Most mid market B2B businesses are sitting on the answer to their biggest growth questions and cannot see it. Your CRM holds it. Your ad platforms hold pieces of it. Your sales operations team holds bits of it in spreadsheets. Your finance system holds the truth about return on investment. Nothing talks to each other. So decisions get made on instinct, on month old reports or on the loudest voice in the room.
We fix that. We unify your data using Claude, Anthropic's enterprise grade AI, alongside our partner data and reporting infrastructure. The result is one live dashboard, accurate every day, that shows you what is actually working and where the next pound of investment should go. Live lead scoring runs in the background, your sales team gets a tighter feedback loop, and for the first time your marketing team can prove return at the campaign, channel, region and account level.
What you get with this engagement:
Most B2B marketing teams own a CRM, three ad platforms, a sales operations workbook, an analytics package and a paid agency dashboard. None of these were built to speak to each other. The result is reporting that takes a week to produce, decisions made on snapshots that are already out of date, and a board that quite reasonably asks “so what is actually working” and nobody can prove the answer.
One dashboard. Live. Pulling from every source. Showing cost per lead by region, return per new lead by industry, sales pipeline value by account, and the percentage of revenue your marketing team is sourcing or influencing. No exports. No copy and paste. No data analyst as the bottleneck. Your CMO, your sales director, your finance lead and your CEO all read from the same page.
Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Pardot, Marketo. Google Ads, Microsoft Advertising, LinkedIn Campaign Manager, Meta. Google Analytics 4, Search Console, paid media reporting platforms. Sales operations workbooks, NetSuite, Sage, Xero. Custom data sources where they exist. We also connect first party data from your website, including session and behavioural data where it adds value to scoring.
Claude, by Anthropic, is the most capable AI we have used for the kind of analytical, context aware reasoning marketing data work requires. It reads source data, understands the relationships between accounts and campaigns, and produces explanations a human can act on. It runs on AWS Bedrock UK South so your data stays inside UK jurisdiction, which matters for regulated buyers and for compliance with the EU AI Act and the ICO's AI Code of Practice.
The scoring model runs continuously. It uses the behavioural and firmographic signals from your real pipeline, not a generic template. When a target account engages with three pages, downloads a guide and books a demo in the same week, the model lifts that score in real time. When a lead goes cold, the model decays the score automatically. Your sales team works the top of the list, not the bottom of yesterday's report.
Every lead the sales team accepts or rejects feeds back into the model. If sales tells the model that leads from a certain region or industry under deliver, the model adjusts. If a particular content pathway consistently produces ready to buy leads, the model rewards it. Marketing finally sees which campaigns produce revenue, not just clicks. Sales finally trusts the leads marketing hands over.
We surface cost per lead by region, by industry, by campaign and by account. Not the blended monthly number that hides the truth. You see that the LinkedIn campaign targeting financial services in the North West costs you £142 per lead, while the equivalent campaign in the South East costs you £312. You see which channels deliver scale and which deliver quality. You can defend every line in the marketing budget.
Returns are the only metric the board cares about. Our unified data shows the value of every new and re-engaged lead, tied back to the campaign, channel and region that produced them. You see closed won revenue per lead source. You see how long it takes to convert. You see which sources are quietly subsidising the rest. The number is finally honest.
For traditional UK B2B brands with regional sales teams or distributors, regional return on investment is often invisible. We make it the headline number. You see which regions produce the strongest pipeline against the marketing spend deployed there. You see where to invest more, where to pull back, and where local marketing is quietly subsidising weak national campaigns.
Re-engaged leads behave differently from net new ones. They convert faster, often at higher value, and need a different sales motion. Our scoring model treats them as their own segment and shows you the lifetime value pattern across both. The result is a sales team that prioritises the right conversation at the right moment, and a marketing team that knows when to invest in re-engagement campaigns over net new acquisition.
HMS Networks came to us with the classic B2B data problem. Strong sales team, strong product, but no shared visibility on where revenue was actually coming from. We unified their CRM, paid media, analytics and sales operations data with a Claude powered reporting layer. The team now runs from one live dashboard. Lead scoring is automated, regional return on investment is visible for the first time, and the marketing budget is defended on facts rather than gut feel.
Arrow ECS operates at enterprise scale across multiple regions, multiple technology partners and a long, complex sales cycle. We worked with them to unify data across systems and build live account based scoring tied to account level intent. The output is a reporting view their teams use daily, account level intelligence the sales team trusts, and clear evidence of which marketing investments produce pipeline.
