Fractional demand generation for B2B

I find the leaks, fix the engine, and own the pipeline number.

For B2B companies spending $30K or more a month on paid media without a clear answer on what it's producing.

Book a diagnostic
01DiagnoseTwo weeks, findings document 02FixThe findings get executed 03RunFlat fee, I own the number
The quiet problem

Every audit tells the same story

Most B2B companies spending real money on ads have the same quiet problem. CAC creeps up and nobody can explain why. Budget decisions get made on numbers nobody has verified. The findings repeat, account after account.

Paid Spend and Pipeline Diagnostic Sample findings
Finding 01
The numbers driving spend decisions were simply false.
From a recent audit of an enterprise software company's ad account: reporting contaminated with the wrong traffic, and budget running on it.
Finding 02
The agency report says everything is great. Pipeline says otherwise.
The report grades its own homework. Nobody inside the company can independently check the numbers it claims.
Finding 03
Attribution is a guess dressed up as a dashboard.
Each platform claims the same revenue. The CRM tells a third story. Nobody reconciles them.
From audits of real B2B ad accounts Page 1
Step 01

Diagnose

The Paid Spend and Pipeline Diagnostic. Fixed fee, defined scope.

Two weeks inside your ad accounts, tracking, and CRM. Out comes a findings document showing where money leaks, where reporting lies, and what to fix first with expected impact.

The findings are yours whether we ever work together again or not.

Odoo, leak found
The cheapest leads were the most expensive
$15 website leads that never converted. Budget moved to $120 manufacturing leads that did. CAC payback landed at about six months.
Step 02

Fix

Where an engagement starts if we keep going.

The findings become a sequenced fix list, and I execute it. Tracking rebuilt so every dollar reports to one source of truth. Campaigns restructured around what actually converts. Wasted spend cut, not defended.

Odoo, CPL
$120 to $40
Cost per lead cut by two thirds while spend scaled 30x.
Digital Reach, ROAS
$1.8M on $600K
Attributed revenue on ad spend for a multi location dental group, tracked through closed loop HubSpot attribution. The client doubled its budget on the results.
Step 03

Run

Flat monthly fee. Month to month.

I run the demand gen function and own the pipeline number. On a flat monthly fee, never a percentage of spend, so I have no incentive to grow your budget. Only your pipeline.

When the leak lives upstream of the ads, the work extends into positioning, messaging, and full GTM strategy.

Cresta, pipeline
$12M per quarter
Marketing sourced pipeline target, hit for two years straight through enterprise ABM, paid media, and webinars.
Odoo, scale
$40K to $1.2M a month
Google Ads scaled worldwide, 30,000 leads a month at peak.
Cresta, competitive ABM
$10M on a $5M goal
Pipeline from a displacement campaign into accounts owned by an incumbent competitor.
Recent engagements
Phoenix Flight Industries
Hydrogen powered UAV startup. Building the GTM function from zero: ICP, messaging, positioning, website, and outbound strategy.
Equisoft
Enterprise insurance technology. Rebuilt the paid engine across five regions: Google Ads restructure, LinkedIn audit, UTM governance, and HubSpot attribution and lead routing.
Eunoia
A New York fractional HR practice. Full GTM foundation: ICP, buyer personas, positioning, messaging, and channel strategy.
DemandFlow
UK enterprise SaaS serving telecom operators including BT and VMO2. ICP, messaging, competitive positioning, and website strategy. Completed and shipped.
Who runs this

Thiago Velloso. 12 years building demand generation and performance marketing for B2B software companies, based in San Francisco. Before going fractional: Odoo, Cresta, and Digital Reach. I also built No Brainer, a signal intelligence product that scores accounts and drafts outreach using AI.

Contact

See if the diagnostic fits

If you're spending $30K or more a month on paid and can't say with confidence what it's producing, that's the conversation.

I reply within one business day to set up a call.

Received
I reply within one business day to set up a call.