Senior-led B2B marketing, built for London.
London is one of the most competitive B2B markets in the world. We help fintech, financial services, professional services and technology firms turn marketing into pipeline, with senior people on the work.
A senior-led B2B marketing agency in London: GTM strategy, demand generation, ABM, B2B media and measurement.
The London market
London is not one market. It is several stacked on top of each other.
The City and Canary Wharf run on financial services, banking, insurance and the professional firms around them. Shoreditch, King's Cross and Paddington are full of venture-backed SaaS and fintech, most of it under pressure to show growth yesterday. Then there are the media and adtech businesses, the law firms, the consultancies and the global headquarters running EMEA from a postcode in central London.
It is one of the densest, most competitive B2B markets anywhere. Every buyer is senior, time-poor and already marketed to from every direction. More activity will not cut through that. A sharper proposition, connected execution and marketing tied to revenue might.
What we do
We help London B2B businesses close the gap between marketing and revenue.
A fintech proving traction to investors. A financial services firm with a long, committee-led sale. A SaaS scaleup chasing a number it has promised the board. Different problems, same gap. We put people who have done it before on the actual work and run strategy, demand, brand, sales and measurement as one system rather than six.
We work alongside your in-house team across:
- →GTM strategy and planning
- →Demand generation
- →Account-based marketing
- →B2B media planning and activation
- →Campaign strategy and execution
- →Measurement and optimisation
- →Fractional marketing leadership
Close enough to sit with your team in person. Senior enough to be useful in the first week, not the second month.
Sectors we know
Fintech and financial services
Long cycles, real regulation, a buying committee that does not move quickly. Marketing here has to earn credibility before it earns a meeting.
SaaS and technology
From early scaleups to established software firms, the job is the same: turn growth ambition into pipeline that repeats, not a spike that flatters one quarter.
Professional and business services
The product is expertise and reputation. We help firms that have always grown on relationships build demand that does not depend on who you happened to know.
Media, adtech and digital
Crowded markets, fast change, no patience for fluff. We have worked inside these businesses, so we know the pressure first-hand.
We also work across cybersecurity, construction technology and enterprise software, from venture-backed scaleups to global enterprises.
The experience behind it
Between us there is more than fifty years of B2B marketing experience, across agency, in-house, media and adtech. We have run marketing for venture-backed scaleups and global enterprises, across EMEA, North America and APAC. You get people who have led the teams, owned the budgets and lived through the messy bits, not a deck about them.
Who it's for
We work with London marketing and revenue leaders who want experienced help, not another layer of account managers.
That usually means:
- →A CMO or marketing director who needs senior capacity, not more bodies.
- →A founder or leadership team getting ready for growth, investment or expansion.
- →A revenue team trying to get marketing and sales working the same plan.
- →An in-house team that needs specialist depth in strategy, media, ABM or measurement.
- →A business running several markets, agencies or stakeholders from a London HQ.
If your problem is that marketing is busy but not moving pipeline, that is the one we solve.
Why senior-led matters
London has no shortage of agencies. What is rare is senior people who are still there after the pitch.
You know the pattern. The experienced people win the work. Then the work gets handed to whoever is free. We do the opposite. The people who shape the strategy stay on it and stay accountable for what it produces. You work directly with people who have led teams, managed budgets and delivered growth, not a layer relaying your feedback to someone you never meet.
In a market this competitive, that is most of the difference between marketing that moves and marketing that just happens. More on why senior-led matters.
Frequently asked questions
Are you a London B2B marketing agency?
Yes. Spanb2b is a senior-led B2B marketing agency working with organisations across London and the wider UK. Our experience spans fintech, financial services, SaaS, professional services, cybersecurity and media.
Which sectors do you work with in London?
Mainly fintech and financial services, SaaS and technology, professional and business services, cybersecurity, enterprise software, media and adtech.
Do you work with venture-backed startups in London?
Yes. We regularly support venture-backed and private equity-backed businesses that need senior marketing leadership, GTM support or extra strategic capacity without a full-time hire.
Do you provide fractional marketing leadership in London?
Yes. We provide senior marketing leadership on a fractional basis, for organisations that need an experienced head without hiring a full-time executive.
Can you support international teams based in London?
Yes. Plenty of London businesses run well beyond it. Our experience spans EMEA, North America and APAC, so we can support regional and global programmes from a London base.
Do you only work with London businesses?
No. London is a core market for us. We also work with organisations across the UK, Europe and globally.
Do you work on-site or remotely?
Both. We work in person when it helps and remotely when it does not. The setup never changes who is on your account.
Marketing that earns its place in London.
Tell us where growth is stuck. We'll show you where the pipeline is leaking.