Demand Engine

B2B demand generation that builds pipeline, not just impressions.

Performance, content, automation and analytics as a demand engine. For B2B organisations that want to trace their marketing back to SQL and revenue, not to a dashboard full of clicks. From marketing plan to weekly campaign, with Google, Meta, LinkedIn and your CRM in the same story.

Book a marketing call Take the Maturity Scan first

What do we deliver?

01
Marketing plan & GTM Target audience, proposition, channel mix and KPIs that can be linked to pipeline
02
Demand engine live Performance Ads, content, SEO and AEO as a weekly rhythm with dashboards
03
Attribution to revenue Reporting from click to SQL, multi-touch visible in HubSpot and GA4

Marketing delivered for

The observation

Most B2B marketing teams report activity, not revenue.

Three out of four marketing leaders we speak to cannot say which euro leads to which deal. Not through unwillingness, but because the stack does not show it: campaigns in four tools, lead data leaking between Marketing and Sales, and dashboards measuring clicks instead of pipeline.

We do it differently: we link every campaign to a deal stage in your CRM, and steer monthly on pipeline contribution instead of CPL. What we see in almost every audit:

Tools that do not talk to each other

In an average B2B stack, at least four marketing tools run side by side without shared lead data or attribution.

400/60

MQL versus SQL

MQLs reported by marketing versus SQLs accepted by sales. The handover leaks and nobody knows exactly where.

Channels, small slice of budget

Six channels each getting a small slice of budget, none breaking through. Fragmented investment delivers fragmented results.

Deals traceable to campaign

Zero deals traceable to a campaign in most reports. The marketing euro disappears into a dashboard full of clicks.

Performance, content, automation and analytics as a single setup, not four separate suppliers. Steering and execution live in the same dashboard, so on Friday you can tell your leadership team which channel brought in which deal.

HubSpot is our preference (Platinum Partner) and in 2026 an agentic platform with Breeze on top. But the plan, the campaigns and the attribution also work in Salesforce or Pipedrive. What matters is that data comes back at deal level, not click level. For teams that want to scale their content production without extra hires, we add the Content Agent on top, which prepares concept blogs, posts and ads within your brand framework. For the implementation itself, see our HubSpot Marketing Hub implementation under the CRM pillar.

What you get in a marketing engagement

Marketing plan on one page with quarterly targets
Channel mix with substantiated budget allocation
Performance campaigns in Google, Meta and LinkedIn
Content calendar for blog, LinkedIn and newsletter
Marketing automation with lifecycle and scoring
Attribution dashboard at deal level

Our disciplines

Where we deliver marketing work

Seven disciplines, each a standalone service or combined into an ongoing marketing retainer. Click a discipline for more.

Plan

Marketing plan

A year plan on one page, with ICP, channel mix, budget and quarterly targets that hold up in the board. No 40-page deck that nobody opens after January.

We write the plan together with Sales, so marketing goals connect to pipeline targets. Then we stay alongside monthly, so the plan still steers in March instead of sitting in a drive.

More about marketing plan

Paid

Performance Marketing

Google Ads, Meta, LinkedIn and YouTube. Campaign architecture that converts instead of accumulating impressions. With focus on CPL, CPA and ultimately SQL per channel.

We have run campaigns that reduced cost per lead by 50%. No black-box tactics, everything explainable and rebuildable without us. What we learn we document, so your in-house marketer can pick it up tomorrow.

More about Performance Marketing

Organic

SEO + AEO & GEO

Classic SEO still delivers, but in 2026 you are just as often found via ChatGPT, Perplexity and Google AI Overviews. AI Overviews eat your click-through, so citation becomes more important than ranking.

Pillar pages, schema markup, answer structure and LLM citations. We optimise for both classic search and AI search, and measure both in a dashboard.

More about SEO, AEO and GEO

Story

Content Marketing

Blog, LinkedIn, video and newsletter. Not content for the sake of content, but stories that strengthen your positioning and increase conversion to conversation.

We work with content streams per persona and sector, so your audience recognises itself. Plus personal LinkedIn content for founders and team members who want visibility without sounding corporate.

Marketing Automation

Workflows that drive lifecycle stages, apply scoring and automatically initiate the SQL handover. Not 50 separate workflows that nobody dares look at to see what they actually do.

We build automation in layers: onboarding, nurturing, re-engagement, churn signal. Each with an owner, a KPI and an exit condition. Maintainable, not hopefully-still-working.

More about Marketing Automation

Pipeline

Demand Generation

Performance, content and automation combined into a campaign mechanic. Multi-touch attribution, account-based motions for enterprise, and always focused on pipeline creation rather than form fills.

We work primarily for B2B organisations with sales cycles of 30 to 180 days, where the buyer has already done 70% of the research before sales hears that a deal exists.

