B2B Marketing Optimisation: turn your campaigns into qualified pipeline.
Generating volume isn't the goal. Qualified opportunities are.
TL;DR
Fast Growth Advisors optimises marketing campaigns for European B2B startups and scaleups. The problem: many campaigns generate traffic but not qualified opportunities. Marketing and Sales don't speak the same language. The solution: a performance audit, an acquisition strategy focused on the right accounts, and Sales-Marketing alignment that turns leads into deals.
Why do B2B marketing campaigns generate traffic but not deals?
The problem is rarely volume. It's quality. And quality depends on what happens before the campaign, not after.
Many marketing teams measure MQLs, downloads, sign-ups. Reassuring metrics. But when you look at the actual pipeline, the numbers don't follow. Sales complains about lead quality. Marketing complains Sales doesn't follow up. The cycle repeats.
The real issue is usually upstream: targeting too broad, a message that doesn't resonate with decision-makers, or a disconnect between what marketing promises and what Sales can deliver.
What are the signs of Sales-Marketing misalignment?
Sales reps don't call back leads.
They've learned from experience that most don't match their target. They prioritise their own contacts instead.
Cost per opportunity is spiralling.
You're generating plenty of leads, but the lead-to-opportunity ratio stays low. Marketing budget goes up, pipeline doesn't.
Definitions aren't shared.
Marketing and Sales don't agree on what a "qualified lead" means. Each team works with its own criteria.
Reporting tells different stories.
Marketing presents positive dashboards. Sales presents an insufficient pipeline. Leadership doesn't know whom to believe.
How do you align marketing and sales in B2B?
Sales-Marketing alignment isn't a one-off project. It's a mechanism built on three pillars:
1. Shared targeting.
Marketing and Sales must agree on priority accounts before launching campaigns. The ICP isn't a theoretical document. It's a list of accounts both teams validate.
2. Consistent messaging.
What marketing promises in campaigns must match what Sales can defend in meetings. If the message diverges, leads arrive with expectations Sales can't meet.
3. Shared metrics.
Stop measuring MQLs on the marketing side and deals on the Sales side. Measure together: opportunities created, pipeline generated, sales cycle velocity.
How does Fast Growth optimise B2B marketing campaigns?
We don't start by optimising campaigns. We start by understanding why they underperform.
1. Performance audit.
Analysis of existing campaigns. Identifying which channels actually convert (not those that generate volume). Funnel diagnostic: where do leads drop off?
2. Targeting redefinition.
ICP validation with Sales. Building a priority account list. Segmentation by potential and propensity to buy.
3. Message alignment.
Verifying marketing promises match real capabilities. Adjusting content and landing pages.
4. Shared metrics implementation.
Common MQL and SQL definitions. Unified dashboard. Weekly Marketing-Sales review.
Ready to turn your campaigns into pipeline?
The campaigns that perform aren't the ones with the biggest budget. They're the ones that target the right accounts, with the right message, at the right time.
Get in touchFrequently asked questions about B2B marketing optimisation
What is Sales-Marketing alignment in B2B?
Sales-Marketing alignment is the process of unifying goals, targeting, messaging, and metrics between the marketing team and the sales team. In practice, both teams agree on what a qualified lead looks like, target the same accounts, and measure performance against the same indicators.
What is the difference between an MQL and an SQL?
An MQL (Marketing Qualified Lead) is a contact who has shown interest based on marketing criteria (downloads, visits, sign-ups). An SQL (Sales Qualified Lead) is a contact validated by the sales team as having real conversion potential. Trouble starts when Marketing and Sales don't share the same qualification criteria.
How long does it take to see results from B2B marketing optimisation?
Quick wins (targeting adjustments, landing page fixes, message realignment) show results within 4 to 8 weeks. Structural changes (Sales-Marketing alignment, ABM rollout, new qualification funnel) take 3 to 6 months to reach full impact.
Does Fast Growth replace the existing marketing team?
No. Fast Growth works alongside your existing marketing team. We bring the strategic framework, the performance audit, and the alignment methodology. Execution stays with you. The goal is to make your team more effective, not to replace it.
Should we fix messaging before optimising marketing?
Ideally, yes. Marketing amplifies the message. If the message is unclear, marketing amplifies noise. Fast Growth often recommends starting with the messaging framework, then optimising campaigns once the frame is in place. Both can also run in parallel.