B2B distribution is a long, relationship-led sale. Tarsus needed marketing that fed the pipeline, not just the funnel’s top.
Channels ran separately, and sales couldn’t see marketing’s contribution.
— 02 / How we worked
What we did.
01
Map the buying group
Strategy built around how technology actually gets bought — multiple stakeholders, long cycles.
02
Connect the channels
Performance, content and web working to one plan, with shared targets.
03
Tie to pipeline
Reporting built around influenced pipeline, so sales and marketing saw the same numbers.
— 03
THE outcome
MQLs rose 36% across four connected channels, with marketing influencing R 12M of pipeline a sales team could see.
Demand generation that earned a seat at the revenue table.
