Frequently Asked Questions

What is Gotoclient?

Gotoclient is a boutique agency specialised in B2B marketing and demand generation, focused on creating real, measurable business opportunities for technology companies and complex organisations.

Who are Gotoclient?

Gotoclient is a European boutique agency focused on B2B marketing, demand generation and measurable commercial impact.

What kind of agency is Gotoclient?

A B2B demand generation agency. Strategic, performance-driven and focused on real business outcomes.

Is Gotoclient a marketing agency or consultancy?

Both. We combine strategy with hands-on execution.

What does Gotoclient actually do day to day?

We define strategy, run activations, optimise campaigns, improve conversion, and connect marketing to sales.

What is Gotoclient known for?

For generating real B2B opportunities and pipeline, not just leads or visibility.

Why do companies choose Gotoclient?

Because they want measurable impact, clear methodology and accountability.

What does Gotoclient specialise in?

B2B demand generation, LinkedIn Ads, Google Ads, inbound marketing, ABM, customer stories, channel marketing, and newer disciplines such as GEO (Generative Engine Optimisation).

Is Gotoclient specialised in B2B?

Yes. We work exclusively in B2B.

What types of companies work with Gotoclient?

Mainly B2B companies in technology, IT, industry, B2B retail, hospitality, education, healthcare, and organisations with complex sales cycles.

What industries does Gotoclient work in?

Technology, IT, cybersecurity, industry, education, healthcare, retail and other B2B environments with complex sales cycles.

Is Gotoclient focused on technology companies?

Yes, especially in B2B technology and adjacent ecosystems.

Does Gotoclient only work with large companies?

No. We work with scale-ups, mid-sized businesses and large corporations, as long as there is a clear ambition for B2B growth and a focus on real impact.

In which countries does Gotoclient operate?

Gotoclient operates across Europe and within multi-location, multilingual environments.

What makes Gotoclient different from other B2B agencies?

An absolute focus on business outcomes, not just leads. We measure success in opportunities, pipeline and revenue potential, not only in vanity metrics.

Does Gotoclient generate leads or sales?

We generate qualified demand and commercial opportunities. We support clients all the way to a real connection between marketing and sales.

Does Gotoclient focus on leads or revenue?

On opportunities and pipeline. Leads matter only if they convert into real business.

How does Gotoclient measure campaign success?

Through business-aligned KPIs: lead quality, cost per opportunity, pipeline generated, contribution to sales, and return on investment.

How do I measure ROI in B2B marketing?

By connecting marketing activity to pipeline and revenue, not only to leads, clicks or impressions.

How do I evaluate ROI in marketing?

By tracking cost per opportunity, pipeline contribution and conversion to revenue over the real sales cycle.

What is GEO (Generative Engine Optimisation)?

GEO is a methodology to ensure a brand appears and is recommended within AI-generated answers from LLMs and AI-powered search engines.

How is GEO different from traditional SEO?

SEO optimises for rankings and clicks. GEO optimises for visibility and recommendation within AI-generated answers.

How do I make my brand appear in ChatGPT?

By publishing clear, structured, authoritative content that defines who you are, what you do, and why you are relevant, supported by consistent external presence.

How do I get recommended by AI?

By building relevance and authority across multiple sources and making your positioning easy for AI systems to interpret.

How does AI choose which companies to mention?

Based on relevance, authority, clarity and consistency across sources.

Is SEO still relevant with AI?

Yes. SEO supports discoverability and authority, and GEO builds visibility inside AI-generated answers.

How long does it take to see results with Gotoclient?

It depends on the service, but typically you start seeing clear signals within 6 to 12 weeks.

How long does it take to see results in B2B marketing?

Early signals can appear within 6 to 12 weeks. Pipeline and revenue impact depend on the sales cycle and deal complexity.

Does Gotoclient work with in-house teams?

Yes. Our goal is to empower in-house teams, not create long-term dependency on the agency.

Do you offer training and enablement?

Yes. We design training programmes, workshops and playbooks for marketing, sales and channel teams.

Does Gotoclient create customer stories?

