Paid media that builds a stronger pipeline.
Your core channels combined with programmatic at scale, run by one senior team. Strategy, creative and measurement owned end to end, and reported against pipeline rather than clicks.
Five outcomes. Every recommendation ladders back to one.
You told us what a new paid media partner needs to deliver. This entire response is built around those five, and nothing else earns a place in the plan.
Increase qualified pipeline
Lift leads and qualified pipeline contribution from paid media, not just impressions and clicks.
Drive CPL toward benchmark
Lift return on ad investment and pull a $1-2k cost per lead back toward where this spend should land.
Grow without losing quality
Scale demand generation while protecting lead quality across every region and product.
Outcome-based reporting
Strengthen measurement and attribution so spend is tied to pipeline and revenue.
A strategic advisor
Bring proactive recommendations and continuous optimisation, acting as an extension of your team.
A broader channel mix, coupled with smart segmentation, turns paid media into business impact.
$80K per month
chosen to go deep, not wide
NORAM · EMEA · APAC
awareness + lead gen
Campaigns are running. Pipeline is not landing.
That is the gap we are built to close. You described six symptoms, and underneath them sits a single pattern: activity without outcomes.
Set up, not thought through
The incumbent sets up and runs ads. No strategy, no optimisation and no creative.
CPL of $1k to $2k
Well above benchmark, with very few leads generated for the level of spend.
Campaigns colliding
Multiple product-led campaigns hitting the same accounts and personas at once.
Product-led messaging
Messaging is product and feature-led rather than value and benefit-led.
No video, no AI
No video ads on LinkedIn, and no experimentation with LLM or AI answer-engine placements.
Spend disconnected
Little attribution or optimisation tying spend back to pipeline and revenue.
This is bigger than CloudBees. B2B buying itself has changed.
More research before purchase, more people in the decision-making unit and slower decisions. A modern B2B brand needs a system to navigate it.
Growth in buying-committee size over the past five years. More members, more risk scrutiny, more stalls.
Increase in sales-cycle length. The dynamic inside the committee is more complex than ever.
Of buyers have a preferred "day-one" list defined before they even start their search.
High CPL, low volume
Product-led campaigns hitting a narrow, overlapping audience produce high cost per lead and low lead volume.
A leaking system
Spend leaks through four holes: campaigns collide on the same accounts, messaging stays technical, creative never learns, and measurement is too thin to optimise against.
One pipeline system
Precise audiences, efficient reach via a programmatic layer, creative built for the new message, and one data spine so budget follows pipeline.
Six symptoms. One pattern: activity without outcomes.
Campaigns are running. Pipeline is not landing. That is the exact gap this response is built to close.
Six seats decide the deal. Each needs its own reason to care.
A CloudBees sign-off is not one buyer, it is a committee. Practitioner channels protect the deal, champion channels build it, and buyer channels close it. Select a seat to see what moves them and where we reach them.
Lives in the toolchain and blocks whatever slows the build. Trust here is peer-earned, never ad-served. Golden paths that keep developers shipping, with security staying invisible.
"Golden paths that keep devs shipping; security stays invisible."
Owns pipelines and builds the internal case to consolidate tooling. A technical evaluator focused on control-plane fit, migration cost, extensibility and DORA analytics.
"One control plane, any toolchain, no migration."
Owns audit exposure and can stall any deal at any stage. Cares about FedRAMP, SOC2, ISO and the provenance of AI-written code. Governance built into the pipeline, not bolted on.
"Governance and compliance built into the pipeline, not bolted on."
Accountable for velocity, quality and spend. Weighs velocity against risk, the cost of delay and a board-level AI mandate. Ship the agentic era safely without ripping out the toolchain.
"Ship the agentic era safely, without ripping out your toolchain."
Owns the AI-era platform bet at board level. Needs a de-risked vision and category credibility. The enterprise Jenkins standard, reimagined for AI.
"The enterprise Jenkins standard, reimagined for AI."
Influence flows one way. The plan funds all three, weighted to pipeline. Practitioner channels protect the deal, champion channels build it, buyer channels close it. Procurement sits behind all six as the gatekeeper, reached through sales enablement and ROI content, not paid media.
A performance partner, not an executor.
SpanB2B is a senior-led B2B demand and paid media agency. We operate as an extension of your in-house team, owning strategy, campaign architecture, creative, optimisation and reporting. We report against pipeline, not clicks, and every account is run by the people you meet in the pitch.
