Spend follows structure, so structure comes first. We design the funnel, channel mix and targets with you before the budget goes anywhere near a platform.
.svg){kind=logo}
.svg){kind=logo}
.jpg)
.svg){kind=logo}
.svg){kind=logo}
Results our clients report to their boards
35:1
Your media return, if your campaign runs like HMS Networks' first one did
£760 to £72
What HMS now pays for a confirmed sales ready lead, down from a typical trade event lead
1,588
Sales ready leads HMS generated on reporting they own and operate
42x
Media efficiency Arrow ECS achieved against benchmark with VMware
The expensive mistake in demand generation is spending into a funnel that leaks. You fill the top, lose people at a stage nobody is watching, and conclude the channel does not work. We map the funnel first, find the leaks on paper, and set targets for each stage. Only then do we allocate budget. The plan that comes out is one a CFO can fund because every pound is tied to a stage and a number.
We do not set goals in vanity metrics. We work back from the revenue the business needs, through win rates and deal sizes, to the pipeline and the demand that has to be created to hit it. The targets in the plan are the ones leadership already cares about, expressed in language they use.
Demand generation goes wrong when it starts with channels instead of with a plan. A budget gets split across paid search, content and events because that is what was done last year, and no one can say what number it is meant to move. Demand Generation Strategy fixes the order of operations. We design the funnel, set the targets, choose the channel mix and decide what good looks like, all before a campaign goes live. This is the advisory layer that makes the activation worth doing.
We have built these plans for businesses with long, considered sales cycles. The strategy work for HMS Networks sat underneath a 35:1 media return and a cost per sales ready lead cut from around £760 to £72, because the funnel and the targets were agreed first. When you are ready to execute, this plan hands cleanly to our Demand Generation delivery work, and everything it points towards is built so you own it.
If you are about to set next year's demand budget, a short planning conversation is the cheapest way to pressure-test it before it is committed.
This fits if you are
This engagement suits B2B businesses that are spending on demand but cannot reliably connect that spend to pipeline. It fits four situations in particular.
Teams setting next year's demand budget who want it allocated on evidence rather than carried over from last year.
Marketers whose funnel leaks somewhere they cannot see, where more spend at the top is not producing more pipeline.
Industrial, electronics, manufacturing and distribution firms with long cycles and layered buying groups that a generic funnel does not fit.
Marketing and sales leaders out of alignment on what a qualified lead is and who owns the handover.
Not the right engagement if
1
Week 1
Funnel and target discovery. We map your current buying stages, gather the conversion and deal data, and agree the revenue the plan has to serve.
A clear picture of the current funnel, its leak points and the revenue target demand generation is being asked to support.
2
Weeks 2 to 3
Funnel design and demand modelling. We design the target funnel, build the demand model and set stage-by-stage targets.
A designed funnel and a demand model that says exactly how much to create at each stage to hit the number.
3
Weeks 3 to 4
Channel and budget allocation. We choose the channel mix, allocate budget by expected contribution and agree lead and scoring definitions with sales.
A costed channel plan and agreed lead definitions, signed off by both marketing and sales.
4
Week 5
Measurement and handover. We build the reporting framework and brief the delivery team that will run the campaigns.
A measurement framework tied to pipeline and a clean handover to Demand Generation delivery.
35:1
Return on media investment. Cost of a qualified lead cut from around £760 at trade events to around £72 online, with 1,588 sales ready leads on reporting HMS owns and operates.
Read the case study
454,176
Campaign views at 42x media efficiency, six times the target, with account level intelligence the sales team trusts. Enterprise distribution made measurable.
Read the case study
A demand plan is only as honest as the data behind it. This work links to Attribution Intelligence and Marketing Dashboards so the targets you set can actually be measured once campaigns run.
Against an enterprise agency
Quarters, not weeks
Six month discovery phases and a quarter million before a single dashboard exists. We work in weeks, with senior people on every call and pricing itemised line by line.
The pattern repeats across our work. With HMS Networks in industrial connectivity, and in technology distribution with Arrow ECS, agreeing the funnel and targets before spending made the same budget produce far more pipeline.
We work in stages. Stage one is a focused diagnostic of the current funnel and a designed plan with targets and budget. Stage two, if you want it, keeps us alongside the team as the campaigns run so the plan adapts to real numbers. Pricing is built line by line against scope, with no opaque contingency, so finance sees what each stage buys. The demand engine the plan points to is built on systems and data you own, never a rented platform you cannot leave. Enterprise grade thinking without the enterprise overhead.
"Complete dedication to our brand mission by Teylu. They worked within our limitations and made our marketing profitable on first purchase."
Ken Price
CEO, Blake Mill Menswear
"Teylu delivered rapid activation, delivered immediate sales uplift. Assisted in delivering a business exit and increased valuation."
Katie Dixon
Founder, Evellier Luxury Intimates
"It's a pleasure to work with the whole Teylu team. They delivered our exact brief quickly to great effect. What more can you ask for?"
Sophie Fresson
Head of Digital, Oceana UK
How is this different from just running demand campaigns?
This is the plan, not the activation. We design the funnel, set the pipeline targets and allocate the budget before any campaign goes live. The running of those campaigns sits with our Demand Generation delivery pillar, which works against the plan this engagement produces.
We are already spending on demand. Where does this help?
Spending is rarely the problem. Spending into a funnel that leaks somewhere no one is watching is the problem. This work maps the funnel, finds the leak on paper and reallocates the budget by expected contribution, so the next quarter's spend produces more pipeline from the same money.
Do we own the demand engine, or does it depend on you?
You own it. The funnel logic, scoring rules, audience data and reporting are yours, and the plan deliberately points the build towards systems you own and operate rather than a rented platform. The cost goes into infrastructure you keep, not a licence that resets every renewal, which is what makes the spend defensible to finance.
How quickly can we have a plan in hand?
Three to five weeks from kickoff to a signed plan. That is fast enough to shape the next quarter's budget and thorough enough that the allocation rests on your conversion data rather than guesswork.
How do you make sure sales actually works the demand we create?
We agree lead definitions and handover rules with sales during the planning, not after. If marketing and sales disagree on what a qualified lead is, the plan surfaces it early and resolves it, so the pipeline the strategy creates is pipeline sales will accept.
Bring your spend and your pipeline figures. One session is usually enough to show where they are not adding up.
Tell us where the data lives and what the board keeps asking. A senior person reads every one of these.
What happens next