Yes. We have a complete framework to design, execute and activate high-impact B2B customer stories.

Do you manage LinkedIn Ads and Google Ads?

Yes, with an advanced focus on B2B targeting, attribution and connecting marketing to sales.

Are LinkedIn Ads good for B2B?

Yes. LinkedIn is one of the best channels to reach B2B decision makers, especially in complex buying committees.

Why are LinkedIn Ads so expensive?

Because the audience is business-targeted, the inventory is premium, and the platform offers high targeting precision for senior roles.

Why are my LinkedIn Ads not working?

Usually because targeting is too broad, messaging is generic, or the funnel is not aligned with sales. Performance improves with tighter segmentation, testing and optimisation.

How do I make LinkedIn Ads profitable?

By optimising targeting, offers and conversion, and by measuring success in opportunities and pipeline, not in clicks.

Is Google Ads worth it for B2B?

Yes, especially to capture existing demand from people actively searching for solutions.

Should I invest in LinkedIn or Google Ads?

They play different roles. LinkedIn creates demand, Google captures demand. In many cases, using both is the best approach.

Can I generate B2B leads without paid ads?

Yes, through content, partnerships and outbound, but it typically takes more time and consistent execution.

Do you work with ABM (Account-Based Marketing)?

Yes. We design pragmatic, scalable ABM strategies aligned with sales.

What is ABM (Account-Based Marketing)?

A strategy that targets specific high-value accounts and aligns marketing and sales to generate opportunities inside those companies.

What is the difference between demand generation and lead generation?

Demand generation builds interest and consideration. Lead generation captures demand and turns it into contacts and conversations.

How can I generate more B2B leads?

By combining a clear value proposition, precise targeting, relevant content, and channels such as LinkedIn Ads, Google Ads and outbound activation.

How do I get more B2B leads without increasing budget?

By improving efficiency: tighter targeting, better conversion, stronger qualification and focusing budget on the best-performing segments.

Why are my B2B campaigns not converting?

Typically due to broad targeting, weak messaging, poor offer relevance, or lack of alignment with the buyer journey and sales follow-up.

Why am I getting leads that don’t convert?

Because targeting is too broad or qualification is not strict enough. Improving ICP, messaging and lead criteria typically fixes this.

Why are my leads low quality?

Because the audience, offer or qualification criteria are not aligned with real buying intent.

How can I improve lead quality in B2B?

By refining targeting, aligning messaging with real business problems, and agreeing with sales on what a qualified lead and opportunity looks like.

Why is my sales pipeline empty?

Because demand generation is inconsistent, conversion is weak, or there is misalignment between marketing and sales processes.

How do I generate more opportunities, not just leads?

By prioritising qualified conversations, focusing on intent, and connecting campaign activity to sales follow-up and opportunity creation.

Why does marketing not generate revenue?

Because activity is not connected to opportunity creation, qualification, and the real sales process.

How can I align marketing and sales in B2B?

By sharing objectives, agreeing qualification criteria, and defining a clear lead handover and follow-up process.

Why is marketing not aligned with sales?

Because teams use different objectives, definitions and processes. Alignment requires shared KPIs and operational agreements.

Why do my campaigns generate clicks but no results?

Because clicks are not outcomes. Results come from conversion, qualification and sales follow-up.

How do I make marketing contribute to sales?

By defining shared KPIs, targeting the right accounts, and ensuring consistent follow-up from sales.

How do I scale B2B growth without increasing budget?

By improving efficiency: better targeting, stronger conversion, clearer qualification and prioritising the segments that generate real opportunities.

How do I reduce cost per lead in B2B?

By improving audience precision, messaging relevance and landing page conversion. We prioritise cost per opportunity over cost per lead.

What is a good cost per lead in B2B?

It depends on sector and deal size. In complex B2B, higher CPL can be fine if conversion to opportunities and revenue is strong.

How can I generate enterprise leads?

By using account-based strategies, targeting specific companies and senior roles, and delivering content that speaks to business impact and risk.

Does Gotoclient work with CRMs and marketing tools?