Strategy-led
Planning and optimisation, not just execution.
Full-funnel creative
Including the video ads you are currently missing.
ABM depth
Across 1:1, 1:few and 1:many motions.
Measurement obsessed
Outcomes over vanity metrics, every time.
A genuinely global agency story.
NORAM at the core, EMEA established, APAC as it emerges. Coverage across US (PST and EST) and EMEA time zones, with senior leads named in each region.
NORAM
US-based partner leading strategy, client management and media activation across PST and EST.
EMEA
UK-based SpanB2B team delivering strategy, creative and analytics in-region and in time zone.
APAC
Scalable coverage as demand generation expands into the region, drawing on our APAC ABM experience.
The team who do the work.
Hands-on leaders, thinkers and doers. Senior people on your account, not just in the pitch.
Adam Greener
Client strategy across business, brand, ABM and GTM. 30 years of B2B experience across client, agency and fractional roles. Helped spearhead growth to sale in three influential B2B agencies, and has led multiple successful strategic global initiatives for enterprises.
Claire Dalton
Campaign GTM strategy, media planning, buying, reporting and AI adoption. 15+ years of B2B marketing across agency, in-house and fractional roles. Head of Client Services and Media at Kingpin and TMP managing the largest client portfolios; Snr. Dir. Marketing at Procure leading EMEA campaigns.
James O'Flaherty
Client relationships, client growth strategy and commercials. 20 years of B2B growth strategy and GTM experience across client, media and agency environments. APAC MD, SVP Global Strategy and EVP Growth at Just Global, the 2023 B2B Global Agency of the Year.
Craig Johnson
NAMER leadership and client partnerships. 20+ years of helping lead global brands to scale their growth across media and GTM strategy. Ex-COE lead for dentsu and NAMER lead for The Marketing Practice.
Eight weeks in, and already across the list.
The same system we are proposing to CloudBees, live now for Affirm: senior-led strategy, a full creative engine, email nurture, blogs and an integrated media programme, reported through a bespoke live dashboard.
Redefining retail finance.
Bigger payments. Better terms. High-ticket without high-friction.
Discovery
Market, competitor, audience and ICP review.
Strategise
TAIL, personas, messaging, channels and plan.
Build
Content, creative and enablement.
Activate
Launched across paid, programmatic and syndication.
Optimise
Deepening engagement, testing and refining with measurable impact.
Multi-stage acceleration campaign moving priority accounts through the buying committee.
Travel-vertical campaign: "Turn travel intent into trip bookings".
Always-on sequences by persona and stage, keeping accounts warm between touches.
Editorial and proof content feeding the programme and the nurture.
Weekly reporting plus a bespoke live dashboard on reach, engagement and pipeline.
Different brand, the same technical audience.
For Couchbase, a data and AI platform selling to developers and data leaders, we built a distinctive brand and content platform. The audience overlaps closely with CloudBees.
More spend can't fix a leaking system.
One pipeline system: your core channels, a programmatic layer run by Funnel Fuel, and one data spine underneath. Expand each pillar.
Your channels stay. A programmatic layer, run by our arm Funnel Fuel, is layered across the mix to cut waste and cost. Precise audiences plus efficient reach equal richer analytics and lower CPL.
- Google & branded search
- YouTube
- AI answer engines
- Display, native & CTV
- Intent & retargeting
- Unified data into dashboards
- Precision first — intent buying cuts overlap
- Lower cost — CPL toward benchmark
- Mature analytics — one data layer
Precision first. Efficiency second. Data always.
Precision targeting
Intent, firmographic and retargeting audiences reach the right accounts, cutting overlap waste.
Cost efficiency
Auction-based buying and always-on optimisation drive down effective CPMs and CPL.
Unified data
Every impression and signal flows into one measurement layer.
Reach at scale
Display, native, CTV and audio inventory beyond LinkedIn and Google.
Full funnel, one data spine. Each stage plays a distinct role in surrounding the account.
Build developer and buyer awareness at scale via Funnel Fuel inventory.
ABM-targeted reach against priority accounts and personas.
Capture active demand, including emerging AI placements.
Intent, audiences and accounts working together to build pipeline across three motions.
Programmatic + LinkedIn
Efficient reach across the full target account list to build awareness.
Clustered by context
Tailored messaging to clusters that share an industry and buying context.
