B2B sales and marketing for a pipeline that has stopped growing
Positioning, go to market, sales narratives and campaign material for established B2B companies that have outgrown cold calls and trade fairs. Every salesperson and partner ends up telling the same story.
- Red Dot Design Award
- 40+B2B companies
- 5ventures built
- MITDesign Lab background
More spend, same pipeline
The ads budget went up and outreach doubled, yet new customers still come from cold calls and the same trade fairs. Your partners signed up and then went quiet.
Sourcing AlliesStart with who buys, and why
Before you fund another channel, get clear on who buys from you and why they pick you over the alternatives. We work it out with you in structured strategy workshops.
Best-fit customers
Named segments your team can target on purpose, so time stops going on prospects who were never going to buy.
Buying journey
A map of how your buyers search, compare and decide, including who else is in the room when they sign.
Positioning
A reason to choose you that has nothing to do with price, written in your buyers' own words.
Sales motion
One agreed route from first contact to signature, so deals stop stalling while they wait for someone to pick them up.
One story, whoever tells it
Same story at the stand, on the call and in the reseller's inbox.
Sales narrative
A written storyline that runs from problem to proof. New hires can repeat it in week one, and senior sellers stop improvising their own versions.
Pitch deck
An editable master deck with slides your team can swap by segment, built to win the second meeting rather than list every feature.
Campaign material
Emails, ads, one-pagers and trade fair stands written from the same message, so each one backs up the last.
Partner enablement
Clear roles, training and ready-made material that give resellers a reason to put you in front of their customers.
Leads that arrive without a cold call
Once the story holds, we put it where your buyers already look. The phone starts ringing the other way.
Website
Pages written for the buyer who is already comparing suppliers, with a clear next step on each one.
Search
Content mapped to the high-intent searches your best buyers type while they evaluate.
Paid ads
Google Ads, LinkedIn Ads and retargeting, judged on conversions rather than impressions.
Partner programme
Programme design, a partner portal and sales kits that turn listed partners into selling ones.
What happens when the story lands
Different industries. Same fix: a clearer story, told everywhere.
- under 6 months
Sales lead time cut from 2 years to under 6 months. Lead cost down from $2,000 to $100. Conversion up from 0.7% to 20%.
- 70–90
From no web leads before 2019 to 70–90 qualified leads a month. Net sales grew from SEK 53 million to SEK 124 million between 2020 and 2024, and the company became a DI Mästargasell.
- +777%
Equestrian direct sales leads up 777%, and a major deal in a new product area closed within nine months of launch.
Up Strategy Lab first helped us move away from selling at trade fairs and onto a system that finds serious buyers. Seven years later they're still with us, and the work has shifted from generating leads to attracting the right ones. As we've moved toward managing the whole manufacturing journey, from prototype to delivery, they've rebuilt how we present ourselves around the customers we actually want to work with. They keep asking who we serve and why, and the sales conversations we have now are better for it.
Eric BengtsonCEO, Sourcing AlliesUp Strategy Lab is a trusted partner that helps us handle a lot of the strategy behind sales and marketing and how to translate that into tangible deliverables like website, improved sales process, pitch decks and communication. We continue working with USL across various facets of our commercial strategy.
Kuba KameckiPartnerships & Alliances, TG0
Related work
Straight answers before you book
What does a B2B go-to-market strategy include?
A B2B go-to-market strategy from Up Strategy Lab covers your best-fit customer segments, the buying journey, positioning and the sales motion that ties them together. We then build what your team needs to put it to work: the sales narrative, pitch deck, website, search and ad campaigns, and partner material. For Viking Analytics, this ran over nine months across website and go to market, a partner programme and its MultiViz 2.0 platform.
How do you get resellers and partners to actually sell?
Partners sell when they know who to approach, what to say and what's in it for them. Up Strategy Lab designs the programme structure, roles and training, then builds the partner portal and the sales material behind it. For CapillaryFlow, the partner portal was built alongside one website serving four verticals, so partners and direct sales tell the same story.
How long does a sales and marketing engagement take?
Most full engagements run for three to six months. Published projects have taken anything from one month (Lolo) to more than a year (CapillaryFlow and FreePower). We agree the strategy early and then get on with the work, so you're not reviewing drafts for months. We also stay after launch while the work beds in; CapillaryFlow has worked with us for four years.
Can you market a highly technical product without dumbing it down?
Yes. Much of Up Strategy Lab's work is for companies selling hard-to-explain technology to specialist buyers. Over six months, we handled the brand evolution, website, information architecture and aerospace and defence SEO for Frontgrade Gaisler, maker of the radiation-hardened LEON and NOEL-V processors. Viking Analytics, which sells AI predictive maintenance, is another example.
Do you work with our existing sales and marketing team?
Yes. Up Strategy Lab works alongside in-house teams rather than replacing them. We hand over the narrative, the deck, the messaging and the campaigns so your salespeople can keep using them. We've been based in Gothenburg, Sweden, since 2018 and work with clients across Europe, the US and Asia.
Show us where the pipeline stalls
Bring your numbers and the deals that got away. We'll tell you where we think the problem sits and what we would fix first.