ICP and account strategy
Translate your commercial edge into priority segments, account lists and buying roles worth pursuing.
Service / Lead generation
Create demand your sales team wants to work.
We design the positioning, targeting and multi-channel execution that creates qualified conversations with the buyers you actually want.
Good demand is not just volume.
It is a steady flow of relevant, sales-ready conversations built around the right audience, the right moment and a reason for the buyer to care.
The gap
The gap most demand programs never close.
01
Activity without relevance
Volume-first outreach reaches the right job title with the wrong reason to care, and burns the market you will need next quarter.
02
Founder-led outreach that cannot scale
The founder is the only person who can hold a credible commercial conversation, so pipeline moves at the speed of one calendar.
03
Weak qualification
Meetings are counted before they are qualified, so the sales team spends its best hours on conversations that were never going to convert.
01 / What we build
01
02
03
04
05
A demand engine that earns attention before it asks for time.
LinkedIn and email outreach
Build sequences that feel targeted, timely and useful rather than automated.
Google Ads
Capture the demand that already exists. Search and Performance Max built around commercial-intent queries and negative-keyword discipline, with conversion tracking wired to qualified pipeline rather than to form fills.
Meta Ads
Create demand where the buyer is not yet searching. Audience building, creative testing and retargeting sequences that carry a B2B proof argument rather than a consumer offer.
Authority-building inbound content
Give prospects proof, clarity and a reason to see you as the right partner before the first meeting.
01 / What you receive
What lands in your drive, not just in your inbox.
A demand programme leaves behind assets, not activity reports. These are yours whether the engagement continues or not.
- ICP definition and scoring modelWeek 1-3
- Firmographic, technographic and trigger-based criteria with a weighted score, so account priority is a calculation your team can re-run rather than a judgement call that leaves when we do.
- Target account universeWeek 2-4
- The full addressable list segmented into tiers, with buying-role mapping per tier and the named contacts, verified and enriched, for tier one and two.
- Message-market matrixWeek 3-5
- One tested angle per segment and per buying role, with the operational problem, the proof point and the ask written out. Every angle is tagged to the reply data that justified keeping it.
- Sequence libraryWeek 4-6
- LinkedIn and email sequences with step timing, branching logic and the disqualification rules that stop a bad-fit account being pursued for six weeks.
- Paid account buildWeek 4-8
- Google Ads and Meta Ads accounts structured by intent tier and audience, with naming conventions, negative-keyword lists, conversion events and offline conversion import wired to your CRM so spend is judged against closed-won.
- Channel allocation modelWeek 5-8
- Where budget and effort sit across outbound, LinkedIn, Google Ads, Meta Ads and content, with cost-per-qualified-conversation tracked per platform rather than blended into one misleading number.
- Weekly demand reportOngoing
- Reply quality, meeting acceptance, show rate and stage progression by segment and by angle - built so a losing segment is visible in week three, not quarter three.
02 / The engagement
Six weeks to a tested message, then compounding.
The first month is deliberately slower than most programmes. Volume applied to an untested message burns the market you will need next quarter, and that damage is not recoverable by spending more.
Week 1-2
Positioning and segmentation
Establish what you win on and against whom, then translate that into the segments where the claim is strongest. Nothing is sent in this window.
Scored ICP and a tiered account universe
Week 3-4
Message construction and list build
Write and structure the angles per segment and role, build and verify the contact data, and instrument the tracking before the first send.
Message matrix and a verified tier-one list
Week 4-6
Controlled testing
Run at deliberately low volume across competing angles. We are buying information about which reason to care actually lands, not meetings.
Reply-rate evidence per angle and segment
Week 6-8
Scale what replied
Volume goes behind the angles the data supports. Losing angles are retired rather than rewritten indefinitely, and the qualification bar is set with the sales team.
First qualified conversations at a steady rate
Week 6-10
Paid goes live behind a proven message
Google Ads captures the intent that already exists; Meta Ads builds demand and retargets the accounts outbound has already warmed. Both launch only after the message has earned replies, because paid amplifies whatever it is given.
Search and social running off tested angles
Week 8-12
Stabilise the rhythm
Weekly meeting flow becomes predictable enough to plan capacity against, and follow-up discipline is installed so accepted meetings do not leak before they happen.
A weekly cadence the sales team can staff
Quarterly
Re-segment
Segments decay as markets move and competitors copy angles. Every quarter the segment and message performance is re-inspected and the mix reallocated.
A refreshed priority list and message set
03 / Measurement
The numbers that predict revenue, and the ones that only look busy.
Volume metrics are reported but never optimised against. Every target below is set with your sales team, because a meeting standard they did not agree to is one they will not defend.
