# agency-shared
Account manager3 weeks ago
Quick update, we'll share the report next week.
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The demand gen team your startup can't hire yet.
Ben SmithMarketing Director, ReachdeskToJupiter felt like an in-house demand gen team.
We join your Slack, your HubSpot and your ad accounts and run demand generation end to end. The people who agree the strategy are the people who ship it. Qualified pipeline is the scoreboard.
#yourco-tojupiter
Shared with ToJupiter
Today
Webinar page is live and the first invite goes out at 10:00. Every registrant lands in HubSpot as an MQL, tagged to the campaign.
3
Y
Brilliant. I'll share it on LinkedIn this afternoon.
Competitor search is back live at 12:00 on the new comparison page. Cost per lead lands in Friday's pipeline note.
Deals
New business pipeline
+$48,000 today
Qualified pipeline$1,184,000
MQL14$412,000
Cyber insurance, Series A$30,000NewWebinarDP
Payments platform, Series B$48,000WebinarClose 28 NovJR
HR tech, 400 seats$36,000Paid searchClose 12 DecAK
Logistics SaaS, EU rollout$22,000LinkedInClose 9 JanMB
SQL9$486,000
Security analytics, Series C$64,000ABMClose 21 NovSL
Fintech, US expansion$41,000Paid searchClose 5 DecJR
Revenue intelligence, 250 seats$52,000ContentClose 16 DecAK
Opportunity6$698,000
Data platform, 1,200 seats$120,000CxO dinnerClose 30 NovMB
Martech suite, multi-year$58,000WebinarClose 14 NovSL
Closed won4$236,000
Compliance SaaS, annual$84,000Paid searchWon 2 OctJR
Campaigns
All channels
Last 30 days
Spend$24,750Leads391Cost per lead$63
CampaignChannelStatusSpendLeadsCost per leadLeads, 30 days
GSearch, high intentGoogle AdsLive$9,180170$54
inWebinar, finance leadersLinkedInLive$6,45075$86
GSearch, competitor termsGoogle AdsPaused$1,85027$69
Retargeting, pricing pageMetaLive$2,34075$31
inABM, tier 1 accountsLinkedInLive$4,93044$112
Webinar
Fixing attribution before budget season
Registered412Attended187Meetings booked14
From registration to meetingSimulated live, 48 min
Registered412
Attended187
Stayed for the Q&A118
Booked a meeting14
LinkedIn ads 38%Guest's audience 27%HubSpot email 23%Luma 12%
Follow-up sequenceHubSpot
Recording and slidesEvery registrant, 1 hour afterSent
Three clips from the Q&AAttendees, day 2Scheduled
The 10 minutes you missedNo-shows, day 2Scheduled
Book a 20 minute teardownStayed for the Q&A, day 4Scheduled
CxO dinner
London, Thu 27 Nov, 19:00
Invited34Accepted10Seats filled12 of 12
Guest listFrom your target accounts
AKCISOPayments platformTier 1Accepted
JWVP SecurityLogistics SaaSTier 1Accepted
DMCTOHealthtech scale-upTier 1Accepted
RNHead of ITSpecialist insurerTier 2Accepted
SLCIORetail groupTier 1Waitlist
SeatingTable full
AKPTJWEOHB
Security budgets for 2027One topic, one table, no slides
YRNCFDMLGMA
What your last agency actually delivered
Sarah BreathnachVP of Marketing, HuntersI want a partner that can also help guide landing page structure, reporting, recommend tools, bring campaign ideas. More than just 'Paid' from an agency. I found exactly that!
| Source | Verdict |
|---|---|
| LinkedIn lead form | ? |
| Webinar registration | ? |
| Demo request | ? |
Last agency: Sales says the leads are bad, and pipeline isn't moving.
LinkedIn154 conversions
HubSpot0 leads
Last agency: Every report shows a different number.
Inside our demand generation engine, and who decides what
The sheer speed at which they get everything set up is impressive and we saw an immediate improvement in pipeline created.
Will StonierGrowth Marketing Manager, Summize- Week 1
We agree the messaging and positioning, build the master dashboard in HubSpot, and run quick wins in parallel.
- Weeks 2 to 4
We agree the demand gen playbook with you, then run it across paid media, webinars, content, ABM, email and creative.
- Week 4 onwards
Pipeline is reported in your own CRM, what worked and what to stop feeds back into the playbook, and you decide at every gate.
- 1Week 1Your CEO or CMO signs the messaging and positioning.
We write the messaging and positioning document and build the master dashboard in HubSpot. Quick wins run in parallel: tracking gaps, campaign fixes, lead hygiene.
- 2Weeks 2 to 4You approve the plan.
We write the demand gen playbook, the wider strategy agreed with you, then run it: paid media, interactive webinars, content and GEO, ABM, email nurture and creative.