Named strategic accounts
Bespoke creative and landing experiences for the highest-value targets.
Operationalising intent. We turn buyer-intent signals into live LinkedIn and programmatic audiences using enrichment tools such as Clay, rather than relying only on client-supplied lists. ICP and target accounts stay owned by your Marketing and Sales teams; we operationalise them.
Your new CEO has kicked off a shift to value and benefit-led messaging, ready next month. We build the ad creative engine around it, tested against pipeline.
Ad creatives
On-brand static and motion creative for each channel and funnel stage.
Ad copy
Benefit-led copy that translates technical capability into buyer value.
Video ads
Product and company explainer video ads, a current gap on LinkedIn.
Test & learn
A structured experimentation roadmap across message, format and audience.
Ownership. We create ad creative, copy and video, co-approved by CloudBees. Your content agency continues long-form. Landing pages stay with CloudBees, with our optimisation guidance.
Buyers increasingly research through AI answer engines. We build a paid motion for how CloudBees shows up there, an area your current programme has not touched. Framed as a funded test-and-learn line, capped and reviewed monthly.
Perplexity & AI engines
Test paid and sponsored placements as they open to advertisers.
Google AI Overviews
Position across the evolving AI-driven search experience.
CTV & new inventory
Extend reach into connected TV and emerging formats via Funnel Fuel.
Measurement built in
Track the influence of AI placements on pipeline from day one.
A citation engine, not just ads. CloudBees has the proof. The gap is retrievability: is that proof easy for an AI to find, connect to a buyer's question and cite? We develop answer-first content mapped to real buyer prompts, structured entity and authority signals, and third-party citations that raise confidence.
Turning attention into pipeline, across markets, stakeholders and channels.
A full-funnel, omnichannel media plan for the code-abundance era, built to move two KPIs at once: brand awareness and qualified conversations. A companion to this response, read alongside it.
The constraint just moved from writing code to governing it.
AI-assisted and agentic development have made code abundant. Volume is no longer the bottleneck. Securing, testing, governing and shipping that volume at enterprise scale is. CloudBees Unify sits exactly there: one control plane across any toolchain, with a powerful Jenkins heritage.
CloudBees is out-shouted on generic "DevOps platform" terms, but owns a sharper wedge: governance and delivery for the code-abundance era, in regulated enterprises. This plan buys that wedge.
Platform incumbent and 2026 Gartner MQ Leader. The loudest voice in the category.
The developer default (Microsoft). Actions and Copilot gravity and distribution.
AI-native CD challenger with aggressive paid and founder-led content.
JFrog, Atlassian, CircleCI and Octopus competing on slices of the toolchain.
The shortlist is increasingly formed inside an AI answer.
The paid map, as it actually stands today. We start where advertisers can act now and test where inventory is opening.
Google AI Mode / Overviews
Ads now in roughly 1 in 4 AI results, on CPC, through your existing Google Ads. Extend brand and high-intent terms here first.
ChatGPT Ads
Launched Feb 2026. Managed, US, roughly $60 CPM, answer-independent. An early-mover test line, capped and reviewed monthly.
Perplexity
Pulled all ads in Feb 2026. No paid route exists. This corrects any earlier "buy Perplexity placements" plan.
Anthropic Claude
Ad-free by policy. Presence here is earned, never bought.
The durable play: a citation engine.
Earned citation beats paid noise where it counts. CloudBees has the proof: 10.3M Jenkins developers, 40%+ CI/CD share, the State of Code Abundance research and a decade of analyst wins. The gap is not credibility, it is retrievability. Measured as citation rate, brand-mention rate and AI share-of-voice, tracked from day one.
Eight channels, chosen to go deep, not wide.
$960K a year, $80K a month, deployed where this audience actually forms a shortlist. Weighting is directional and rebalances toward what proves pipeline.
Same budget, two philosophies.
We tune the mix to your goal. Not either / or forever: we can start with one and fold in the other as results and discovery come in.
Broad-reach omnichannel amplification
Full-funnel reach across eight channels and three regions. Funnel Fuel programmatic warms the whole market while search and AI placements capture active demand. Weighted by region (55 / 30 / 15) and by channel role, reweighted every quarter.
- Full-funnel presence across 8 channels, 3 regions
- Funnel Fuel warming the whole market at scale
- Named media and events building technical trust
- One data spine: Funnel Fuel + Salesforce, Marketo, GA4
Best for category presence and pipeline breadth across a wide target market.
