B2B Marketing Agency
Marketing that reaches the companies you sell to, and shows which leads turn into sales.
Softscotch is a B2B marketing agency for companies that sell to other businesses. We help buyers find you on Google and LinkedIn, give each decision-maker the proof they need and connect every lead to your CRM (the system that holds your customer and sales records), so you can see what became revenue.
What a B2B marketing agency does for companies that sell to companies
Selling to another business is different from selling to the public. Several people usually sign off, deals can take months and one new client can be worth a lot. We help the right companies find you, give every decision-maker a reason to trust you and make sure no lead is lost before sales can talk to it.
Get found by business buyers on Google
We improve the pages people find when they search for the problem you solve, the service you offer or a comparison. B2B searches are often few but valuable.
See how we can help ↗Reach decision-makers on LinkedIn and Google
LinkedIn ads reach people by job title, industry and company size. Google search ads reach people already looking. We plan both around your budget.
See how we can help ↗Content that answers buyer questions
Guides, use-case pages and comparison pages answer what buyers ask before they call, so they reach your sales team better informed.
See how we can help ↗Pages that turn clicks into conversations
Each offer gets a page with one clear next step, such as a demo, a quote or a guide. Forms stay short and every request reaches your team.
See how we can help ↗Follow-up that keeps leads warm
Most buyers are not ready on their first visit. We set up lead routing, lead scoring (ranking leads by how ready they look) and helpful nurture emails.
See how we can help ↗Reports that end at the sale
We connect ads and pages to your CRM, so reports show which leads became sales opportunities and signed deals, not just clicks.
See how we can help ↗How B2B marketing is different
Marketing for business to business sales follows different rules from selling to the public.
Several people decide
A consumer usually buys alone. A business purchase may need sign-off from an owner, a finance lead and the people who will use it. Your marketing has to answer all of them.
Deals take longer
A consumer may buy in minutes. A business deal can take weeks or months. That means follow-up and nurture matter as much as the first click.
Each customer is worth more
Fewer buyers, but higher value. A small number of good leads can matter more than thousands of visitors, so quality beats volume.
Make the next step clear for busy buyers
Not every visitor is ready to talk to sales. Some are researching, some are comparing and some want a price this week. Each group needs a different next step, or they leave without getting in touch.
For buyers who are still researching
Offer something useful that needs no sales call, such as a guide or checklist. In return they share an email address, so you can keep in touch.
For buyers who are comparing options
Give them comparison pages, case studies and a clear explanation of how pricing is set. These help a buyer make the case for you inside their company.
For buyers who are ready to talk
Make it easy to book a demo, request a quote or speak to someone. Show what happens next, how soon you reply and who they will talk to.
Give every buyer the proof they need
The person who finds you is rarely the only one who decides. An owner wants the business result, a finance lead wants cost and risk, and a technical user wants to know how it fits their tools. We plan use-case, pricing, security and comparison pages so each of them finds an answer.
inventory software for manufacturers
Someone searching for "inventory software for manufacturers" should land on a page that answers that need. The page can show case studies from similar companies and explain how to request a demo, a quote or a sales call.
- What the page explains
- Case studies from similar companies, plus your offer and a clear next step.
- What you may need to ask
- Their company size, plus when they plan to buy.
- What to check next
- Qualified leads.
outsourced payroll services for small business
Someone searching for "outsourced payroll services for small business" should land on a page that answers that need. The page can show use cases for each role and explain how to request a demo, a quote or a sales call.
- What the page explains
- Use cases for each role, plus your offer and a clear next step.
- What you may need to ask
- Their role, plus when they plan to buy.
- What to check next
- Sales opportunities.
commercial printing company near me
Someone searching for "commercial printing company near me" should land on a page that answers that need. The page can show how your pricing is set and explain how to request a demo, a quote or a sales call.
- What the page explains
- How your pricing is set, plus your offer and a clear next step.
- What you may need to ask
- The problem they need to solve, plus when they plan to buy.
- What to check next
- Won deals.
These are example searches. We research the searches your buyers actually use before choosing the pages and ads to work on.
Get found when companies search for what you sell
SEO (search engine optimization) means improving your website so it shows up in unpaid Google results. B2B searches are often specific: a problem, a type of solution or a comparison. Few people may search each month, but each one can be worth a lot. SEO takes time, and no one can promise a ranking.
Low search numbers can still mean high value.
A search with a few hundred visits a month can bring the one client who pays for a year of marketing. We judge B2B search by the quality of the inquiries it brings, not traffic alone.
- inventory software for manufacturers
- outsourced payroll services for small business
- commercial printing company near me
What we do to help you get found
We explain the work, make the agreed changes and check what happens after they go live.
Find the searches your buyers use
We research problem, solution and comparison searches in your market, then list the topics your website needs to cover first.
