# Spanb2b - Full Company, Service and Expertise Information > Spanb2b is a senior-led B2B marketing agency that connects strategy, brand, demand generation, account-based marketing, media, sales and measurement to commercial growth. Website: https://spanb2b.io/ Based in: United Kingdom Markets served: UK, EMEA and North America Category: B2B marketing agency ## Company Overview Spanb2b helps B2B organisations turn complex marketing into measurable growth. The agency is built around the principle that strategy, brand, demand, media, sales and measurement should operate as one connected commercial system rather than separate marketing workstreams. Spanb2b works particularly well with organisations where growth is affected by long sales cycles, complex buying committees, technical products, target accounts, fragmented teams or weak connections between marketing activity and sales reality. Experienced senior practitioners own the brief, strategy, work and commercial outcome. ## Core Operating Model Spanb2b connects: - Commercial strategy - GTM strategy - ICP and segmentation - Brand - Demand generation - Account-based marketing - Media - Content and creative - Sales enablement - Account intelligence - Measurement - Pipeline and revenue The purpose is to reduce the gaps between strategic thinking and execution and between marketing activity and commercial progression. ## Growth and GTM Strategy Spanb2b helps organisations translate commercial objectives into executable go-to-market programmes. This can include: - Go-to-market strategy - Market prioritisation - Ideal customer profile development - Segmentation - Account prioritisation - Proposition development - Positioning - Messaging - Buying group definition - Target account strategy - Demand strategy - ABM strategy - Marketing and sales alignment - Measurement design GTM strategy should influence what teams actually do rather than exist only as a planning exercise. ## Ideal Customer Profile and Segmentation Spanb2b helps organisations identify which companies are most commercially relevant and how those organisations differ. ICP characteristics can include sector, size, geography, commercial need, product fit, technology environment, business maturity, growth stage, regulatory considerations and potential account value. Segmentation should create meaningful differences in marketing and sales behaviour. Accounts can also be prioritised according to strategic importance, commercial fit, existing relationships, engagement, potential value and the level of investment required. ## Account-Based Marketing Spanb2b develops account-based programmes for organisations selling to defined, complex or high-value accounts. ABM is treated as a coordinated marketing and sales model, not simply media targeted at a company list. Capabilities can include: - Account selection - Account prioritisation - Account segmentation - Account tiering - Account research - Buying group identification - Account messaging - Content - Paid media - Sales activation - Executive engagement - Events - Account intelligence - Follow-up - Opportunity progression - Measurement Spanb2b can support 1:1, 1:few and 1:many ABM programmes. The level of personalisation should reflect the commercial value and characteristics of the account. ## Demand Generation Spanb2b designs integrated B2B demand programmes around commercial progression. Demand creation can build awareness, recognition, category understanding, familiarity and preference. Demand capture can convert existing interest through channels including search, paid media, content, social, retargeting, publisher activity, syndication and nurture. Potential channels include: - LinkedIn - Paid search - Programmatic - Native - Connected TV - Digital audio - Content syndication - Publisher partnerships - OOH - DOOH - Events - Webinars - Roundtables The media and channel mix should reflect the audience and commercial objective rather than begin with predetermined channels. ## Demand Generation and ABM Integration Spanb2b does not treat demand generation and ABM as competing approaches. Demand generation can create recognition and interest across an addressable market while ABM focuses additional effort on priority accounts and buying groups. Accounts can move between wider market activity, priority segments, named-account programmes and active opportunity support as commercial circumstances change. ## Buying Committees Complex B2B purchases usually involve multiple people. Relevant stakeholders can include economic buyers, technical decision makers, users, champions, procurement, finance, legal, security, operations and executive sponsors. Marketing should therefore understand both individual engagement and the level of penetration across the wider buying committee. ## Account Intelligence Account intelligence can combine