B2B Go-To-Market Strategy
Expertise in researching buyer behaviour and designing comprehensive GTM strategies.
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Agency
LeadFabric
MarketingOps
RevOps
Demand generation
LeadFabric offers end-to-end B2B Go-To-Market services, focusing on converting demand into revenue. They specialise in researching buyer behaviour, designing GTM strategies, engineering supporting technology, and building programmes. The company integrates strategy, data, AI, technology, and engagement to move beyond traditional lead-centric models and serve B2B enterprises with complex sales.
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Section 01Runs hybrid GTM consulting, tech implementation, campaign execution. Narrow by design — worth a look if your gap matches exactly.
“LeadFabric’s approach unifies strategy, AI, and execution, acting as a combination of agency, consultancy, and tech implementer, specifically designed for modern B2B buying processes.”
Value proposition
Section 02LeadFabric provides end-to-end B2B Go-To-Market solutions aimed at converting demand into revenue. They conduct research into buyer behaviour to inform GTM design, implement the necessary technology, and develop campaigns and programmes. Their methodology integrates strategy, data, artificial intelligence, technology, and engagement, emphasising a unified approach from initial insight to live revenue generation.
Since its founding in 2008, LeadFabric has maintained a focus on B2B marketing technology. They position themselves as a partner that combines the roles of a brand and demand generation agency, a consultancy, and a technology reseller/implementer. The company's core offering is built around the reality of B2B buying groups, rather than individual leads, to address the complexities of modern sales for midmarket and enterprise clients.
Core competencies
Section 03Marketing Technology Implementation & Optimisation
Specialisation in platforms like Salesforce Pardot, HubSpot, Oracle Eloqua, and Adobe Marketo for B2B environments.
Account-Based Marketing (ABM)
Ability to identify decision-makers, orchestrate buying groups, and run coordinated campaigns with attribution.
Buyer-Group Marketing (BGM)
Operationalising BGM by surfacing intent, identifying roles, integrating signals into MarTech, and orchestrating multi-channel plays.
MarTech Ops Outsourcing
Providing on-demand expert capacity for marketing operations, campaign orchestration, execution, and auditing.
Buyer Insights
Conducting customer interviews and using CRM data to map buyer roles, influence, pains, and objections for targeted messaging.
Products & services
Section 04- Account-Based Marketing (ABM)
- Building true account momentum by identifying decision-makers, mapping buying groups, and orchestrating campaigns for predictable pipeline and higher conversion rates.
- Buyer-Group Marketing (BGM)
- Operationalising BGM to surface intent, identify roles within buying groups, integrate signals into MarTech, and orchestrate multi-channel plays for aligned marketing and sales.
- MarTech Ops Outsourcing
- Providing on-demand, embedded teams of specialists across various MarTech platforms to reinforce operations, ensure consistent campaign velocity, and manage costs.
- Buyer Insights
- Replacing traditional personas with buyer-group intelligence through customer interviews, intent data analysis, and CRM data to create impactful messaging and qualified pipeline.
- Salesforce Pardot Optimisation
- Cleaning data, rebuilding lifecycle/scoring, standardising campaigns, tightening Sales Cloud integrations, and embedding governance for a single source of truth and ABM-ready programs.
- HubSpot Re-architecture
- Refactoring workflows and data models, implementing buying-group and ABM campaigns, and re-connecting MarTech stacks for scale across Marketing, Sales, and Operations.
Key takeaways
Section 05- GTM Approach
- LeadFabric advocates for an end-to-end B2B Go-To-Market strategy that spans research, design, technology, and campaign execution.
- Modern B2B Buying
- The company’s services are built around the understanding that B2B decisions are made by buying groups, not individual leads, actively challenging the MQL model.
- Technology Expertise
- LeadFabric has extensive experience with major marketing automation platforms such as Salesforce Pardot, HubSpot, Eloqua, and Marketo, dating back to their early adoption in Europe.
- Service Integration
- They combine strategic consultancy, technology implementation, and campaign execution to offer a holistic solution for complex B2B sales cycles.
- Global Capability
- The company highlights its international presence with 11 nationalities and 15 languages, serving clients across three continents.
- Partner Network
- LeadFabric is a Clay Studio Partner, indicating a focus on unifying data sources and ensuring compliance within B2B marketing.
FAQ
Section 06- What is LeadFabric's core philosophy regarding leads?
- LeadFabric moves beyond the traditional lead-centric model, stating they 'kill the Marketing Qualified Lead on purpose' to focus on buying groups and complex B2B decision-making processes.
- What B2B marketing platforms does LeadFabric specialise in?
- LeadFabric has expertise in optimising and managing Salesforce (Pardot), HubSpot, Oracle Eloqua, and Adobe Marketo.
- How long has LeadFabric been in operation?
- LeadFabric was founded in 2008 and has 18 years of B2B GTM experience.
- What distinguishes LeadFabric from other agencies or consultancies?
- LeadFabric positions itself as a partner that combines the functions of a brand and demand generation agency, a consultancy, and a technology reseller/implementer, built specifically for modern B2B buying.