Marketing thatbuilds yourpipeline.

B2B Marketing Agency

Eight to thirteen people now sign off on a B2B purchase, up from 5.4 in 2015, and your champion re-sells you to every one of them without you in the room. Machina builds what that champion carries in, and the pipeline behind it. Moniveo's reply time went from 48 hours to 5 minutes; each rep now handles 3x the volume.

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Clean modern manufacturing floor with shafts of morning light: precise machinery lines, polished concrete, one distant worker silhouette

Proof

Results, in the numbers a CFO checks

Pipeline, ARR, and retention, in the clients' own numbers. Read the full case studies.

Revenue Operations

Moniveo

48h → 5min

Lead response time

A native B2B revenue-operations build: eight automated workflows around one CRM cut lead response from 48 hours to 5 minutes, hit 92% scoring accuracy, and returned about $180K a year in recovered time.

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B2B SaaS

Shoppable Video Platform

$2.5M

ARR in 6 months

SaaS is B2B at its fastest clock speed, same committee and same cycle. ROI-first GTM positioning, 15 webinars, and multi-touch attribution took MRR from $12K to $208K on a $150K budget, with LinkedIn sourcing 42% of pipeline.

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Customer Experience

Pelagic Search

8.2% → 4.5%

Monthly churn

Retention is the other half of B2B growth: when median SaaS spends about $2 to acquire $1 of new ARR, keeping accounts beats rebuying them. Onboarding rebuilt to 92% completion cut churn 45%.

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What makes B2B different

Flat budgets, longer cycles, bigger committees

Marketing budgets have sat at 7.7% of company revenue for two straight years, and 59% of CMOs say that number cannot fund the strategy they were handed (Gartner, 2025). Non-branded Google CPCs rose 29% in a year. Average sales cycles stretched to 6.5 months, and any deal past $100K clears security review, legal redlines, and procurement before signature. Median B2B SaaS spends about $2 in sales and marketing per $1 of new ARR. The plan has to work inside that, not around it.

What we hear

Where B2B pipeline breaks

Four complaints from founders, CMOs, and heads of sales, and the part of the system each one points at.

“We convinced our champion, and the deal still died in procurement”

Committees run 8 to 13 people now, up from 5.4 in 2015, and your champion re-sells you to finance, IT, and legal using whatever you handed them. Email marketing is where we build that kit: ROI math for the CFO, spec depth for the engineers, references and security documentation for procurement.

Email Marketing

“Leads sit in the CRM for two days before anyone calls”

Moniveo had the same problem, and it sells workflow automation for a living. Eight AI automation workflows cut lead response from 48 hours to 5 minutes and raised lead quality 40%, with enrichment, scoring, and routing all finished before a person opens the record.

AI Automation

“ChatGPT recommends our competitors and we don't even appear”

Forrester found generative AI named as a meaningful buying source by twice as many B2B buyers as any other source in 2025. Citations get earned rather than bought, so the SEO work goes after review-platform presence, comparison pages, structured data, and original numbers other people want to quote.

SEO

“Our website is a brochure that engineers bounce off”

Buyers finish 70 to 83% of the journey before they speak to anyone, and a site with no pricing, no comparison pages and no spec depth fails that review in silence. Web development here means building the pages a committee pulls up in its own evaluation meeting.

Web Development

What we do

Five services, sized to a committee sale

Cycle length, committee size, CPCs, payback. Each service below is scoped against those four numbers.

Web Development

Between 70 and 83% of the journey is over before a rep hears about it, so the site carries that stretch alone. We build the pages a committee opens in its own meeting: pricing in the open, comparisons against named competitors, self-serve product tours, and a resource library your champion can forward to a CFO without apologizing for it. Organic B2B traffic converts around 2.1% visitor-to-lead. Sites that hide pricing and proof convert under 1% on the same traffic.

SEO

B2B search is bottom-up. 'Best for', 'alternatives', and 'vs' pages catch buyers while they are still writing the requirements document, which is the last moment your category definition can change. Organic converts at 2.1% visitor-to-lead against 0.7% for PPC, and SEO-sourced MQLs become SQLs at 51% versus 26% (First Page Sage, June 2025). Answer-engine work is the same job done for a different reader: structured data, citable original stats, and the third-party mentions ChatGPT retrieves.

