xpandly

    Growth Marketing

    Cover every stage a buyer moves through.

    Awareness, evaluation, and the conversation with your sales team, each with its own channel, its own asset, and a named handover.

    Book a scoping call

    2.2 million

    verified data points

    5 days

    to the first qualified leads

    60+

    technology leaders

    30

    state programs

    How it works

    How the program covers all three

    Growth Marketing runs across all three groups at once, and one named owner runs it from end to end. Each stage is measured on the pipeline it creates, not on the assets it produces.

    01

    Map the stages

    Map your current coverage against the three buyer groups, the assets that serve each, and the conversion point between them. The empty stage is built first.

    02

    Build what is missing

    Build the asset the empty stage needs, whether that is a comparison page, a role-specific answer, or a sequence for buyers inside a renewal window.

    03

    Run the channels together

    Run search, LinkedIn, email, outbound, programmatic, and vettdd.com as one plan, so a buyer who reads at the top of the funnel is recognized when they return.

    04

    Report against pipeline

    Report every month on the opportunities each stage produced, and cut what does not convert. The dashboard carries the same numbers your reps see.

    Start here

    Start with the pipeline.

    Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.

    We'll be in touch within one business day.

    What full-funnel means here

    Three groups of buyers exist in your market at any time, and each needs something different. A program that serves one of the three produces traffic, a shortlist you never see, or a rep with nothing to call.

    Buyers not yet looking

    They have a problem they have not priced. Search content, LinkedIn, and placements on vettdd.com put your argument in front of them before a shortlist exists, so you are findable when the search starts.

    Buyers building a shortlist

    They are comparing a shortlist and reading everything on it. Comparison pages, documented results, and role-specific answers decide whether you make the list, and content downloads and pricing page visits tell you who is at this stage.

    Buyers ready to talk

    They have budget and a date. Outbound, email, and a briefed handover reach them inside the window, and your reps see why the account is looking before the first call.

    Find the empty stage

    Before you buy anything, inventory what you already own against those three groups. The gap is usually visible in an hour with a spreadsheet and your own website.

    • Map every asset you own to one of the three buyer groups it serves.
    • Find the group with no asset, because that is where the pipeline is dropping.
    • Check what happens after each form: who replies, how fast, and with what.
    • Track how many opportunities last quarter started at each group, using your existing records.
    • Fix the empty stage before adding a fourth channel to the two you already run.

    An hour of that shows the gap. What it will not do is fill the stage, which is where a program with a data platform and a channel mix earns its place.

    What reaches your reps

    Your reps receive qualified leads scored on webinar attendance, content downloads, and pricing page visits, with the reason for the timing attached.

    A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.

    Where funnel work goes wrong

    You have paid for a report of reach and engagement with nothing in the opportunity column. Every stage here reports the opportunities it produced, and the dashboard shows the same numbers to both teams.

    You have also taught a generalist how IT buying works, then paid for the same lesson twice. This team has sold into the IT channel and nowhere else, and whoever scopes the funnel work stays on it.

    View the live dashboard

    Who needs all three stages

    Technology vendors and distributors whose sales team already takes calls, with marketing effort concentrated in one stage of the funnel.

    If two stages are already working and the third is the problem, say so on the scoping call, and the build begins there.

    Why single-funnel-stage IT marketing fails

    Microsoft Copilot lead guarantee

    The xpandly guarantee

    It applies to Microsoft Copilot leads, and the program page states it in full.

    Explore the xpandly guarantee

    73%

    of IT marketing spend is concentrated in one funnel stage - typically top of funnel - with no mid or bottom-funnel conversion mechanism

    9x

    inbound lead growth achievable when all three funnel stages are built and activated simultaneously

    41%

    of total new business sourced from marketing within 12 months of a full-funnel program launch

    Book a scoping call

    Common questions

    Questions about full-funnel demand generation

    Why not start with outbound?

    Because outbound reaches the buyers who are ready now, and nothing feeds it next quarter. Running all three groups together keeps the ready list from emptying in month four.

    Which stage do you build first?

    The empty one. If nothing serves the shortlist stage, comparison content and documented results come before another outbound sequence is written.

    How is attribution handled?

    Every opportunity carries the stage and the channel that sourced it, synced to HubSpot, Salesforce, or Dynamics 365, and reported monthly on the same dashboard your team reads.

    Do we need all the channels?

    No. The channels are chosen from your approved account list, and one that cannot reach those accounts is not funded regardless of how well it performs elsewhere.

    Related resources

    IT marketing campaigns that generate real pipelineGrowth marketing for IT resellersGetting started with demand generationGrowth marketing