For companies with long sales cycles
B2B marketing agency
A plan focused on growing inquiries from companies your sales team wants to quote for.
In a corporate purchase, the engineer researching the need, procurement specialist comparing proposals and manager approving the budget ask different questions; decisions take weeks, often months. At Pam Ajans, we build B2B marketing around this process. Search ads and SEO reach companies researching their needs, the website answers technical questions and simplifies quote requests, and your sales team’s evaluation measures the result.
Challenges B2B Companies Face in Generating Inquiries
In companies selling to other businesses, the reasons enquiries rise while sales stagnate are often similar. Below are those reasons and our approach to each.
Many form submissions are not a sales fit
When individual buyers, students, jobseekers or companies outside your service area fill in forms, submission counts rise, but the sales team spends its time filtering out those enquiries.
How we address themWe filter out unsuitable searches using negative keywords from search term reports, and add qualifying information to ads and forms, such as minimum order, service area or company details.
Sales cycles are long, but reports are monthly
When quotation cycles take months, judging only sales closed within the same month makes a campaign look weaker than it is, and a successful campaign may be stopped too early.
How we address themWe track intermediate stages such as meetings, needs analysis, proposals, and won deals separately, evaluating campaigns by the number of inquiries reaching each stage.
Marketing and sales see the same lead differently
When marketing talks about forms and sales talks about closed deals, it becomes unclear which campaign works.
How we address themWith your sales team, we define qualified enquiries and set up status tracking in CRM or a shared spreadsheet. Sales feedback informs targeting and advertising messages.
The site looks like a catalog, and requesting a quote is hard
If product information sits in a PDF catalog, technical specifications are missing and contact is limited to one generic form, visitors will request a quote on a competitor’s site.
How we address themWe structure product and service pages around technical specifications, use cases, certifications and references, and recommend separate quotation and sample-request steps based on need.
The audience is small, and broad targeting is expensive
A company selling machinery or raw materials to a specific industry has a limited pool of potential customers. Broadly targeted advertising spends budget on irrelevant audiences.
How we address themWe build a focused, qualified structure around product names, technical terms, standards and intent-led searches such as “supplier”, “manufacturer” and “wholesale”, then reach companies that have visited the site through retargeting.
Reaching buyers abroad is difficult
Trade fairs and distributor networks matter for exports, but foreign buyers often find new suppliers by searching in their own language.
How we address themWe build multilingual pages and SEO structures for target countries. As in our cross-border e-commerce consulting, we plan Google Ads, Meta and LinkedIn Ads around the target market.
B2B Marketing Begins with Understanding Your Sales Process
- Business need
- Solution research
- Qualified inquiry
- Sales meeting
For a manufacturer, a good lead comes from the right industry, requests a deliverable quantity and presents a need the sales team can address. Without this definition, a campaign may reduce click costs while its sales contribution remains unclear.
We begin by mapping your ideal customer profile, the roles involved in purchase decisions and your current quotation process. We build search advertising, SEO and the corporate website around that profile, and assess results alongside your sales team’s evaluation of inquiries. Our Ankara-based team serves companies across Türkiye.
Our Services for B2B Customer Acquisition
Google advertising management
Search ads for product-name, supplier and manufacturer searches; display retargeting for companies that have visited the website.
View the serviceSEO management
Product and service pages for technical terminology, standards, and comparison questions, supported by site architecture and an internal linking plan.
View the serviceCorporate website
A mobile-friendly website bringing product information, technical documents, references and quote requests together in one structure.
View the serviceCross-border e-commerce consulting
Target-market research, international platforms and Google Ads, Meta and LinkedIn Ads planning for your destination country.
View the serviceTo see how we connect these services to one goal, visit our performance marketing agency page.
The B2B Marketing Process, Step by Step
Let's set priorities together.
Define your ideal customer profile
We identify target industries, company sizes, decision-making roles and reasons customers choose you. Recently won and lost proposals are the most reliable source for this profile.
