<-- ════════════ HERO ══════════════════ -->
B2B lead generation · Built for today

We build your lead generation framework.You own it.

Built for how B2B buyers research, validate, and decide today - when the trust that wins the shortlist sits with your people, not your logo. We build the framework, run the first campaigns alongside your team - then hand it over completely. No retainer. No dependency.

Book a 30-minute discovery call See how it works
Your people are the asset. Make them findable & trusted.
73%buyers
research via AI & LinkedIn before they first contact
30–50%
Shorter sales cycles reported by clients
Zero
Ongoing retainer required after handover
The landscape shifted

The tactics that filled pipelines three years ago are quietly failing.

Buyers no longer enter the conversation cold. By the time they introduce themselves through a referral, a contact form, a mutual connection. They have already searched, shortlisted, and substantially decided. The firms whose people are visible in that pre-conversation layer enter the shortlist. The firms whose people aren't, don't.

Invisible to AI search

When a buyer asks ChatGPT, Gemini, or Claude for the leading firms in your space, your senior people should be named. Most aren't. The shortlist is built without them - and they don't know the competition occurred.

More effort, flat pipeline

More content. More posts. More events. The dashboards look busier. The qualified inbound hasn't shifted. The activity isn't compounding because the infrastructure underneath it isn't built. You're producing output, not authority.

The buyer trusts the human, not the logo.

Buyers shortlist the senior people they trust, then choose the firm those people work for. If your named experts aren't visible, cited, and credible in the layers buyers actually research, the brand is doing work it can no longer do alone.

Rented infrastructure

The system isn't yours. The accounts aren't yours. The capability isn't yours. Even when the work is good, you've rented the fix and every month you keep paying is a month you haven't built the asset. That's the deeper problem, and the one we exist to solve.

Free access — no credit card

Diagnose your pipeline gaps before we talk.

Two tools built on the same frameworks we use with clients. Run them yourself, right now — and you'll know exactly where your lead generation is leaking and what it's costing you.

Free tool 01

ICP Clarity Audit

Score how precisely defined your ideal client profile really is — and see exactly where vague targeting is killing your conversion rates.

Run the audit
Free tool 02

Pipeline ROI Calculator

Model the revenue impact of fixing your pipeline — what a 30% improvement in conversion or a 6-week shorter sales cycle is actually worth to your business.

Run the calculator
The Multiplier Effect

Not stand-alone tactics.
Compounding infrastructure.

A proprietary system that builds trust around your named people, not just your company brand. Three interconnected layers compound on specific people the buyer learns to recognise and trust. Pipeline becomes measurable and predictable, because the authority has a face on it.

Core framework

The Multiplier Effect

The Multiplier Effect is the proprietary system your team operates to get there - building trust around your named people through three interconnected layers: AI discovery, network validation, and proactive relationship building.

We build the citation, content, and authority signals that make your senior people surface in AI search results. Your work that was invisible becomes findable.
↗
Through positioning, profile architecture, and strategic engagement, we close the rainmaker gap.
↗
We install the connective tissue through targeted accounts, trigger-event tracking, and structured outreach cadences - to a rhythm that runs without the 'hard sell'.
↗
01 / AEO

Answer Engine Optimisation

Your content is structured so AI systems — ChatGPT, Perplexity, Claude — cite you when your buyers ask for recommendations. You're found before they search.

02 / Social Selling

Strategic LinkedIn positioning

LinkedIn used as a CRM, not a broadcast platform. Proactive relationship-building with specific decision-makers before the first sales conversation begins.

03 / ICP Infrastructure

Precise ideal client targeting

Not broad segments. Specific decision-makers with specific problems at specific moments. Every channel serves the same buyer through a single, shared ICP.

04 / Sales Enablement

Messaging built on emotional drivers

Outreach that references what prospects are actually researching. Conversations that arrive pre-warmed. Sales cycles that shorten because trust is built before contact.

How ownership works

How the engagement runs

Three phases. One sprint. Full handover. Each phase solves a specific problem and leaves your team with something they own.

1

Build

Weeks 1–4

What it solves

Generic frameworks bolted onto firms they weren't designed for.

What we do

Design the system around your firm — your senior people, your accounts, your sectors.

What you gain

A pipeline operating system, calibrated to your business.

2

Run alongside

Weeks 5–11

What it solves

The agency model where capability never actually transfers.

What we do

Run the first campaigns shoulder-to-shoulder. Your team observes, then takes over.

