Every marketer has felt the pressure to show results. But the temptation is always the same: default to the easiest numbers to measure: impressions, clicks, downloads, then get them over to the sales team to follow up as soon as possible.
Except no-one closes deals on these. You can have beautifully designed ads, high-performing email subject lines, and a social calendar full of engagement, but if those efforts aren’t getting your sales team into the right conversations, they’re not working hard enough.
It’s easy to fall into the trap of chasing KPIs that look good on a dashboard but don’t move revenue. The difference between a campaign that ticks the marketing box and one that fuels your pipeline isn’t more creativity; it’s more intent.
Are the wrong things being measured?
We think so, so we look at three signals that matter:
- Who engaged for the long term (not just clicked on individual campaigns)
- What content triggered the action (were there buying signals?)
- How long are readers spending looking at content
- What action came next (reply, meeting, sale)
Because the only metric that truly matters is whether your team had a better-informed sales conversation with someone closer to buying. That’s the core of everything we do and makes our service different.
From content to conversion
Our content isn’t built for impressions, it’s designed to
- Get seen by the right audience
- Reveal intent based on engagement and timing
- Convert that interest into booked calls
Each piece is crafted around the pain points and priorities of the audiences in our communities, so when they click, they’re doing so for a reason.
And when they engage, we capture it. Score it. Track it. Progress it using an enterprise-grade tech stack and demand engine that makes us the envy of other marketing agencies.
What changes when you stop chasing noise
You get:
- Fewer leads, better outcomes
- Salespeople who are eager to follow up
- A campaign that generates pipeline, as well as getting your brand in front of your ICPs
We don’t do impressions. We do introductions.
Marketing should be there not only to get you seen and talked about, it should make a difference to how helping your team sell in the form of hard leads. So we built an engine that goes beyond impressions and makes introductions.
Whether you’re looking to sharpen direct campaigns, boost your partners’ effectiveness, or simply get more from every pound you spend, this is how you turn marketing from a cost centre into a revenue engine.
