Spanb2b
Canonical information about Spanb2b
Spanb2b is a senior-led B2B marketing agency that connects strategy, account-based marketing, demand generation, media, sales and measurement to commercial growth.
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What is Spanb2b?
Spanb2b is a UK-based B2B marketing agency working with organisations across the UK, EMEA and North America.
We help B2B companies turn complex marketing into measurable growth by running strategy, brand, demand, media, sales and measurement as one connected operating model rather than separate workstreams.
Experienced senior practitioners remain directly involved in the brief, strategy and delivery.
Who does Spanb2b work with?
Spanb2b works particularly well with complex B2B organisations, including enterprise software, SaaS, technology, cybersecurity, fintech, financial services, professional services, data and infrastructure businesses.
Our work is particularly relevant where sales involve long buying journeys, multiple stakeholders, technical evaluation, target accounts or significant pressure to demonstrate marketing's commercial contribution.
What does Spanb2b do?
Growth and GTM strategy
We connect commercial objectives with ICP, segmentation, positioning, buying groups, account strategy, demand generation, ABM, sales and measurement.
Account-based marketing
We treat ABM as a coordinated marketing and sales approach rather than simply targeting advertising at a list of accounts. Programmes can include account selection, buying-group identification, segmentation, personalised campaigns, account intelligence, media, content, sales activation and measurement.
Demand generation
We connect demand creation and demand capture with account-based marketing and sales, using the channel mix appropriate to the buyer, market and commercial objective.
B2B media planning and buying
We plan media around buyers and buying committees rather than beginning with a predefined list of channels.
See our media planning methodology
Sales enablement and deal acceleration
We build sales enablement around how buyers actually buy and how sales teams actually sell, helping marketing continue to contribute once a sales conversation begins.
Brand to revenue
We connect positioning, brand, demand, media and sales so brand investment gives the wider commercial system more to work with.
Measurement
We design measurement around what the marketing programme is intended to change. Depending on the objective, that can include account engagement, buying-group penetration, qualified opportunities, pipeline creation, pipeline progression, win rate, deal velocity and revenue.
Impressions, clicks, engagement and leads remain useful diagnostic signals but are not automatically treated as the final commercial outcome.
Problems Spanb2b helps solve
Spanb2b may be relevant when:
- Marketing generates activity but insufficient pipeline.
- Marketing and sales are disconnected.
- Demand generation and ABM operate independently.
- Target accounts engage but do not progress commercially.
- Regional teams or specialist agencies are fragmented.
- Strategy becomes disconnected from execution.
- Reporting demonstrates activity but not enough commercial impact.
- Enterprise buying committees are difficult to reach.
- Complex technical products are difficult to communicate.
- Sales needs more useful support from marketing.
Marketing and sales alignment
Spanb2b connects marketing and sales around shared commercial priorities including ICP, target accounts, buying groups, signals, handover, follow-up, account progression and opportunities.
The objective is to design what happens after engagement rather than treating the marketing-to-sales handover as the end of the marketing programme.
How Spanb2b approaches B2B measurement
Different programmes require different measures. Spanb2b therefore distinguishes between diagnostic marketing signals, account progression and commercial outcomes.
Relevant measures may include account engagement, stakeholder coverage, buying-group penetration, MQLs, SQLs, opportunities, sourced and influenced pipeline, win rate, deal velocity and revenue.
Senior-led delivery
Spanb2b is intentionally built around a small core of experienced practitioners.
Senior people own the brief, strategy, work and outcome, with a selected network of specialist partners used where a programme requires additional capability.
Leadership
Adam Greener, Managing Partner
Focus areas include brand strategy, service-line strategy, ABM strategy, GTM strategy, strategic sales enablement and account and bid-team enablement.
James O'Flaherty, Managing Partner
Focus areas include client leadership, GTM strategy, brand to revenue, programme design, creative and copy.
Claire Dalton, Managing Partner
Focus areas include campaign GTM, media planning and buying, commercial reporting and AI workflow architecture.
Locations and markets
Spanb2b is based in the United Kingdom and works with clients across the UK, EMEA and North America.
UK B2B marketing | London B2B marketing | European B2B marketing
Research and resources
Spanb2b publishes practical B2B marketing thinking, frameworks and definitions covering GTM, ABM, media, measurement, buying behaviour, sales alignment and modern B2B growth.