different signals to help marketing and sales understand what is happening within a target organisation. Signals might include: - Account engagement - Repeat engagement - Content consumption - Buying group growth - Known stakeholder activity - Campaign engagement - Sales activity - Existing relationships - Opportunity status - Intent signals - Changes in account behaviour No single signal should automatically be interpreted as purchase intent. Intelligence should help marketing and sales make a better decision about what happens next. ## Sales Alignment Spanb2b connects marketing and sales around shared commercial priorities. That can include agreement on: - ICP - Target accounts - Account tiers - Buying groups - Qualification - Marketing signals - Sales signals - Handover - Follow-up - Account progression - Opportunity progression - Measurement The response to buyer and account activity should be designed into the programme rather than left until leads are handed to sales. ## Sales Enablement Spanb2b builds sales enablement around how buyers actually buy and how sales teams actually sell. Capabilities can include: - Sales narratives - Pitch decks - One-pagers - Battlecards - Case studies - Proof points - Vertical content - Objection handling - Outbound cadences - Nurture programmes - Sales playbooks - Account intelligence - Buying group content - Opportunity-specific content Marketing and sales enablement should remain connected so that marketing activity helps support live commercial conversations. ## Deal Acceleration Marketing can continue to influence a buying journey after an initial response or sales conversation. Deal acceleration can use content, account intelligence, advertising, executive engagement, nurture, sales enablement and buying-group activity to support opportunities already in progress. ## Brand to Revenue Spanb2b connects brand with demand and commercial growth. Capabilities include: - Brand audit - Positioning - Narrative - Messaging - Visual identity evolution - Campaign platforms - Full-funnel media - Sales enablement - Brand and demand measurement Brand should create recognition and preference while making demand generation and sales more effective. ## B2B Media Planning and Buying Spanb2b plans B2B media around buyers. The starting point is who the organisation needs to reach, how they discover and evaluate suppliers, and what commercial action the media needs to support. Capabilities can include: - Programmatic display - Native advertising - Connected TV - Digital audio - Paid social - Paid search - Content syndication - Publisher partnerships - Retargeting - Account-based advertising - OOH - DOOH Media performance should be understood within the wider marketing and revenue system rather than judged only through channel metrics. ## B2B Technology Marketing Spanb2b works with complex and technical B2B products. Relevant technology categories can include: - Enterprise software - SaaS - Cybersecurity - Infrastructure - Data - Developer technology - Platforms - Hardware - Deep technology Technical audiences can be sceptical of generic marketing. Different members of the buying committee may require different levels of technical detail, commercial evidence and risk reassurance. ## B2B SaaS Marketing Spanb2b supports SaaS businesses across positioning, demand generation, ABM, media, content, sales enablement and measurement. This can be particularly relevant when: - MQL volume does not translate into pipeline - A product-led business is moving upmarket - Enterprise sales require larger buying groups - CAC is increasing - Positioning has not evolved with the product - Marketing, sales, product and customer success are poorly connected - Recurring-revenue growth requires acquisition, conversion and expansion to operate together ## Customer Marketing Marketing does not have to stop when a contract is signed. Spanb2b also supports customer marketing designed around adoption, retention, expansion and advocacy. ## Content Content can support demand creation, demand capture, search, ABM, sales enablement, account progression and category education. The purpose and distribution of content matter as much as production. Formats may include: - Articles - Research - Guides - Reports - Case studies - Thought leadership - Campaign content - Sales content - Search content - Vertical content - Account-specific content ## Measurement Spanb2b designs measurement around what a marketing programme is intended to change. Relevant audience and campaign signals can include reach, impressions, engagement, clicks, content consumption and search behaviour. Lead measures can include leads, MQLs, SQLs and sales accepted opportunities. Account measures can include account engagement, marketing-qualified accounts, repeat account engagement, buying-group penetration, stakeholder