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Demand Generation

Leads are easy to generate and easy to ignore. Pipeline is the number

For a nine-month sales cycle with a buying committee of six, cost per lead is a vanity metric. We build demand programs measured on qualified pipeline and closed revenue – with the tracking, attribution and CRM plumbing that make those numbers possible.

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Problem

Why B2B programs underperform

The metric is wrong

Cost per lead optimizes for volume, and volume optimizes for the cheapest lead - the least qualified prospect. Sales stops chasing leads, marketing continues to report success, and the two functions stop talking to each other.

Attribution doesn't survive the sales cycle

Nine months, twelve touch points, six people, two devices, one form fill that got all the credit - and now a budget is being allocated based on a flawed narrative.

One message for a committee of six

The CFO, CTO, security lead, and end user all need different arguments to say yes. A unified campaign has none of them in mind.

No offer worth an email address

“Contact us” and “book a demo” have a conversion rate measured in single digits. The other 97% of unqualified traffic aren't getting anything besides a chance to fill out a form.

Broken plumbing

Forms that don't write to CRM, lifecycle stages that disagree, UTM parameters that only lasted one quarter, analytics that can't tell the difference between website traffic and a phone call.

What we do

What we do

Demand Strategy

ICP definition, buying committee analysis, message for each committee role and channel, and a spend allocation across channels based on buyer behavior.

Paid Media

Google Ads, LinkedIn, Meta, programmatic display, retargeting. Managed on a pipeline contribution basis – with creative and landing page production included, not tacked on as an upsell.

Account-Based Marketing

Target account lists, coordinated ABM ad spend and outreach, intent signals.

Content and Thought Leadership

What technical buyers want to consume – third-party research, teardowns, and practitioner-led content, not listicles behind a paywall.

Marketing Automation

HubSpot, Salesforce, Marketo, Dynamics, lifecycle scoring, lead routing, playbooks, handoffs – the sales enablement that most demand gen budgets don't include.

Conversion Optimization

Landing pages, forms, testing – measured not in unsubscribed emails but in qualified pipeline.

Analytics and Attribution

GA4, server-side tracking, CRM integration, multi-touch, offline conversion import – all designed to work around cookie deprecation.

Revenue Operations

The shared data model across all functions – sources, stages, definitions that marketing, sales, and finance can agree on.

Measurement

What we report

Diagnostic metrics get campaigns paused. Primary metrics dictate budget increases. Reporting that prioritizes diagnostics over primary metrics is reporting designed to hide them.

Primary

Qualified pipeline created, pipeline by source/campaign, closed revenue, cost per opportunity, cycle length by source

Secondary

MQL to SQL conversion, engagement by target account, share of voice

Diagnostic

CPC, CTR, landing page conversion, form completion
Marketing Technology

Technology stack

We can develop an efficient marketing system using proven marketing technologies that combine marketing campaigns, automation, CRM, analytics, and conversion optimization into a single growth system.

Ads
  • Google Ads
  • LinkedIn Campaign Manager
  • Meta
  • programmatic DSPs
Automation
  • HubSpot
  • Salesforce Marketing Cloud
  • Marketo
  • Dynamics
  • Klaviyo
  • Brevo
CRM
  • Salesforce
  • HubSpot
  • Dynamics 365
Analytics
  • GA4
  • Google Tag Manager
  • server-side GTM
  • Segment
  • Looker Studio
  • Power BI
CRO
  • Optimizely
  • VWO
  • Hotjar
  • Microsoft Clarity
FAQ

Frequently asked questions

Paid media campaigns yield leads within weeks and qualified opportunities within a quarter. In a nine-month sales cycle, revenue attributable to demand gen has a twelve-month lag – we'll agree on leading indicators for opportunity creation and revenue within the first few months of launch.

[$X/month media plus $Y/month management] Below a certain budget threshold, B2B paid media lacks the statistical significance to inform future spend allocation – we'd rather not waste your money on guesswork.

Yes, and this is the most common scenario – we often fill in channels or layers (automation, paid media, analytics) that in-house teams lack the bandwidth for.

Yes – ad creative, landing pages, and campaign assets are all included, no agency markup.

Most often, yes – and it's the responsible thing to do. There's no point in optimizing media spend if the tracking isn't reliable at the campaign, ad group, and variation levels.
Estimate

Get a range for your campaigns

About the project

What do you need?

HubSpot, Marketo, Salesforce, GA4 — whatever the work has to fit into.

Start with a demand program audit

Channels, tracking, attribution, and CRM data reviewed — with a prioritized plan and an honest read on what your current reporting is actually telling you.

Book a Technical Discovery Call

Enterprise product engineering since 2011. AI systems, SaaS platforms, and the infrastructure underneath them.

Union Street
Easthampton, MA 01027, United States

+1 (888) 988-4418
info@vortexwebinnovate.com

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