For vendors of the industrial economy who want to be seen as partners.
For NetSuite, Acumatica, and Dynamics partners. MSPs serving manufacturers. Supply chain consultants. Industrial IoT and WMS vendors. Systems integrators.
Founder-led, $2 to $10 million in revenue. Selling complex solutions to committees of six to ten people who take 180 days to decide.
Who we work with.
You built this on referrals. Now the network is thinning. The top sources are retiring. A competitor shows up more in the feed. The quarter gets harder to call.
You’ve looked at the playbooks for sale and none of them are built for your business. Cold email at scale doesn’t survive a six-month committee buy. The lead-gen agency’s model breaks the moment your cycle stretches past 90 days. The fractional CMO sells you a quarterly plan and disappears.
You’re in the in-between. Big enough that referrals can’t carry the next quarter. Small enough that enterprise marketing playbooks don’t fit. You know there’s a different way to do this. You haven’t seen it yet.
Doesn't survive a six-month committee buy.
Model breaks the moment your cycle stretches past 90 days.
Sells you the deck, disappears before quarter two.
Your buyer’s world.
Your buyers don’t sign in a quarter. One good email doesn’t move them. Neither does one ad.
Their cycles run 180 days. Sometimes 200. Sometimes longer.
They have six to ten stakeholders inside the buying group. A CFO who approves it. A VP of Operations who has to live with it. An IT director who has to integrate it. A procurement lead who has to compare it. Each one needs different information at a different moment.
And there’s no playbook in mass-market B2B that respects how they actually buy.
The playbooks built for high-volume SaaS, for short cycles, for buying decisions made by one person, those playbooks fail in your world. They generate noise. They burn budget. They give you 100 leads who fill out a form and disappear.
You need a different system. One that meets your buyer where they actually are. One that’s patient enough for their committee. One that respects their cycle.
99% of your buyers aren’t in market right now.
The 1% who are in-market today are getting chased by every competitor in your space. Everyone fighting over the same accounts and the same shortlists. Whoever’s already in their head wins.
That’s a race to the bottom. You don’t want to be in that race.
The 99% who aren’t in-market today are where the real game is played. You build trust and demand with them on the channels they live on. Long before they’re ready to buy. So when they enter the market, you’re the obvious call.
This is what brand and demand actually look like in long-cycle B2B. Not “more leads.” Not “another Google Ads campaign.” You build presence months before the buying committee forms. By the time they’re ready, you’re the name they reach for first.
The funnel is everywhere. Your website is one stop.
Most of your buyers aren’t on your website at any given moment.
They’re on LinkedIn. They’re asking ChatGPT, Claude, and Gemini “who does X for Y” and reading whatever those tools say about you. They’re in Reddit communities, private Slack groups, industry publications, and podcasts you may or may not show up in.
The conversation about your company is happening everywhere. With or without you.
Your website is one stop. Usually the conversion moment. Sometimes a fact-check after a buyer already decided. Top of funnel, middle of funnel, bottom of funnel. All of it can happen without anyone ever loading your homepage.
The website is not the funnel. The funnel is everywhere your buyer spends time.
We work the long arc and the moment your buyer starts moving.
Most vendors only show up when an account is in-market. By then it’s a race to the bottom on the 1% buying right now. We show up months earlier in the places buyers actually research, then catch them the moment they’re ready.
Your name shows up first when buyers ask AI who to call.
Their CFO asks ChatGPT “who are the top NetSuite consultants for food equipment distributors?” Your name is in the answer. We build your presence on the channels where buyers actually research. LinkedIn. LLM answers. Industry publications. Founder content. Podcasts. Reddit communities. Trade publications.
Buyers know who you are before they ever hit a vendor shortlist.
By the time the buying committee assembles to evaluate, you're already in their head. You're not pitching cold. You're confirming what they've been reading for months.
When an account heats up, you know before your competitors do.
We capture signals from every place your buyers show up. First-party signals from your site. Second-party signals from LinkedIn engagement and ads. Third-party signals from industry data, hiring patterns, funding events. When something moves, you know in real time. Your time goes to the conversations that close.
The work gets sharper every quarter because the same team stays on your business for years.
The patterns from your wins feed the next campaign. Lost deals sharpen the next round of qualification. Your engine in year two runs better than your engine in year one because we're not relearning your business every quarter.
What changes for you.
Start with the messaging.
Before brand or demand or signals, your messaging has to be right. Every channel runs through it. If you sound like every other vendor, none of the rest matters.
Bill personally runs the Revenue Messaging Framework audit on your site for free. Analysis delivered in 24 hours. Your messaging score against the industrial vendor sites Colony Spark has audited. The five biggest problems. The specific fixes. A 30-day action plan. Plus a 30-minute working call with Bill where he walks you through what he found. No sales pitch.