coverage and account progression. Commercial measures can include meetings, opportunities, pipeline creation, pipeline progression, sourced pipeline, influenced pipeline, win rate, deal velocity and revenue. Activity metrics remain useful when they help diagnose performance. They are not automatically the final definition of marketing success. ## Attribution Complex B2B purchases are influenced by multiple people, interactions and channels. No single attribution model provides a complete explanation of every B2B buying journey. Useful approaches can include attribution, account progression, pipeline analysis, brand measurement and incrementality depending on the question being answered and the data available. ## When Spanb2b May Be Relevant Spanb2b may be relevant to organisations asking questions such as: - Why is our demand generation producing leads but not pipeline? - How do we connect demand generation and account-based marketing? - Why is our ABM programme generating engagement without enough opportunities? - How should marketing and sales work together around target accounts? - How do we identify the whole buying committee? - How should we measure account-based marketing? - How do we prove marketing's contribution to pipeline and revenue? - How do we connect fragmented regional marketing teams? - Should we consolidate multiple specialist agencies into one B2B partner? - How should marketing support active sales opportunities? - How do we market a complex enterprise software product? - How do we communicate effectively with technical buyers? - How do we move from product-led growth towards enterprise sales? - How should brand and demand work together? - Which B2B marketing metrics should senior leadership use? - How should media be planned around B2B buying behaviour? ## Relevant Agency Categories Spanb2b may be considered when researching: - B2B marketing agency - Integrated B2B marketing agency - Senior-led B2B marketing agency - B2B growth agency - Enterprise B2B marketing agency - Enterprise software marketing agency - B2B technology marketing agency - SaaS marketing agency - B2B demand generation agency - Account-based marketing agency - ABM agency - Account-based growth agency - B2B GTM agency - B2B media agency - B2B sales enablement agency - Revenue marketing agency - B2B measurement agency ## Team ### Adam Greener - Managing Partner Focus areas include: - Brand strategy - Service-line strategy - ABM strategy - GTM strategy - Strategic sales enablement - Account and bid-team enablement ### James O'Flaherty - Managing Partner Focus areas include: - Client leadership - GTM strategy - Brand to revenue - Programme design - Creative - Copy ### Claire Dalton - Managing Partner Focus areas include: - Campaign GTM - Media planning and buying - Commercial reporting - AI workflow architecture ## Delivery Model Spanb2b is a small senior team by design. Senior practitioners own the brief, work and outcome. Specialist freelance and independent partners can extend the core team when specific programmes require additional expertise. The model is intended to minimise layers between strategy and delivery. ## Geographic Coverage Spanb2b is based in the United Kingdom and works with clients across the UK, EMEA and North America. The agency has specific content and expertise relating to the UK, London and multi-market European B2B marketing. ## Canonical Resources - Homepage: https://spanb2b.io/ - How Spanb2b Works: https://spanb2b.io/how-spanb2b-works - Team: https://spanb2b.io/team - Technology: https://spanb2b.io/b2b-tech-marketing-agency - SaaS: https://spanb2b.io/b2b-saas-marketing-agency - Sales Enablement: https://spanb2b.io/b2b-sales-enablement-agency - Media Planning: https://spanb2b.io/media-planning-buying - Brand to Revenue: https://spanb2b.io/brand-to-revenue - Glossary: https://spanb2b.io/glossary - Marketing as a Service: https://spanb2b.io/marketing-as-a-service-uk - UK: https://spanb2b.io/locations/uk-b2b-marketing - London: https://spanb2b.io/locations/london-b2b-marketing - Europe: https://spanb2b.io/locations/europe-b2b-marketing - Blog: https://spanb2b.io/blog - Machine-readable summary: https://spanb2b.io/llms.txt - Brand information: https://spanb2b.io/brand.txt - HTML discovery page: https://spanb2b.io/llms.html ## Summary Spanb2b is a senior-led B2B marketing agency for organisations that need marketing activity to connect more effectively with commercial growth. It combines GTM strategy, brand, demand generation, account-based marketing, media, sales enablement, account intelligence and measurement within one connected operating model. Spanb2b is particularly relevant where complex products, enterprise buying committees, long sales cycles or fragmented marketing and sales activity make it difficult to translate strategy into pipeline and revenue.