B2B Marketing That Fills Your Sales Pipeline

It depends on your market, deal size and the services you need. Many of our B2B clients pair SEO as the long-term foundation with paid search or LinkedIn Ads to fill the pipeline right away.

We’ll right-size a plan to your sales targets and competitive landscape, and we’ll show you exactly where each dollar goes and what it returns.

Very. At the typical B2B company in the calls we've listened to, 65% of calls went to voicemail or were never picked up: 55% during business hours and 88% after hours. And most of those callers do not try again: 74% of callers who reached voicemail did not call that business again within a week.

That is why we track every call from your campaigns, flag missed calls, and help you set up call routing, after-hours coverage and fast call-backs, so the leads you pay for are not lost at the front desk.

Based on calls to 10 B2B companies we market, Apr to Sep 2026.

Mostly business hours: 20% of calls came outside Monday to Friday 9 to 5 (2% on weekends), and the busiest day is Monday. Of the calls that were answered, 42% were new-customer inquiries, 40% were existing customers, and 20% were sales pitches or wrong numbers.

That mix is why we report on qualified calls, not raw call counts.

Based on 6,300 calls to 21 B2B companies we market, Oct 2025 to Sep 2026 (timing) and Apr to Sep 2026 (call types).

Across the Google Ads accounts of the 31 B2B companies we manage, the median cost per lead over the last 12 months was $130, with a median cost per click of $3.80 and a median conversion rate of 2%.

Your number depends on your market, services and how well the landing page and phones convert. We use these medians as a starting benchmark, then work to beat them.

Source: Google Ads accounts managed by SmartSites, Oct 2025 to Sep 2026; a lead is a tracked call or form conversion as set up in each account.

For the 23 B2B companies whose Google Business Profiles we manage, the median profile got about 190 views, 2 calls and 47 direction requests a month over the last year.

Reviews, photos, accurate hours and categories move those numbers, which is why local SEO is part of every plan we build for a B2B company.

Source: Google Business Profile performance data for profiles managed by SmartSites, Oct 2025 to Sep 2026.

An in-house hire brings one skill set. With SmartSites you get a whole team (strategist, SEO specialist, paid media lead, web designer, email specialist and social manager) for less than the cost of a single senior hire, with no recruiting and no learning curve. Every output is reviewed by a human strategist, and you own all work product.

Paid search usually starts producing leads within the first month, and we keep lowering cost per lead as the data builds. For executive search firm The Calendar Group, leads rose 833%. Homecare Homebase, a healthcare software provider, saw leads up 289% with a 74% improvement in cost per lead.

We target by intent, not just volume:

• Keyword and audience targeting built around the problems your buyers are solving
• Negative keywords and exclusions that filter out job seekers, students and bargain hunters
• Landing pages and forms that pre-qualify by company size, role or need
• Call and form tracking so we optimize toward leads your sales team accepts

Often both, for different jobs. Google Ads captures buyers who are already searching for a solution, so it tends to produce the most sales-ready leads. LinkedIn lets you reach specific job titles, industries and company sizes before they search, which is valuable for new categories and account-based campaigns. We test, measure cost per qualified lead, and shift budget to what works.

Yes. B2B buyers research extensively before contacting sales, and content that answers their questions keeps your company on the shortlist. We build service, solution and comparison pages plus thought-leadership content around real buyer searches. For ERP consulting partner Mayer Group, organic site traffic grew 307%, and Compeo saw conversions up 350%.

Yes. We optimize for generative engines (GEO) as well as traditional search, so your company shows up in ChatGPT, Google AI Overviews, Perplexity and the AI assistants B2B buyers increasingly use to research vendors. Clear, well-structured content helps AI tools cite you. AI mentions and citations are part of your reporting, next to rankings and pipeline.

We report on what your sales team cares about:

• Qualified leads, demos and calls
• Cost per lead and cost per acquisition
• Conversion rates by channel and landing page
• Organic and AI search visibility for your core services

You get clear reports and a human strategist who explains what’s working and what we’re changing next.