Go-to-market and marketing for B2B and B2C, measured all the way to revenue
Arcanary Growth plans how you reach the market and runs the channels that bring in customers: positioning, paid media, SEO and AI search, CRM, lifecycle and sales enablement. We work the same way for companies that sell to other businesses and for brands that sell to consumers, and we report on pipeline and revenue, not just clicks.
Arcanary Growth is the marketing and go-to-market practice of Arcanary. It brings strategy, creative, media, content, CRM and analytics together in one senior team, so the message a prospect sees in an ad matches the landing page, the follow-up email and the conversation with sales. For B2B companies it builds pipeline with account-based marketing, LinkedIn and search campaigns, outbound sequences and sales enablement. For B2C brands it drives acquisition and repeat purchases with paid social, Google Shopping, conversion rate optimization, email, SMS and WhatsApp. Because Arcanary also has an engineering practice, Growth can build what campaigns need, from landing pages and tracking to CRM integrations and dashboards, without waiting on another vendor. The team works in English, Spanish and Portuguese for companies across Latin America, the United States, Europe and Asia.
Growth services
Hire one service or combine them into a complete go-to-market team. Every engagement is planned around a revenue goal and reported against it.
Positioning, ideal customer profile, pricing and a launch plan for a product, a segment or a new country.
Ideal customer profile and segmentation
Buyer personas and jobs to be done
Positioning and messaging
Pricing and packaging review
Channel mix and budget
Launch plan and quarterly goals
For B2B:
Ideal customer profile and target account lists, messaging for each role in the buying committee, and alignment between marketing and sales.
For B2C:
Audience segments, offer and price testing, and a launch calendar across paid, organic, marketplace and retail channels.
Outcome:
A plan the whole company can follow, with clear targets and the channels most likely to hit them.
Example:
A software company expanding from Argentina to Mexico and Brazil gets a market-entry plan with localized positioning, pricing in local currency and a channel plan for the first 90 days.
Account-based marketing, LinkedIn, search and outbound to fill your sales pipeline.
Target account lists and intent data
Account-based marketing (ABM)
LinkedIn Ads and Google Search
Outbound email and LinkedIn sequences
Webinars and lead magnets
Lead scoring and routing
Outcome:
More sales-qualified opportunities from the accounts that matter, at a known cost per opportunity.
Example:
An IT services firm targets 300 mid-sized companies with LinkedIn ads for IT managers, a cybersecurity checklist as a lead magnet and an outbound sequence that books meetings for the sales team.
Paid social, Google Shopping, conversion optimization and retention for consumer brands and online stores.
Meta and TikTok Ads
Google Shopping and Performance Max
Creative production and testing
Conversion rate optimization
Email, SMS and WhatsApp flows
Marketplaces and product feeds
Outcome:
More orders at a profitable acquisition cost, and customers who come back.
Example:
A fashion brand scales its Meta budget while holding its target return on ad spend, by testing new creatives every week and adding an abandoned-cart flow on WhatsApp.
Rank on Google and get cited by ChatGPT, Perplexity and Google AI Overviews.
Technical SEO audits and fixes
Keyword and topic research
Content strategy and writing
Generative engine optimization (GEO)
Structured data and llms.txt
Local and multilingual SEO
For B2B:
Thought leadership, comparison and alternatives pages, and answers to the questions buyers ask while they evaluate vendors.
For B2C:
Category and product page optimization, buying guides, reviews and local SEO for physical stores.
Outcome:
Traffic and leads that don't depend on paying per click, and a brand that AI assistants recommend.
Example:
A law firm publishes answers to the questions clients ask most, adds structured data and fixes its Google Business Profile, and starts appearing in AI Overviews for local searches.
Sales playbooks, CRM pipelines and the processes that turn leads into revenue.
Sales playbooks and scripts
Battlecards and case studies
Pipeline design and lead routing
CRM automation and data hygiene
Forecasting and sales dashboards
SDR team setup and training
For B2B:
The core of B2B selling: pipeline stages, handoffs between SDRs, account executives and customer success, and forecasting.
For B2C:
Inside sales and call center processes for high-ticket consumer purchases, such as real estate, education and travel.
Outcome:
Shorter sales cycles, higher win rates and a forecast leadership can trust.
Example:
A distributor connects its CRM to billing, routes inbound leads by region within minutes and gives each rep a playbook with scripts for its three main segments.
Short video on Instagram, TikTok and YouTube, creators and influencers, and fast community responses.
Outcome:
A consistent presence that builds trust and brings real traffic and leads.
