02: Growth Marketing
Content, search, and paid media for technology vendors, each one measured on the pipeline it puts in front of your sales team.
Overview
What Growth Marketing means in practice
This is for the marketing director at an IT vendor who has to report pipeline each month. What reaches your sales team is a named list of buyers, each with the channel and the content that brought them in.
Those buyers arrive as qualified leads. 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 rest of the monthly report shows the channels, content, and spend that produced them.
Key benefits
Demand generation campaigns
We 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 SEO
We 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 channel
Each 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.
Our process
How we deliver Growth Marketing
Review what runs
We review the campaigns and content you run today against the pipeline each one produced. Anything with no pipeline behind it goes on the list to fix or stop.
Build the foundations
We build the tracking, the landing pages, and the content calendar before we spend on media. From then on, your reporting shows pipeline by channel.
Run the campaigns
We run the campaigns across the agreed channels, write the content, and manage the spend. Your sales team receives the leads each campaign produces, with the trigger and the intent history attached.
Report and review
We report each month on qualified leads and pipeline by channel, and review the numbers with you. The report names the next change we recommend and what it should produce.
Why xpandly
What sets us apart
Apex Technology Solutions, a mid-market IT reseller, reached 9x inbound lead growth in 12 months on a Growth Marketing program. The case study is published on our work page, and it does not state what their sales team closed from those leads.
Pipeline first in the report
The monthly report opens with qualified leads and pipeline by channel. Impressions and follower counts appear lower down, and a campaign keeps its budget while it produces pipeline.
Written for IT buyers
We build the content from the questions your reps hear on calls and the terms IT buyers and managed service providers search when they compare providers.
Campaigns aimed at in-market accounts
We aim the campaigns at accounts already showing intent: pricing page visits, content downloads, and vendor evaluation activity. Our data platform holds 2.2 million verified data points across demographic, firmographic, intent, and behavioral signals.
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
Also from xpandly
Explore our other services
Go-To-Market Strategy
Sales and Marketing Automation
IT Marketing Campaigns
Microsoft Copilot Lead Generation
MSP Lead Generation
Market Research
PR and Thought Leadership
LinkedIn Pay-Per-Click Advertising
FAQs
Questions about Growth Marketing
If your question is about your own market or service lines, ask it on a scoping call.
Talk to xpandlyOur 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
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.