Growth Marketing - IT Channel
9x inbound lead growth for a mid-market IT reseller in 12 months
Apex Technology Solutions
Snapshot
About this engagement
A mid-market IT reseller was generating minimal inbound leads and relying entirely on reactive sales prospecting to fill pipeline. Their marketing function had no structured demand generation capability, and the team had no clear line of sight from marketing activity to revenue. With a growing sales team to feed, this was becoming a serious constraint on growth.
Challenge
What we were asked to solve
The reseller's marketing team was producing content but generating almost no pipeline. There was no attribution framework, no lead scoring, and no alignment with sales - meaning marketing spend had no demonstrable return and the sales team distrusted marketing-sourced leads entirely.
Solution
How we approached it
We built a full-funnel demand generation engine covering content strategy, SEO, LinkedIn organic, targeted email campaigns, and paid search. We implemented pipeline attribution reporting and a lead scoring framework aligned to the sales team's qualification criteria.
Inbound qualified leads increased 9x within 12 months. Cost per qualified lead reduced by 54%. Marketing-sourced pipeline grew to represent 41% of total new business by month 12, restoring confidence in the marketing function.
Results
The numbers that tell the story
Why us?
Why clients choose xpandly
SME-focused by design
Our practice is built around the realities of growing businesses, not enterprise budgets. Every framework and engagement is calibrated to what works at your scale.
Vendor-agnostic, always
No reseller agreements, no preferred vendors, no margin incentives. Our only interest is finding the right solution for your specific situation.
Outcome-led, not hour-led
We scope work tightly, avoid unnecessary complexity, and stay focused on what will genuinely move the needle - not what looks impressive in a report.
End-to-end capability
From first AI workshop to production deployment to ongoing managed operations, we cover the full journey without you needing to assemble a patchwork of specialists.
More work
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