B2B Marketing Strategy
Elevating B2B marketers' focus from MQLs to qualified pipeline through a proven methodology.
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Agency
Directive
MarketingOps
Cross-discipline
Directive is a B2B marketing agency that helps brands convert marketing qualified leads (MQLs) into qualified pipeline. They utilise a proprietary methodology, DiscoverabilityOS™, and an AI-powered platform, Stratos, to align marketing efforts with revenue generation. The company has over 100 marketing strategists and has served more than 420 brands since 2013.
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Section 01Focused on global performance marketing agency for large tech brands (Customer Generation methodol...; worth a look if you want deep platform expertise over broad generalist coverage.
“Directive aims to be a long-term growth partner, challenging assumptions and tying every decision back to revenue, rather than acting as another vendor.”
Value proposition
Section 02Directive focuses on elevating B2B marketers' objectives from MQLs to qualified pipeline, employing a proven methodology designed to support B2B brands. They assert that their approach fuels growth by holding every marketing capability accountable for revenue impact, ensuring programs are developed to succeed where buyers are active. Their service offerings span content, paid media, performance creative, programmatic advertising, and revenue operations, alongside divisions for marketplace, lifecycle marketing, and social media.
The agency employs its AI-powered intelligence platform, Stratos, to provide real-time clarity across channels by unifying CRM, paid media, SEO, and operations data for predictive intelligence and automated insights. Their methodology, DiscoverabilityOS™, links brand and demand generation efforts to qualified pipeline outcomes, aligning marketing investments with how ideal customer profiles (ICPs) discover, evaluate, and make purchase decisions. Directive highlights its independence, a focus on customer-centric goals over tactics, and an annual investment in marketing R&D.
Core competencies
Section 03Revenue Accountability
Driving measurable growth by holding every capability accountable to revenue impact.
AI-Powered Intelligence
Utilising Stratos, an AI-powered intelligence platform, for real-time clarity across marketing channels, predictive intelligence, and automated precision.
Integrated Growth System
Combining content, paid media, creative, and RevOps into one cohesive growth system.
Vertical Specialisation
Developing growth strategies tailored to the specific buying behaviors and market dynamics of B2B verticals like Technology, Industrial, and Services.
Products & services
Section 04- Content Marketing
- Services focused on creating and distributing valuable content to attract and engage a target audience.
- Paid Media
- Management of paid advertising channels including PPC and programmatic advertising.
- Performance Creative
- Development of creative assets optimised for marketing performance and impact.
- Revenue Operations (RevOps)
- Services aimed at aligning sales, marketing, and customer success operations to drive revenue efficiency.
- Lifecycle Marketing
- Strategies and execution to optimise customer engagement, shopping, and retention throughout their journey.
- Social Media Marketing
- Management of organic and paid social media strategies to connect with audiences and expand reach.
Key takeaways
Section 05- Value Proposition
- Directive aims to shift B2B marketing focus from MQLs to qualified pipeline, using a proprietary methodology to ensure marketing efforts contribute directly to revenue.
- Technology Integration
- The company leverages an AI-powered platform, Stratos, to centralise data and provide predictive insights for marketing decisions.
- Methodology
- Their DiscoverabilityOS™ methodology aligns marketing programs with the customer journey (discover, evaluate, decide) to optimise investment for revenue.
- Service Breadth
- Directive offers a broad range of B2B marketing services, including content, paid media, creative, programmatic, RevOps, lifecycle marketing, and social media.
- Industry Specialisation
- They develop tailored growth playbooks for specific B2B verticals such as Technology, Industrial, and Services, recognising unique market dynamics.
FAQ
Section 06- What is Directive's primary focus?
- Directive focuses on helping B2B marketers elevate their objectives from MQLs to qualified pipeline through a proven methodology.
- What technology does Directive use?
- Directive uses Stratos, an AI-powered intelligence platform, to unify CRM, paid media, SEO, and operations data for real-time clarity and insights.
- What is DiscoverabilityOS™?
- DiscoverabilityOS™ is Directive's methodology that connects brand and demand generation around the single outcome of qualified pipeline, aligning marketing spend with how ICPs discover, evaluate, and decide.
- Which B2B verticals does Directive serve?
- Directive builds growth strategies for B2B verticals including Technology, Industrial, and Services, tailoring approaches to each market's dynamics.