B2B marketing for service businesses with long sales cycles
When a single enquiry could be worth thousands, you do not need more traffic. You need the right buyers to find you, trust you and get in touch. We help UK B2B service providers do exactly that, led by a senior marketer with more than ten years in B2B.
- 5.0 on Google
- UK Small Business Awards 2026 Finalist
- Accredited Living Wage Employer
You will speak to Marcus Lobow, our founder, on the first call. He runs every account personally. Call 020 7167 8465
For small businesses in London, IT support providers with clear pricing, fast response times and strong reviews are often recommended, including...
yourbusiness.co.ukIllustrative. What being ranked and cited looks like in your sector.
- 5.0 on GoogleRated by the businesses we work with
- UK Small Business Awards 2026Finalist, Best Digital Marketing Agency, London
- 10+ years in B2B marketingSeven of them in-house, on the client side
- Accredited Living Wage EmployerFair pay for everyone who works with us
Why is B2B marketing so hard to get right for service businesses?
Because B2B buyers research quietly, involve several people and take their time. Most service business websites talk about themselves rather than the buyer's problem, measure visits rather than pipeline, and hand leads to a sales process nobody in marketing ever looks at.
A website about you, not them
Our story, our values, our team. The buyer arrives with a problem and has to dig to find out whether you can solve it.
Leads that go nowhere
Marketing hands over enquiries, sales follows up when it can, and nobody knows what happened to them.
Positioning that sounds like everyone
Quality, service and experience. Every competitor claims the same three things.
B2B marketing is not finished when the enquiry arrives. That is where most of the value is won or lost.
Why do we specialise in B2B services?
Because it is where our founder has spent his whole career. Marcus Lobow has more than ten years in B2B marketing, including seven in-house across cleaning, facilities management and property.
During COVID, with the rest of his team furloughed, he carried every lead himself: the first call, the site visit, the proposal and some of the selling. It changed how he thinks about marketing. A lead is not the finish line. It is the start of a process, and a good lead can die in a bad one.
That is why we look past the click, report on leads and cost per lead by service, and care what happens after the enquiry arrives.
How do B2B buyers choose a service provider?
B2B buyers do most of their research before they speak to anyone. Your marketing has to do the early selling.
- The trigger
A problem worth solving
Growth, a failing supplier, a new requirement or pressure from above.
- Research
Quietly, and in groups
Search, AI answers, LinkedIn and peers, often by several people who never contact you.
- Shortlist
Who looks credible?
Clear services, relevant case studies, sector experience and some idea of cost.
- Proposal and decision
Can we trust them with this?
A fast, specific response, a proposal that shows understanding, and references.
Which marketing services do B2B service providers need?
Each service does a different job. Most B2B clients combine two or three in one plan, run by the same senior marketer.
B2B SEO
Rank for the searches buyers make when they are close to a decision, not just for topics.
- Service and sector pages around buying searches
- Content that answers buyers' real questions
- Reporting on enquiries and cost per lead
B2B branding and positioning
A clear reason to choose you, beyond quality, service and experience.
- Positioning built on what you genuinely do better
- Messaging your sales team can actually use
- Brand documents and visual identity
B2B web design
A website built around the buyer's problem, designed to convert and to rank from day one.
- Pages for each service, sector and buyer type
- Case studies and proof where buyers decide
- Clear routes to a call or proposal
PPC for B2B
Google Ads for high-intent searches, measured on qualified leads rather than clicks.
- Campaigns on commercial searches only
- Landing pages built for each service
- Lead quality tracked, not just lead volume
LinkedIn and social
Senior, specific content where B2B buyers spend their working day.
- A content plan built around buyers' questions
- Company page and founder content kept distinct
- Paid LinkedIn where the numbers support it
AI search optimisation
Get named when buyers ask ChatGPT or Google AI which providers to consider.
- Consistent details across the web
- Pages AI tools can read and quote
- Mentions in trusted sector sources
What marketing mistakes do B2B service businesses make most often?
Most B2B service businesses are better at their work than their marketing suggests.
Services lumped together
One services page listing everything you do, so none of it ranks or persuades.
The fix: A dedicated page for each service, written around the buyer's problem.
Case studies without substance
A client logo and a sentence, with no problem, approach or result.
The fix: Specific, permissioned case studies with real numbers.
No sense of cost
Buyers cannot tell whether you are in their range, so many never ask.
The fix: Published pricing, or a clear explanation of how pricing works.
Leads nobody follows through
Enquiries arrive and nobody tracks what happened next.
The fix: A simple process from enquiry to proposal, and reporting on both.
Positioning anyone could claim
Quality, service and experience, the same three words as every competitor.