For Timberplay, a traditional outdoor play equipment business, we built a marketing data view they had never had before. Cost per lead by region. Return per new specifier enquiry. Visibility on which trade shows produced revenue and which were a cost. The leadership team now runs weekly decisions from a live data view rather than monthly reports built in spreadsheets.
TouchWood Play needed to understand the relative return on their digital and traditional marketing for the first time. We unified the data across both, scored every inbound lead against historical conversion patterns and gave them one report the whole team works from. They now spend less time arguing about which channel works and more time investing in what actually drives orders.
Your sales team stops chasing the wrong leads. They open the dashboard, see the prioritised list, see the context Claude has surfaced about each account, and start their day on the highest probability conversations. Win rates improve because the conversation matches the intent. Forecasting becomes credible because the pipeline is built on real signals, not optimism.
Your marketing team stops being judged on vanity metrics and starts being judged on revenue. The dashboard ties every campaign back to pipeline produced, lead quality delivered and revenue sourced. Marketing earns its budget back, the relationship with sales improves and the team can finally invest where it counts.
Every implementation runs through AWS Bedrock UK South, the region Anthropic provides for Claude in the UK. Your data stays in UK jurisdiction. We design with the EU AI Act high risk obligations in mind, with the ICO's AI Code of Practice baked into the deployment, and with a documented audit trail your governance, security and procurement teams can defend. The 2 August 2026 deadline does not catch you out.
We do not just install AI and walk away. We document model behaviour, audit trail, data flows, decision logic and human oversight points. Your risk team gets a defendable model card. Your security team gets a clear posture document. Your buyers get the assurance answers they ask for in procurement. Compliance becomes a sales accelerator, not a sales blocker.
We do not run six month discovery phases or charge a quarter million pounds before producing a single dashboard. We work in weeks, not quarters, and we sit inside your team rather than parachuting in. You get senior people on every call. There are no junior consultants with a slide deck and no overheads dressed up as “innovation fees”.
Many UK AI agencies sell tools. We sell outcomes. Tools without strategy create more dashboards nobody reads. We bring fifteen to twenty years of marketing agency experience to the implementation, which means the AI we build serves a real marketing operating model. The output is data unification that the marketing director, the sales director and the CEO all use the next morning.
Most implementations move from discovery to a working unified dashboard in six to ten weeks. Phase one delivers the unified data layer and a baseline dashboard. Phase two layers in the lead scoring and the feedback loop. Phase three optimises and embeds the model with your team. Faster than most expect, slower than tool driven shortcuts that never quite work.
We work as a fixed scope implementation, then transition into a retainer for ongoing optimisation, training and model tuning. You can choose to take ownership in house after the implementation, or keep us embedded as your AI Labs team. Both models work, and we have happy clients on each.
Read how the HMS Networks, Arrow ECS, Timberplay and TouchWood Play teams use this every day, what changed for them, and the numbers behind it.
This service is built for B2B businesses that already have meaningful pipeline and meaningful marketing spend, but do not yet have a credible way to tie the two together. That tends to include:
UK mid market B2B businesses where the marketing director and sales director report to the board and need to defend their numbers with the same data source.
Traditional industries such as industrial distribution, manufacturing, professional services, outdoor and leisure, where data lives across systems that were never designed to talk to each other, and where AI is now opening up answers that previously were not possible.
Scale up B2B brands moving from a founder led growth model to a properly measured commercial engine, and needing the reporting infrastructure to scale with confidence.
Account based marketing teams that need account level intelligence, scoring and pipeline attribution in one view rather than five.
If you have a CRM full of data, an ad budget you cannot fully account for and a sales team that argues with marketing about lead quality, this is built for you.
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Week 1 to 2
We start by mapping every system that holds marketing, sales or revenue data inside your business. We meet the marketing team, the sales team, the operations team and your data lead if you have one. We document what exists, what it tells you, what it does not, and where the friction is. The output is a clear audit document and an implementation plan everyone has agreed to.
You leave week two with a written, defendable view of your current data landscape, the specific gaps it creates and the prioritised list of integrations and reporting outputs that will close them. Even if you choose not to proceed with us, you have a roadmap you can run yourself.
Week 2 to 5
We connect the systems. Where APIs exist, we use them. Where they do not, we build the integration. We design the data model to support live scoring, account level reporting and audit. Claude is built in as the reasoning layer for scoring and analysis. AWS Bedrock UK South provides the compliant hosting environment.
