01 / Built around your business
Where the opportunity sits
B2B buyers often research quietly before involving colleagues and asking for a proposal. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
Use-case pages, qualification criteria, campaign landing pages and a CRM handoff that records why an opportunity is worth pursuing. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
01 / Find
Connect a specific need with the right service.
Organise pages and campaign destinations around the services the business actually provides. Explain the audience, coverage and problem before presenting the next action.
- Create useful pages around the commercial problem and the role buying your service.
- Confirm the service and area covered.
- Use accurate descriptions and current information.
- Keep the page consistent with the source of the visit.
The working decision
Connect a specific need with the right service.
Confirm the service and area covered.
02 / Assess
Help the visitor decide whether the service fits.
Show the scope, preparation and first conversation clearly. Use real examples or approved evidence where available, with the role of the business accurately explained.
- Explain capabilities, delivery scope and evidence that can be shared with other decision makers.
- Explain practical requirements and limitations.
- Use a focused enquiry or booking route.
- Avoid collecting detailed sensitive records too early.
The working decision
Help the visitor decide whether the service fits.
Explain practical requirements and limitations.
03 / Follow through
Connect the enquiry with the person who can help.
Keep the service interest attached to the request and agree who responds. Record whether the conversation leads to a suitable next step so marketing can learn from outcomes.
- Use relevant follow-up and a visible CRM stage rather than repeated generic sales messages.
- Agree the receiving owner and response process.
- Separate requested, confirmed and completed work.
- Review why enquiries are declined or stalled.
The working decision
Connect the enquiry with the person who can help.
Agree the receiving owner and response process.
03 / Built around your business
Build around how your customers choose
1. Identify the problem
Create useful pages around the commercial problem and the role buying your service.
2. Build the business case
Explain capabilities, delivery scope and evidence that can be shared with other decision makers.
3. Qualify the enquiry
Ask about fit, requirements and timing before handing the conversation to sales.
4. Support the buying group
Use relevant follow-up and a visible CRM stage rather than repeated generic sales messages.
04 / Built around your business
Measure the decisions that matter
Sales-accepted leads, stage progression and pipeline value with attribution limits stated. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Can we measure marketing when deals take months to close?
Yes. Review sales acceptance and stage progression while keeping open pipeline separate from closed revenue. Report the observation period and unresolved opportunities.
Use one page for every service?
Group services where the buying questions are shared. Use separate destinations when requirements, audiences or the next action differ enough to need their own explanation.
Count every contact as a customer?
Keep requests, accepted opportunities and completed work distinct. The operational team’s feedback helps identify which enquiries marketing should attract more often.
Relevant enquiries
Requests that fit the service and audience described in “Identify the problem”.
Enquiry records with service, audience and coverage context.
Accepted next steps
Suitable requests progressing through “Qualify the enquiry”, using an agreed acceptance rule.
The receiving team’s qualification and confirmation records.
Completed outcomes
Confirmed work, attendance or another agreed operational outcome, reported separately from requests.
The business system that records what actually happened.
Follow-through
Progress against “Support the buying group” over a stated period, with suitable contact permissions.
Relevant CRM, booking or customer records, with reporting gaps stated.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
A useful page or journey
Buying-group content map and visible enquiry-to-opportunity stages.
Information your team supplies
Current service or product facts, coverage and availability, plus the details needed to support “Build the business case”.
Implementation & ownership
Agree who makes the changes and who handles the next step when a customer is ready to “qualify the enquiry”.
A defined review
Review sales-accepted leads, stage progression and pipeline value with attribution limits stated. Record the period, source and the next action the findings support.
Before we start
Questions about the work
Can we measure marketing when deals take months to close?
Yes. Review sales acceptance and stage progression while keeping open pipeline separate from closed revenue. Report the observation period and unresolved opportunities.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
