B2B, by the numbers
New ACS members in 10 months
322
Members signed up on the phone
68
Qualified leads handed to ACS sales
606
Marketable database growth for AgriFutures
12.5%
Why it's different
Why B2B marketing is harder than it looks.
B2B marketing is harder because the person who clicks is rarely the person who signs, and the decision can take a quarter or more. A finance lead, an operations manager, an IT lead and a director all need different reasons to say yes, at different points, often without ever filling in a form.
Most B2B pipeline doesn’t die in the ad account. It dies in the gap after the enquiry, where a lead sits unworked for a week or reaches a salesperson who has no idea what the buyer has already read. We call that cost the Complexity Tax, what a business pays for running a complex buying journey through disconnected parts.
The Garden is an integrated marketing agency with teams in Melbourne, Sydney and Auckland. For B2B brands, our job is to close that gap.
Built for buying committees
Pipeline reported, not just leads
B2B and membership brands we work with
Demand and lead generation
B2B lead generation that finds the whole buying group.
Good B2B lead generation reaches the people who influence a deal as well as the one who searches for it. We plan LinkedIn, Google, Meta and email as one program, with custom audiences built for each offer and landing pages that sort enquiries by business stage before they reach your team.
For Deakin’s ManuFutures, the manufacturing innovation hub, that meant finding entrepreneurs and industry partners in a niche market that traditional channels never reached. Each of its programs got its own audience, its own targeting and a segmenting landing page, with past and new data brought together in one CRM view so every follow-up was personal.
Audiences built per program
Landing pages that qualify
CRM and marketing automation
B2B marketing automation that keeps a long deal moving.
Marketing automation keeps a long B2B deal moving by doing the follow-up a busy sales team can’t. It scores each lead on behaviour and fit, then routes and nurtures it until it’s ready for a conversation. We’re a HubSpot Diamond Solutions Partner and certified across Salesforce and Marketo, and we work in Pipedrive and Dynamics 365.
HC Progressive ran every stage of its sales process in a different tool, from the first enquiry through to installation. We moved the lot onto one Salesforce. Enquiries now route by how soon the buyer wants to proceed and how big the job is, into either a fast-track pool, contacted within two hours, or a nurture pool. For AgriFutures Australia, an audit and rebuild of Marketo grew the marketable database by 12.5%.
Lead scoring and routing
One CRM from enquiry to close
Lead qualification
Qualified on the phone before sales picks up.
The fastest way to waste a sales team’s week is to hand it unqualified leads. Our Melbourne call centre qualifies B2B enquiries by phone and transfers the hot ones live. The rest go back into nurture with call notes your CRM can read.
The Australian Computer Society needed a categorised pipeline of hot and warm prospects, without burying branch managers in unqualified enquiries. Advertising on Meta, Google Search, the Google Display Network and LinkedIn fed email and SMS nurtures, and our call centre closed the loop. In the first 10 months the campaign generated 322 new members, 68 of them signed up directly on the phone, plus 606 hot or warm leads handed to ACS sales agents.
Live transfers for hot leads
Call notes written to the CRM
Key services
The B2B marketing services we connect.
B2B engagements draw on the full Marketing Operating System, The Garden's connected model for running strategy, media, creative, CRM and measurement together. These carry the most weight.
Go To Market Strategy
Positioning, audiences and channel plan for a new product or market.
Lead Generation
Paid search, social and LinkedIn built back from pipeline, not cost per click.
CRM
Sales and marketing on one clean system, set up for how your team actually sells.
Marketing Automation
Scoring, routing and nurture that keep long deals moving.
Content Marketing
Content each member of the buying group can use to make the case internally.
Analytics & Measurement
Reporting that follows a lead from first click to closed deal.
How we work
A growth loop run to your sales cycle.
The Loop, The Garden's growth loop, runs every week against your pipeline stages, not a campaign calendar.
Sense
Ad, CRM, call and sales signals in one view: which leads progress, which stall and why.
Decide
This week's highest-value fix, from a leaking stage to a stale audience.
Create & activate
New creative, nurture steps and routing rules shipped while deals are live.
Learn & improve
Closed-won and closed-lost data fed back so targeting gets sharper.
The proof
B2B results with a number on them.
A full-funnel membership campaign delivered ACS 322 new members in 10 months, 68 signed up directly on the phone with The Garden's call centre.
A strategic Marketo rebuild grew AgriFutures' marketable database 12.5% with web personalisation converting 4.5% better every month.
A 360° acquisition strategy found the niche audiences for Deakin ManuFutures' three programs across paid, email and organic channels.
HC Progressive
A Salesforce implementation consolidated HC Progressive's solar sales, quoting and installation process onto one automated platform.
B2B marketing questions, answered.
What does a B2B marketing agency do?
A B2B marketing agency plans and runs the marketing that generates and qualifies business buyers: advertising, content, CRM, automation and reporting. The Garden goes a step further and connects those parts into one system with lead qualification by phone, so sales receives fewer, warmer leads and can see which marketing produced each closed deal.
How is B2B marketing different from B2C marketing?
B2B marketing sells to a group, not a person, over a longer cycle. Several people influence the decision, each with different concerns, and the purchase is usually judged on business risk rather than personal preference. That makes nurture, lead scoring and the handover to sales far more important than in most consumer categories.
How long does B2B marketing take to deliver pipeline?
It depends on your sales cycle, so we measure in stages. Lead volume and lead quality are visible within the first weeks of a campaign. Pipeline and closed revenue arrive on the timeline of your normal deal, which is why we agree the leading indicators upfront and report them weekly until the deals close.
Do you work with our existing CRM?
Yes. We’re a HubSpot Diamond Solutions Partner and certified across Salesforce and Marketo, and we work in Pipedrive and Dynamics 365. We’ll work with what you’ve got. If the setup is holding sales back, we’ll say so and show you what we’d change before touching anything.
Is LinkedIn advertising worth it for B2B?
LinkedIn is usually worth it when your buyers are defined by job title, seniority, industry or company size, because no other platform targets those as precisely. It’s also expensive per click. We run it alongside Google and Meta and judge every channel on the qualified pipeline it produces, so budget moves to whichever is working.
Do you have a B2B marketing team in Melbourne?
Yes. The Garden is headquartered in Melbourne, with teams in Sydney and Auckland, and our call centre that qualifies B2B leads is based in Melbourne. You get one accountable Client Partner who owns the outcome across every discipline.
What our clients say
Our reviews
Our clients love our work in b2b. Here's what working with The Garden feels like.
The Garden has a unique offering that allows ACS to scale what we do from a media and advertising standpoint through to lead management and closing new business for us. Their services are professional and their use of cutting-edge technology and digital marketing best practice is combined with market-leading account management and client services. I have nothing but good things to say about The Garden, and anyone considering using an agency to augment their marketing would benefit from working with the team.
Based on 47 reviewsTalk to us
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