that both marketing and sales agree are real. The gap between the two is a systems problem, not a budget problem.
The B2B marketing problem is almost always the same.
Across every B2B engagement, SaaS, services, marketplaces, enterprise, the problems present differently but trace back to the same three root causes: broken attribution, undefined qualification, and the absence of a system that connects marketing activity to revenue outcomes. Here is what that looks like in practice.
Nobody can agree on what a lead is worth.
Marketing is counting form fills. Sales is counting conversations they actually want to have. Finance is counting deals that closed. Three teams, three numbers, no shared definition. MQLs flow into the CRM and disappear. Sales cherry-picks. Conversions are low and nobody knows if it is the channel, the creative, or the qualification. The root cause is almost always the absence of a joint MQL definition backed by historical closed-won data.
Attribution is a spreadsheet, not a system.
At the end of each quarter, someone manually reviews closed deals and tries to reconstruct where the lead came from, browser history, call notes, "the prospect mentioned LinkedIn." This is not attribution. It is archaeology. The result is that every channel looks equally good or equally bad, budget allocation is based on gut feel, and the CFO has no confidence in the marketing numbers being presented to the board.
The funnel is a list of columns in a spreadsheet.
No HubSpot pipeline. No lifecycle stages. No lead-to-demo-to-proposal-to-close velocity tracking. The "CRM" is a shared Google Sheet with 2,000 rows and no standardisation. SDRs have different columns for "stage." The head of sales does the pipeline call from memory. Nobody knows if pipeline velocity is improving or declining because the data does not exist in a form that can be measured.
The agency is managing the ads but nobody is managing the agency.
There is a digital agency running LinkedIn and maybe Google. They send a monthly report with impressions, clicks, and CPL. Nobody on the internal team has the expertise to interrogate those numbers, to ask why the CPL is what it is, whether the audiences are right, whether the conversion event being optimised actually correlates with revenue. The agency is optimising for the metrics in the report, not for pipeline.
Nurture sequences are abandoned after two emails.
The CRM has 4,000 contacts who downloaded a whitepaper two years ago. There is no active nurture programme. Inbound leads are called once, not followed up if they do not respond, and left to go cold. The average B2B buyer needs 8–12 touchpoints before a sales conversation. Most B2B marketing stacks create 2–3 and then wait.
Marketing and sales are in different buildings.
Not literally, but they have separate tools, separate dashboards, separate metrics, and separate beliefs about what is working. Marketing measures reach and leads. Sales measures conversations and closes. Nobody measures the handoff. The territory between "MQL created" and "deal closed" is a black box where most pipeline is actually lost.
The B2B revenue system, built from the constraint up.
Every B2B engagement starts with a diagnostic, not a strategy deck. The constraint is almost never what the founder describes. Finding the real constraint, then removing it methodically, is the difference between a marketing function that compounds and one that churns budget without compounding results.
Revenue diagnostic
Two weeks of structured investigation before any campaign or tool decision is made. The diagnostic produces a single document: the constraint and the evidence for it.
- Closed-won and closed-lost analysis, 12 months of deal data reviewed for source, velocity, and firmographic signals
- Channel spend efficiency audit, every rupee of marketing spend mapped to pipeline outcomes
- CRM data quality review, lifecycle stages, deal stages, and attribution field completeness assessed
- Customer interviews, 6–8 conversations with recent closed-won customers on how they found you and why they chose you
- Constraint identification document, single page, single constraint, supporting data
ICP and positioning
The ICP is not a persona deck, it is a ranked segmentation of your buyer universe by revenue potential, CAC estimate, and strategic fit. Positioning is built from the ICP, not from product features.
- Tiered ICP definition, Tier 1, 2, and 3 segments with firmographic and psychographic filters
- Positioning statement, one sentence that a Tier 1 buyer would immediately recognise as describing them
- Value proposition hierarchy, primary proof point, supporting proof points, and objection responses per ICP tier
- Competitive positioning map, where competitors are messaging and where the gap is
- Channel strategy brief, recommended channel mix with rationale and expected CAC ranges
RevOps and CRM build
The systems layer that makes marketing and sales accountable to the same numbers. Without this, every other investment in marketing is unmeasurable.
- HubSpot CRM architecture, lifecycle stages, deal pipeline, lead routing, and custom properties configured
- Lead scoring model, 14-signal firmographic and behavioural model trained on closed-won data
- MQL/SQL definition, joint definition agreed by marketing and sales with HubSpot enforcement
- UTM and attribution framework, full UTM taxonomy, form field mapping, and CRM attribution fields
- Looker reporting dashboard, pipeline, CAC, MQL-to-SQL, and velocity by channel, weekly
Demand generation
Channel execution built on the ICP and attribution infrastructure from Phases 2 and 3. Campaigns optimise for pipeline quality, not lead volume.
- LinkedIn Ads, ICP-targeted campaigns with CRM audience sync, conversion tracking, and pipeline attribution
- Google Ads, intent-based search campaigns with offline conversion import from HubSpot
- Content engine, 2 long-form pieces per month targeting Tier 1 ICP search and decision queries
- Email nurture, 3-stage sequence by lead score band with activity-triggered re-engagement
- ABM sequences, named-account outreach for top 50 target accounts
Measurement and optimisation
A standing weekly review cadence between marketing and sales, both reading from the same Looker dashboard. Budget decisions made on pipeline data, not reported CPL.
- Weekly pipeline review, marketing and sales aligned on MQL volume, quality, and velocity
- Monthly channel allocation review, budget reallocation based on cost-per-pipeline by channel
- Quarterly ICP refinement, scoring model updated as closed-won signals accumulate
- Playbook documentation, every system documented for handover and team onboarding
What is in scope.
