Why operators pick us
Outbound, LinkedIn and paid search as one procurement pipeline, not three reports.
We build CRM stages, ARR fields and offline conversion so enterprise conversations land in one commercial number. Canopy is the named proof: £85k pipeline in 30 days, 50% LinkedIn acceptance, over 25% of enterprise pipeline sourced through Bright Brand. The same discipline applies to every supplier management platform we take on.
Commercials and the first 90 days
How we charge, and what the first quarter looks like
Retainer or performance-shaped, scoped against your ICP and stack in week one so you see the number before campaigns start. No long lock-in while we are both proving it works.
Days 1 to 14: ICP, lists and CRM structure
NDA and contract signed. ICP refined around procurement titles with ERP context. Target account list enriched. Dual pipelines built (PQL and enterprise) with security review, legal and IT stages. ARR fields and offline conversion scoped.
Weeks 2 to 4: outbound and LinkedIn live
Outbound sequences running against procurement titles with product-proof messaging (onboarding time, compliance risk, ERP fit). LinkedIn campaigns live with title-level targeting. Landing pages rebuilt with product proof, not category slogans.
End of month one: meetings, not demos
Reporting shifts to sales-accepted meetings with stack fit by channel. Security-pass rate becomes a visible pipeline metric. Cost per sales-accepted meeting replaces cost per demo form fill.
Quarter one: pipeline past security, first ARR
Enterprise deals progress through security and legal stages. PQL expansion shows its own conversion path. First closed ARR starts to show channel attribution. We scale what is earning sales-accepted meetings and cut what is not.
Pipeline
Why your marketing numbers and your commercial tracker never agree
We build your CRM for the security gate, not just the demo
Platform deals often start with a sharp product story, then stall in security questionnaires and IT review. The commercial stage is not where most time is lost. If your CRM only tracks demo booked and closed-won, you are blind to where deals actually die. We add security review, legal and IT as explicit stages so your pipeline shows where deals stall and your forecast stops lying.
We split PQL and enterprise so your forecast stays honest
Trial or product-qualified expansion and twelve-month RFP pursuit are fundamentally different objects. When they share one pipeline, forecasts lie and your AEs ignore the CRM. We build parallel pipelines: one for PQL expansion with shorter stages, one for enterprise with security and legal gates. Partner-sourced deals keep a visible path so marketing can still attribute.
We build creative around product proof, not category slogans
Winning angles name ERP coexistence, DocuSign-style workflow fit and onboarding time saved. Generic digital transformation copy fails against heads of procurement who already run SAP or Dynamics. We test outbound messages first, find the proof points that earn replies, then promote them into LinkedIn and search creative. Your ads speak the language your prospects already use internally.
Built with your growth team
How we work with your growth team, not around them
You already know your ICP, your product proof points and your deal stages. We bring outbound infrastructure, LinkedIn precision and CRM discipline into that motion so pipeline tracks from demo to security review to closed ARR, and the board sees channel contribution in revenue.
- Canopy published proof
- £85k pipeline in 30 days, £850k annualised
- Canopy published proof
- 50% LinkedIn acceptance into procurement roles
- Where deals actually stall
- Security review, not the demo
- What the board wants
- Closed ARR by channel
Canopy generated £85k in potential ARR pipeline within the first 30 days, annualising to roughly £850k. That is what category-title precision and product-led outbound delivers when the ICP is right and the CRM stages match the buying cycle.
Canopy's LinkedIn programme reached procurement and supply chain titles with a 50% connection acceptance rate. That efficiency comes from naming the pain (supplier onboarding friction, compliance risk) rather than selling a category label.
Most supplier management platform deals pass the demo stage easily. The stall is security questionnaires, IT review and legal sign-off. If your CRM does not have those as explicit stages, your pipeline looks healthy while deals quietly die. We build stages that show where time is actually lost.
Demo volume is diagnostic. Closed ARR is the number your board tracks. We wire it as the offline conversion so bidding learns from revenue, not form fills. Board packs show pipeline past security review and closed ARR by channel with first-touch and multi-touch views.
Week one is NDA, contract and access with the people who own demand and the systems that hold pipeline. Without that, we are guessing and you are paying for it.
People
Head of growth / marketing lead
Owns pipeline targets, channel mix and campaign budget. Weekly decision owner with us.
Founder / CEO
Sets ARR targets and go-to-market strategy. Wants board packs that show marketing contribution in closed revenue.
Sales lead / AE team
Works the opportunities we source. Feeds back on meeting quality, security-gate progress and close rates.
Product / solutions
Shapes demo content, ERP integration messaging and use-case proof for outbound and creative.
Systems access
CRM (HubSpot or Salesforce)
Dual pipelines for PQL and enterprise, with security review, legal and IT stages, ARR fields, and offline conversion on closed ARR.
Outbound stack
Sending domains, warm-up and sequence tooling against procurement titles, with product-proof messaging and write-back into CRM.
LinkedIn and list enrichment
Sales Navigator title filters plus Apollo-style enrichment, with weekly sync and customer suppression.
Paid media accounts
Admin access across LinkedIn and Google so they train on sales-accepted meetings and closed ARR, not demo form fills.
What that unlocks
One loop from product-proof touch to sales-accepted meeting to security pass to closed ARR, so you can scale spend against revenue instead of demo volume.