Leading indicators
- Positive reply rate by segment
- Genuine interest separated from polite deflection, held per segment so a weak segment cannot hide inside a healthy blended average.
- Meeting acceptance rate
- Accepted against approached, per buying role. The first honest read on whether the message earned the time it asked for.
- Show rate
- Attended against booked. A high booking rate with a poor show rate is a message-quality problem wearing a calendar problem's clothes.
- Cost per qualified conversation
- Fully loaded, per platform, never blended - the number that decides where the next unit of budget goes.
- Search impression share on intent terms
- Google Ads only, and read against commercial-intent queries rather than the whole account. Lost impression share to budget on a converting term is the cheapest growth available.
- Creative fatigue and frequency
- Meta Ads only. Rising frequency against falling click-through is the signal to refresh creative, well before cost per qualified conversation starts moving.
Quality and outcome
- Qualification pass rate
- The share of meetings that clear the agreed standard. Falling pass rate against rising volume is the earliest sign a programme is chasing its own targets.
- Stage-two progression
- Meetings that convert into a real second step. The single best early proxy for pipeline that will actually close.
- Pipeline created by segment
- Value attributed back to the segment and angle that produced it, so budget follows evidence rather than preference.
- Offline-conversion-adjusted ROAS
- Ad platforms optimise toward whatever you report back. Feeding closed-won data into Google and Meta is what stops the algorithm getting very efficient at producing bad leads.
- Market burn rate
- The share of your addressable universe already approached, tracked so a programme cannot quietly consume three years of market in two quarters.
02 / The standard
What a qualified conversation means.
A qualified conversation is a scheduled, attended meeting with someone who can shape or approve the decision, has a live reason to act, and understands what you do before the call starts.
- —The role can influence or approve budget.
- —There is a named problem with a business cost attached.
- —The timing is real, not theoretical.
- —The account fits your delivery strength, not just your addressable market.
- —The prospect can explain in one sentence why the meeting is happening.
“We don't create activity for a report. We build demand your sales team can turn into revenue.”
RevelligenceDemand principle
From the blog
Further reading.
Organic & AI visibility
GEO vs SEO: What Changes in AI Search and What Still Matters
GEO vs SEO explained for B2B teams. See what stays the same, what changes in AI-generated answers, and how to build one search strategy for both channels.
Demand qualityLead Generation for IT Services Companies: Beyond Referrals and Bought Lists
A practical IT services lead generation system for firms moving beyond referrals: ICP, trigger-based targeting, outbound, content and qualification.
Demand qualityB2B SaaS Lead Generation: Build Qualified Pipeline, Not Demo Volume
A B2B SaaS lead generation playbook focused on qualified pipeline: ICP, buying triggers, paid demand, outbound, content and demo qualification.
04 / Questions we are asked
Before you commit.
Positioning, list build and message testing usually take the first three to four weeks. Most engagements see the first qualified conversations inside weeks four to six, with a stable weekly rhythm from around week eight once the message has been tested against real replies.
Usually both, doing different jobs. Google captures demand that already exists - someone typing a commercial-intent query has a live problem, and the constraint there is intent quality and negative keywords rather than volume. Meta creates demand and retargets: the buyer is not searching yet, so the work is audience construction, a proof-led creative argument and sequencing against accounts your outbound has already touched. LinkedIn sits between them for precise role and firmographic targeting at a higher cost per click. Which leads depends on how much existing search demand your category has, and we establish that before recommending a split.
Yes, provided you stop optimising toward form fills. A long cycle means last-click reporting will understate paid badly, so we wire offline conversion import from your CRM back into Google and Meta - the platforms then optimise toward closed-won rather than toward whoever is most willing to fill in a form. Without that, the algorithm gets very efficient at producing leads your sales team does not want.
Either. Where a team already exists we usually build the targeting, messaging and qualification standard, then coach the team to run it. Where there is no team, we run the motion and build toward a handover with the hiring and enablement work in parallel.
Outbound email, LinkedIn, Google Ads, Meta Ads and authority content, selected by where your buyer genuinely spends attention. We do not run every channel by default. Channels get added when the targeting and message are already working, not to compensate for the fact that they are not.
Separate sending infrastructure, warmed domains, volume ceilings per mailbox and a suppression discipline across the account list. Relevance is a deliverability strategy as much as it is a conversion strategy.
Pick the part you need, or hand over the whole engine.
Ready when you are
Find the demand problem worth solving first.
We will start with your market, offer and current pipeline - then identify the fastest route to more relevant conversations.
Plan your demand engineNo generic pitch. We will arrive prepared.