B2B marketing is complex by design
Long cycles, multiple stakeholders, and relationship-driven sales make it hard to build a scalable, measurable marketing function.
Deal cycles stretch for months
Enterprise B2B deals rarely close in weeks. Marketing needs to nurture relationships across multi-stakeholder buying committees while maintaining momentum — without visibility into what is actually working.
Proving marketing ROI is nearly impossible
When a deal closes after six months of relationship-building, attributing it to a specific campaign or content piece is guesswork. Leadership wants numbers, but the data does not connect.
Sales and marketing speak different languages
Marketing measures impressions and leads. Sales measures pipeline and ARR. Without a shared operating system, the two teams optimize for different things and blame each other for gaps.
No unified view of the marketing function
Strategy lives in decks, KPIs live in spreadsheets, campaigns are tracked in different tools. Getting a single picture of what marketing is doing — and whether it is working — takes days of manual effort.
Your B2B marketing operating system
From ICP research to pipeline-connected KPIs, 38os gives B2B services teams the structure to market with precision and prove their impact.
Account-based marketing, finally organized
Build and maintain detailed ICP profiles for your highest-value account types. Map buyer personas across the committee, understand their objections, and ensure every campaign speaks directly to the right stakeholder.
- ICP Research module with firmographic and behavioral profiles
- Buyer persona builder with role-specific messaging
- Pain-point-to-solution mapping for each decision maker
- Account scoring and prioritization framework
Pipeline-connected KPI tracking
Track the metrics that actually matter to a B2B services business — qualified meetings booked, proposals sent, pipeline influenced, and revenue attributed to marketing. See at a glance what is driving real business outcomes.
- Marketing-influenced pipeline tracking
- Meeting-to-proposal-to-close funnel visualization
- Lead source attribution across long sales cycles
- Quarterly and monthly KPI trend reporting
Strategy that aligns marketing to revenue
Use the Strategy Builder to document your positioning, messaging hierarchy, and go-to-market approach in one place. Share it with sales so both teams operate from the same playbook.
- Positioning and messaging framework builder
- Channel strategy with priority ranking
- Aligned OKRs visible to both marketing and sales
- Quarterly strategy review templates
Action Scorecard keeps the team accountable
Turn strategy into weekly accountability. The Action Scorecard tracks what your marketing team committed to, scores execution quality, and surfaces gaps before they become missed targets.
- Weekly marketing action tracking
- Execution quality scores by initiative
- Manager visibility into team-level output
- Integrated with KPI outcomes for closed-loop accountability
The modules B2B teams rely on
These 38os modules are purpose-built for the account-based, relationship-driven nature of B2B services marketing.
What B2B services marketers say
“We finally have a single place where strategy, KPIs, and weekly actions live together. Our CEO stopped asking "what is marketing doing?" because the answer is now visible. Pipeline influenced by marketing is up 60% since we started using 38os.”
Shirin Moradi
VP Marketing, Meridian Advisory Group
B2B services marketing by the numbers
6–9 mo
Avg B2B enterprise deal cycle
6.8
Avg stakeholders in B2B buying decision
27%
Of B2B deals lost to "no decision"
3x
Higher close rate with aligned sales + marketing