They’re great at coming up with ideas that just work, and the execution velocity is high enough that we see all of them through. That generates results for us.
$7.83M qualified pipeline in 10 months
Read the AirOps case study
B2B demand generation agency for tech companies
Demand from buyers who aren’t searching yet
Frontal is a B2B demand generation agency for tech companies with a sales team. We run thought-leadership ads and useful offers for the buyers you want to reach, retarget the accounts that engage and sync every engagement to your CRM, so sales knows when to reach out.
Illustrative workflow
Worked with 300+ companies
I wanted the outcome of a BDR team, but more efficient and effective.
$300K+ pipeline in 9 months
Read the Teikametrics case study
The Frontal team is everything you’d want in a consulting partner: true experts with both strategic insight and hands-on execution.
20 opportunities in the first 20 days
Read the Playbook case study
Who it is for
Your ads ask for a demo, and your buyers aren’t ready
For B2B tech companies from Series A onward with a sales team, whose buyers are too senior or too early for a demo ask, and who want outsourced demand generation judged on pipeline in their CRM.
Ads that only ask for demos
Every ad asks for a demo, so buyers who are still researching have nothing to say yes to.
Senior buyers who ignore outreach
The executives you sell to don’t answer cold email or click a generic demo ad.
Engagement sales never sees
A buyer reads your content or watches a clip, and the rep who owns the account never hears about it.
What you get
Demand built before buyers are ready to talk
Our B2B demand generation services run in your own ad accounts and CRM, and we review account engagement with your sales team.
Thought-leadership ads
Ads from your founder and team, built from what they know, shown to the accounts you want to win.
Offers that teach
Short product clips and webinars on the problems your buyers have, in place of a demo ask they aren’t ready for.
Retargeting and CRM sync
Accounts that engage see ads matched to their stage, and every engagement syncs to your CRM so sales knows when to reach out.
How it works
How our B2B demand generation services work
Choose the accounts
We build the audience from your CRM and target accounts, filtered by fit and by buying signs such as funding and growth.
Plan the offers
We agree with you what to offer buyers at each stage, from a webinar to a short product clip to a conversation with sales.
Launch the ads
We launch thought-leadership ads to the target accounts, then test creative and offers against each other.
Retarget by stage
Accounts that engage move to ads matched to their stage, and the warmest ones see an offer to talk to sales.
Report pipeline
We report engagement, opportunities and pipeline by campaign from your CRM and move budget to what brings it in.
$2.9M Monthly pipeline after 90 days
- Before: $536K a month
- Qualified deals added to CRM: 182
- Ad spend
- $136K
Monthly pipeline from $536K to $2.9M in 90 days for AirOps
AirOps sells to marketing executives who ignore cold outreach and generic demo ads. We built the account lists in Clay and pushed them into LinkedIn Ads, put 80% of the budget into thought-leadership ads, and replaced the demo ask with short product clips and expert webinars. Every engagement synced into HubSpot and triggered retargeting. In 90 days monthly pipeline went from $536K to $2.9M.
- What changed
- Sales knew when and why to reach out, because every engagement synced into HubSpot.
- What we handled
- Account lists in Clay, LinkedIn Ads audiences, thought-leadership ads, product clips and webinars as offers, retargeting and the HubSpot sync.
Tools
The tools we work in
We start with the tools you have and suggest a change only when it fixes a real problem.
- Google Ads
- Clay
- HubSpot
- Salesforce
Frontal is a Google Partner and LinkedIn Ads Certified.
