Nick has 15+ years building B2B marketing hands-on, across demand generation, websites and conversion, CRM and marketing operations. Former Head of Marketing in the legal-AI sector, he builds the system that turns activity into leads, conversions and revenue.
Written by Nick Betts.
B2B Marketing Attribution: Models That Actually Work
Why most attribution models break in B2B, and what you should do instead.
ReadWhy B2B Demand Gen Produces Leads, Not Pipeline
The gap between MQL and qualified opportunity, and how you can close it.
ReadLinkedIn for B2B Demand Generation in 2026
A grown-up playbook for using LinkedIn as a real revenue channel.
ReadCRM Isn't the Problem: Your Process Is
Why most CRM rebuilds fail, and what to fix first.
ReadThe Conversion Rate Maths B2B Marketers Ignore
The numbers that decide whether a campaign is worth running.
ReadDemand Generation vs Lead Generation: The Real Difference
They are not the same thing — and confusing them costs B2B teams a fortune in budget.
ReadHow to Build a B2B Demand Generation Funnel
The working system that takes a buyer from never hearing of you to a signed contract.
ReadB2B Demand Generation Channels, Ranked by ROI
How the channels actually rank by return — and which are quietly wasting your budget.
ReadHow Much Should You Spend on B2B Demand Generation?
Benchmarks, a model, and a budget you can actually defend to a board.
ReadGoogle Ads for B2B: The Complete Playbook
Why most B2B Google Ads accounts waste budget — and the playbook to fix yours.
ReadLinkedIn Ads Strategy for B2B That Actually Converts
A senior strategy for LinkedIn Ads that builds pipeline, not just impressions.
ReadLinkedIn Ads Cost for B2B: What to Expect in 2026
Real LinkedIn Ads costs for 2026 — and the maths that decides if they are worth it.
ReadHow to Lower Your B2B Cost Per Lead
The real levers for cutting B2B cost per lead — without wrecking lead quality.
ReadB2B PPC Management: In-House vs Agency vs Consultant
An honest comparison of who should run your B2B paid media — and the trade-offs each hides.
ReadRetargeting for Long B2B Sales Cycles
How to run retargeting built for nine-month B2B cycles, not e-commerce baskets.
ReadB2B Landing Page Best Practices That Lift Conversion
The landing page practices that turn expensive B2B clicks into qualified conversations.
ReadHow to Build a B2B Homepage That Converts
Build a B2B homepage that tells sceptical buyers who you help and what to do next.
ReadB2B Website Redesign: Rebuild vs Refine
Decide honestly between a full B2B website rebuild and a faster, cheaper refine.
ReadA/B Testing on Low-Traffic B2B Sites
How to improve conversion on low-traffic B2B sites without e-commerce volumes.
ReadHow to Run a B2B Website Conversion Audit
Find exactly where your B2B site loses buyers, and fix the leaks that cost most pipeline.
ReadHow to Set Up GA4 for B2B
Configure GA4 for B2B reality: intent events, pipeline conversions and CRM-connected reporting.
ReadB2B Marketing Metrics That Actually Matter
Stop reporting vanity metrics. The few B2B numbers that connect marketing to revenue.
ReadHow to Build a B2B Marketing Dashboard in Looker Studio
Build a Looker Studio dashboard that answers commercial questions at a glance, not clutter.
ReadMarketing Attribution for Long B2B Sales Cycles
Why standard attribution misleads over long B2B cycles, and how to decide budget anyway.
ReadHow to Set Up HubSpot for B2B
Set up HubSpot around a real process: lifecycle stages, lead routing and pipeline reporting.
ReadB2B Lead Scoring That Actually Works
Score leads on fit and intent so sales calls the right ones first — validated against real conversions.
ReadRevOps Explained: What It Is and Whether You Need It
RevOps is a discipline, not a tool. How aligning marketing, sales and success fixes leaking revenue.
ReadB2B Lead Nurturing: Stay Useful Until They Buy
Most B2B leads are not ready yet. How to nurture on stage and behaviour, and hand off at the right moment.
ReadHow Much Does B2B Marketing Cost in the UK?
What really drives B2B marketing cost, realistic ranges across the options, and how to judge value.
ReadWhat a B2B Marketing Retainer Should Actually Include
Judge a retainer on outcomes, not hours. What a good one includes and how to spot a money pit.
ReadWant Nick on your marketing?
Every engagement is led by Nick and Jake directly. Book a discovery call to talk through what would move pipeline most for your business.