Example:
A founder publishes on LinkedIn every week with posts ghostwritten from a monthly interview, while the company page shares customer stories and event highlights.
Selling to a buying committee and selling to a single shopper need different playbooks, channels and metrics. We run both, and many of our clients need both.
B2B
B2B marketing and go-to-market
Pipeline from the accounts you actually want
B2B purchases involve several people, longer cycles and larger contracts. We start from your ideal customer profile and a target account list, build the message for each role in the buying committee, and coordinate marketing and sales so every lead is followed up and every opportunity is tracked in the CRM.
Who it's for
SaaS and software companies
Professional and IT services firms
Manufacturing and distribution companies
Agencies and consultancies
Companies entering a new country or segment
How we run it
01Ideal customer profile and account list
Define the companies and roles that buy, and build a scored list of target accounts.
02Positioning and messaging
A value proposition per segment and per role: what the CFO, the operations lead and the end user each need to hear.
03Demand generation and ABM
LinkedIn, search and content campaigns aimed at target accounts, plus outbound sequences run with sales.
04Lead management
Lead scoring, routing and response times in the CRM, so hot leads reach a salesperson within hours.
05Sales enablement
Decks, one-pagers, case studies, demo scripts and battlecards against competitors.
06Pipeline reporting
Opportunities, win rate and revenue by channel and campaign, reviewed with sales every week.
Main channels
LinkedIn Ads and organic
Google Search
SEO, GEO and thought leadership
Outbound email and LinkedIn
Webinars and events
Partner and referral programs
Review sites and marketplaces
What we measure
Marketing- and sales-qualified leads
Pipeline created and influenced
Cost per opportunity
Win rate and sales cycle length
Customer acquisition cost and payback
Example
A software company that sells to clinics defines 400 target accounts, runs LinkedIn and search campaigns for clinic owners and administrators, and hands every demo request to sales with the account's history attached in the CRM.
More customers, bigger baskets, more repeat purchases
B2C decisions are fast, emotional and driven by price, trust and convenience. We find the audiences and creatives that sell profitably, remove friction from the store or the sign-up, and turn first-time buyers into repeat customers with email, SMS and WhatsApp.
Who it's for
E-commerce and direct-to-consumer brands
Retailers with stores and online sales
Restaurants, hospitality and travel
Consumer apps and subscriptions
Education, health and wellness for individuals
How we run it
01Audience and offer
Who buys, why, and which offer, price and bundle converts best.
02Creative testing
A steady flow of ads, videos and hooks, tested every week to find what sells.
03Paid acquisition
Meta, TikTok, Google Search, Shopping and Performance Max, managed to a target return on ad spend.
04Conversion rate optimization
Faster pages, clearer product pages and a shorter checkout, validated with A/B tests.
05Lifecycle and retention
Welcome, abandoned cart, post-purchase and win-back flows by email, SMS and WhatsApp.
06Unit economics
Return on ad spend, contribution margin and customer lifetime value, reported by channel.
Main channels
Meta (Facebook and Instagram) Ads
TikTok Ads
Google Search, Shopping and Performance Max
SEO and content
Email, SMS and WhatsApp
Influencers and creators
Marketplaces such as Mercado Libre and Amazon
What we measure
Return on ad spend (ROAS) and MER
Conversion rate and average order value
Customer acquisition cost (CAC)
Repeat purchase rate
Customer lifetime value (LTV)
Example
An online store tests twenty ad creatives a month on Meta and TikTok, moves budget to the winners, and recovers abandoned carts with a WhatsApp message and an email sequence.
Six phases, from the first workshop to a growth engine that improves every month.
01
Diagnosis
We audit your positioning, funnel, channels, tracking and CRM, and size the opportunity by segment.
02
Strategy
Ideal customer profile, positioning, offer, pricing and channel mix, written as a plan with goals per quarter.
03
Foundations
Tracking, CRM, landing pages and creative assets ready before money goes into media.
04
Launch
Campaigns go live as controlled tests, so budget follows what works from the first week.
05
Scale
We double down on winning channels, add new ones and automate follow-up.
06
Optimize
Weekly reviews, monthly reports and a quarterly plan, tied to pipeline and revenue.
Channels we run
Each channel plays a different role in B2B and B2C. We choose the mix from your goals, not from what's fashionable.
ChannelIn B2BIn B2C
Google Search and SEM
In B2B:Capture companies actively searching for your category or a competitor.
In B2C:Capture purchase intent with Search, Shopping and Performance Max.