01
Outbound and LinkedIn against procurement titles with ERP context
We build lists around head of procurement, procurement director, head of supply chain and category manager titles, filtered by company size, sector and ERP context (SAP, Oracle, Dynamics). Apollo-style enrichment plus Sales Navigator filters beat broad job-function ads. We suppress CRM customers weekly.
02
Product-proof messaging, not category slogans
Outbound messages that name onboarding time saved, compliance risk reduced and ERP coexistence earn replies. Generic supplier management positioning does not. We test messaging in outbound first, find the proof points that convert, then promote them into LinkedIn creative and search ad copy.
03
Search captures active evaluation intent
Heads of procurement do search for supplier risk platforms, onboarding tools and contract management software. Volume is low but intent is high. We run Google Ads against those terms with tight negatives and landing pages that speak in product proof, not category labels.
04
ABM list hygiene and partner attribution
Procurement title lists rot quickly with job changes. Weekly Sales Navigator and CRM syncs, sales rejection reasons fed into exclusions, and customer suppression keep spend honest. Partner-sourced deals keep a visible attribution path so marketing can show its contribution alongside channel and referral.
What we build for you
Where we start on your account
Start with the bottleneck: product-proof outbound and LinkedIn, dual PQL and enterprise CRM pipelines with security stages, or the offline loop that ties closed ARR back into bidding. We scope that against your ICP in week one.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
Dual pipelines for PQL and enterprise
One pipeline for PQL expansion with shorter stages, one for enterprise RFP with security review, legal and IT gates. Required fields: security_status, estimated_arr, erp_context, champion_contact_id and economic_buyer_status. Partner deals keep a source path marketing can still attribute. We build or fix this structure before campaigns start.
Security-aware offline conversion
Learning events include sales-accepted meeting and security passed before closed ARR. Named actions stay explicit so bidding never treats a thank-you page as revenue. Offline conversion uploads through close on the enterprise path. PQL expansion fires on its own conversion action so the two pipelines do not cross-contaminate bidding.
Product metrics in the board pack
We blend spend with sales-accepted meetings, security-pass rate and closed ARR. Board packs speak in risk reduction, onboarding speed and compliance time saved, the language your platform buyers already use internally. Channel contribution shows in ARR, not demo volume.
Related
Nearby industries we also work in
B2B SaaS and consultants marketing
Parent hub for B2B SaaS: enterprise pipeline, procurement software and category tools.
View pageConsulting firms marketing
Sibling page for consulting firms selling into enterprise committees; this page covers product-led GTM and security-gated platform cycles.
View pageCommercial fit-out marketing
Fit-out contractors sell into the same Heads of Procurement that platforms like Canopy sell to. We sit on both sides of that table.
View page
Director FAQs
What supplier management platforms usually ask
Who is the real buyer?
It depends on the deal size. Category managers and heads of supply chain feel the daily pain and respond to outbound. Heads of procurement and procurement directors own the budget and vendor shortlist. Finance, IT and legal appear at the security and commercial gates. We target the champion first, then expand to the economic buyer and gate-keepers as the deal progresses.
Why is paid search not enough?
Because procurement platform search volume is low and the intent is split between buyers, competitors and job seekers. Search still captures active queries from heads of procurement evaluating tools, but outbound and LinkedIn carry the pipeline. We run search in support, not as the primary channel, with tight negatives and product-proof landing pages.
Which Canopy numbers can I cite?
All the published ones: £85k potential ARR pipeline in 30 days, roughly £850k annualised, 50% LinkedIn connection acceptance into procurement roles, 60-plus new leads per month into HubSpot, and over 25% of enterprise pipeline sourced through Bright Brand. Those are published, attributed and current.
How long should attribution windows be?
Enterprise supplier management deals run 6 to 12 months from first touch to closed ARR. PQL expansion can close faster. We configure attribution windows to match each pipeline: shorter lookbacks for PQL, longer for enterprise, both feeding one board pack.
Do you only work with HubSpot?
No. We work with HubSpot and Salesforce. What matters is dual pipelines (PQL and enterprise), security and legal stages, ARR fields, champion and economic buyer contact roles, and offline conversion firing on closed ARR. We build or fix that structure in the opening weeks. HubSpot is more common at the stage most procurement SaaS clients are at when they come to us.
How does the fit-out crossover help?
Commercial fit-out contractors, M&E firms and main contractors sell into the same procurement and estates buyers that your platform targets. We run campaigns on both sides of that table, which means we understand how procurement buyers think about supplier relationships, what language they use, and what objections they raise. That sharpens your LinkedIn creative and outbound messaging.
How is our prospect data handled?
Under NDA, with least-access in mind. We take only the fields we need to close the loop, keep prospect names and company details out of the ad platforms, and anonymise anything sensitive. Platforms receive conversion events and values, not prospect data.
Who will we speak to each week?
The same person who owns your account, not a rotating pod. Your head of growth or marketing lead is our weekly decision owner, and we sit with your founder and sales lead as the work needs it.
Next step
Send us your ICP, or a target account list you want to crack
We will show you where qualified meetings are leaking before we talk retainer. Share your procurement-title ICP or a named account list, and we will map the gap between outbound and closed ARR.