Paid Ads

Paid splits in two. Google Search takes purchase-intent keywords only, because non-branded B2B CPCs jumped 29% to $5.34 while CTR fell 26% (Dreamdata, 2025). LinkedIn carries demand creation against your ICP list, where mid-market CPLs land between $60 and $150, Lead Gen Forms cut CPL 30–50% versus landing pages, and Thought Leader Ads run about 6x more efficient than standard sponsored content. The reporting comes back in pipeline, not clicks.

Email Marketing

Most of the people in your pipeline are not buying this quarter. Median SaaS cycles run 84 days and B2B averages near 6.5 months, and email is the one channel that can stay in the conversation the whole way at near-zero marginal cost. It converts MQL to SQL at 46%, second only to SEO. We segment nurture by committee role, ROI content for the economic buyer and technical depth for the evaluators. Average B2B CTR runs 2–3.2%; well-segmented programs hit 6–10%.

AI Automation

Long-cycle B2B drowns in pipeline hygiene: routing, enrichment, follow-up, CRM notes. We automate the connective tissue so sellers spend their share of buyer attention selling instead of doing data entry. For Moniveo, eight workflows cut lead response from 48 hours to 5 minutes, lifted lead quality 40%, tripled per-rep capacity, and returned about $180K a year in recovered time. Buyers give suppliers roughly 17% of the journey. What your team does with that sliver decides the quarter.

Who we work with

Sector by sector, the cycle changes, and so does the plan.

B2B SaaS

Median sales cycles run 84 days and trial-to-paid decides the P&L. Our deepest B2B result lives here: an AI content-review platform taken from $12K to $208K MRR in six months, at 85% trial-to-paid.

Manufacturers

Engineers and procurement finish most of their research before the first RFQ, then bounce off brochure sites with no spec depth. Hollister's own Teknova ships reagents to biotech buyers worldwide; the Central Coast builds more than it markets.

Professional services firms

The founder is the sales team and referrals are the pipeline. We build the Clutch profile, named case studies, and nurture that keep the calendar full when the referral well runs dry.

Distributors & wholesale

Territory reps and line cards cover the accounts you know. Comparison pages, reorder email flows, and account-based campaigns to named buyers put a distributor into evaluations it never used to hear about.

Agtech & ag suppliers

Salinas incubates a real cluster: the Western Growers Center for Innovation & Technology downtown, and Reservoir Farms, the world's first on-farm robotics incubator, opened in 2025 targeting 50+ startups. Selling to growers takes Silicon Valley and packing-shed fluency at once.

AI visibility

AI Search Visibility for B2B

Twice as many B2B buyers now name generative AI a meaningful information source as name any other source, ahead of vendor websites and sales reps (Forrester, 2025). Review sites came second at about 15%. So the first shortlist gets written in a chat window. The engines build it from what they can pull: G2, Capterra, and Clutch profiles, comparison articles, structured data, plain HTML. A committee of eight to thirteen people then works from that list. We build the version of your case a crawler can pull. Ask for the free SEO report and you get the view it has of your site.

Explore AI visibility Run a free SEO & AI report

$2.5M

ARR in six months, on a $150K budget. Shoppable video platform.

48h → 5min

lead response time we build for B2B pipelines

17%

of the buying journey B2B buyers spend with sales reps (Gartner)

The deal is decided in meetings you never attend, by people you never met. Marketing's job is arming the one person in that room who wants you to win.

Case study

Eight workflows, eight weeks: 48-hour lead response cut to 5 minutes

Moniveo sells workflow automation, and its own pipeline had outgrown its process: leads sat 48 hours before follow-up, and the ops team spent six-plus hours a day on manual routing, enrichment, and CRM entry. In eight weeks we built eight automated workflows around their CRM: instant capture and enrichment, lead scoring at 92% accuracy, routing by territory and fit, and follow-up sequences for every buying-committee contact. Response time fell from 48 hours to 5 minutes. Manual work dropped 70%. Lead quality rose 40% as scoring separated real buyers from noise, and each rep now handles 3x the leads, worth about $180K a year in recovered time. In a market where buyers grant suppliers 17% of their attention, 5 minutes versus 48 hours is the difference between a live evaluation and a shortlist that closed without you.