- From you
- Sample customer list, won and lost proposals
- What we clarify together
- Ideal customer profile and qualified inquiry definition
Align your site and offer with buyers' decision questions
We plan pages explaining specifications, capacity, delivery, and quality processes, and simplify quote and sample requests.
- From you
- Technical documents, catalogs, and shareable references
- What we clarify together
- Page plan and quote request flow
Connect measurement to your sales stages
We record form, phone, and email inquiries with their sources and define where meetings, proposals, and won deals will be tracked.
- From you
- Access to your CRM or sales tracking sheet
- What we clarify together
- Conversion definitions and lead tracking setup
Launch campaigns around high-intent searches
We begin with product, standard and supplier searches, filtering unsuitable enquiries through search-term reports. SEO prioritises product and service pages closest to sales.
- From you
- Advertising budget, service area, and approved messaging
- What we clarify together
- Campaign structure and content calendar
Refine using sales feedback
We regularly review the common reasons enquiries are unsuitable and which enquiries reach the quotation stage, then plan targeting, messaging and page changes around that data.
- From you
- Sales team's evaluation of inquiries
- What we clarify together
- Regular reviews and test plans
The first step is a meeting to review your current campaigns, website and sales journey together.
Discuss my B2B planHow Do We Measure Lead Quality in B2B Campaigns?
Cost per lead is misleading unless you know how many inquiries are sales-qualified. A B2B agency's report should include qualified inquiries, proposals, and won deals alongside form counts; we evaluate campaign costs together with these stages.
- Qualified inquiry rate
- Cost per qualified inquiry
- Inquiries reaching the proposal stage
- Channel behind each won deal
- Organic visibility of product and service pages
Case Studies Showing Funnel and Measurement Setup
The two projects on our success stories page are for e-commerce brands in bags and womenswear. What translates directly to B2B is the measurement established before the campaign, audience segmentation by decision stage and retargeting of site visitors. Both pages present these steps in the order of objective, implementation and results.
All success storiesFrequently Asked Questions About B2B Marketing
Common questions before the first meeting.
How do we define success in B2B advertising?
We first define a qualified enquiry with your sales team using criteria such as company type, need, quantity and service area. We label enquiries accordingly and assess campaign costs alongside qualified leads and quotation stages.
Our sales cycle is long. When can we assess the campaign?
We examine intermediate steps without waiting for a closed deal: inquiries that become conversations, needs analysis and proposals issued. This prevents campaigns being judged only by sales closed in the same month. Once a sale is completed, its outcome can also be matched back to the campaign.
Can you communicate our technical products accurately?
We work with your team on technical specifications, use cases and purchasing questions. The content is grounded in your verified documentation and shareable implementation examples; we do not publish it without your approval of its technical accuracy.
Do we need to replace our current CRM?
No. We first review your existing tools and how your team works; identifying what information can be shared for campaign and sales feedback comes before choosing a new system. If infrastructure is needed, our ERP and CRM setup service can be planned separately.
Can we send promotional emails to companies?
Under the Regulation on Commercial Communication and Commercial Electronic Messages, prior consent is not required for commercial electronic messages sent to merchants or tradespeople. Once recipients exercise their right to opt out, however, no further messages may be sent without their consent. Prior consent is required when messaging consumers. Before building the list, we recommend identifying which group each recipient belongs to and preparing a process for handling opt-outs.
Can LinkedIn ads be part of the plan?
LinkedIn can be a strong option if your audience is defined by job title, industry and company size. For international target markets, our cross-border e-commerce consulting includes planning LinkedIn Ads alongside Google Ads and Meta. For products with narrow audiences in Türkiye, searches that express intent are often a better starting point.
What information should we prepare for the first meeting?
Your product and service list, target industries, service area, brief summaries of a few recent wins and your current lead tracking are enough. If available, access to ad accounts and Search Console lets us review the current situation together in the first meeting.
Tell us which companies you want to work with.
Share your products, target industries and current quotation process. In our first meeting, we can define qualified leads and initial channels.