Demand generation and account-based marketing for B2B companies.
Our team plans and runs the programs that bring qualified opportunities to your sales team: account-based marketing, LinkedIn and search ads, content, email nurture, and the CRM tracking that shows which program produced each opportunity.
What MannVenture's demand generation work includes
MannVenture plans and runs demand generation for B2B, SaaS, industrial and regulated companies in British Columbia: account-based marketing aimed at named target accounts, LinkedIn and Google campaigns, content and email nurture, and the CRM setup that connects each opportunity to the program that produced it. Each program is reported by the opportunities and pipeline value it produced, and the programs are run by a team that has worked in revenue and digital transformation for companies doing up to $60M a year.
The monthly pipeline report
- Leads, marketing-qualified leads and sales-accepted leads by program
- Opportunities and pipeline value by source
- Cost per lead and cost per opportunity
- Engagement by target account for ABM programs
- The plan for next month
Set before anything launches
Lead definitions
We agree with your sales team what counts as a marketing-qualified lead, a sales-accepted lead and an opportunity, and how quickly sales follows up each one.
Tracking
The ad platforms, forms and website are connected to your CRM so each lead and opportunity carries its source.
Target accounts
For account-based work, a target account list agreed with sales, with the buying roles inside each account.
Programs we run
Account-based marketing
Coordinated ads, email and sales outreach to the buying roles inside the accounts on the target list.
LinkedIn ads
Campaigns aimed by company, industry, size and job role, with lead forms or landing pages, and retargeting of the accounts that engage.
Search and directories
Google Ads on the terms buyers use when they compare vendors, and listings on the software and supplier directories your buyers check.
Content and offers
Guides, comparison pages, customer stories, webinars and calculators that give a buyer a reason to share their details.
Email nurture
Sequences that follow up each download, demo request and event registration, timed to the length of your sales cycle.
Events and trade shows
Outreach to target accounts before the show, follow-up after it, and a CRM entry for each conversation.
Reporting by opportunity
Lead counts can rise while pipeline stays flat, so each program is reported by the opportunities and pipeline value it produced, and a program that produces leads without opportunities is changed or stopped. Qualified leads route to sales with their history attached, and the ones that are not ready go into nurture.
CRM and attribution
We work in HubSpot, Salesforce or the CRM you already run, if it can store lead source, campaign and lifecycle fields. The setup covers those fields, lifecycle stages, routing rules for new leads, and the reports that show which programs produce opportunities and revenue.
Attribution in a B2B sale is never complete, because buyers read, talk to peers and attend events that no system records. The reporting shows first and last touch for each opportunity and the programs each account engaged with, and the monthly review weighs them with your sales team.
Pipeline systems our team has built
For OWC Events, a customer, we built a custom CRM that follows each lead from first contact through booking, delivery and follow-up, and an automated first reply that goes out on each inbound inquiry. A B2B pipeline depends on the same pieces: each lead captured with its source, answered while the buyer is still looking, and followed to an outcome.
Companies it fits
B2B companies with a sales team
Companies whose sales team needs more qualified opportunities than referrals and outbound produce.
Software companies selling to businesses
SaaS companies with a sales-led motion, or a product-led motion that hands larger accounts to sales.
Companies with a defined target account list
Industrial and regulated companies that sell to a known set of organizations and want marketing aimed at those accounts.
Questions about demand generation
The marketing programs that build interest among the companies likely to buy, capture it and turn it into sales opportunities, measured by pipeline and revenue.
Marketing aimed at a named list of target accounts, with ads, content, email and sales outreach coordinated to reach the buying roles inside each account.
Demand generation covers the whole path from first interest to a sales opportunity, and lead generation, the collection of contacts, is one part of it.
HubSpot, Salesforce, or another CRM that can store lead source, campaign and lifecycle fields.
Paid programs produce leads once they launch, and opportunities follow on the timing of your sales cycle. The plan sets an expectation for each program and the monthly report measures against it.
Demand generation is quoted after the first call. The scope turns on the number of programs and channels, whether account-based marketing is included, and the CRM work needed at the start. Ad spend is separate from the management fee.
Get a proposal
Tell us who you sell to, how your sales team works today, and where the pipeline falls short.
The written scope and the price follow the call.
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