Signal-weighted 1:Many clusters
A large clustered 1:Many programme against priority accounts, weighted by fit and intent signals. Accounts are grouped by region, industry (FSI, Automotive, Life Sciences, TMT) and Jenkins footprint, then scored so high-signal accounts sit higher. Built on your existing ABM scoring model.
- 200-300 priority accounts in motion / quarter
- Multi-threaded across the 6-10 person buying group
- Signal-weighted: high-intent accounts get more
- Account engagement scoring shared with sales
Best for precision pipeline against named, clustered and regulated-industry accounts. Benchmarks (ITSMA, Gartner) are directional, validated at audit.
Proof first, then scale.
Spend ramps from proof to scale, anchored to where buyers gather. Weight flexes with the calendar, heavier around spring and autumn events.
Foundation & proof
- Audit, tagging & clean tracking
- Pilot on a defined segment
- Validate directional CPL / pipeline
- Brand + high-intent search + Google AI Mode live
- GEO baseline set
Scale the core
- Programmatic + LinkedIn video at weight
- YouTube & host-read flights on
- Trade media & content syndication
- KubeCon EU / PlatformCon moment
Committee depth & ABM
- ABM 1:1 on named accounts
- Security / compliance push to CISO
- DevOps World / KubeCon NA
- APAC pilot live
Optimise & compound
- Rebalance to what drives pipeline
- ChatGPT-ads test line
- Scale winning channels & markets
- Plan year two
The data spine, rebuilt so budget follows pipeline.
Rebuilding measurement around qualified pipeline, not vanity metrics. Six moves, connected to your existing stack.
Tracking & tagging
Clean conversion tracking and tagging across every channel and asset.
Attribution
A defined attribution model tying spend to pipeline and revenue.
CRM integration
Connected to Salesforce, Marketo and GA4 for closed-loop reporting.
Exec dashboards
Live executive dashboards showing outcomes, not vanity metrics.
Insight & action
Recommendations that rebalance budget toward what drives pipeline.
Continuous optimisation
Always-on testing feeding a rolling optimisation roadmap.
From fragmented reporting to budget backed by pipeline.
Fragmented
Fragmented platform reporting, with little attribution.
Unified tracking
Unified tracking and clean tagging across every channel.
Closed-loop
Closed-loop CRM attribution tied to pipeline.
Live & predictive
Live executive dashboards and predictive optimisation.
Six weeks to validated targets before you scale spend.
You want quantifiable proof of concept during the audit stage, validating directional CPL and pipeline targets. Here is exactly how we run it.
Operating model and governance.
A dedicated pod across strategy, media, creative and analytics leads.
Operates as an extension of your demand gen team, not a distant vendor.
Time-zone cover across US (PST and EST) and EMEA.
A clear RACI aligned to your roles and responsibilities table.
Senior people on the account, not just in the pitch.
Walk, run, sprint. A phased 90 days.
Phase dates align to the award (1-10 Aug) and onboarding; the six-week proof stage validates targets before spend scales.
Foundation
- Audit, tracking rebuild and clean tagging
- Audience and ICP alignment with your team
- Creative brief built for the new messaging
- Baseline agreed and directional targets set
Activate
- Integrated channel and programmatic pilot live
- Dashboards stood up, reporting on pipeline
- Test-and-learn begins across message and format
- Video ads live on LinkedIn
Scale
- Budget rebalanced toward what drives pipeline
- ABM 1:1 expanded on named accounts
- AI and CTV placements rolled out
- CPL movement evidenced against baseline
Campaigns run on activity. Pipeline needs a system.
Strategy, not just execution
We own the thinking and the optimisation, not only the ad setup.
Global coverage
NORAM core, EMEA and APAC, in your time zones.
Scale plus efficiency
Core channels plus Funnel Fuel programmatic, buying audiences at cost.
Proof before scale
Validated CPL and pipeline gains inside the audit, before spend grows.
Same budget. Different system. Pipeline instead of activity.
A clear path from here to award. At shortlist, we bring a live teardown of your LinkedIn account.
Confirm audit access
Open up accounts, spend and tracking so we can baseline honestly.
Agree directional targets
Set the CPL and pipeline numbers the six-week proof has to beat.
Shortlist & present
We bring a live teardown of your LinkedIn account.29-30 July
Award & onboard
Kick off the phased 90 days and the six-week proof stage.1-10 August