Revenue-centric approach
XQL Group prioritises revenue and qualified demand as key performance indicators, moving beyond traditional vanity metrics like traffic or MQLs.
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Agency
XQL Group
MarketingOps
Cross-discipline
XQL Group is a marketing agency specialising in B2B tech companies, including software development firms, product design agencies, DevOps companies, and B2B SaaS. They focus on converting technical expertise into revenue-generating growth systems. Their approach prioritises commercial outcomes over vanity metrics, aiming to deliver qualified demand and traceable revenue within CRM systems.
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Section 01Provides part-time fractional CMO strategy, marketing operations, and growth marketing services expertise — a fit for teams not yet ready for a full-time leader.
“Their approach is characterised by a strong emphasis on achieving measurable commercial outcomes and aligning marketing efforts directly with revenue generation.”
Value proposition
Section 02XQL Group assists B2B technology companies in transforming their technical expertise into actionable growth strategies that generate revenue. They work with a range of B2B tech entities, from software development and cybersecurity firms to CRM consultancies and B2B SaaS companies. The agency operates with a 'revenue-first' philosophy, concentrating on strategy and sales feedback to ensure marketing efforts translate into qualified demand and revenue traceable within CRM systems.
The company states that its services are delivered by senior operators, rather than junior teams, aiming to provide high-level strategic input alongside execution. They emphasise understanding complex tech markets and tailoring messaging to technical and executive buyers. Their engagement model focuses on ownership and partnership, advising beyond scope and challenging assumptions to achieve higher standards and optimal results for their clients.
Core competencies
Section 03Understanding of complex tech markets
The agency demonstrates an understanding of the specific needs and communication styles required when marketing to technical buyers in sectors like software, AI, data, and cybersecurity.
Integrated strategy and execution
XQL Group combines strategic planning for positioning and offers with the practical execution of campaigns to generate pipeline.
Partnership and ownership
The company states it takes ownership of client outcomes, providing advice, challenging assumptions, and striving for high standards as a partner.
AI Search optimisation
They have experience in optimising content and presence to be recommended by AI assistants like ChatGPT, Perplexity, and AI Overviews.
Fractional CMO services
XQL Group offers senior marketing leadership and operational support, managing strategy, teams, and reporting as a fractional CMO.
Products & services
Section 04- Fractional CMO
- Provides senior marketing leadership, executive strategy, team/vendor management, KPI tracking, and channel prioritisation, suitable for teams needing to bridge gaps between founder, sales, and marketing.
- GTM Strategy
- Develops comprehensive go-to-market plans, including ICP and value proposition definition, positioning, narrative development, channel mix, and practical marketing roadmaps.
- Appointment Funnels
- Focuses on paid acquisition to convert target accounts into accepted sales conversations, involving account/audience targeting, offer/landing page systems, and sales alignment.
- SEO & AI Search
- Aims to improve organic visibility on Google and secure recommendations from AI assistants like ChatGPT and Perplexity through commercial content clusters, Answer-Engine Optimisation (AEO), and entity building.
- Demand Generation
- Builds durable demand through founder-led content, LinkedIn and social distribution, webinars, podcasts, and systems for demand capture and nurturing.
- Account-Based Marketing (ABM)
- Executes targeted campaigns to acquire and expand high-value named accounts using multichannel outreach across LinkedIn, email, and ads, aligned with sales plays.
Key takeaways
Section 05- Value Proposition
- XQL Group focuses on turning technical expertise into tangible revenue, aiming to build growth systems rather than just conducting marketing activities.
- Target Audience
- The agency exclusively serves B2B tech companies, including software development, DevOps, cybersecurity, and SaaS firms.
- Measurement Philosophy
- Performance is measured by qualified demand and CRM-traceable revenue, moving past metrics not directly linked to commercial outcomes.
- Service Delivery Model
- Services are provided by senior marketing operators, ensuring experience and strategic oversight on client accounts.
- Key Capabilities
- Specialisations include Fractional CMO services, GTM Strategy, Appointment Funnels, SEO & AI Search, Demand Generation, and Account-Based Marketing.
- AI Search Expertise
- The company has demonstrated success in optimising clients for recommendations by major AI assistants and search engines.
FAQ
Section 06- What types of companies does XQL Group work with?
- XQL Group works with B2B tech companies, including software development firms, product design agencies, DevOps companies, cybersecurity firms, data engineering teams, CRM consultancies, MSPs, and B2B SaaS companies.
- What is XQL Group's primary focus?
- Their primary focus is on turning technical expertise into revenue-generating growth systems and achieving commercial outcomes, measured by qualified demand and CRM-traceable revenue.
- How does XQL Group measure success?
- Success is measured by qualified demand and revenue that can be traced back inside the CRM, rather than solely by vanity metrics.
- Who delivers the services at XQL Group?
- Services are delivered by senior marketing operators, ensuring experienced professionals handle client accounts.
- Does XQL Group offer AI Search optimisation?
- Yes, they offer services to get clients found on Google and recommended by AI assistants such as ChatGPT, Perplexity, and AI Overviews.