01
MQLs without a next step
Agree on what makes a lead qualified, who follows up, and what outcome should be recorded. That definition shapes the campaigns.
B2B & SaaS / Digital marketing consulting
B2B Marketing That Builds Pipeline — Not a Dashboard Full of MQLs.
Demand worth capturing. Opportunities worth pursuing.
A cheap download is not the same as a sales opportunity. I build paid search and paid social around your ideal customer, your buying cycle, and the signals your sales team can actually use.
Strategy and hands-on execution. Direct access to Bradley Zeller.
The outcome is the point
Qualified pipeline.
Connect every step that gets you there.
01
Right account
02
Engaged buyer
03
Sales opportunity
04
Customer won
A measurement framework tailored to your business.
Measure the moves that matter
Cost per qualified demo
Demo-to-opportunity rate
Pipeline by source
Customer acquisition cost
01
Where does your growth motion start?
01 / Sales-led
Make the demo request mean something.
Align search intent and LinkedIn audiences with the roles and companies you can help. A useful demo page sets expectations and captures enough context for a productive first conversation.
- 01Ideal customer & buying role
- 02Qualified demo requests
- 03Sales-accepted opportunities
02 / Product-led
Measure what happens after signup.
Connect acquisition to the product milestone that indicates real value. Separate a new account from an activated user and a paying customer before deciding what to scale.
- 01Signup intent
- 02Activation milestones
- 03Trial-to-paid progression
03 / Enterprise
Account for the buying group and the time it takes.
Build a channel plan for multiple stakeholders and a longer evaluation. Use account-level context and CRM stages to interpret progress rather than forcing every touch into a same-day sale.
- 01Buying committee coverage
- 02Sales cycle & opportunity stages
- 03Account-level context
02
Sales and marketing should recognize the same definition of a good lead.
02
Every search points to the homepage
Product, use-case, and problem-aware searches need different answers. Build the landing experience around what the buyer is evaluating.
03
The CRM never talks back
Without opportunity and revenue context, the account learns from the easiest conversion. Connect downstream stages wherever your systems support it.
03
A channel plan with a job to do.
The channel is a tool. The plan starts with the business, the buyer, and what happens after the click.
Paid search
Capture category and solution intent.
Structure Google and Microsoft Ads around products, use cases, and high-intent problems; review query quality with sales context.
Explore the serviceLinkedIn & paid social
Reach the people involved in the decision.
Match audiences, offers, and creative to buying roles. Give thought leadership, product education, and demo campaigns distinct jobs.
Explore the serviceCRM & reporting
See which demand moves forward.
Connect source, lead quality, opportunity stage, and customer outcomes. Use a reporting window that reflects the sales cycle.
Explore the service04
The report should explain the next move.
The feedback loop
Give the next decision better information.
Start with your definition of a valuable customer. Then connect the available campaign, inquiry, and outcome data so we can see where demand turns into business—and where the process needs attention.
No borrowed benchmarks. No made-up performance charts. Your reporting should reflect your own funnel.
01
Cost per qualified demo
02
Demo-to-opportunity rate
03
Pipeline by source
04
Customer acquisition cost
05
More useful analysis. Still my responsibility.
Claude + ChatGPT + Windsor.ai MCP
Connect the data. Challenge the assumptions.
I use Claude and ChatGPT to organize account findings, compare creative themes, develop briefs, and investigate performance questions. Windsor.ai MCP helps connect available ad-account reporting for deeper analysis.
I review the outputs against the source data and your business context. The tools support the work; I own the strategy and the decisions.
Connected reporting
Performance & creative analysis
A clearer brief
The next test
06
What I want to understand first.
A useful first conversation
Bring the business context. I’ll bring the questions.
We can start with a focused audit, a strategy engagement, or ongoing management. The right scope depends on what needs fixing and what your team needs help executing.
Discuss your marketing- Ideal customer, buyer roles, and priority markets
- Sales-led, product-led, or enterprise motion
- Average contract value and sales cycle
- Current spend, CRM, and activation or opportunity data
07
Good questions. Straight answers.
Is this only for software companies?
No. This approach also fits B2B services and businesses with a considered buying process. The campaign plan follows your offer, buyer, and sales model.
Can you work with our sales team?
Yes. Sales feedback is part of the measurement loop. We define qualification, handoffs, and opportunity stages together so the account is not optimized in isolation.
Should we use Google Ads or LinkedIn Ads?
That depends on existing search demand, your audience, your offer, and the budget. I give each channel a clear role rather than assume every business needs the same mix.
How do you measure a long sales cycle?
We track meaningful leading indicators alongside opportunities and won business. Reporting should show the time between acquisition and outcomes rather than hide that delay.