Northbridge Marketing works with B2B companies whose sales cycles run six months or longer. We design demand systems, instrument them properly, and report on pipeline and revenue rather than on leads nobody in sales wants to call.
B2B marketing fails at the joins — between content and search, between marketing and sales, between what a platform reports and what the CRM says closed. We are engineered around those joins.
A full-funnel programme built around your buying committee rather than a single persona. Content, distribution, nurture and sales enablement planned as one sequence with a stated conversion model at every stage.
Crawl architecture, internal linking, Core Web Vitals and schema on the technical side; topic clusters written by people who understand your category on the content side. Both, or neither works.
Tiered account lists built from ICP fit and intent signals, then worked with genuinely account-specific creative and a sales cadence agreed with your team before launch, not after it.
HubSpot, Salesforce, Marketo and Pardot configured so that lifecycle stages mean something, routing is deterministic, and the numbers marketing reports are the numbers sales recognises.
LinkedIn, paid search and programmatic optimised against opportunity value fed back from the CRM. Optimising to form fills in a six-month sales cycle is how B2B budgets get wasted.
Self-reported attribution, multi-touch modelling and a warehouse layer joining ad platforms to CRM opportunities. The output is one number your CFO will defend in a board meeting.
Most agencies begin producing in week one because it looks like progress. We spend the first month establishing what "working" means, which is why our accounts still improve in year two.
CRM audit, lifecycle definitions, conversion tracking and a documented data model agreed with sales and finance.
Weeks 1–4A conversion model from impression to closed-won, with baseline rates and the volumes required to hit the revenue target.
Weeks 3–6Content architecture, campaign structures, nurture sequences and account lists constructed against that model.
Weeks 5–10Fortnightly sprints with a fixed review rhythm. Every change is logged so its effect can be isolated later.
Week 9 onwardQuarterly model rebuilds, budget reallocation against measured contribution, and retirement of anything that cannot prove itself.
QuarterlySelected engagements. Client names withheld under commercial confidentiality. All figures come from client CRM data over a minimum twelve-month period, not from advertising platforms.
Marketing reported 4,100 MQLs a quarter; sales worked 300 of them. We redefined qualification with the sales leadership, rescored historic data and rebuilt targeting around the accounts that actually converted.
Faceted navigation was generating 1.2 million crawlable URLs and burning the crawl budget. We restructured the architecture, consolidated duplication and rewrote the top 400 category pages with engineering input.
A consultancy with a nine-month cycle and no repeatable acquisition motion. We built a tiered account programme with partner-led content and a joint cadence run with the partners themselves.
Three teams reported three different revenue figures. We built a warehouse layer joining ad platforms, product analytics and Salesforce, and reconciled to the finance ledger to the penny.
B2B is not consumer marketing with a longer form. Multiple decision-makers, procurement, a buying process that leaves no trace in your analytics for months. Agencies built for e-commerce apply e-commerce logic and then wonder why the numbers do not reconcile.
“They spent the first month refusing to launch anything. Our board hated it. By month seven it was the reason the numbers held up.”
VP MarketingEnterprise software, 400 staff
“First agency where our sales director asked to be in the weekly call rather than being told to attend.”
Chief Revenue OfficerB2B fintech
“They found £400,000 of annual spend attributed to a channel that closed nothing in two years.”
Head of GrowthIndustrial technology
“The documentation alone would have justified the fee. We could hand it to a new hire and they would understand the system in a day.”
Marketing Operations LeadProfessional services
A 60-minute pipeline review with two of our consultants. We look at your CRM, your conversion rates and your attribution, then tell you the three things we would fix first. You keep the analysis whether or not you work with us.
Book a pipeline review