SERVICES · ACQUISITION & PARTNERSHIPS

Paid Channels Burn. Partnerships Compound.

Most companies build acquisition backwards. They start by buying traffic before they have a system to convert it. Strata builds the infrastructure first, then deploys the specific acquisition channels (signal-based outbound, demand generation, and structured partnerships) that connect your positioning to your priority segment.

Start with a Diagnostic Explore the channels ↓

Core acquisition motions engineered

Integrated attribution model tracking every deal

100%

Focus on pipeline generation, not vanity metrics

Why Lead Generation Fails

The standard playbook for B2B growth is to buy attention: hire an SDR team to send thousands of emails, run LinkedIn ads to an eBook, and optimise for Marketing Qualified Leads (MQLs). The result is a CRM full of contacts who have no intention of buying, and a sales team frustrated by poor lead quality.

Traffic is easy to buy. Trust is not.

A mature GTM engine does not optimise for lead volume. It optimises for pipeline velocity. We build acquisition systems that focus exclusively on the priority ICP defined earlier in the process. If a channel does not produce qualified pipeline, we turn it off, regardless of how many emails it collects.

The Acquisition Architecture

Not every company needs every channel. We design the mix based on your average contract value, sales cycle length, and competitive environment.

Signal-Based Outbound

Cold outbound is dead; signal-based outbound is not. We build systems that monitor target accounts for specific buying triggers (funding, hires, compliance deadlines) and automatically dispatch highly contextualised messaging when the signal fires.

Demand Generation (AEO/SEO)

Content built for machines and humans. We deploy the Strata Engine to capture high-intent search queries and AI Overview citations, pulling qualified buyers into your ecosystem while they are actively researching the problem.

Partnership & Distributor Programs

The highest-converting channel in B2B. We map the ecosystem of non-competitive vendors that already sell to your ICP, build the commercial incentive structure, and create the co-marketing playbooks to activate them.

Paid Acquisition (Account-Based)

We do not run broad awareness ads. We run hyper-targeted campaigns against a defined list of named accounts (ABM). The goal is not low cost-per-click; the goal is pipeline velocity within the target account list.

The Partnership Advantage

In complex B2B sales, the buyer already trusts someone else: their consultant, their agency, or the software platform they already use. A structured partnership program allows you to borrow that trust. It is harder to build than a paid ads campaign, but once operational, it produces the highest-converting, lowest-cost pipeline in the business.

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Referral Partners

Agencies, consultants, or complementary software vendors who pass qualified leads in exchange for a revenue share. Low friction to set up, but requires continuous enablement to stay top-of-mind.

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Technology Integration Partners

Companies whose product integrates directly with yours. The shared integration becomes the marketing hook. Converts well because the joint solution solves a larger problem than either product alone.

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Strategic Distributors

Large platforms or enterprise service providers that bundle your product into their offering. Long sales cycles to establish, but can fundamentally alter the growth trajectory of a company once active.

Traditional Marketing vs. GTM Engineering

Dimension

Traditional Marketing

GTM Engineering

Goal

Maximize lead volume (MQLs)

Maximize qualified pipeline (SQLs)

Outbound approach

High-volume spray and pray

Low-volume, highly contextual signal-based outreach

Content strategy

Editorial calendars based on guessing

Data-driven gap analysis capturing existing demand

Measurement

Cost per click / Cost per lead

Customer Acquisition Cost payback period

What the Engagement Delivers

We build the channels and the tracking required to measure them. You receive the playbooks, the commercial structures, and the reporting dashboards.

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Acquisition Architecture Plan

The strategy document defining which channels to activate, in what order, and what budget is required. Based on the pricing model and ICP established in the previous phases.

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Outbound Playbook & Sequences

The tactical manual for the SDR team: target account lists, signal triggers, contact cadences, and the exact messaging templates to use.

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Partnership Program Design

The commercial structure for partners: commission tiers, co-marketing agreements, deal registration workflows in the CRM, and the partner enablement deck.

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Attribution Model setup

CRM configuration to track the origin of every deal. We build the dashboards that show exactly which channels are producing pipeline and which are burning cash.

How This Connects to the Full System

Acquisition is step six for a reason. It requires every preceding layer to function efficiently. The ICP dictates who we target. The positioning dictates what we say. The pricing dictates which channels we can afford to use. The revenue systems dictate how we track the results. Attempting acquisition before those layers are built is the most common reason growth stalls.

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