SEO and AI search (GEO)
In B2B:Rank, and get cited by ChatGPT, Perplexity and AI Overviews, for the questions buyers ask.
In B2C:Category and product pages that rank and bring traffic without paying per click.
LinkedIn
In B2B:Reach decision makers by company, role and seniority with ads and founder-led content.
In B2C:Rarely the right fit, except for careers, education and premium services.
Meta and TikTok
In B2B:Retargeting and awareness for small-business audiences.
In B2C:The main acquisition engine for most consumer brands, driven by creative testing.
Email and marketing automation
In B2B:Nurture sequences that move leads toward a demo, and newsletters that keep you top of mind.
In B2C:Welcome, abandoned cart, post-purchase and win-back flows that drive repeat revenue.
WhatsApp
In B2B:Fast follow-up with leads and meeting confirmations, especially in Latin America.
In B2C:Conversational sales, cart recovery and broadcasts with high open rates.
Outbound
In B2B:Personalized email and LinkedIn sequences to target accounts, run with your sales team.
In B2C:Not used: cold outreach to consumers erodes trust.
Partners, events and communities
In B2B:Webinars, trade shows, co-marketing and referral programs.
In B2C:Creators, affiliates, pop-up events and loyalty programs.
What we measure
Every engagement reports on a short list of numbers that connect marketing to the business.
Customer acquisition cost (CAC)
Total sales and marketing spend divided by new customers, by channel.
Pipeline and revenue
Opportunities created and revenue closed, attributed to campaigns in the CRM.
Return on ad spend (ROAS)
Revenue generated for every dollar spent on media.
Conversion rates
Visit to lead, lead to opportunity and opportunity to customer, or visit to order.
Lifetime value (LTV)
Revenue per customer over time, and the LTV to CAC ratio that shows how hard you can push.
Payback period
How many months it takes to recover what you spent to win a customer.
Growth questions
What is the difference between B2B and B2C marketing?
B2B marketing sells to companies, where several people take part in the decision, sales cycles last weeks or months and contracts are larger, so it relies on account targeting, content, LinkedIn, search, outbound and close coordination with sales. B2C marketing sells to individual consumers, who decide in minutes or days based on price, trust and convenience, so it relies on paid social, Google Shopping, creative testing, conversion rate optimization and retention by email, SMS and WhatsApp. The metrics differ too: B2B is measured on pipeline, cost per opportunity and win rate, while B2C is measured on return on ad spend, customer acquisition cost and lifetime value. Arcanary Growth runs both motions, and many clients need both, for example a software company with a self-serve plan for individuals and an enterprise plan sold by a sales team.
What does a go-to-market strategy include?
A go-to-market strategy defines how a company will reach and win customers for a product, segment or country. At Arcanary it includes the ideal customer profile and segments, buyer personas, positioning and messaging for each segment, pricing and packaging, the channel mix with budget and goals, the sales motion (self-serve, inside sales, field sales or partners), the tools and tracking needed to measure results, and a launch plan with quarterly milestones. It is delivered as a written plan that marketing, sales and leadership can execute, and Arcanary can run it afterwards with its Growth and Tech teams.
Who owns the ad accounts and the data?
You do. We set up and manage campaigns in ad accounts, analytics properties and CRMs that belong to your company, and we work with access you grant us. If you ever change providers, the accounts, history and data stay with you.
How long until we see results?
Paid channels give useful signals within the first weeks, and most programs settle into a stable cost per lead or return on ad spend within two to three months. SEO and content usually take three to six months to build momentum. In B2B, revenue depends on the length of your sales cycle, so we track leading indicators such as qualified meetings and pipeline from the start.
Can you work with our in-house marketing team?
Yes. Some clients hire us as their whole growth team; others use us to add a capability they don't have, such as paid media, SEO or CRM, or to set up the strategy and systems their team then runs. We adapt to your team, tools and reporting.
Do you also build the landing pages, tracking and integrations?
Yes. Because Arcanary has a Tech practice, the same company that runs your campaigns builds the landing pages, sets up tracking, connects the CRM, WhatsApp and phone lines, and builds the dashboards. That removes the handoffs between agencies and developers that usually slow campaigns down.
Which markets and languages do you cover?
We work in English, Spanish and Portuguese, with teams in Buenos Aires and Singapore, and run campaigns for Latin America, the United States, Europe and Asia. Content is adapted to each market rather than translated word for word.
Ready to grow?
Tell us what you sell, who you sell it to and where you want to be in a year. We'll come back with a go-to-market plan.