Read the case study

48h → 5min

Lead response time

“The automation workflows have transformed our lead management process. We're now handling 3x more leads with the same team size.”

Lisa Park, Marketing Operations Manager · B2B Services Company

The Pipeline Coverage System

How we work

The Pipeline Coverage System: three phases, one metric. Qualified pipeline per channel.

Audit the dark funnel

A free audit of the funnel you can see and the one you can't: attribution model, AI visibility, site conversion against the 2.1% organic benchmark, and how long a lead waits for a response. Most B2B teams lose more pipeline to 48-hour follow-up than to weak creative, so we measure that first.

Run capture and creation in parallel

Google Search goes live on purchase-intent keywords for pipeline within weeks. LinkedIn campaigns cover the buying committee inside your ICP list. Underneath, comparison pages, review velocity, and answer-engine work compound toward organic traffic that converts at 2.1% and gets cheaper every quarter.

Score accounts and report pipeline

Buying-group scoring replaces single-lead MQLs, self-reported attribution catches the dark funnel, and speed-to-lead automation answers in minutes. Every channel reports qualified pipeline by cohort, so when budget season comes you defend the spend with the CFO's own math.

Playbook

The B2B Marketing Playbook

Gartner's 2025 CMO Spend Survey (n=402) puts marketing budgets at 7.7% of company revenue, flat for a second straight year, and 59% of CMOs say that budget cannot fund the strategy. Flat money against rising CPCs forces sharper allocation. Nine tactics we run for B2B companies, each with the math attached.

Market to all 13 people on the buying committee

The average B2B purchase now involves 8 to 13 stakeholders, up from 5.4 in 2015, and enterprise deals can pull in 14 to 23 (Attainment Labs, 2025). One whitepaper download tells you one of them exists. The champion who found you still has to re-sell you to a CFO who wants payback math, engineers who want documentation, procurement chasing references, and a security reviewer holding a SOC 2 checklist. Build for that room: a one-page ROI model the champion can present, comparison pages that survive a skeptic, spec sheets that download without a form. Then score accounts instead of leads; a buying group forming on your pricing page deserves a faster response than any single form fill.

Win the evaluation you never see

Buyers spend about 17% of the journey with any potential supplier (Gartner), and 61% would now prefer skipping the rep entirely, though Gartner also finds rep-free buyers report more purchase regret. That regret is your opening. Publish what the committee needs to advance you without a meeting: transparent pricing, since vague pricing is a disqualifier for risk-averse buyers, named case studies with numbers, security documentation, and a demo they can drive unaccompanied. Then add the guardrails a rep would have provided: an ROI calculator, an honest 'who we're not for' section, comparison pages that concede a competitor's strengths. The vendors who win rep-free evaluations are the ones that answer the awkward questions in public.

Treat ChatGPT like the first sales call

Forrester's 2025 Buyers' Journey Survey found generative AI named a meaningful information source by twice as many B2B buyers as any other source, ahead of vendor sites, product experts, and salespeople, with software review sites second at about 15%. The engines assemble shortlists from what they can retrieve: G2, Capterra, and Clutch profiles, comparison articles, structured data, and original statistics with clear sourcing. The work is unglamorous. Accumulate reviews on the platforms your buyers check, publish data only you have, keep every citable claim in server-rendered HTML, and earn mentions in the third-party roundups LLMs pull from. Our free SEO report includes an AI Visibility Score that shows where you stand before we change anything.

Build the comparison pages your competitors won't

Bottom-funnel B2B SEO converts triple: organic traffic turns visitor-to-lead at 2.1% against 0.7% for PPC, and SEO-sourced MQLs become SQLs at 51% versus 26% (First Page Sage, 50+ B2B SaaS clients, June 2025). The queries that convert are the uncomfortable ones: '[competitor] alternatives', '[you] vs [rival]', 'best [category] for [use case]', '[category] pricing'. Most vendors refuse to name a competitor in public, and that refusal is why the pages work; the buyer is making the comparison anyway, in a tab you cannot see. Write the honest version, concede the cases where the rival wins, and you become the source both Google and the answer engines quote when the shortlist forms.