Your options
Four ways to get the work done
Each option suits a different team. The last row says when each one is the better choice.
| Compared on | Frontal | In-house hire | Freelancer | Full-service marketing agency |
|---|---|---|---|---|
| Who does the work | Our operators run the ads and offers in your accounts, and your sales team sees the engagement. | A demand generation manager you hire, plus help with creative and content. | A contractor for one piece, such as the ads or one webinar. | An agency team covering brand, content and channels across your marketing. |
| How fast it starts | First week: kickoff and access. Month one: audit and setup. Months two and three: launch and improve. | Once the role is hired and onboarded. | As soon as you find one and agree the scope. | After a brand and channel plan is agreed. |
| What you keep afterwards | Your ad accounts, audiences and history stay with you. | What they build, and their know-how while they stay. | What they hand over when the project ends. | The creative and content. Ask whose ad accounts the campaigns ran in. |
| How it’s paid for | A fee agreed in a statement of work, starting with a three-month engagement. Ad spend is separate from our fee. | A salary and benefits, plus the cost of hiring. | By the hour, the day or the project. | A monthly retainer, with ad spend on top. |
| Best when | You want demand built with buyers who aren’t ready yet, and judged on pipeline in your CRM. | Demand generation is a core function and you can hire and manage the team. | You need one campaign or one asset made, and your team runs the rest. | You want one agency for brand and all of marketing, judged on reach and leads. |
The team
Who does the work
With Frontal, you get experienced people who build and run the work, using software and AI where they help.
Ivan Falco
Partner & Head of ABM
Ivan leads ABM at Frontal, working on account-based paid media and coordinated campaigns.
How to start
Start with a three-month engagement
We start with a three-month engagement. The scope, milestones and owners are written into a statement of work before anything starts, and ongoing terms are agreed before work begins.
First week
Kickoff and access
We hold the kickoff call, get access to your ad accounts and CRM, and agree with you which accounts and buyers to reach first.
What you do One kickoff call, and access to your ad accounts and CRM.
First month
Audit and setup
We review your ad accounts, audiences and CRM tracking, build the first account audiences and plan the offers with you.
What you do Agree the offers with us, and what counts as a qualified opportunity.
First three months
Launch and improve
In month two we launch the ads and offers and set up retargeting by stage. In month three we review account engagement and pipeline with your sales team and move budget to what brings it in.
What you do Approve the audiences, ads and offers before they go live.
Ongoing
Talk with an operator
Bring your current setup, and we’ll walk you through how the first three months would look for your team.
What it costs
The price depends on scope, channels and volume. We agree it in a statement of work before we start.
Ad spend is separate from our fee.
What buyers ask
What is a demand generation agency?
A demand generation agency builds interest among buyers before they are ready to buy, so they know you when they are. We do it with thought-leadership ads, offers that teach and retargeting by stage, and we judge the work on pipeline in your CRM rather than on clicks.
What does demand gen do?
It reaches buyers before they are in the market, and research by Professor John Dawes for the LinkedIn B2B Institute found that up to 95% of B2B buyers are not in the market at any one time. Demand generation gives them a reason to remember you, so they already know your name when they start buying.
Source: LinkedIn B2B Institute, The 95:5 rule (opens in a new tab)
What does a demand generation company do that a lead generation agency doesn’t?
A lead generation agency reaches people who might buy now and hands over leads. A demand generation company builds interest with the buyers who aren’t ready yet, then makes sure sales hears when an account starts to engage. When you also need outbound, we run both against the same accounts.
How much should we spend on demand generation?
We set the budget with you before launch, based on the channels and how many accounts you want to reach. Ad spend is separate from our fee.
Do you offer demand generation consulting, or do you run the campaigns?
We run them. We plan the accounts, offers and channels with you, then create and run the ads in your own ad accounts and report the pipeline they bring in.
Is a demand gen agency different from an ABM agency?
Demand generation reaches the wider market of buyers who fit. Account-based marketing starts with a named list of accounts and coordinates ads, outbound and sales follow-up around each one. For a named-account program, see Account-Based Marketing.
Do the ad accounts stay ours?
Yes: your ad accounts stay yours, and we run the campaigns inside them. If we stop working together, the accounts, audiences and history stay with you.
How do you measure demand generation results?
We agree what counts as a qualified opportunity before launch, then report engagement by account, opportunities and pipeline from your CRM. We don’t guarantee leads or pipeline, and we adjust the campaigns when the numbers fall short.
Let’s grow your pipeline together
Bring your current campaigns and numbers, and we’ll tell you what we’d test next.