Fractional CMO
Full ownership of the marketing function, strategy, execution, vendor management, and team leadership, embedded in your business without the full-time hire.
- GTM strategy
- Channel mix and budget allocation
- Agency and vendor management
- Team hiring briefs and onboarding
- Board-level marketing reporting
- Weekly marketing-sales alignment calls
Revenue Operations (RevOps)
The CRM, attribution, and reporting infrastructure that connects marketing spend to revenue outcomes. The system that ends the argument about lead quality.
- HubSpot CRM build and configuration
- Lead scoring model
- MQL/SQL definition and SLA
- UTM and attribution framework
- Pipeline dashboards in Looker
- Marketing automation workflows
Demand Generation
LinkedIn, Google, and content campaigns architected for Tier 1 ICP reach with pipeline attribution built in from day one.
- LinkedIn Ads management
- Google Ads management
- ABM sequences for named accounts
- Content strategy and production
- Email nurture sequences
- SEO for high-intent B2B queries
Analytics and Attribution
GA4, GTM, and multi-touch attribution built so you can see which channel drove which deal at every stage of the pipeline.
- GA4 implementation
- GTM architecture
- Offline conversion import
- Multi-touch attribution model in Looker
- Weekly automated reporting
- Channel CAC and LTV tracking
From the work
The situation
An upskilling marketplace with three product lines, B2C individual courses, B2B team licences, and enterprise custom programs, was competing for the same ₹18L/month budget with no allocation logic. B2C CAC was ₹8,200 and B2B CAC was ₹62,000 with no benchmarks and no MQL definition.
What changed
Built distinct ICPs and funnels per product line. HubSpot RevOps layer with lifecycle stages, pipeline, and MQL/SQL definition. LinkedIn for enterprise, Meta and Google for B2C. B2C CAC: ₹8,200 → ₹4,000. B2B CAC: ₹62,000 → ₹31,000. ₹4.1Cr of pipeline influenced in the first 6 months with every deal linked to a source channel.
This engagement is right for you if:
B2B marketing consulting works when the business has traction worth systemising and leadership willing to align on a shared definition of what marketing success looks like.
- You are a B2B company with ₹3Cr to ₹150Cr ARR and at least 3 salespeople
- You are spending ₹2L+ per month on marketing with unclear pipeline attribution
- You have a CRM that the sales team does not actually use, or no CRM at all
- Marketing and sales are reporting different numbers for pipeline and lead quality
- You have tried agencies but cannot tell if they are driving revenue or just activity
- You are preparing for a Series A/B and need a credible go-to-market narrative and evidence
- You are a founder doing marketing yourself and ready to hand it to a professional system
Not the right fit if:
- Pre-revenue startups without product-market fit, strategy without traction is expensive guessing
- Companies not willing to align sales and marketing on shared definitions and a shared CRM
- Businesses looking for a lead generation vendor who will hand over a spreadsheet of contacts
- Teams expecting 30-day results on B2B sales cycles that run 90–180 days
How it starts.
Discovery call
A 30-minute call to understand your current marketing, sales motion, revenue target, and the specific problem you need to solve. No pitch, just diagnosis.
Diagnostic proposal
A written proposal covering the diagnostic scope, what will be reviewed, what the output document looks like, and the engagement structure that follows.
Two-week diagnostic
Data review, customer interviews, channel audit, CRM assessment, and competitor analysis. Output: a single constraint document with evidence and a recommended intervention.
Engagement kickoff
Scope, deliverables, timeline, and success metrics agreed in writing before any execution begins. No ambiguity on what we are building and how we will know it is working.
Build, run, and hand over
Strategy, systems, and campaigns executed by the same person who wrote the plan. Documented and handed over at the end so the system runs without me.
Frequently asked questions.
How is this different from hiring a B2B marketing agency?
An agency executes a defined scope, usually a channel, and reports on channel metrics. I own the revenue number across all channels, build the attribution system that connects marketing to pipeline, and align the marketing and sales functions around shared definitions. An agency cannot do RevOps. An agency cannot run a pipeline review with the sales team. An agency cannot tell you which of their activities closed a deal versus which one just claimed credit.
What CRM do you work with?
Primarily HubSpot for growth-stage companies, Salesforce for more mature stacks. I also work with Zoho, Pipedrive, and custom CRM builds. The tool is less important than the architecture, the lifecycle stages, deal stages, lead scoring model, and attribution framework are what matter.
How long does it take to see pipeline results?
The attribution infrastructure is typically live within 4–6 weeks. Clean pipeline data, deals tracked from source to close, takes 60–90 days to accumulate. Campaign optimisation based on pipeline data typically starts producing measurable CAC improvement in months 3–4. If you need results in 30 days, this is not the right engagement.
Do you work with companies that have an existing marketing team?
Yes. Most engagements involve working alongside an existing 1–3 person marketing team. My role is the senior layer above them, strategy, systems architecture, and campaign direction, while the internal team handles execution of defined tasks. I hire, brief, and manage internal and external resources as part of the Fractional CMO scope.
What does the reporting structure look like?
Weekly 60-minute marketing review with the marketing team. Bi-weekly pipeline review with sales leadership. Monthly board-level marketing report covering pipeline contribution, CAC by channel, and progress against the 90-day plan. All reporting runs from the Looker dashboard so everyone is reading the same numbers.
Can you work with our existing agencies?
Yes. Part of the engagement is auditing existing agency performance, holding them accountable to pipeline metrics rather than vanity metrics, restructuring their briefs and reporting, and replacing underperforming relationships. Many existing agency relationships become significantly more productive when given proper direction and accountability structures.
Ready to build a B2B marketing function that accounts for itself?
Start with a 30-minute call. No pitch, just a diagnosis of where the constraint is and whether this engagement is the right fit for your business.
Book a call