B2B Marketing Strategy
B2B marketing strategy for companies doing $1M–$20M ARR.
Standard marketing playbooks are built for two situations: early-stage companies finding product-market fit, and enterprises with specialist teams managing separate channels. At $1M–$20M ARR, neither applies. You have enough revenue to invest meaningfully in marketing, but not enough headcount to run five channels as independent programs. The result is a stack of tactics with no system behind them.
The content on this page — and in the cluster of posts linked below — covers what a B2B marketing strategy actually needs to do at this stage: connect channels, build compounding assets, and produce attribution data that tells you where the next dollar should go.
Five things that must be true for a B2B marketing strategy to compound.
Most B2B marketing stacks at this ARR range have two or three of these in place. Getting all five working together is when the system starts to compound rather than just run.
Content architecture
Content must be organised into clusters — a pillar page targeting a broad keyword, supported by posts that target narrow long-tail variants and link back to it. Without this structure, posts rank in isolation and pass no authority to each other. The compounding effect requires architecture, not just output.
Channel interconnection
Paid, organic, email, and social need to operate on the same funnel logic. Paid drives cold traffic to content that warms it. Content builds a list. Email converts the list. Social amplifies what already works. When channels operate independently, each one starts from zero every month.
Attribution tied to revenue
Most B2B marketing teams track impressions, clicks, and opens. The useful measure is which channels contributed to which closed deals, and at what cost per acquired dollar. Without that, budget allocation is based on activity metrics rather than actual performance.
Positioning clarity
Positioning is not a tagline. It is a specific answer to: who is this for, what outcome does it produce, and why should they believe you over alternatives. When positioning is unclear, content targets the wrong buyer stage and paid spend reaches audiences who never convert.
Conversion path integrity
Every piece of content should have a clear next step — a lead magnet, a case study, a diagnostic, a trial. If someone reads three blog posts and there is no mechanism to capture them, the marketing investment is not building a business asset. It is producing attention with no place to go.
What I mean by a marketing system.
A marketing system is not a collection of channels. It is a set of decisions about who you are targeting, what those people search for at different stages of the buying journey, and how your content, paid spend, and email sequences move them from awareness to conversion. Each part of the system has a job. The job of content is not to get views — it is to build an audience of people with the right problem. The job of email is not to send updates — it is to convert that audience over the weeks or months before they are ready to buy. When each part does its job and passes to the next, the system compounds: the audience content builds today becomes the pipeline email converts next quarter.
The practical test for whether something is a system or just a collection of tactics: does the whole get stronger the longer it runs? A paid campaign that stops when the budget stops is not a system. A content cluster that accumulates domain authority, feeds a list, and generates organic pipeline that costs nothing after the initial investment — that is a system. Most $1M–$20M ARR companies are spending the budget of a system but getting the results of a campaign, because the architecture that would connect the parts was never built.
Building the architecture is not expensive or slow. What it requires is a clear diagnosis of where the current stack breaks — which is almost always one or two specific points, not a complete rebuild. A content team that is publishing without a keyword cluster needs an architecture fix, not more content. A paid program that generates clicks but no pipeline needs a conversion path fix, not a higher budget. The work is identifying the specific constraint and rebuilding that part of the system so the other parts can function as intended.
The full B2B marketing strategy reading list.
Each post below covers one specific part of the system in enough depth to be actionable. Start with wherever your current stack is weakest.
If your marketing isn't compounding, there is a specific reason.
The Strategy Diagnostic finds it. Two weeks, $1,500, written deliverable. An analysis of your current stack — content architecture, channel interconnection, attribution, conversion paths — and a prioritised list of what to fix first.
The output is useful whether or not you hire me for anything afterwards. Most clients say the diagnostic alone changed how they allocated their marketing budget for the next six months.
2 slots per month. Reviewed within 48 hours. Based in Kamloops, BC — works with companies across North America.