- 3Week 4 onwardsYou decide the budget.
Leads, meetings booked, pipeline created and revenue are reported in your own CRM, read from a dashboard you can open any day.
What worked and what to stop goes back into the playbook every month.
What we'd actually run, and how
Pick any service. Each one opens with how we run it, how we measure it, and where you can see it live.
I would recommend them to any marketing team. They're masters of their craft, experts at what they do. Easy to work with, super collaborative, proactive, and they don't see paid campaigns as a siloed channel.
Laurent LéveilléeMarketing Lead, Deck
Paid media
Interactive webinars
Content and GEO
ABM
Physical events
Messaging and positioning
Creative
Sales enablement
HubSpot, RevOps and reporting
GTM stack
AI and automation
Paid media
LinkedIn and paid search carry the volume; Meta and Reddit run retargeting where your audience is there.
How we run it
The account is rebuilt around a clear top and middle funnel split, manual bids with hard caps, and every lead tracked through HubSpot to pipeline created and deals closed. We write the creative and build the landing pages ourselves, so nothing waits on a brief.
How we measure it
Spend to pipeline in HubSpot, by channel and by campaign. One pound of spend to five of pipeline is sustainable, one to ten is where scaling starts, and we write those as 1:5 and 1:10.
One number
1:9 spend to pipeline across FY26 at Cakewalk.
Interactive webinars
A named guest with an audience of their own, promoted across LinkedIn ads, founder and guest posts, HubSpot emails, Luma invites and community shares.
How we run it
Sessions run simulated live, so your team sits in the chat answering questions instead of presenting. Every recording is cut into short clips with Opus Clip, so one session keeps working for months.
How we measure it
Registrations, attendance, meetings booked before, during and after the session, and the pipeline it influenced in HubSpot.
One number
600+ registrations across six webinars in six months, at Cakewalk.
See it live
Work email
Save my seat
Seat saved. Calendar invite sent.
Content and GEO
Comparison listicles written to rank in search and to be cited in AI answers, with the keyword direction and indexation checks behind your product pages.
How we run it
Content is the fuel for the engine, and the engine is the job, so we write what the campaigns need and reuse what you already have.
How we measure it
Search traffic to the listicles, the AI-referred demos your sales team reports, and the pipeline behind both in HubSpot. Search results move in weeks; AI answers can take months, and we say which we expect for you after the first month.
See it live
"Just had a call with someone who discovered us through ChatGPT. Apparently we're the first SAT vendor ChatGPT recommended."
Alexandre Legeay, usecureFrom the usecure story
Which vendors should a 200-person company look at for security awareness training?
- Your company
- A competitor
- A competitor
ABM
Target accounts tiered with your sales team and held in HubSpot, so the list marketing works is the list the AEs work.
How we run it
Tier one gets a page of its own and a seat at the next dinner. The rest get LinkedIn account targeting and the retargeting pool.
How we measure it
Accounts engaged by tier, meetings booked from the list, and pipeline by tier in HubSpot.
- Tier 1: a page each and a dinner seat
- Tier 2: LinkedIn account targeting
- Tier 3: retargeting pool
Physical events
A small dinner around one topic, with the guest list built from the target account list with sales.
How we run it
We pick the theme, write the invitation, run the outreach and host the table. You sit at it. The twelve-seat retail leaders table we ran for SearchPilot is an example of the shape, and every dinner is sized to the room.
How we measure it
Seats filled by target accounts, then the meetings and pipeline that follow in HubSpot.
12 of 12 seats filled
Messaging and positioning
Written in week one: positioning, use cases, value proposition and what counts as qualified, in one document your CEO or CMO signs.
How we run it
Every ad, page and sequence is written from it, which is how the campaigns stop contradicting each other.
How we measure it
Signed in week one, then tested in market. The messaging that wins the ads becomes the messaging on the site.
See it live
Messaging and positioning, v1
Positioning
Use cases
Value proposition
What counts as qualified
ApprovedCreative
Built in house, for the channel.
How we run it
We run several angles at once instead of one hero message: customer proof, the product story, the offer, memes. Variants that stop earning come out, and the record of what worked and what did not stays in your account.
How we measure it
Click-through and dwell first, then leads and pipeline per concept in HubSpot, so a meme that collects likes and no meetings gets switched off.
See it live
Memes carried the highest click-through rates on the Cakewalk account and fed the retargeting pool everything else converted against.
Customer proof
Product
OfferPaused
Meme
Sales enablement
A lead alert in your sales channel the moment a form is filled, a booking on the form itself, and a follow-up sequence the lead is enrolled in automatically.
How we run it
A weekly sync with sales from week two, with an SLA both sides agreed to.
