A B2B marketing agency that counts leads, not clicks

When you sell to companies, the buyer is rarely one person. A buying committee, often called the decision-making unit (DMU), includes the user, the budget holder, technical staff, procurement and sometimes the board. Each has different questions, and the sale can take weeks or many months. Advertising is not there to close the deal with one click. Its job is to bring the right company into the process, deliver a lead and let sales do the rest.

That changes how campaigns are planned, which channels are used and what counts as success. An agency that runs B2B like a web shop will boast about cheap clicks while your sales team gets contacts that never close. We start from your product, sales cycle and ideal customer profile, set goals as cost per lead, and work back from there.

It also changes what the agency is for. A good B2B partner often acts as an outside marketing department: it helps shape the strategy, picks channels to fit your sales process and reports in business terms. If you are looking for a partner for a store, see our page on ecommerce marketing instead.

In B2B, last-click attribution misleads. A buyer might see a LinkedIn ad, read an article a month later, then search your brand name and click a branded ad. Last-click gives all the credit to that final click and tempts you to switch off the channels that started the process.

So we look at cost per lead, cost per customer and a blended measure such as MER (marketing efficiency ratio), which sets total revenue against total marketing spend. Leads flow into the CRM, for example HubSpot or Salesforce, and whether they closed flows back to the ad platforms, so campaigns are optimised for revenue and not form submissions.

Careful measurement pays off. In a measurement-led optimisation project for KalendarzeCSK.pl, conversion rose from 2.56% to 8.78% and cost per acquisition fell from about €59 (PLN 259) to about €38 (PLN 164). Our broader approach to web analytics covers the setup.

Roletki24.pl, an online retailer of window blinds in a highly competitive market, came to us because leads were too expensive and not every one ended in a sale. The goal was to lower cost per contact without losing quality. We excluded unprofitable keyword phrases, changed the bidding model to avoid overpaying for low-value clicks, A/B tested contact forms to shorten the enquiry path and added remarketing for visitors who left without filling in the form.

The result was a lower cost per lead, more valuable enquiries and lower click costs from more precise targeting. For a full-funnel example, read how we recruited franchise partners for Euromaster using Meta Ads, Google Ads, remarketing and landing-page work.