Awareness. Reach. Nonsense.
Twenty years of B2B marketing has produced a vocabulary specifically designed to hide where the money goes. Four phrases come up on nearly every first call. All four are red flags. All four mean the same thing: nobody’s closed the loop on attribution.
“Awareness is up.”
Impressions, reach, top-of-funnel. None of it pays for a sales rep. None of it appears in the P&L. Awareness without attribution is a cost line, not a result.
“It’s a long buying cycle.”
Sometimes true. Often a cover-story for “we don’t know which marketing closed the deal”. If you can’t tag the lead to the channel, you can’t scale either of them.
“Calls don’t track.”
They do. With a number per channel, a dynamic display script and a recorded greeting, every inbound call lands tagged. The agencies who tell you otherwise are using the wrong tools.
“LinkedIn ads will fix it.”
Sometimes. Usually not. £40 CPL on LinkedIn is fine if the LTV justifies it and you can prove it. Otherwise it’s the most expensive vanity metric in B2B.
Every call. Every form. Every email.
We built our own attribution plugin because the off-the-shelf tools cost a fortune and miss half the picture. Ours sits on your site, talks to your CRM, tags every inbound enquiry by source. Six years of refinement. Used on every B2B account we run.
Dynamic call tracking
A different phone number shown to each channel. Every call recorded, tagged, dropped in your CRM.
Form-fill source tagging
UTM + first-touch + last-touch + referrer captured invisibly. No extra fields. Sales team sees source on the lead.
Email source detection
Email enquiries cross-referenced with site visits, ads clicked, content downloaded. Real source, not just “email”. Stop sales nicking those leads too, just ask People Puzzles.
CRM + Slack integration
Push to HubSpot / Pipedrive / Salesforce. New leads ping into a Slack channel. Sales picks up faster. Marketing learns faster.
Eight sectors. Same playbook.
Every sector thinks its sales cycle is unique. It isn’t. The frame is the same: build awareness with the right buyers, track every enquiry to its source, prove which marketing closes. The vocabulary changes; the maths doesn’t.
Precision manufacturing, metrology, contract engineering. Long sales cycles, technical buyers. We get it.
Kitchen equipment, service contracts, fit-outs. Trade buyers + end-user marketing. Both channels live.
Fractional HR, employment law, training. Trust-led buying. Long nurture into discovery call.
Niche commercial lines, broker channels. Compliance-tight copy. Strong referral compounding.
Litho, digital, large format. Quote-driven inbound. We've done it from one-press shops to nationals.
Local practices and mid-market firms. Niche by sector or service. Compliance-aware content.
Law, surveying, architecture, consulting. Reputation is half the sell. Reviews + content do the rest.
Niche manufacturers, suppliers, distributors. The “nobody understands our sector” clients we get on with most.
Three audits. Then a plan.
Every B2B engagement starts the same way: SEO audit, PPC audit, attribution audit. Two weeks. The truth on the wall by week three. Most clients save the cost of the audits inside the first 90 days, usually by switching off the LinkedIn ads nobody could justify.
SEO Audit
Seven-pillar baseline. Technical, backlinks, content, local, schema for AI overviews. Findings + priority fix list.
- , 40-point technical sweep
- , Backlink + disavow review
- , Content + keyword map
- , AI overview readiness
PPC Audit
Six-leak sweep on every paid account. Branded bleed, match-type sprawl, geo waste, daypart, conversion truth, account fitness.
- , Six-leak sweep
- , Recoverable spend figure
- , Conversion sanity check
- , GA4 + server-side review
Attribution Audit
How leads are currently tagged. Where the loop breaks. What the plugin will give you on day one. Plus a sample dashboard with your real data.
- , Source-to-CRM mapping
- , Loop-break diagnosis
- , Sample dashboard build
- , CRM integration plan
Got any freebies? Yes.
We’re not scared of sharing what we know. Take our advice and implement it yourself, brilliant. Watch these and think “I need someone to do this for me,” even better. Either way you’re winning, and the tools are free.
Cost-per-lead calculator
Tap in your spend and your leads. See your true CPL across every channel in seconds, the number most agencies hope you never find.
Lifetime-value calculator
Work out what a customer is worth across every year they buy from you and the spend ceiling you can hit to win one.
30 days of CEO marketing tips
A short film a day for thirty days, aimed at directors who need to understand what their marketing team is actually doing.
What are we thinking?
The real stuff. Not “10 tips to boost engagement” clickbait. We call out the BS in our industry and share what twenty years of doing this has taught us. Here’s the last few.
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Where do your leads come from? We’ll find out for you.
An hour on a call. Read-only access to GA4, your ad accounts, your CRM. We’ll come back with where the leads currently come from, where the attribution loop’s broken, and what the plugin would surface in week one. Doc is yours either way.
Book the FREE pipeline audit →