How we measure it
Time to first touch, leads with a verdict, and meetings booked, all read from HubSpot on the weekly sync.
Source: LinkedIn lead form
Lifecycle: SQL
Verdict: qualified
Alert posted in #sales
HubSpot, RevOps and reporting
The master dashboard goes in during week one: spend by week and month, leads by channel and campaign, attribution to the contact. You also get Airlock, our dashboard for channels, attribution and account intent.
How we run it
Lifecycle stages get written definitions and exclusion rules, so imported registrations stay out of the conversion counts. RevenueHero goes on the demo flow so intent turns into a booked meeting on the spot.
How we measure it
Three layers in HubSpot: marketing new deals, marketing influenced, closed-won influenced. One monthly report, read from the same dashboard you can open any day.
One number
More than half of form fills become booked meetings, with RevenueHero collapsing Cakewalk's demo flow to one form field and one click.
See it live
- Book a demo
- One field: work email
- Meeting booked
GTM stack
We work in what you already have.
How we run it
A new tool is an anomaly, and when one earns its place it is usually $30 or $50 a month. We won't ask you to buy 6sense or Demandbase.
How we measure it
How few tools it takes to run the engine, and whether HubSpot can report it end to end without a spreadsheet in between.
- Intent data platform, annual
- Enrichment seats, three
- HubSpot
- LinkedIn Ads
- A $40 a month scheduling tool
AI and automation
We use AI to build the things a marketing team would otherwise wait months for: games, calculators and diagnostics that ship into your own site.
How we run it
Beat Cyberto, usecure's phishing game, was built with AI and shipped in market fast. Tetris for the SOC does the same job for Intezer. The automation side is quieter: lead alerts, auto-enrolled sequences, and reporting that builds itself in HubSpot.
How we measure it
Plays, score submissions and shares for the games. For the automations, whether anyone on your team still does the task by hand.
See it live
Round 12 of 12
Submit score
You're on the leaderboard
1 of 11
We build the assets your demand gen runs on
Alexandre LegeaySales, usecureJust had a demo with someone who's booked in a call purely cos he liked our website, so kudos to you guys.
Landing pages, tools and games, designed, written and built by us, live on the client's own site. Click any of them.
Work produced for and published by the named client.
This is what embedded looks like on a Tuesday
One example week. Call days follow your calendar.
- MondayPriorities posted in your Slack
- TuesdayCreative and pages shipping, questions answered in channel
- WednesdayThe weekly call, off a page in your Notion
- ThursdaySync with sales, a verdict on the week's leads
- FridayThe week's numbers in HubSpot, next week's priorities drafted
- Every working dayIn your channels
Shared channels
Kelsey BowdenSenior Director, Global Revenue Marketing, Zone & Co
@Andrew Allsop shared the ZB page with the head of product marketing and wanted to share her response below. GREAT JOB!! 🎉
Laurent LéveilléeMarketing Lead, Deck
Thanks for the meeting this morning! Excited to see the progress, you guys are crushing it 💪
Phil WedgwoodCo-founder & CEO, Engage
I LOVE this!! It's the first time I've seen us position our 'AI-powered community engagement platform'.
Jordan DalyCMO, usecure
Some great feedback from Alex L, mentioning he's received three 'solid' demo bookings from leads who have found usecure via AI referrals, this week 💥
This is EXACTLY the type of thinking and work mode we need. I throw in a thought, you take it to the next level from a GTM perspective. Thanks also for the speed.
Johannes KeienburgCo-founder and CEO, CakewalkWe let our results do the talking
$1.27M
New sales pipeline
- 9,800+
- Webinar registrations
- $1:$25
- Spend to pipeline
“We've crossed 1k webinar registrations! March is going to be our highest month ever in terms of conversions from MQL or better.”
Craig BradfordCOO, SearchPilot
+37.2%
Increase in meetings booked
- 96
- Conversions in 3 months
- £223
- Cost per lead
“Who needs ChatGPT when we've got the support of ToJupiter.”
Jordan DalyCMO, usecure
$3.77M
New pipeline from paid media
- 126
- Discovery demos
- $1:$13
- Spend to pipeline
“They operate like an internal team, proactive, responsive, and aligned to our goals. They understand how to generate demand and influence pipeline, not just report on top-of-funnel metrics.”
Ben SmithMarketing Director, ReachdeskMore results across the portfolio
63
New qualified opps
82%
CPA reduction
$20M
ARR scaled, $1M→$20M
250%
YoY marketing growth
$1:$24
Total spend-to-pipe ratio
One low-risk, flexible package for B2B SaaS startups
End-to-end growth at a fixed cost. Three months minimum, no long lock-ins.
Embedded Marketing Revenue Team
End-to-end demand generation at a fixed cost. Three months minimum.
