B2BB2B GTM and ABMBusiness brokers
Multi-service business: one acquisition plan instead of scattered activity
A company with several service lines ran marketing that never connected the right audience to the right offer. I built one service-to-content plan that sales and marketing shared.
- Client
- Multi-service B2B company
- My role
- Marketing strategy lead
- Engagement
- Staged 30, 60, 90 day plan
Each service line had its own scattered activity. The website did not guide visitors to the right offer, and sales and marketing disagreed on what a good lead was.
How I diagnosed it
Before changing anything, I separated the real problem from its symptoms.
Mapped services to audiences, buying triggers and proof
Reviewed page intent and conversion paths
Compared lead quality by source and service
Identified the highest-value service lines to fix first
-
1
Created a service-to-content map and a landing-page backlog
-
2
Wrote an editorial plan and internal-link strategy for each priority service
-
3
Agreed shared lead definitions with sales
-
4
Shipped priority pages and supporting content in stages
-
5
Reviewed lead quality alongside traffic every month
What I delivered
The concrete assets and systems the team kept using after launch.
- Service-to-content map
- Landing-page backlog
- Editorial plan
- Internal-link strategy
- Campaign assets
- Shared lead definitions
How success was measured
Agreed before launch and compared against a baseline, so progress was real, not assumed.
- Qualified enquiries by service
- Conversion rate
- Visibility for relevant intent groups
- Lead qualification and pipeline progression