B2B MARKETING AGENCY · MEASURED ON CLOSED DEALS
A B2B marketing agency that reports closed deals.
ROI.LIVE plans B2B marketing around the buying group, opportunity definition and sales handoff. The focus here is established companies with considered purchases and sales cycles long enough to require coordinated follow-up.
No purchase required. Keep a brief summary and next steps.
ROI.LIVE · SHEET 01
PIPELINE ELEVATION · SEPTEMBER 2026
STAGE 01OWNER: ROI.LIVE
PositioningThe message that earns the first meeting
STAGE 02OWNER: ROI.LIVE
Demand creationThe right accounts seeing you
STAGE 03OWNER: ROI.LIVE
Sales enablementAssets that move a deal forward
STAGE 04OWNER: ROI.LIVE
AttributionRecorded deals linked to known sources, with gaps shown
CYCLE: WEEKS TO MONTHS
REPORTED AT THE BOTTOM OF THE SHEET
CLOSED REVENUE, NOT IMPRESSIONS
$5K to $15KPublished monthly retainer
1 ownerStrategy and the team that ships it
5 numbersOn the monthly scorecard
CRM + costsReviewed alongside channel diagnostics
01
THE MULTI-THREAD INSTALL
Four conversations running, one scorecard under them
One account can contain several people with different concerns. Map the people who influence the decision.
Multi-threading means building relevant relationships with several stakeholders within the same target account. The illustration follows four roles in one fictional buying group. The number of people and stages depends on the real sale.
ILLUSTRATION · ONE ACCOUNT, FOUR STAKEHOLDERS
✓ SHIPPED · ● IN PLAY · ○ NOT YET
ACCOUNT AOperations leader
✓Research
✓First meeting
●Evaluation
○Close
ACCOUNT AFinance owner
✓Research
●First meeting
○Evaluation
○Close
ACCOUNT ATechnical reviewer
●Research
○First meeting
○Evaluation
○Close
ACCOUNT AExecutive sponsor
✓Research
✓First meeting
✓Evaluation
●Close
ONE SCORECARD: QUALIFIED OPPORTUNITIES · COST PER OPPORTUNITY · PIPELINE VALUE · WIN RATE · CLOSED REVENUE
Fictional stakeholder map within one account, not four companies. The stages describe engagement with each role; only the opportunity has a closed-won outcome.
02
THE DEFINITION
What a B2B marketing agency is for
B2B covers many deal sizes and sales cycles. This page focuses on considered purchases with a sales handoff.
A B2B marketing agency helps businesses reach and persuade other businesses. Work may include positioning, demand generation, sales materials and measurement. ROI.LIVE agrees the opportunity definition with sales and reports what can be traced, including source gaps.
| Stage | Shared decision | Evidence |
|---|---|---|
| Positioning | Which account and problem fit the offer? | Customer evidence and an explicit ideal-account definition |
| Demand | Which people need to understand the offer? | Relevant engagement and qualified opportunities |
| Sales support | What concern prevents the next step? | Stakeholder notes and useful sales assets |
| Measurement | What became won work, and at what cost? | CRM, cost and timing records with attribution limits |
03
BEFORE YOU HIRE
Check how the engagement will operate.
Inspect the scope and reporting before interpreting a case result.
The following are possible failure points to investigate with any candidate. They are not claims about all agencies or about a current search-results ranking.
01
Split attention
An overloaded team may struggle to keep up with the agreed scope. Ask who will work on the account, what else they carry and who provides cover.
The structural answerAsk who touches the account by name, and how many accounts they carry.
02
Nobody owns the number
Marketing and sales need a shared opportunity definition and clear owners. Platform metrics can diagnose activity, while the CRM records stage progression and won work.
The structural answerOne owner for the line from spend to signed contract.
03
Strategy never meets execution
Separate leaders and agencies can coordinate well when they share a plan, clear authority and a review process. Check who owns the handoffs and how disagreements are resolved.
The structural answerThe person who sets the strategy owns the team that ships it.
04
The dashboard instead of the deal
A dashboard should help explain the buying journey. Ask how it connects discovery and engagement to qualified opportunities, cost and the sales cycle.
The practical check
Inspect the definitions, diagnostic metrics, won outcomes and gaps together.
04
THE DEAL MATH
One good quarter changes the year. Here is the arithmetic.
Start with a target, deal value and observed win rate.
Illustration: $2M in annual won revenue at an average $40,000 deal requires 50 wins. At a 25% qualified-opportunity win rate, that requires 200 qualified opportunities, about 17 per month. Allow for sales lag, existing pipeline, churn, delivery costs and cash timing before using this as a spending plan.
WORKED EXAMPLE
$40K
Average deal size in the example. Your real number replaces it on the call.
THE YEAR NEEDS
200
Qualified opportunities to land 50 wins at a four-to-one opportunity-to-close rate.
PER MONTH
17
Rounded monthly average in this steady-state example. Seasonality and sales lag can change the actual monthly requirement.
These are illustrative figures for the method, not client results. Named client results with dates are on the receipts section of the fractional CMO page.
05
THE OPERATOR ARGUMENT
The person selling you this sells B2B for a living
I run three companies. I am in the market you would be buying.
THE PRACTICE
ROI.LIVE
The fractional CMO practice and the team that executes against it. This is where the strategy and the production share an owner.
ASHEVILLE, NC · CLIENT COUNT CAPPED
THE CAPITAL SIDE
Constellation Capital
Deals, diligence, and the long cycle: making offers, losing them, and learning monthly what a five-figure yes costs.