£7,500–£10,000/month
Activities included
These perks are part of your Embedded Marketing Revenue Team package, to support your business growth in many different ways.
What you get
- Audit, identification of growth levers, demand gen strategy
- Paid Search & LinkedIn Ads management
- GTM tech consolidation & optimisation
- Interactive lead-generating webinars, including sourcing of influencers
- Plan, source leads, host and manage exclusive CxO dinners
- Building a revenue funnel: repeatable marketing revenue streams
- Airlock: channels, attribution and account intent in one dashboard
To run successful campaigns, we also work on:
- Dissecting and repurposing content for distribution
- CRO: landing page and website content recommendations
- Email marketing and automation to capture and convert leads
- Foundational support such as website project management
What we provide beyond execution
- Access to our network of search marketers, CISOs, VCs and a wider LinkedIn audience
- Brand ambassadors: we talk about your brand publicly on platforms like LinkedIn
- Procurement, negotiation and sourcing of your GTM stack & vendors
- Hiring and onboarding support, plus access to ToJupiter's network of top talent
- Talk to us about anything GTM or commercial. That's our bread and butter
- We identify social signals and refer leads to your business with no kickback
- Hands-on entrepreneurs at your disposal as a soundboard
- A repeatable growth playbook built from your brand's learnings, after 6+ months
A full demand gen team, without the hires
Exited founder, GTM ops
CMO-level strategy
Demand gen lead
Creative & content
RevOps & HubSpot
Paid Media Growth Package
End-to-end paid media management at a fixed cost. Three-month minimum.
£4,500–£5,500/month
Activities included
Beyond ad management, these perks help you capture more demand, optimise spend and prove revenue impact to leadership.
What you get
- Paid media audit, strategy and setup across most ad channels (LinkedIn, Google, Meta, Capterra, G2)
- End-to-end ad management: campaign builds, optimisation and scaling
- Landing page setup & CRO activities to maximise conversions
- Creative ad strategy, copywriting and continuous A/B testing
- CRM ad integration and reporting tied to pipeline, opportunities and revenue
- Weekly and monthly performance reviews with dashboards and insights
- Airlock: channels, attribution and account intent in one dashboard
To run successful campaigns, we also work on:
- Repurposing content for paid distribution, such as turning webinars into short clips
- Aligning messaging and target account lists with sales and marketing
- CRO tactics: smart CTAs, pop-ups, gated content testing, retargeting journeys
- Scaling paid budget efficiently, optimised for qualified opportunities
What we provide beyond execution
- Access to ToJupiter's network of SaaS, Martech & cybersecurity brands for benchmarking
- Board-level reporting templates on HubSpot and Google Sheets
- Creative workshops with our network of designers and video editors to keep ad fatigue low
- Hiring and onboarding support if you want to scale paid in-house
- Hands-on SaaS specialists available as a growth soundboard
- We identify social signals and refer leads to your business with no kickback
- A repeatable paid media playbook built from your brand's learnings, after 3 to 6 months
A full paid media team, without the hires
Exited founder, GTM ops
CMO-level strategy
Demand gen lead
Creative & content
RevOps & HubSpot
Questions from the first call
We have no in-house marketing at all. Does this still work?
Yes, and it changes what we ask of you. The messaging document needs a signature from a founder, sales has to give leads a verdict, and someone has to geek out about your industry with us. Everything else on this page, we run.
Who writes the content?
We do, where the engine needs it: ad copy, landing pages, email, the comparison listicles, the odd playbook. Long-form content at volume is the one thing we'll tell you early to hire for.
We're on US time. How does that work?
Clients on Eastern time get a 2pm to 6pm UK overlap every working day, and the rest of the day's work runs in your Slack.
Are the tools included in the price?
We work in what you have, usually HubSpot, Slack, LinkedIn Ads and Google Ads. When a new tool earns its place it is usually $30 or $50 a month, on your card. We won't ask you to buy 6sense or Demandbase.
How fast does content and GEO move?
Search results move in weeks. Being cited in AI answers can take months, and after the first month we tell you which to expect for your category.
Can we start with a single project?
A website project, yes. That is the Webflow agency page. If you only want ads run, the paid media package on the homepage is the better fit. The embedded engagement starts at three months because the first month is foundations.
What happens when we hire in house?
That is the plan from day one. Around month six we name the channels a full-time person can take over, help draft the role, review CVs and circulate it in our network. The playbook lands with the hire, and the scope shrinks as they take over.
Can we speak to your clients?
References on request. Every line on the wall of love came out of a shared Slack channel, a recorded call, an email or a review a client posted themselves.
Bring your HubSpot to the first call
Past campaigns that didn't work are as useful to us as the ones that did. If we're at capacity we'll say so and tell you when the next seat opens.
Prefer email? Write to us at hello@tojupiter.com