Pages for each service and use case
Clear pages for each service, industry you serve and common use case, each explaining who it is for and the next step.
Comparison and alternative pages
Buyers often search for the difference between two options. Honest comparison pages help them decide, without misleading use of other companies' names.
Fix technical problems
We check that Google can find and read your pages, then fix slow pages, broken links, duplicate pages and phone problems.
Show up in AI search answers
Tools like ChatGPT and Google's AI answers summarize options for buyers. Clear, factual pages help them describe you correctly. No one can promise a mention.
Keep content useful over time
We update old pages, link related pages and check which pages bring real inquiries. Our B2B SEO service goes deeper if search is your main channel.
Reach decision-makers on LinkedIn and Google
Paid ads put your message in front of buyers now, while SEO builds over time. LinkedIn reaches people by job title, industry and company size. Google search ads reach people already searching for what you sell. Many B2B companies use both.
What counts as a good result from an ad?
A form fill is only the start. First we agree what a qualified lead looks like, such as the right company size and role.
Then we follow those leads into your CRM to see which became sales opportunities and won deals, and move budget to what works.
What we do with your ads
The ad, the page it opens and the next step need to work together.
LinkedIn ads by job title and company
We target the roles that buy from you in the industries and company sizes you serve. LinkedIn clicks often cost more, so we keep the audience tight.
Google search ads for ready buyers
We choose searches that show someone wants a solution like yours, and remove searches from job seekers, students and the wrong buyers.
LinkedIn or Google: which first?
If buyers already search for your service, Google is often the faster start. If they do not know a solution exists yet, LinkedIn can reach them first.
Target the companies you want most
With a list of target companies, we can show ads to people who work there. This is often called account-based marketing, and works best when sales helps pick the list.
Clear budgets and spending limits
We agree a monthly ad budget and how it splits across platforms. Ad spend is paid to the platforms and kept separate from our fee.
Judge ads by sales, not clicks
We bring lead and deal stages from your CRM into reports, so we can see which ads bring real opportunities and change the ones that do not.
Examples of ads we could plan with you
These show how different searches can need different pages. We choose the actual ads after checking your offer, budget and the rules for your account.
inventory software for manufacturers
What the page shows: the advertised offer, plus case studies from similar companies.
What to ask: their company size, plus when they plan to buy.
What to check: ad costs and qualified leads.
outsourced payroll services for small business
What the page shows: the advertised offer, plus use cases for each role.
What to ask: their role, plus when they plan to buy.
What to check: ad costs and sales opportunities.
commercial printing company near me
What the page shows: the advertised offer, plus how your pricing is set.
What to ask: the problem they need to solve, plus when they plan to buy.
What to check: ad costs and won deals.
Pages that turn ad clicks into sales conversations
Your website does much of the selling before anyone talks to your team. Buyers return to it many times and share it with colleagues. It should explain what you do, who you help and what to do next, on any screen.
One page per offer
A demo request, a free assessment and a guide each need their own page, with a message that matches the ad or search that brought the visitor and one clear next step.
- Say who you help and what you solve
The first screen should tell a buyer, in plain words, the problem you solve and the kind of company you solve it for.
- Pages for each role in the buying group
Use-case pages for users, a clear pricing approach for finance and security and integration details for technical reviewers.
- Case studies and proof
Real examples from similar companies, with facts you have approved, placed beside the questions they answer.
- Short forms that qualify
Ask only what sales needs to prepare, such as company size, role and timeline. Longer forms put good buyers off.
- Easy to use on a phone
Many buyers first read on a phone between meetings. Pages must load quickly and forms must be easy to finish.
- Requests that reach the right person
We test every form and booking link, so each request lands in your CRM with its source attached.
Show what working with you looks like
Business buyers need to defend their choice to colleagues. Case studies, guides and whitepapers (in-depth reports) give them that support. We produce them from facts you approve and never invent results or client names.
Ads that speak to one role and one problem
A finance director and an IT manager care about different things. We write ads and offers for each role, test a few clear ideas and keep the message the same from ad to page.
- A clear message for the people you want to reach
- Images and words that fit the ad format
- A small test with a result we agree to check
Case studies, guides and whitepapers
We interview your team, gather the facts and turn them into case studies and guides that buyers can share inside their company. You approve every claim before it is published.
- Photos or examples that match the work you offer
- Checks that the facts are right and the material can be used
- Simple captions that explain what someone is seeing
Follow one buyer from first search to signed deal
B2B decisions take time, so it helps to see the whole path. Here is how one buyer might move from a first search to a signed contract.
They search and download a guide
An operations manager searches for a solution to a problem you solve. They find your guide, download it and their details go into your CRM with the search that brought them.