Police the line between demand capture and demand creation

Non-branded B2B Google CPCs rose 29% in a year to a $5.34 average while CTR fell 26% to 4.04% (Dreamdata, 2025). At those prices, Google Search earns its keep only on purchase intent: category-plus-software queries, comparisons, pricing searches, guarded by a negative-keyword list that blocks students and job seekers. Demand creation belongs on LinkedIn, the one ad platform with reliable firmographic targeting by company size, title, and industry. CPLs run $60–150 for mid-market and $150–250 for the C-suite, but leads convert to opportunity at 2 to 3 times the rate of other social. Lead Gen Forms cut CPL 30–50% versus landing pages, and Thought Leader Ads post about 2.68% CTR at $2.29 CPC, roughly 6x more efficient than standard sponsored content (HockeyStack and theB2Bhouse benchmarks, 2025).

Nurture like the cycle is 6.5 months, because it is

Average B2B sales cycles stretched to about 6.5 months in 2025, up from 4.9 in 2019, with $50K–$100K deals averaging 120 days (Ebsta and Gradient Works benchmark data). A lead that says no this quarter is often a customer two quarters later, and email is the only channel that stays present the whole way at near-zero marginal cost: B2B email converts MQL to SQL at 46%, second only to SEO. Segment by committee role, because the CFO and the technical evaluator should never receive the same message. Then add webinars, which B2B marketers ranked the most effective distribution channel at 52% in Content Marketing Institute's 15th annual study. A webinar registrant is a buying-committee member telling you the evaluation has started.

Answer in 5 minutes anyway

A 6-month cycle tempts teams into slow follow-up, and the market punishes it: the evaluation window opens when the buyer reaches out, not when your SDR clears the queue. We rebuilt this for Moniveo. Eight automated workflows around their CRM cut lead response from 48 hours to 5 minutes, raised lead quality 40% while scoring ran at 92% accuracy, and tripled the leads each rep handles, worth about $180K a year in recovered time. Automation does the enrichment, routing, and first touch; humans do the selling. The vendor who responds while the interest is live takes a disproportionate share of it.

Add one form field before you trust your attribution

70 to 83% of the B2B journey happens where no UTM survives: Slack communities, podcasts, AI chatbots, a colleague's recommendation. Last-touch models then over-credit branded search and 'direct' and starve the channels that created the demand. The cheapest fix is a mandatory 'How did you hear about us?' field; self-reported attribution routinely surfaces the podcast or community your CRM has never heard of. Measure channels on pipeline contribution by cohort, and accept the physics of a 6.5-month cycle: this quarter's spend shows up two quarters out. With median B2B SaaS spending about $2 in sales and marketing per $1 of new ARR, reallocating budget on bad attribution is the most expensive mistake on the P&L.

Sell into the Central Coast's quiet B2B economy

The region reads as agricultural, and its B2B layer hides in plain sight. Salinas incubates agtech at the Western Growers Center for Innovation & Technology, and Reservoir Farms opened in 2025 as the world's first on-farm robotics incubator, targeting 50+ startups and $100M in investment. San Luis Obispo runs a quiet SaaS cluster of roughly a dozen firms with $108M in combined revenue, Postal near $40M among them, fed by Cal Poly's engineering pipeline. Santa Cruz produced Looker, which Google bought for $2.6B. Hollister, our home base, hosts Teknova, shipping reagents to biotech customers worldwide. Almost none of these companies can hire a full demand-gen team locally; they overpay Bay Area agencies or run founder-led marketing. We built Machina to close that gap from inside the region.

Sources

Related industries

Explore adjacent verticals

Tech

The same committee-and-cycle selling at startup speed: product-led funnels, launch GTM, and developer-skeptic audiences.

View industry

Fintech

B2B selling with a compliance officer in every meeting: regulated claims, security reviews, and trust built in public.

View industry

Financial Services

Long-cycle trust selling where the buyer is a household or business owner instead of a 13-person committee.

View industry

B2B marketing by city

B2B marketing in San Jose B2B marketing in San Francisco Oakland Salinas

B2B

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Free audit first No long-term contracts Based in Hollister, California. Working nationwide.

Last updated July 4, 2026