Sales depend on the owner's connections
New customers arrive through referrals, making this flow difficult to grow or predict.
Marketing
B2B marketing
We help companies that sell to businesses communicate with everyone who influences a purchase decision. We prepare the offer, materials and campaigns, and organise the handover of enquiries to sales.
What B2B marketing means at Eqvola
In B2B, one person rarely makes the decision. The user, manager, finance department and procurement team view the offer differently, and considerable time passes between first contact and contract. Marketing needs to consider each role.
We start with what you sell and to whom. We describe segments, decision-making roles and their questions. These determine the materials, channels and messages.
Marketing and sales work together. We agree what counts as a quality enquiry, when it is passed to a sales representative and how marketing learns the outcome.
Clear about the limits. Your sales team handles negotiations and closes deals. We do not guarantee a number of deals or new customers: results also depend on the product, price and the sales team's work.
Only real customer stories. We publish them only with customers' permission and using verified data.
When you need this service
The offer does not explain its business benefits
Materials describe features, while the customer's manager wants to know what will change for their company.
Long sales cycles stall halfway
After the first meeting, the customer disappears because nobody stays in touch with useful materials between stages.
You are entering a new industry or segment
You need to understand who makes decisions there and adapt the offer to their questions.
Marketing and sales do not understand each other
Marketing reports enquiries; sales complains about their quality. There are no shared rules or data.
You may need something else
Need only materials and scripts for sales representatives? → Marketing support for sales teams
Need to rework the offer itself? → Developing and repackaging your commercial offer
Planning to sell in another country? → Marketing support for entering new markets
What B2B marketing includes
Foundation
- corporate customer segments and priorities;
- a map of decision-making roles and their questions;
- a value proposition for each role;
- the customer journey from first contact to contract.
Materials
- a company presentation and service descriptions for corporate customers;
- website pages or a landing page for a segment;
- expert articles, reviews and webinars;
- customer stories, where publication has been approved.
Campaigns and ongoing work
- campaigns on LinkedIn, search advertising or other appropriate channels;
- email sequences for those not yet ready to buy;
- participation in industry events and webinars;
- rules for handing enquiries to sales and recording their quality.
HOW WE WORK
How the work progresses
You approve segments, the offer and materials; we handle preparation, campaigns and analysis.
- 01
Getting to know sales
We speak with the owner and sales representatives, reviewing existing customers, deals and reasons for rejection. The result is an understanding of who buys and why.
- 02
Segments and roles
We identify priority segments and the people who influence decisions. The result is a role map with their questions and doubts.
- 03
Offer and materials
We express the value for each role and prepare the presentation, pages and expert materials.
- 04
Campaigns
We launch the agreed channels and email sequences, and agree enquiry handover with sales.
- 05
Analysis with sales
We look not only at enquiry volume but also at what happens afterwards. We adjust segments, messages and channels.
What you receive
A map of segments and roles
Who buys, who influences the decision and what matters to each.
An offer for corporate customers
Value, supporting arguments and answers to common objections.
Marketing materials
A presentation, pages and expert content for different deal stages.
Configured campaigns
Agreed channels, audiences and email sequences.
Enquiry handover rules
Quality enquiry criteria, responsibilities and feedback from sales.
What we need from you
- time from sales representatives to discuss customer conversations;
- deal data: who buys, who declines and why;
- CRM access, if available;
- a person who approves the offer and materials;
- customer permission if we plan to share their stories.
The most valuable starting point is honest feedback from sales representatives about where deals stall.
What determines the cost
Ways to work together
B2B marketing foundations. Segments, roles, an offer and a set of materials your team can continue using.
Ongoing work. Campaigns, content, email sequences and joint analysis with sales.
What determines the cost
- the number of segments and roles;
- the number of materials and languages;
- promotion channels;
- the complexity of data exchange between marketing and CRM.
What is paid for separately
- advertising budget;
- paid email services or LinkedIn Sales Navigator, if needed;
- participation in trade shows and industry events.
FAQ
Questions about B2B marketing
Can’t find your question?
Send it through the form and we will reply.
Go to formIs advertising suitable for B2B?
Yes, when the channels are appropriate. Search advertising for specific queries works for some companies; LinkedIn or industry media suit others. It is important to assess not just cost per enquiry, but how many lead to a sales conversation.
Do you send bulk email campaigns?
We do not email purchased lists: this carries personal data processing risks and harms reputation. We work with contacts people have provided themselves and with individual outreach to specific companies where appropriate.
We have no case studies. What can we do?
Case studies are not the only evidence. Expert materials, a clear description of the working process, a product demonstration or a pilot format can help. When customers are ready to talk about working together, we prepare their stories with permission.
How does this differ from sales enablement?
Sales enablement provides materials and scripts that representatives use in customer conversations. B2B marketing is broader: segments, the offer, campaigns, content and enquiry handover. These services can be combined.
How do we evaluate results with long sales cycles?
We agree interim indicators: quality enquiries, meetings and deals moving between CRM stages. Marketing and sales need shared data for this, so we often recommend end-to-end analytics. All questions and answers
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.