B2B pipeline counted in meetings
You sell to businesses with a buying committee and a long cycle, and marketing-qualified leads alone do not pay the bills.
At a glance
- Goal
- B2B Pipeline
- Funnel stage
- Conversion
- Primary measure
- Authorised RFQs, pipeline and won contracts
- Goal Segments
- 19 · 16 industries covered
1
The commercial problem
B2B campaigns often report cheap leads from students, competitors and job seekers. Pipeline stays flat while CPL looks healthy.
Attribution windows on ad platforms are far shorter than the sales cycle, so the channels that open deals get no credit.
- The common mistake
- Measuring B2B success on raw lead count
- Buyer journey
- ABM, sales enablement and CRM stage tracking
2
How the plan decides
The goal sets the measure, the buyer sets the media, and the budget sets how many channels can be tested properly. Channels that cannot run in your market, need assets you lack or cost more than the budget allows are excluded before scoring, and the plan says why.
Primary candidates
Supporting or test
Candidates from the reference taxonomy. Each is checked for account, market, format and policy eligibility before launch.
Budget logic
Recommended media budget = target SQLs or RFQs x reasonable CPQL, cross-checked with sales cycle length and close rate. Requires qualified lead to opportunity to won conversion data.
19 Goal Segments refine this route by industry and buyer. See them below
3
What gets built and run
- Agree firmographic qualification and the pipeline stages that count as results.
- Combine intent channels (search) with account and role targeting (LinkedIn, programmatic) where deal value supports it.
- Connect CRM opportunity stages back to campaigns, with offline conversion import where available.
- Report pipeline value and meetings by source over the real cycle length.
What you will need to provide
- Ideal customer profile: sectors, size, roles, countries
- CRM access with opportunity stages
- Average contract value and win rate
- Sales capacity for meetings
4
How success is measured
Primary measure: Authorised RFQs, pipeline and won contracts
- SQLs
- Validated RFQs
- Pipeline value
- Won revenue and CAC payback
Platform-reported conversions are kept apart from outcomes your own systems confirm. Where a result can only be modelled, the report labels it as modelled.
5
Is this relevant to your business?
Probably, if
- deals are worth enough to justify a sales cycle of weeks or months
- you use a CRM with opportunity stages
- you can define your ideal customer by company size, sector and role
Probably not, if
- your average deal is too small to support account-level targeting
- sales does not log opportunities in any system
6
What it might cost
Typical service model
Enterprise Hybrid
From $9,000 a month, $8,000 setup
A shared operating model for multi-country, multi-team organisations.
Includes 4 channels, 2 markets, 4 Goal Segments
Co-Pilot, Managed Growth
Media budget is paid directly to the platforms and is never part of the FOCUSADS fee.
See package prices7
What happens next
Build your plan
Ten minutes of questions about your market, economics and current setup. You get channel Priority Scores, a landing-page and tracking decision, and every cost line before anyone talks to you.
Strategist review
A FOCUSADS strategist checks the plan against your accounts and data, and flags anything the engine could not know.
Agreement and access
You approve scope and fees. We request least-privilege access to your own ad accounts. You never share passwords.
Launch with measurement
Tracking and landing pages are verified before media spend starts, so the first report measures business results.
Goal Segments
A Goal Segment is the specific buyer situation inside an industry and goal. It changes the channels, the budget logic and what counts as a result.
| Goal Segments | Industries | How success is measured | Typical service model |
|---|---|---|---|
| Cross-border / B2B wholesale Buyers in other countries and corporate purchasing | E-commerce | Validated RFQs and order margin | Enterprise Hybrid |
| MICE / corporate travel Corporate event demand | Tourism, Travel & Hospitality | Approved event RFQs and contracts | Enterprise Hybrid |
| Hospital international patient desk Institutional partnerships plus a patient process | Medical Tourism | Authorised institutional partnerships and compliant patient process | Enterprise Hybrid |
| Corporate fleet Decision makers and multi-vehicle needs | Car Rental | Won fleet contracts | Enterprise Hybrid |
| OEM / commercial fleet supply Corporate RFQs with long processes | Automotive & Auto Parts | Won contracts and gross profit | Enterprise Hybrid |
| Food manufacturing / foodservice B2B Supply to restaurants and chains | Restaurants, Food & Grocery | Qualified RFQs and renewed contracts | Co-Pilot |
| Textile manufacturer / wholesale MOQ and quotation-led | Fashion & Apparel | Validated wholesale orders | Enterprise Hybrid |
| Private label / wholesale cosmetics OEM, MOQ and distributors | Beauty & Personal Care | Qualified manufacturing agreements | Enterprise Hybrid |
| Wholesale / architect channel sales B2B trade leads | Furniture & Home Decor | Won professional accounts and orders | Enterprise Hybrid |
| Electronic components / OEM B2B Technical purchasing | Electronics | Approved RFQs / purchase orders | Enterprise Hybrid |
| Enterprise SaaS / ABM Multiple decision makers and long cycles | Software & SaaS | Pipeline-sourced / influenced ARR | Enterprise Hybrid |
| Game studio B2B publishing deal Publisher or partner decision | Gaming & Esports | Qualified publishing meetings / signed deals | Co-Pilot |
| Commercial steel / prefab B2B Engineering RFQs | Construction & Renovation | Approved RFQs and profitable contracts | Enterprise Hybrid |
| Finding importers for exporters Finding buyers in the target country | Import, Export & International Trade | Verified buyers and purchase orders | Enterprise Hybrid |
| Cross-border B2B marketplace sales RFQ and sourcing efficiency | Import, Export & International Trade | Won orders at viable MOQ | Managed Growth |
| OEM / ODM contract manufacturing Technical RFQs, volumes and quality | Manufacturing, Wholesale & Distribution | RFQ to signed manufacturing contract | Enterprise Hybrid |
| Private label / textile supply MOQ and production capacity | Manufacturing, Wholesale & Distribution | Sample to commercial purchase order conversion | Enterprise Hybrid |
| International freight RFQs Lane, load type and volume | Logistics, Cargo & Freight Forwarding | Profitable booked shipments | Enterprise Hybrid |
| E-commerce fulfilment B2B SKU volume and SLA | Logistics, Cargo & Freight Forwarding | Signed fulfilment contracts | Enterprise Hybrid |
Plan a B2B pipeline campaign with CRM-backed results
Build B2B pipeline measured on SQLs, RFQs, opportunities and won revenue, not form fills.