The seven steps
Getting noticed
Posts, emails, ads and partners that put you in front of the right people.
Capturing interest
Turning a download, a sign-up or a website visit into a contact you can follow up with.
Staying in touch
Useful emails, content and small gestures until they’re ready to talk.
Sorting leads
Filling in the missing details and deciding who deserves attention first.
Passing the baton
Good leads go straight to the right salesperson. The rest keep hearing from you.
Closing the deal
Personal attention for big accounts, lighter follow-up for smaller ones.
Keeping and growing customers
Watching how customers use what they bought, and helping them get more out of it.
Getting attention
Getting noticed
We pick the channels your buyers actually use, and make them work together rather than as separate projects.
Content
- X
- YouTube
- TikTok
Direct outreach
- Phone calls
- Events
- Dinners
- Gifts
Advertising
- LinkedIn Ads
- Google Ads
- Meta Ads
- Ads in AI assistants
- Reddit Ads
- Creators and influencers
Partners
- Guest articles
- Referrals
- Affiliates
- Joint campaigns
- Marketplaces
- Integrations with other products
Capturing interest
Every time someone shows interest, you should end up with a name, where they came from and why.
When they come to you
- Guides and reports behind a formHubSpot
- Meeting requestsDefault
- Webinar sign-upsLuma
- Free trial sign-upsClerk
When you go to them
- Replies to your emailsInstantly
- People met at eventsHubSpot
- Your full list of target companiesApollo
- Signs they’re looking to buyRB2B
Staying in touch
Most people aren’t ready to buy the day they find you. The aim is to stay useful and remembered, without nagging.
Online
- Newsletter
- Automatic email series
- Ads shown to past visitors
- Social posts
On your website
- Webinars
- Customer stories
- Product demo
- Free tools
Campaigns
- A weekly newsletter worth reading
- Thoughtful gifts for key accounts
Your sales team
- Regular, personal check-ins
In person
- Gifts
- Dinner invitations
- Events with partners
- Community meetups
Sorting
Sorting leads
Missing details get filled in automatically. Each company is then scored against your ideal customer profile (ICP) and ranked by what it could be worth to you.
CRM
- One record per company and per person
- Every conversation in one place
Filling the gaps
- Company, size, industry
- Checked emails and phone numbers
Three levels of priority
Passing the baton
Simple rules decide where each lead goes. Nobody sorts them by hand, and nobody waits.
Who gets what
Winning and keeping
Closing the deal
The bigger the account, the more personal the approach.
Priority 1: personal, by hand
- Calls and messages written one by one
- Real homework on each company
Priority 2: personal, partly automated
- Tailored email and LinkedIn series
Priority 3: light and automated
- Email series sent to many companies at once
Keeping and growing customers
Signing is only the start. How customers use what they bought tells you who will renew, and who might buy more.
How they use it
- Which features get used, and how often
Booking meetings
- Booking a call in one click, from the site or an email
Selling
Tell us what’s getting in the way
A few lines are enough. Within two working days you’ll get our honest first take, and a time to talk if it makes sense.
- 15
- years in sales and marketing
- 25+
- countries where we’ve launched products and campaigns
- €10M+
- in revenue from the marketing we’ve run