RUN WEEKLY · B2B MARKETS
THE OPERATIONS SIDE
ROI.Contractors
Serving trade businesses, which is where the home services receipts on this site were earned and where payroll gets signed.
RUN WEEKLY · LOCAL SERVICE
I am an operator, not a pundit. I am signing payroll, making offers, losing deals, renegotiating contracts every week.
Jason Spencer, ROI.LIVE
Operator experience can inform the questions and the plan. Ask which evidence applies to your buying cycle and which assumptions still need a test.
06
PRICING · PUBLISHED SEPTEMBER 2026
What it costs
Published. Not “contact us for a quote.”
FRACTIONAL CMO · ROI.LIVE
$5K to $15K
ROI.LIVE engagements start at $5,000 a month, with most ranging from $5,000 to $15,000. The written scope defines the work, deliverable volume, review rounds, term and separate costs. Media, approved software and agreed third-party production are separate, billed at cost.
VERSUS
EXAMPLE TOTAL BUDGET
$18K
Illustration: a $10,000 management fee plus $8,000 media is $18,000 before other agreed costs. Ask every candidate to disclose the full cost basis.
Full pricing mechanics, including the worked comparison against a full-time CMO hire, live on the fractional CMO page.
07
THE HANDOFF
The sales and marketing handoff is where B2B revenue dies
Agree what sales will accept before a campaign starts.
A useful handoff has a written opportunity definition, a responsible person and a response expectation. Sales and marketing review the same record and document what happens when an opportunity is rejected or stalls.
Illustrative first 60 days; timing agreed in the scope
- A written qualified-opportunity definition agreed with sales.
- A handoff owner and response expectation.
- A scorecard for opportunities, cost, win rate and won revenue.
- Recorded deal-loss reasons and a process for improving sales material.
- A review with sales and marketing using the same definitions.
Start with a baseline before changes. Access, sales-cycle length and review availability determine the actual schedule.
08
FIT
Who this is for, and who should not call
I will tell you on the first call, not after the first invoice.
Hire me if
- You sell five- or six-figure deals to other businesses.
- Your cycle runs weeks to months and the pipeline is thin.
- Sales and marketing blame each other for the number.
- You cannot trace a closed deal to the dollar that started it.
- You want one owner for the plan and the production.
- You will act on what the data says, even when it stings.
Do not hire me if
- The management and implementation budget would endanger delivery cash.
- You need a full-time executive for daily on-site leadership.
- Your existing leadership is covered and you need a narrower production project.
- You still need to test customer demand at a smaller budget.
- You cannot provide the authority, records or implementation capacity the scope requires.
Our published client-result evidence is strongest in ecommerce and home services. Operator experience can inform a B2B plan, but it is not a substitute for a matched B2B performance case. Ask what can be substantiated for your buying cycle.
09
THE PERSON ON YOUR ACCOUNT
Advice from a P&L, not from a book report
“
Being a much smaller agency means I can move faster. It means I am on top of strategies that the big shops are not.
JASON SPENCER · FOUNDER, ROI.LIVE · ASHEVILLE, NC
The operator on every ROI.LIVE engagement, and the same person who signs the payroll at Constellation Capital and ROI.Contractors.
ROI.LIVE, founded in 2008 · Marketing leadership and scoped specialist delivery
Jason owns direction and coordinates the named specialists in your scope. Read the founder story and confirm the people and cover assigned to your engagement.
10
QUESTIONS
Questions founders ask before they book
What does a B2B marketing agency do?
It helps a business reach and persuade other businesses. The scope may cover positioning, demand generation, useful sales assets and measurement. B2B includes many deal sizes; this page focuses on considered purchases with a sales handoff.
What is multi-threading?
It means building relevant relationships with several stakeholders in one target account. The right roles and number of people depend on the purchase. Four contacts at four companies are four account relationships, not multi-threading within one account.
How much does ROI.LIVE cost?
ROI.LIVE engagements start at $5,000 a month, with most ranging from $5,000 to $15,000. The written scope defines the work, deliverable volume, review rounds, term and separate costs. Media, approved software and agreed third-party production are separate, billed at cost.
How do you measure the work?
Record the baseline before changes, define the conversion and cost basis, and keep attribution gaps visible. Review qualified demand, won or collected revenue as appropriate, contribution and cash timing. Platform metrics help explain performance but do not prove incremental profit. For B2B, define a qualified opportunity with sales and record stage movement, win rate and sales-cycle length.
Do you have a matched B2B performance case?
Our strongest published client evidence is in ecommerce and home services. Operator experience informs the approach, but it does not substitute for a matched B2B case. We state that limitation when assessing fit.
Do you handle outbound and PR?
The proposal must state whether outbound, relevant earned coverage, technical search, advertising or other channels are included. PR and offline media are not implied by a general retainer. We identify specialist needs before promising delivery.
Keep reading
ECOMMERCE
The ecommerce marketing page
How store and lifecycle work are scoped, with case limitations stated.
HOME SERVICES
The home services marketing page
Dated cost-per-job and channel measures for service businesses.
CHOOSING AN AGENCY
How to choose a marketing agency
Ten evidence questions, with the answers and contract gaps to examine before signing.
THE NEXT STEP
Bring your numbers.
A free 15-minute conversation about your goals, headline numbers and fit. You keep a brief written summary and next steps. A full account investigation, forecast or complete strategy requires separate agreed work.
Free 15-minute growth call. Keep a brief summary and next steps.
