B2B marketing built for the whole buying committee.
A B2B deal is rarely decided by one person clicking one ad. It's won or lost with a champion, an evaluator, a finance sign-off and procurement, each reading something different before they'll agree. As a B2B marketing agency, we build the account list, the content and the channel plan around that committee, not a single persona.
PixelCrayons' B2B marketing service builds the account list, the positioning and the content a buying committee reads before it ever takes a call. The work: account-based targeting instead of a broad list, content written for every seat at the table, LinkedIn and high-intent search run as one channel plan, and positioning that survives a vendor comparison. Demand generation runs the pipeline programme on top of it; direct for brands, white-label for agencies.
Running B2B and B2C marketing programmes since 2004✦
500+ agencies served✦
Reply within four business hours (typical)✦
Zero-competition guarantee✦
Running B2B and B2C marketing programmes since 2004✦
500+ agencies served✦
Reply within four business hours (typical)✦
Zero-competition guarantee✦
Every engagement, in writing
What B2B marketing actually covers.
01
Account-based targeting, not a broad list
We start from the accounts worth winning, not a demographic guess. Target accounts get mapped by role: who champions the deal, who evaluates it technically, who signs the number and who guards procurement. Marketing and sales work the same list, so nobody chases a lead sales already closed.
Foundation
02
Content written for every seat at the table
A single buyer persona is a fiction on most B2B deals. A business case for the economic buyer, a detailed comparison page for the evaluator, security and compliance answers for procurement: each written to the question that seat actually asks, not a generic pitch reused six times.
Per calendar
03
LinkedIn run as a channel, not a boost button
Organic posts that reach the roles on your target account list, paid campaigns aimed at named accounts rather than a broad audience, and a measurement view that separates reach from real pipeline influence. LinkedIn is expensive per click; we treat it that way and prove the spend earns its place.
Ongoing
04
High-intent search, even at low volume
A query thirty procurement teams search can matter more than one searched ten thousand times by people who will never buy. We build the search programme around deal value, not traffic totals, run alongside the account plan rather than as a separate SEO project nobody else sees.
Ongoing
05
Email and nurture sequences built for committees
A six-person buying group doesn't move on one email. Sequences are written for the stage each stakeholder is at, timed to the deal's real pace rather than a fixed drip schedule, and handed to sales the moment a reply signals genuine interest.
Weekly
06
Positioning that holds up in a comparison
Buyers build a shortlist and compare it line by line. We write the positioning and comparison content your team can defend on that call: what you do differently, where a competitor genuinely wins, and why that still doesn't change the recommendation.
Foundation
30
First 30 days
Accounts to committee-ready assets.
01
Days 1 to 2
Committee & account audit
Target accounts, buying roles and the competitive set inventoried, plus a look at what's currently reaching each stakeholder, if anything. The baseline is recorded before anything changes.
02
Week 1
The account-based plan
A prioritised list of accounts, the content each buying role still needs, and the channel mix (LinkedIn, search, email) planned against deal value, agreed with you before anything ships.
03
Weeks 2 to 4
First committee-ready assets live
Comparison pages, the first LinkedIn campaigns aimed at named accounts, and the priority nurture sequences ship, timed to reach the roles most likely to move a deal forward.
04
Month 2+
Compound across the list
Publish, extend the account list where it's earning attention, and report pipeline influence with every line marked measured or modelled, never invented.
Inside Prism
Your engagement, week to week, in one workspace.
Every marketing engagement runs in a Prism workspace you log into: requests, approvals, tasks and the weekly review, with the cost of each channel beside the leads it produced.
Each decision recorded, with the expectation attached.
03
Cost per qualified lead
Fully loaded. Unmeasured spend shows as unknown, never zero.
Proof
From rented clicks to owned pipeline.
SaaS · UK
Direct engagement
B2B software: pipeline that used to be all paid.
A UK B2B SaaS platform whose qualified leads arrived almost entirely through paid and outbound, with organic search contributing almost nothing. This published case is an SEO and AI-search programme, not a full account-based marketing build, but the principle carries across B2B marketing: content and channels planned in one room with sales, not run as separate budgets. Organic traffic grew +127% in 5 months, on the queries the buying committee actually searches.
B2B marketing sets the account list, the positioning and the story a buying committee reads before a call happens. Demand generation is the pipeline engine that runs on top of it: the multi-channel programme and the marketing-qualified-to-sales-qualified handoff that turn that attention into a sales conversation. Content marketing supplies the assets each seat on the committee reads, email marketing carries the nurture sequence between meetings, and B2B SEO wins the specific high-intent searches a committee makes. See the full range on the marketing hub.
Questions
Frequently asked.
Layers of the same programme, not two competing services. B2B marketing is the discipline behind the plan: which accounts matter, what each buying role needs to hear, and which channels reach them. Demand generation is the pipeline engine that runs on top of it, the multi-channel campaigns and the handoff from marketing-qualified to sales-qualified lead. Most companies need both, planned on one roadmap instead of run by two suppliers who never see each other's brief.
Not always. ABM earns its cost when a small number of accounts carry most of the value, which justifies researching and personalising for each one. Below that threshold, a broader mix (SEO for high-intent queries, content that answers common objections, LinkedIn aimed at job titles rather than named accounts) usually outperforms it pound for pound. We'll tell you plainly which side of that line your business sits on before recommending either.
Longer than most channels, because the buying cycle is longer, not because the marketing is slow. A considered B2B deal moves through several stakeholders over months, so content published this quarter often influences a deal that closes two quarters later. We report pipeline influence from month one; expect the first closed deals attributable to the programme in the second or third quarter, not the first.
Often, but not by default. LinkedIn reaches named roles at named companies better than almost any other channel, which matters for account-based work, but the cost per click is high and a badly targeted campaign burns budget fast. We run it against the same target account list as everything else, measure pipeline influence rather than clicks, and will say plainly when a pound is better spent on search instead.
By arguing from your own differentiation rather than their weaknesses. A comparison page a buyer trusts states where a competitor genuinely fits better and stays specific about where and why you don't. Sales teams can defend content like that on a call; a page that only attacks the alternative reads as marketing and gets discounted by the exact committee it's supposed to persuade.
No, and any vendor promising outcomes they don't control (a buying committee's decision, a signed contract) should raise a flag in your evaluation. What we commit to contractually is the work: the account plan delivered, content and campaigns shipped against it, and pipeline influence reported every week with each line labelled measured or modelled. Once we have a complete brief, we confirm the date you will receive your written, itemised proposal.
Ready to market to the whole committee?
A free marketing account review: your target accounts, content gaps and channel mix checked against what the buying committee actually needs, with the fix list ranked by deal value. Yours to keep.