More about Demand Generation

Steering

Marketing Analytics

Attribution dashboards in HubSpot or Looker Studio that your leadership team and sales team actually open. No vanity charts, just CPL, CAC, pipeline coverage and deal contribution per channel.

We connect Google Ads, Meta and LinkedIn to your CRM so you can see per deal which campaign brought it in. Finally a marketing report that holds up in a sales meeting.

More about Marketing Analytics

Case · Visma Raet

Cost per lead 50% lower with a redesigned Google Ads setup

A B2B client had been running Google Ads for years. Cost per lead was rising, the quality of incoming leads was falling. The campaign structure had grown over four years into dozens of ad groups with no logic left to follow.

We started with a complete rebuild. ICP translated into search intents, campaign structure brought back to what the market actually asks for, bid strategy revised and negatives based on own sales data. Then Google Ads conversions reconnected to the CRM, so we saw a deal coming back rather than a click.

Result: cost per lead 50% lower, better flow through to SQL and finally attribution at deal level. The marketing manager was able for the first time in a leadership team meeting to point exactly at which euro had delivered which deal.

Read the full story

B2B, Performance Marketing · Client contact

-50%

cost per lead

+38%

MQL-to-SQL conversion

100%

attribution at deal level

The marketing team

Who delivers marketing work at Addmark.

For marketing engagements you work with Kim, Dante and Sander. Kim is your consultant for the strategic line and the marketing plan. Dante and Sander jointly own content and performance, they handle the weekly execution.

Kim Loonen

Consultant & online marketer

Kim is the link between strategy and execution. Writes the marketing plan, builds the HubSpot workflows and keeps the monthly and quarterly reviews running. Works for clients in B2B SaaS and professional services.
Dante Zwanenburg

Content & Ads specialist

Dante jointly owns content and performance with Sander. Writes campaign copy, builds funnels and optimises ads in Google, Meta and LinkedIn. Handles the weekly execution and keeps the performance reports alive.
Sander Adriaanse

Designer, content & ads

Sander designs the visual side of campaigns, landing pages and branded content. Jointly owns content and performance with Dante, and guardian of the visual framework that keeps your brand consistent across all channels.

Frequently asked questions

What clients usually ask.

Honest answers to the questions we hear before almost every marketing engagement.

Do you also work without HubSpot?

Yes. HubSpot is our preference because we are a Platinum Partner and most B2B work matures well there, but we also work for clients on Salesforce, Pipedrive, ActiveCampaign or a lighter setup with Google Analytics and an email tool. One thing is non-negotiable: we must be able to link attribution to deals, otherwise we are reporting vanity.

What does a marketing engagement at Addmark cost?

Our services are bespoke. A one-off marketing plan, an ongoing performance retainer and a complete demand engine sit at very different price points. Many clients choose a RevOps-as-a-Service retainer in which strategy and execution come together. Book a call and we will put together a proposal for your situation.

How long does it take before marketing delivers pipeline?

Performance campaigns deliver measurable leads from month 2 onwards, provided the proposition and the landing page are right. SEO, AEO and demand gen at enterprise level have a longer runway, 3 to 6 months before the first deals come in. The difference lies in your sales cycle and the complexity of the buying decision.

What is the difference between demand gen and lead gen?

Lead gen collects form fills. Demand gen creates demand and converts it at the moment the buyer is ready for it. For B2B with cycles of 60 days or longer, pure lead gen works poorly, you are fishing in a pond that is not yet buying. Demand gen warms up with content, ads and retargeting, and only at the end offers a conversation that fits the stage.

Who makes the content?

We make it. Dante and Sander jointly own content and performance. For LinkedIn content from founders we write alongside, you keep the tone. For blog content we write under our own editorial direction. Visual content, video and design goes through Sander.

Do you also do advertising only, without strategy?

We would rather not. Standalone advertising budgets usually end up in campaigns that nobody can trace back to revenue. If you do want only Performance Marketing, we start with a short channel mix and attribution setup. Otherwise you will be reporting impressions again in six months instead of pipeline.

What is AEO and GEO, and why now?

AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are about visibility in AI search. We make sure ChatGPT, Perplexity and Google AI Overviews cite you, not just scroll past your brand. That requires answer structure, schema markup and content that gives complete answers to concrete questions. We measure it in Profound and in direct LLM checks. In 2026 clicks are disappearing into AI answers, so this is no longer a luxury.

What if I have no marketing team to collaborate with?

Many clients have a marketing manager or a founder doing marketing on the side. For that situation we work as an external team: we handle the execution, you are the end responsible. A marketing team is therefore not a requirement, an ICP and a commercial direction are.

Ready to start?

Ready to make your marketing measurable?

Book a no-obligation marketing call of 30 minutes. We look at your current channel mix, attribution setup and pipeline conversion. Not a sales call, just a conversation about what delivers the biggest gain in your situation.

Prefer to do a self-assessment first? Take the Maturity Scan and we will use the outcome as the starting point of the conversation.