What we do
measured on pipeline.
Nine services for the IT channel, including two lead generation programs that put qualified leads in your sales team's pipeline.
The services
What reaches
your sales team.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. The two lead generation programs deliver the first of them within 5 days of launch.
Book a scoping callA written plan your reps can sell from.
One plan for your sales team: the ideal customer profile, the messaging for each buyer role, the channel mix, and the enablement your reps use on calls.
"The plan your campaigns and reps share."
- Ideal customer profileWe define the ideal customer profile (ICP) by size, sector, geography, technology stack, and the service lines you want to grow. Your reps get a target list they can work, and the campaign targeting uses the same fields.
- Messaging your reps useWe write the positioning, the proof points, and the objection answers for each buyer role: the IT director, the finance lead, and the operations lead. Your reps use the same words the campaigns use.
- Channel mix and enablementWe name the channels that reach your buyers, and the reason each one is on the list. The plan ships with the call scripts, the one-page answers, and the follow-up sequence your sales team runs.
Campaigns that refill your pipeline month after month.
Content, search, and paid media for technology vendors, each one measured on the pipeline it puts in front of your sales team.
"Reported on pipeline by channel."
- Demand generation campaignsWe run the campaigns that put your offer in front of your ideal customer profile (ICP): paid media, email, and content syndication. Each campaign carries its own pipeline target, agreed with you before it launches.
- Content and SEOWe write for IT buyers researching a change: comparison pages, buyer guides, and the answers your reps repeat on calls. We build the search coverage around the terms your buyers use when they compare providers.
- Reporting by channelEach channel reports the pipeline it created, so you can see where the money went. Budget moves from channels that produce no pipeline to the channels that produce it.
The highest-intent buyers reach your reps first.
Lead scoring, nurture, and pipeline reporting, set up so a score triggers each follow-up and the top-scored buyers reach a rep first.
"Scored leads, routed to your reps."
- Nurture and follow-upWe build the nurture sequences that keep a buyer engaged through a long evaluation, and write the emails they receive. Your reps step in when a buyer crosses the score threshold you set.
- CRM sync and dataWe sync your marketing activity to HubSpot, Salesforce, or Dynamics 365, and fix the duplicate and missing fields that break pipeline reporting. Your reports come from one record per account.
- Lead scoring and routingWe score each lead on the signals agreed for your market: vendor evaluation activity, renewal windows, and pricing page visits. The highest scores route to your reps first, by territory or service line.
Campaigns aimed at the IT buyers already evaluating.
One campaign across email, LinkedIn, paid search, and content syndication, built around the buyer roles you sell to and reported on the pipeline it creates.
"Four channels in one report."
- Campaigns run for youWe run the strategy, the creative, the targeting, and the follow-up for you, so the campaign does not wait on a new hire. You approve the message and the target list.
- Targeting by role and signalWe target by job title, seniority, department, company size, and Microsoft licensing tier, then narrow to the accounts showing intent. The signals are content downloads, vendor evaluation activity, and budget-cycle timing.
- One campaign across channelsWe run email, LinkedIn, paid search, and content syndication as one campaign, with the same message and one report behind it. A buyer who clicks an ad and opens an email is counted once.
Qualified Microsoft Copilot leads, the first within 5 days of launch.
Lead generation for IT channel partners selling Microsoft Copilot, aimed at the decision-makers evaluating it and handed to your reps with the buying trigger attached.
"Run by a Microsoft Solutions Partner."
- Microsoft Copilot-specific targetingWe target the IT decision-makers evaluating Microsoft Copilot, using the intent signals, Microsoft licensing tier, and job title fields in our data platform.
- Copilot research and resultsWe conduct the Microsoft Copilot adoption research on behalf of Microsoft. The program has delivered 2,000+ qualified Microsoft Copilot leads, each with the buying trigger and stakeholder map attached.
- Fast to first qualified leadOur Microsoft Copilot Lead Generation program is designed to generate its first qualified leads within 5 days of launch.
Fill your pipeline with managed services buyers already in market.
A done-for-you lead generation program for managed service providers (MSPs): intent data, campaign delivery, lead qualification, and pipeline reporting.
"Qualified pipeline from in-market accounts."
- In-market account targetingWe find the accounts with a renewal window, a leadership change, or vendor evaluation activity on record, before they appoint or replace a provider.
