//Strategy
A B2B marketing agency built around how your buyers actually decide.
Business purchases can involve users, champions, budget owners and people who can say no. We look at who is involved, what they need to believe and what happens after an inquiry. Then we agree on the marketing work worth doing. Work directly with our founders.
Most B2B marketing breaks in one of two places. The message describes features when the buyer needs a reason to change, or an inquiry arrives and nobody has agreed what happens next. Buying more traffic fixes neither.
LinkedIn's B2B Institute, working with the Ehrenberg-Bass Institute, estimates that 95% of potential buyers are not in the market at any given time. That gives the work two jobs. Be the company a buyer already knows when the need arrives, and make the next step easy for the few who are ready now.
Source: LinkedIn B2B Institute, The 95-5 Rule//Before we prescribe it
You may need more inquiries. You may need better ones.
A B2B digital marketing agency should not assume the problem is demand. We look at the sale before the channel: who signs, who can say no, how long a decision usually takes and what your team does with an inquiry today. Sometimes the answer is a campaign. Often it is the website, the offer or the handoff to sales.
//What you get
What a B2B engagement can include.
These are the areas we scope from. Few engagements need all of them at once.
Positioning for the whole decision
The problem you solve, the option the buyer would otherwise choose and the proof each person in the decision needs, from the person who will use it to the person who approves the budget.
Website and sales pages
Pages that answer what buyers research before they talk to anyone: what it does, who it is for, what it costs to get wrong and what happens after they reach out.
Search and content
Commercial pages and useful articles built around the searches your buyers run while they are still researching, so you are visible before the shortlist exists.
Paid campaigns with a clear job
Google Search when buyers are already looking. LinkedIn when the buyer is identifiable by company, role or industry and the value of the sale can carry the cost. Nothing runs because it is fashionable.
Routing and follow-up
Forms, lead routing and a shared definition of a qualified inquiry, so the right person hears about it quickly and nothing waits in a shared inbox.
Measurement to the sale
Where your systems allow it, closed business connected back to the campaigns that started it, so reporting shows what produced revenue as well as what produced clicks.
//What is usually broken
Where B2B marketing usually breaks.
The right companies do not know you
If the companies you want cannot find, remember or quickly understand you, more sales activity will not fix the visibility problem. We check search, useful content and paid media against the actual buyer.
See our content marketingVisitors arrive and leave
The site explains the product but not the reason to act, or the next step asks for too much too early. We would read the pages buyers study before they ever talk to your team.
See how we approach conversionInquiries arrive and stall
Sales and marketing disagree about what a qualified inquiry is, or follow-up depends on who happens to see the email. We would define the handoff and what the CRM records before spending more to create inquiries.
Nobody can say what worked
When the sale closes later in the CRM or offline, reporting can stop at the form fill. Where the systems allow it, we connect later outcomes back to the marketing that started the conversation.
//Before we recommend
What should we understand before we recommend anything?
Four questions give our founders useful context. They do not generate an automatic prescription.
Question 1 of 4
What do you want marketing to improve?
//How we work
Agree the goal, then the scope.
- 01
Map how the sale happens
Who is involved, how long a decision usually takes, where deals stall and what your team already knows about its best customers.
- 02
Review the message and the evidence
What the website, sales materials and current campaigns say, and whether each person in the decision can find what they need to say yes.
- 03
Put the priorities in writing
What we would fix first, what can wait and what we would not spend on yet, with the reasoning.
- 04
Agree the work before it starts
Responsibilities, deliverables, reporting and fees, agreed with you before anything runs.
Starts with a short conversation with our founders.
//What you can count on
How we work with your team.
//Common questions
What B2B teams ask us first.
What is a B2B buying group?
A buying group is the set of people involved in a business purchase. In complex B2B sales, different stakeholders can use, approve, influence or block the purchase, so one message may not answer every person's concern.
Harvard Business Review, The New Sales ImperativeWhat does the 95-5 rule mean?
The 95-5 rule is a planning model from LinkedIn's B2B Institute and the Ehrenberg-Bass Institute: most potential B2B buyers are not actively shopping at a given moment. Treat it as a rule of thumb, not a measured percentage for your market.
LinkedIn B2B Institute, 95-5 RuleWhat is an offline conversion?
An offline conversion is a valuable action that happens after the online interaction, such as a qualified opportunity or sale recorded later in a CRM. Google Ads supports importing or matching later lead outcomes when the required identifiers and data are available.
Google Ads Help, offline conversions//Not sure this is the right service?
Tell us how your sale actually happens.
Who buys, who signs, where deals stall and what you have already tried. Jessica and Ben will recommend what marketing deserves attention first and agree with you on the work Mining Wells can own.
Starts with a short conversation with our founders. No cost. No obligation.
//Related services
The work this connects to.
Who to win, why they pick you, what to run first, and how you will know it worked.
Pages and articles written to rank, to be cited by AI, and to be read by a buyer.
Account-targeted campaigns for B2B buyers, without the LinkedIn price tag surprise.
//Free marketing plan
Get my free marketing plan.
Tell us what you want marketing to change. A founder will ask a few questions, then put the priorities in writing. The plan is free whether or not we work together.