They read, share and come back
Over several weeks they get a few helpful emails, read a case study and share your pricing page with their finance lead. Their lead score rises as they show more interest.
They book a demo and sign
They book a demo. Sales moves them through the stages in your CRM until the deal is won. Because each step was recorded, the report shows which search and which guide started it.
Follow up without losing leads between marketing and sales
Many B2B leads are lost between marketing and sales: a form nobody sees, a slow reply or a buyer who was not ready and never heard from you again. Most agencies stop at the click. We spend real effort here.
Fast routing to the right person
Each new lead goes to the right salesperson with its details and source attached. We agree how fast leads should get a reply and test the setup.
Lead scoring that sales agrees with
We agree with sales what makes a lead ready, such as company size, role and pages read. Leads that are not ready go into nurture instead of being dropped.
Nurture emails and careful outreach
Helpful emails keep you in mind during a long decision. Where it suits you, we also run cold email to a researched list, following US CAN-SPAM rules with a clear opt-out.
Other services B2B teams use
Start with the core work above. Add these when your plan needs them.
B2B SEO
Deeper search work for companies where Google is the main source of new business.
B2B SEO ↗LinkedIn Ads
Full campaign management on LinkedIn, by role, industry and company size.
LinkedIn Ads ↗Lead generation
A complete program to bring in new business leads and pass them to sales.
Lead generation ↗Cold email outreach
Researched, personal outreach to target companies, with clear opt-outs.
Cold email ↗Prospect list building
Lists of the companies and roles that match your best customers.
Prospect lists ↗Whitepapers and ebooks
In-depth guides your buyers can download and share with colleagues.
Whitepapers ↗Lead scoring
Rules, agreed with sales, that rank leads by how ready they are to buy.
Lead scoring ↗Website design
A new or rebuilt website that explains your offer to every buyer role.
Website design ↗Fractional CMO
Part-time senior marketing leadership if you do not have a marketing head yet.
Fractional CMO ↗Clear B2B marketing work you can see
You get a written plan and the work we agree to deliver, with clear notes on what is done, what needs your input and what comes next.
A buyer and search plan
Who your buyers are, the roles in the buying group, the searches they use and the pages your website needs to answer them.
Website and landing page updates
New or improved service, use-case, comparison and landing pages, each with one clear next step and a short form.
LinkedIn and Google ad campaigns
Audiences, searches, ad copy, budgets and spending limits, set up and managed with regular changes based on lead quality.
Content and proof
Guides, case studies and comparison pages planned with your team and based on facts you approve.
CRM, scoring and nurture setup
Lead routing, scoring rules agreed with sales, nurture emails and checks that every lead arrives with its source.
Reports that reach the sale
A regular report showing spend, leads, qualified leads, sales opportunities and won deals, with gaps in the data clearly marked.
Work behind the numbers
These figures cover our work across clients and industries. They show scale, not a promise of what any one company will get.
2,140+ keywords
Search terms we have ranked on the first page of Google for our clients.
$12M+ in ad spend
Advertising budgets we have managed for clients across search and social platforms.
$28M+ in revenue
Revenue generated for our clients through the marketing we run.
87,200+ leads
Leads generated for our clients and passed to their teams.
Start with a review, then improve over the first 90 days
Here is how the first three months usually work. Timing depends on access to your tools, approvals and the size of the job. We agree the plan with you first.
Month 1: review and set up tracking
We review your website, ads, CRM and sales process. We agree what a qualified lead is, fix tracking gaps and choose the first offers and pages to work on.
- A review of what you have
- The first jobs and who handles them
- Checks that requests are recorded
Month 2: launch the first campaigns
We improve the first pages, launch agreed LinkedIn or Google campaigns and set up lead routing and nurture emails. Everything is tested before it goes live.
- Changes to the first pages
- A small ad test where agreed
- Checks that replies reach the right team
Month 3: follow leads into sales
We review which leads became opportunities, remove what is not working and agree the next set of pages, ads and content with you.
- A review of results and costs
- Changes based on what we learned
- A clear plan for the next jobs
Start by sending your website and telling us what you want help with.
Know what is included in B2B marketing before you agree
We do not use fixed packages, because B2B companies need very different things. After a review, we send a written proposal with the work, the fee, the timing and who does what. You can ask questions and change the scope before anything starts.
What affects the cost
Channels: how many of SEO, LinkedIn ads, Google ads, content and email are included.
Content volume: how many pages, guides and case studies we produce each month.
Sales process: how much CRM, lead scoring and tracking work your setup needs.
Ad spend: paid to LinkedIn and Google directly and always shown separately from our fee.
See which leads became sales
Clicks and form fills are easy to count, but they do not pay the bills. We connect your marketing to your CRM so the report follows each lead to a signed deal, even when the sale happens weeks later on a call.