A unified data layer that holds your marketing, sales, operations and revenue data in one place. Connected to your existing platforms. Updating live. Ready for the reporting and scoring layer to sit on top of it.
Week 5 to 8
We build the dashboards your team will actually use. Clean, readable, role specific views for marketing, sales, the board and operations. The live lead scoring model goes into production. The sales and marketing feedback loop is configured. Compliance documentation is delivered for your governance, security and procurement teams.
A working live dashboard the team can use the next morning. A scoring model that runs continuously. A documented compliance posture you can defend in any procurement conversation. And the first week of real, unified reporting your business has ever had.
Week 8 onwards
We train your team. We sit alongside the marketing director and the sales director in their weekly reviews. We tune the scoring model as your sales team feeds it back. We refine the dashboards as the questions the business asks evolve. This is where the value compounds.
A team that genuinely owns the system, not one that needs us in the room to interpret it. A model that gets sharper with every sales cycle. A reporting layer that evolves as the business does. And a clear path to handover or ongoing retainer, whichever fits.
Tell us what you have, what you need to know and what you have already tried. We will tell you, honestly, whether this is the right next move for your business.
We work in three engagement tiers. Each is built to be commercially flexible and to map to where your business is right now.
AI Data Audit (entry tier)
A focused, two week audit of your current data landscape, with a written roadmap to unification. Useful if you are still building the internal case or want a defendable plan to take to the board.
Implementation (core tier)
A fixed scope build of the unified data layer, the live dashboards, the lead scoring model and the compliance documentation. Typically six to ten weeks from start to working output, with senior Teylu people embedded throughout.
Embedded AI Labs (ongoing tier)
A monthly retainer in which our AI Labs team continues to evolve the model, the reporting layer and the integrations as your business grows. Most clients move into this tier after their initial implementation because the model gets sharper the more it is used.
Pricing varies by the complexity of your existing systems and the scope of the integrations. Talk to us and we will price the engagement transparently based on what you actually need, not on a generic price card.
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The B2B marketing data unification service is not a slide deck of capability. It is a service we have built, shipped and continue to run for clients including HMS Networks, Arrow ECS, Timberplay and TouchWood Play. Every example on this page is grounded in real implementations. Every claim about compliance, hosting and model behaviour is backed by the work we do every week. If you want to talk to one of these clients before you commit, we will introduce you.
If you are sitting with a CRM full of data, an ad budget you cannot fully account for and a board asking for a credible view of marketing return, this is built for you. Tell us where you are, what you need to prove and by when, and we will tell you, honestly, whether this is the right service for the moment.
Speak to a senior member of the team. We will scope a discovery in the call and give you a clear next step. No pitch decks unless you ask for them.
How long does it take to get to a working live dashboard?
Six to ten weeks for most mid market B2B implementations. Phase one delivers the unified data layer and a baseline dashboard inside the first five weeks. Phase two adds the live lead scoring and the sales feedback loop. Phase three embeds and tunes the model with your team. Faster than most full data warehouse projects, slower than the off the shelf tools that never quite work.
Does my data stay in the UK?
Yes. We build on Claude through AWS Bedrock UK South, the region Anthropic provides for the UK. Your data stays in UK jurisdiction. The deployment is designed to meet the ICO's AI Code of Practice and the EU AI Act high risk obligations that come into force on 2 August 2026. We deliver documented compliance evidence your governance, security and procurement teams can defend.
We already use HubSpot or Salesforce. Do we have to change anything?
No. We build the unified data layer around your existing platforms. HubSpot, Salesforce, Pipedrive, Microsoft Dynamics, Pardot, Marketo all integrate cleanly. Your sales team keeps working in the system they already know. We sit alongside it and create the unified reporting view on top.
What happens to the model when our sales team learns something new about lead quality?
It gets sharper. Every accept and reject decision your sales team makes feeds back into the model. If sales tells the model that leads from a particular region or industry under deliver, the model adjusts. If a particular content pathway consistently produces ready to buy leads, the model rewards it. The result is a scoring system that improves with every sales cycle rather than degrading after launch.
How do you price this?
Transparently and by scope. We work in three tiers. The AI Data Audit is a fixed price two week engagement. The Implementation is a fixed scope build sized on the complexity of your systems and the integrations required. The Embedded AI Labs tier is a monthly retainer for ongoing optimisation. We will give you a clear, written price in the discovery conversation. No generic price card, no project creep, no surprise invoices.
Have a question we have not answered? Tell us. We will give you a straight answer, not a pitch.