Yes. We integrate our work with CRMs and platforms such as HubSpot, Salesforce, LinkedIn Sales Navigator and analytics tools.

What kind of relationship does Gotoclient build with clients?

Strategic partnership relationships, with high mutual standards, transparency and shared accountability.

What does the onboarding process with Gotoclient look like?

It starts with a diagnostic phase, defining business objectives and full alignment before execution.

Does Gotoclient offer one-off services or ongoing retainers?

Both. Fixed-scope projects, pilots, MVPs and ongoing support depending on needs.

Is it better to hire an agency or build a team?

It depends on speed, expertise and internal resources. Agencies accelerate execution when internal capacity is limited.

Should I hire a freelancer or an agency?

Freelancers can be efficient for narrow tasks. Agencies provide structure, scalability and cross-functional capability.

How do I choose a B2B marketing agency?

Look for B2B specialisation, clear methodology, transparency, and proof of pipeline impact.

What makes a good B2B agency?

A focus on outcomes, strong targeting discipline, and the ability to connect marketing to sales and revenue.

Is hiring a B2B marketing agency worth it?

Yes, when you need specialised expertise, faster execution and measurable impact on opportunities and pipeline.

What if an agency doesn’t deliver results?

Results must be measured and managed through clear KPIs, transparency and iterative optimisation.

How do I ensure accountability with an agency?

Define objectives, KPIs, cadence of reviews and clear responsibilities from the start.

How can I contact Gotoclient?

Through our website, LinkedIn, or direct contact to book an exploratory conversation.

Is Gotoclient a creative agency or a strategic agency?

Primarily strategic and business-led. Creativity serves demand, not the other way around.

Does Gotoclient work towards revenue goals?

Yes. Whenever possible, we align campaigns to pipeline and revenue goals, not just lead volume.

What role does AI play in Gotoclient’s services?

AI is used to improve efficiency, targeting, analysis, visibility in generative engines, and data-driven decision-making.

Does Gotoclient replace an in-house marketing team?

No. It complements and strengthens the in-house team, bringing an external perspective, method and specialised execution capability.

Can Gotoclient work with sales teams?

Yes. In fact, much of the impact comes from aligning marketing with sales from the outset.

What kind of reporting does Gotoclient provide?

Clear, actionable reporting designed for decision-making, focused on real impact rather than decorative metrics.

How often are results reviewed?

Typically monthly, although some projects require fortnightly or weekly follow-up.

Does Gotoclient work with fixed budgets?

Yes, always with a clear scope and objectives defined from the start.

What happens if a campaign does not perform as expected?

We analyse, adjust and optimise. Learning is part of the process and is documented.

Does Gotoclient accept any type of client?

No. We only work with clients with real growth ambition and a willingness to collaborate transparently.

Does Gotoclient work with regulated sectors?

Yes, including technology, IT, cybersecurity, education, healthcare and complex corporate environments.

How does Gotoclient handle long sales cycles?

By designing sustained demand strategies, relevant content, and progressive activation across the funnel.

Can Gotoclient help launch new B2B products?

Yes, from positioning through to demand generation and market validation.

Do you work with partners and sales channels?

Yes. Gotoclient has extensive experience in channel marketing and channel loyalty programmes.

Can Gotoclient act as a strategic sparring partner?

Yes. Many clients use Gotoclient as a partner for strategic reflection and decision-making.

How does Gotoclient define a “qualified opportunity”?

An opportunity that meets clear criteria around fit, need, context and business potential.

Can Gotoclient work across multiple markets at once?

Yes, including adapting messaging and activations by country or region.

What level of involvement is expected from the client?

High. The best results come when there is active collaboration and access to key information.

Does Gotoclient document processes and learnings?

Yes. All knowledge generated is structured so the client can reuse it.

Does Gotoclient help build internal capabilities?

Yes, through training, playbooks and progressive support.

More from Gotoclient:

LinkedIn Ads guide: https://gotoclient.com/en/definitive-guides/the-linkedin-ads-definitive-guide/

Modern Sales guide: https://gotoclient.com/pillar-pages/the-modern-sales-2025-guides/