What your report shows
- Where leads came from
Which searches, ads, pages and content brought each lead, and which brought the best ones.
- Leads to opportunities to deals
How many leads became qualified, how many became sales opportunities and how many were won, using the stages in your CRM.
- Sales that happen offline
When a deal closes on a call or by email, we bring that result back from your CRM, so the marketing that started it gets the credit.
Long sales cycles mean early numbers can be small. We point out where there is too little data to judge and where records are missing.
Make the basics work before you scale B2B marketing
More ad spend will not help if tracking is broken, the CRM is messy or the offer is unclear. We fix these first.
Tracking that works
We check that every form, call and booking is recorded with its source, and that results flow between your website, ad accounts and CRM.
CRM fields and stages
We agree clear lead and deal stages with your sales team and make sure the fields we need for reporting are filled in.
A clear offer
Before scaling ads, we make sure each offer, such as a demo or assessment, is easy to understand and worth a buyer's time.
How to choose a B2B marketing agency
Whoever you hire, check these things before you sign. They separate an agency that builds pipeline (the deals your sales team is working on) from one that only reports clicks.
Real B2B experience
Ask how they handle long sales cycles and buying groups. Selling to companies is a different skill.
Honest about pricing
They should explain what drives cost and keep ad spend separate from their fee.
Reports on pipeline, not clicks
Ask for a sample report. It should show qualified leads, opportunities and won deals.
Depth in the channels you need
Check they can run LinkedIn, Google, SEO and email well, and how they choose where to start.
Works with your sales team
Ask how they agree what a good lead is and how often they talk to sales.
Clear contract terms
Know the length, the notice period and who owns the ad accounts and data if you part ways.
Questions to ask before you sign: Who does the work each week? What do you need from our sales team? How will you report on deals? How much notice ends the agreement?
B2B marketing questions
Clear answers about the work, the cost, timing and what we need from your team.
What does a B2B marketing agency do?
It helps companies that sell to other businesses find and win new clients. That usually covers SEO, LinkedIn and Google ads, guides and case studies, landing pages, lead follow-up and reporting, all connected to your CRM so you can see which leads became sales.
How much does a B2B marketing agency cost?
It depends on the channels, how much content we produce, how much CRM and tracking work is needed and your sales cycle. We do not use fixed packages. After a review, we send a written proposal. Ad spend is paid to the platforms and shown separately from our fee.
When should a B2B company hire a marketing agency?
Common signs are a sales team that needs more good leads, marketing with no clear owner, or spend you cannot connect to deals. If you have no senior marketer yet, a part-time fractional CMO can help set direction.
Do we need LinkedIn ads, Google ads or both?
If buyers already search for what you sell, Google search ads are often the faster start. If they do not know a solution exists yet, LinkedIn reaches them by job title and company. Many companies use both. We test with a set budget and compare lead quality.
How do B2B agencies approach AI search?
Tools like ChatGPT and Google's AI answers now summarize options for buyers. We make your pages give clear, factual answers and keep your company details consistent. We can check what these tools say about you, but no one can promise a mention.
Does cold email still work, and is it legal?
It can work when the list is well researched and the message is personal and useful. US commercial email must follow the CAN-SPAM Act, including honest subject lines, your business address and a clear opt-out. We follow these rules, and your legal team can review anything unclear.
What do you need from our sales team?
A short meeting to agree what makes a good lead, access to your CRM and regular feedback on lead quality. Keeping deal stages up to date also matters, because that is how we see which marketing led to revenue.
Can you work with our existing CRM, such as HubSpot or Salesforce?
Yes. We work with the CRM you already use and check its setup before suggesting changes. We usually focus on lead routing, deal stages, lead scoring and the fields needed to track a lead from first click to signed deal.
What happens in the first 90 days?
Month one: review your website, ads, CRM and sales process, and fix tracking. Month two: launch the first pages, campaigns and follow-up. Month three: review which leads became opportunities and agree next steps.
How long until we see results from B2B marketing?
Ads can bring leads within weeks once pages and tracking are ready. SEO usually takes several months. Judging results on signed deals can take a full sales cycle, so we report early signs, such as lead quality, along the way.
How do you know which leads became real sales?
We connect your website and ad accounts to your CRM. Each lead keeps its source, and as sales moves it through deal stages, those stages flow back into our reports. Deals closed on a call or by email count too, if they are recorded in the CRM.
What metrics matter most for B2B marketing?
Qualified leads, sales opportunities, won deals and the cost of each. Clicks and traffic help us spot problems, but they are not the goal. We agree the definitions with you so everyone reads the numbers the same way.
No questions match. Try a different word or choose all questions.
More ways we can help
Before you decide
Explore related industries
Let’s look at your B2B company together.
Send your website and tell us what you would like to improve. We will explain what we find and talk through the next useful steps with you.