The fix: A specific position based on who you serve best and why.
Measuring the wrong things
Traffic and followers reported while revenue goes unmeasured.
The fix: Reporting on leads, pipeline and cost per lead by service.
Which searches should a B2B service provider rank for?
The most valuable searches name a service, a buyer type or a problem close to a decision.
| Search type | Example search | Why it matters |
|---|---|---|
| Service and area | IT support company for small businesses London | A buyer actively looking for a provider |
| Service and sector | outsourced HR for construction companies | A buyer who wants sector understanding |
| Provider type | B2B cleaning contractor for offices | A commercial buyer comparing suppliers |
| Switching | how to change accountants for a limited company | The trigger moment, when a contract is genuinely open |
| Cost research | how much does outsourced bookkeeping cost UK | Early research that clear pricing content can win |
What results has this approach delivered?
B2B services is where our founder has spent his whole career. These are the headline figures.
Turnover growth for a facilities management business
Organic revenue for a commercial cleaning business
Monthly organic visits, inside one month
Booked appointments a week from organic search
These results were achieved by Marcus Lobow, some in-house as a senior marketer and some through Lobo Digital.
Read the case studiesWhat do clients say about working with us?
Real reviews from our Google Business Profile, pulled in live. We do not edit, filter or write them.
Which other sectors do we work with?
See all sectors on our sectors page, or find us in your area.
Facilities management
Long sales cycles, tenders and high-value contracts. Seven years in-house across cleaning, FM and property.
Marketing for facilities managementCleaning
Commercial cleaning companies winning contracts through search. Where our founder built an organic channel from nothing.
Marketing for cleaningProperty management
Letting agents, property managers and estate agents winning the landlord side of the market.
Marketing for property managementSaaS and tech
B2B software companies that need to be ranked, cited and shortlisted, reported on pipeline.
Marketing for SaaS and techCharities and non-profits
Charities reaching donors, volunteers and the people they serve, with free support for selected causes.
Marketing for charities and non-profitsCoaches
Business, executive and leadership coaches building trust and filling their calendars.
Marketing for coachesSecurity
Guarding, monitoring and installation companies winning contracts from the facilities and property managers we know.
Marketing for securityHow much does marketing cost?
We publish our pricing: £62.50 an hour plus VAT, in monthly packages of 15 to 65 hours, with a minimum three-month term. Most B2B service providers start at 25 hours a month, because the sales cycle usually calls for more than one channel.
15 hours a month
£937.50
a month, plus VAT
25 hours a month
£1,562.50
a month, plus VAT
40 hours a month
£2,500
a month, plus VAT
65 hours a month
£4,062.50
a month, plus VAT
Every price on this page excludes VAT. You choose the hours, and we agree together how they are spent.
See our pricingFrequently asked questions about B2B marketing
What does a B2B marketing agency do?
It helps businesses that sell to other businesses attract, convert and win the right clients, usually through SEO, websites, positioning, paid search, LinkedIn and increasingly AI search. A good one measures success in leads, pipeline and revenue rather than traffic.
What is the best marketing channel for B2B service companies?
There is rarely one. Search usually produces the highest-intent leads, LinkedIn builds familiarity with decision makers, and a clear website turns both into enquiries. We start with the channel closest to revenue for your business and add others as the numbers support them.
How long does B2B marketing take to work?
Visibility can improve within a few months, but B2B sales cycles are long, so revenue results often take six months or more. We report monthly on leads and pipeline so you can see progress before contracts close.
Should a B2B service business publish its prices?
Usually, yes, or at least a clear starting point. It filters out poor-fit enquiries and builds trust with serious buyers. We publish our own pricing for the same reason.
Do we need branding or just leads?
Both, but in the right order. If your positioning sounds like every competitor, more traffic simply means more people comparing you on price. Clear positioning makes every other channel work harder.
What kinds of B2B service businesses do you work with?
UK SMEs where the buying cycle is long and every enquiry is worth having, such as facilities management, cleaning, property, security, IT, consultancy and other professional and commercial services.
Who is behind Lobo Digital?
A small London agency, on purpose. The person you brief is the person who does the work.
Marcus Lobow
Founder, Lobo Digital
Marcus has 10+ years in B2B marketing, seven of them in-house across facilities management and property. He holds an MSc in Management with Marketing from Birkbeck and runs every Lobo Digital account personally.
Lobo Digital Ltd is registered in England and Wales, company number 14627869, with a registered office at 128 City Road, London EC1V 2NX. Call 020 7167 8465 or email hello@lobodigital.co.uk.
Written and reviewed by Marcus Lobow. Last reviewed September 2026.
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