Performance Marketing.
Paid acquisition tied to closed revenue.
Performance marketing is paid acquisition where the dollar is defended on the way out — not the click on the way in. Per-persona campaigns, real attribution, ruthless prioritization. Wired through HubSpot so every dollar lands in a report your CRO trusts.
Performance Marketing is a Layer 03 service.
Every service we offer maps to one of four layers. Performance Marketing sits in the Kernel — the layer that owns revops & hubspot admin.
Channels that defend the dollar.
Most B2B paid programs report on the click. Click costs. Click rates. Sometimes click-to-MQL — usually with optimistic attribution. Performance marketing reports on the dollar: what was spent, what closed, on what timeline, in what channel.
We run paid acquisition as a kernel-level program. ICP is defined in HubSpot — not in the ads platform. Audiences are built from first-party CRM data. Conversion events fire to HubSpot, not just to the platform pixel. Every dollar gets attributed all the way through to closed pipeline. When the dollar doesn't defend itself, we move it. Fast.
This is paid acquisition with the seams stitched. Brand, demand, capture — all instrumented to one source of truth.
The process.
Discover · audit + attribution baseline
Audit current paid spend across every channel. Wire HubSpot attribution properly. Baseline cost per qualified opportunity, cost per closed deal — by persona, by channel.
Expose · ICP-led media plan
Build the media plan from your ICP and CRM data — not from channel templates. Per-persona campaigns. Per-stage creative. Conversion events mapped to lifecycle stages.
Wire · launch + connect
Campaigns live across the chosen channels. First-party audience sync. UTM hygiene. HubSpot conversion events firing. Reporting dashboards built once, used always.
Operate · weekly tuning + monthly defense
Weekly tuning at the campaign and audience level. Monthly defense session: every dollar, every channel, every persona — what closed, what didn't, what moves next month.
Spend your CRO trusts.
Performance marketing should feel like math, not magic. You finish each month knowing exactly which channels earned their budget — and which ones don't get it next month.
Things people ask before booking.
Do you run the ads or hand them off?
We run them. Performance marketing only works when the strategy, the creative, the targeting, and the optimization sit in one team. Splitting it across vendors is where most B2B programs leak money.
How is this different from PPC or paid social on their own?
PPC and paid social are channels. Performance marketing is the program that runs three to six of them as one motion — with one attribution model, one ICP, one optimization loop. The channels feed each other.
What if our attribution model is broken right now?
That's the first 30 days. We don't launch paid spend on top of broken attribution — we fix the attribution first, set the baseline, then turn on the dollars. Skipping that step is how programs end up two quarters in with no idea what worked.
Do we need to be on HubSpot for this to work?
Strongly preferred. The whole point is that lifecycle data, automation, and reporting all live in one source. We have adapted the model to Salesforce + Pardot and to HubSpot + custom data layers, but timelines double and the kernel is harder to keep clean over time.
What does success look like at 90 days?
Most kernel engagements move you from L1 (Disconnected) to L3 (Instrumented) inside one quarter. That means: clean kernel, working assistants, teams trust the numbers. L4 and L5 are where the compounding starts. L3 is where the pain stops.
See how performance marketing fits into The Kernel.
Ninety minutes inside your portal beats a discovery deck. We come in with a hypothesis about where your kernel breaks, check it against the real data model, and hand you a one-page map of what to fix first.