- Committee-wide campaignsWe reach the IT, finance, operations, and compliance stakeholders in each account, with a message written for each role in the decision.
- Qualified lead handoverYour sales team receives each lead with the firmographic fit, the buying trigger, the intent history, the stakeholder map, and the budget, authority, need, and timeline (BANT) notes.
Know which segments hold your buyers before you spend.
Competitor positions, interviews with the people who buy in your market, and account counts by segment, so your leadership knows where the buyers are.
"Sized segments before campaign spend."
- Competitor analysisWe document how your competitors position, message, and sell, from their own public material. Where a competitor publishes no information on a point, the report marks it as not published.
- Buyer interviewsWe interview the people who buy in your market: IT directors, security leads, and the finance approvers who sign. You get what they said about evaluation, shortlists, and what decides the final call, in their words.
- Market sizingWe size each segment by the accounts matching your ideal customer profile (ICP), counted against our data platform of 2.2 million verified data points. Your leadership sees the account count and the intent signals behind it: vendor evaluation activity and renewal windows.
Authority your buyers meet before your reps call.
Earned coverage where your buyers read, articles that carry your executives' names, and speaking slots at the events they attend.
"Coverage traced to the inquiries it produced."
- Media coverageWe write the stories and pitch them to the editors covering your category. Your report names each outlet once the coverage has run.
- Opinion pieces and reportsWe write the articles, the opinion pieces, and the research reports that carry your executives' names, from interviews with them. Each piece answers a question your buyers ask during an evaluation.
- Speaking slotsWe find the conferences and webinars your buyers attend, pitch your executives as speakers, and prepare them for the session. We agree the event list with you before we pitch anyone.
LinkedIn campaigns measured on cost per qualified opportunity.
Ad sets aimed at the job titles, seniorities, and company sizes in your ideal customer profile, reported each week on cost per qualified opportunity.
"Audiences built from your ICP and intent."
- Targeting that matches your ICPWe target by job title, seniority, department, company size, industry, and Microsoft licensing tier, taken from your ideal customer profile (ICP). Account lists come from our data platform: 2.2 million verified data points across demographic, firmographic, intent, and behavioral signals.
- Creative for IT buyersWe write the ad copy for one role at a time and test the variants against each audience. Each ad carries only claims your product page supports, and you approve it before it runs.
- Landing pages for each roleWe build and test the landing pages the ads point at, so the click reaches a page written for the same role. Form fields match what your reps need to qualify the lead.
How an engagement runs
Four stages, from scoping
to reporting.
A scoping call starts with your ideal customer profile (ICP), the service lines you want to grow, and the pipeline your sales team needs next quarter.
Talk to xpandlyScope
We map your ICP by company size, sector, geography, technology stack, and the service lines you sell.
- ICP by size, sector, and geography
- Technology stack and service lines
- Pipeline your sales team needs
Plan
Go-To-Market Strategy sets the messaging for each buyer role and the channel mix the campaigns will run on.
- Messaging by buyer role
- Channel mix for your ICP
- Market sizing and competitor mapping
Run
Campaigns reach accounts showing intent signals, such as pricing page visits or vendor evaluation activity, across outbound, LinkedIn, email, and programmatic.
- Outbound, LinkedIn, and email
- Programmatic and vettdd.com placements
- Intent signals from the data platform
Report
Leads sync to HubSpot, Salesforce, or Dynamics 365, and your program manager reports to you on leads and pipeline for the term.
- Client performance dashboard
- CRM sync for each lead
- A dedicated program manager
How we report on a program.
Two dashboards are public, one for agency performance and one for Microsoft Copilot, so you can see how we report before you sign. A dedicated program manager runs your program for its term.
Our work
Published results from IT channel programs.
Explore our workIT channel / Microsoft Copilot Lead Generation
184 qualified Microsoft Copilot leads in 90 days
Software / Go-To-Market Strategy
3.4x pipeline growth in year one
IT channel / Growth Marketing
9x inbound lead growth in 12 months
Cybersecurity / LinkedIn Pay-Per-Click Advertising
57% lower cost per lead on LinkedIn
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
Start here
Tell us which accounts you need to reach.
Send the service lines you want to grow and the buyers you sell to. On the scoping call we set the ideal customer profile (ICP) and the channels a program would use. You will hear back within one business day.