B2B Insights, Conversations and Conversions

Full funnel approach

Leads now + leads later

We all know the end game

Businesses need qualified leads to fill their sales pipeline. However, most go about it the wrong way by only focusing on sales-ready leads willing to buy right now.

Research shows that only 5-10% of buyers are actually in-market in any given calendar quarter, so that means the majority of your buyers are either in the early stages of their buyer journey – or not in-market at all.

Failing to focus on future buyers means leaving money on the table.


As a result, you need a dual strategy to engage in-market buyers to fill the current quarter’s sales pipeline (lead generation) while also building relationships with future buyers – so they choose your solution when they are ready to buy – to fill your future sales pipeline (demand generation).

The secret sauce

Insight-led conversations

B2B buyers trust peers more than vendors, and according to Gartner, nearly half don’t want to talk to sales reps at all.

Instead of resisting this trend, we embrace it by giving buyers what they want: peer insights for solving their key business challenges until they are ready to talk to a vendor’s sales reps.

We build trust with your buyers by providing them with value – not vendor product pitches.

We conduct research, interviews and panel discussions with industry practitioners to capture insights into how they approach and solve business challenges in their roles and industries. We package these peer insights into content that your ICPs will want to consume because it’s credible.

This helps vendors shift from selling to helping people buy, and it builds trust that can lead to meaningful solution conversations when the buyer is in-market and ready.