Pipeline infrastructure for B2B marketing teams.
Your campaigns are not broken. The layer between them is.
Most B2B teams already have the parts: a website, a CRM, a few campaigns, some outbound tooling, several years of content, and usually some AI running on top of it. What they do not have is a reliable handoff from one part to the next.
So the right people click and then go quiet. Replies arrive and stall. Meetings get booked against opportunities nothing qualified first. The AI tools promise speed, then meet the content and the data as they actually are.
We engineer that handoff: the conversion layer that carries a prospect from the first sign of interest to an opportunity sales can genuinely work.
Six signs your outbound stack needs engineering.
Any one of these is worth fixing. More than one means the whole stack needs a look.
Outbound is generating opens but not replies
Your subject lines are working. The email itself, or what it points to, is losing people who were already interested. This is a conversion layer problem, not a volume problem.
Replies are not converting to booked meetings
The gap between a reply and a meeting needs something to bridge it. An interactive tool, a scored assessment, a reason to take the next step that is not just "get on a call with me."
Meetings are not converting to pipeline
You are booking calls with people who were never going to buy, because nothing in the outbound flow qualified them first. A scored assessment before the meeting fixes this without adding friction.
Your landing page is not converting clicks
A static page with a contact form is not a conversion layer. It is where momentum goes to stop. The companies converting cold outbound consistently have something interactive between the email click and the booked meeting.
Your prospect list is leaking budget
Bad data, wrong titles, unverified emails, no segmentation by signal or intent. A poorly built list means paying to reach people who will never buy. List build and QA is infrastructure, not admin.
Your content is not doing a job in the pipeline
Every asset you produce should be qualifying, educating, or building enough trust to lift reply rates. If it is not doing that, it is overhead. Structured content converts. Unstructured content costs.
What changes when the stack is engineered properly.
The same campaign effort produces more pipeline, because fewer prospects leak between touchpoints you have already paid for.
Better lists
You reach companies that match your ICP and people who can actually act on it, segmented by market, trigger, role and buying context. Less budget spent chasing accounts that were never going to buy.
Better journeys
A click lands in a flow rather than on a static page. The prospect answers, scores, qualifies, and gets the next step that fits the answer. Sales arrives at the first conversation already holding context.
Better CRM action
Campaign responses stop living in inboxes and spreadsheets. They arrive in the CRM with the fields, owner, task and follow-up logic attached, so what happened and what comes next are recorded rather than remembered.
Better AI readiness
AI does not rescue messy content, it inherits it. We structure content, metadata, workflows and the knowledge underneath them so your AI tools can find the right material, trust it and reuse it. Structure is what makes the automation worth running.
What we build.
Prospect list engines
Clean, targeted account and contact lists for a specific ICP, market and offer, built with research logic, enrichment, verification and QA. Not scraped exports and approximate job titles. Lists your team can work from without checking them first.
Interactive qualification tools
Assessments, calculators, scorecards and diagnostics that help a buyer understand their own problem while telling you whether they fit. They give the conversation a better reason to continue than an invitation to book a call.
Landing flows
Multi-step landing experiences that turn a campaign click into structured intent. We design the message, the questions, the scoring logic, the routing and the CRM handoff. The page does not only explain the offer. It moves the prospect somewhere.
CRM-connected workflows
We wire campaign activity into the systems your team already uses: HubSpot, Salesforce, Pipedrive, your email platform, your automation tools, your dashboards. Nothing waits in an inbox, no signal is lost, and the work does not turn manual at the moment the campaign starts working.
Content and AI operations
We structure the content underneath the campaigns so people and AI systems can both use it: messaging, proof, FAQs, case studies, sales assets, localised content, metadata and the knowledge you want to reuse. AI-ready content is not a property of the tool. It is work someone has done.
Can AI systems find, trust and reuse your content?
Your buyers are already asking AI tools for answers.
About vendors. About problems. About options. About what to do next.
The question is simple: Will those systems understand you?
This audit tests whether your content can be retrieved, cited and reused by AI answer engines.
Not how pretty your website looks.
Not whether one SEO score is green.
Not whether your team thinks the content is good.
Retrievability
Can AI systems find the right passages?
Trust signals
Does the content prove expertise, authority and relevance?
Structure
Is the content organised clearly enough for machines and people?
Commercial usefulness
Does the content help buyers move closer to a decision?
Workflow readiness
Can your team reuse and maintain the content without creating more mess?
The result: a clear view of what AI can see, what it misses and what needs fixing first.
Why this one is free
This is a new service and it will normally be paid work. We are running it free of charge for audits requested before 30 September, in exchange for a recommendation if the analysis turns out to be something you can use.
We take on five at a time, so if we are at capacity we will tell you when we can start rather than leave you waiting. If the findings are not useful, say so and we part on good terms: no recommendation, no invoice, no obligation either way.
Three ways to start. One path.
Diagnose the leak, build the missing part, keep the system improving.
Free assessment
Five minutes. No sales call, no email gate on the result.
Score your outbound, content and conversion operation across six dimensions. You get a readout of what is slowing the journey from first touch to qualified opportunity, and what to fix first. Not a maturity model, a practical order of work.
Take the free assessmentFixed-scope build
From EUR 1,500. Delivered in one to two weeks.
Pick one problem and we build it: a clean prospect list for a single target segment, a scored assessment or calculator, a campaign landing flow, a CRM-connected follow-up workflow, or a content structure your AI tools can actually use. Fixed price, fixed scope, and you own everything we build.
Talk about a first buildRetained pipeline engineering
Monthly. Cancel anytime.
For teams that want a hands-on build partner. We refresh lists, improve flows, build new campaign assets, maintain the CRM connections, review conversion data and keep the content layer usable. Hands-on work every month, not a report that describes progress instead of making it.
Talk about a retainerWorking at larger scale or need a full content infrastructure audit? Full service range
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Work that proves the model.
We connect content, systems and workflows to commercial outcomes.
Rebuilt a CRM workflow the sales team actually used
Redesigned sales workflows and pipeline governance for a digital marketplace's advertising team, wiring pitch content into CRM stages instead of leaving it in inboxes and spreadsheets.
Built a data architecture leadership could actually trust
Connected CRM, web analytics, and event systems into one privacy-compliant architecture for a professional association, so marketing investment decisions stopped running on guesswork.
Rebuilt a CMS migration
Rebuilt a CMS migration around how a small marketing team actually works, so the platform earned its keep from the first week rather than the first quarter.
Cut localisation cost across multiple markets
Cut multilingual content cost by fixing what went into translation before it reached the translators. The saving was not in the translation budget. It was upstream.
Prepared content for AI
Built a content taxonomy and metadata layer that made AI search and retrieval actually useful, for a team that had the tools but not the structure underneath them.
Validated a new digital service before a line of code was written
Prototyped and user-tested new service concepts for a real estate leader, so the business case for development was proven before the investment, not after.
Why ecm.dev?
We build the missing layer between marketing activity and sales pipeline. Modern B2B marketing is not just a content problem. And it is not only a CRM problem. It is a systems problem. Your data, content, tools, landing pages, workflows and AI experiments all need to work together. That is what we build.