What you gain

Pipeline moving. A team that has run the system, not just watched it.

3

Hand over

Week 12

What it solves

Rented infrastructure that disappears the day you stop paying.

What we do

Document, train, transfer everything. Step out.

What you gain

The framework, the playbooks, the accounts. Yours to run. No retainer.

"The problem isn't just that the rules changed. It's that everyone else's solution leaves you renting the fix."

Who this works for

Built for businesses where trust decides the shortlist.

Buyers shortlist the humans they trust, then choose the firm those humans work for. The Multiplier Effect is built for the firms where that pattern shapes pipeline. It recurs across seven specific segments — and one horizontal pattern that cuts through all of them.

01 · Consulting

Boutique consulting firms

Two rainmakers carrying the partnership. Six senior partners doing excellent work and almost no inbound.

Talk to us
02 · Corporate Finance

M&A & corporate finance

Deal flow concentrated in one or two MDs. Origination depending on individual networks. Junior partners building books from cold.

Talk to us
03 · Legal

Mid-tier law firms

Partners winning work where they're already known. Newly-promoted and lateral partners with no visible inbound.

Talk to us
04 · Search

Executive search

The founder is the magnet. Other consultants do excellent work and remain invisible to the boards and HRDs they need to be in front of.

Talk to us
05 · Cyber

Cybersecurity

The CISO buyer wants to trust a human, not a vendor logo. Your technical leaders are excellent — but not yet the named voice the buying committee finds first.

Talk to us
06 · SaaS

Vertical B2B SaaS

Buying committees of five to seven. Evaluation cycles measured in months. Senior people invisible to half the room before the demo even starts.

Talk to us
07 · Climate

Climate & sustainability

Senior advisors with deep credibility, technical depth, and limited discoverability. The buyer is doing their AASB S2 research today; reputation is moving slowly through old channels.

Talk to us
08 · The horizontal · B2B complex sales

If your firm doesn't fit a tidy vertical — but the shape is the same.

The Multiplier Effect works wherever buying is research-heavy, committee-driven, and decided by the credibility of named senior people. Vertical doesn't matter. The motion does.

  • Buying committees of five or more
  • Sales cycles measured in months, not weeks
  • Senior people the buyer wants to trust before the demo
  • Reputation moving through research, not referrals alone
Book the diagnosis
Questions

Honest answers.

What makes this different from hiring a marketing agency?
We implement infrastructure and transfer it — you operate independently. No ongoing retainer. No dependency. Most agencies own your pipeline. When you stop paying, the leads stop. Everything we build lives in your accounts, your systems, your team's hands.
How is this different from a training programme?
A training programme delivers knowledge and leaves execution entirely with you. You complete the modules, you build the system, you troubleshoot the gaps — and most people don't finish, let alone fully implement. With in/Thread, we do the build alongside you. The ICP targeting, the AEO content infrastructure, the LinkedIn positioning — we're executing, not explaining. You review, refine, and approve at every stage. By the time the engagement ends, you don't just understand the system — you own a working one, with the skills to run it. The handover is the point. We're not trying to keep you dependent on us. We're trying to make ourselves unnecessary.
We've tried new tools before. They don't stick.
That's because they were bolted onto an old strategy without context. The build starts with understanding how your buyers actually research and decide now. Your team learns by operating the system alongside us — not watching a slide deck. The capability transfers because it's built into how your team works, not around it.
What results can we realistically expect?
Honest answer: it depends on your market and consistency after handover. In the first 90 days, clients typically see early pipeline conversations that feel qualitatively different, improved outreach response rates, content beginning to appear in AI search results, and first warm introductions from activated network connections. The compound effect — where elements start reinforcing each other — usually becomes visible between months 3 and 6. We don't guarantee specific lead numbers. Anyone who does is either lying or selling something that won't outlast the contract.
Is this for marketing or sales teams?
Both - though the relationaship has flipped. Sales now leads. Marketing's job is to make your named sellers visible, credible, and cited before the first conversation. Buyers don't experience your marketing and sales as separate functions; they experience your people as either trusted or invisible.
What if we need ongoing support after handover?
Optional retained support is available — quarterly strategic reviews, optimisation advisory, or framework updates as the landscape evolves. But it's genuinely optional. The system is designed to run without us. Most clients check in quarterly for the first year, then operate fully independently.
Start here

Your expertise means nothing
if the right people can't find you.

The buying landscape changed. Your competitors are already adapting. The shortcut isn't another retainer - it's infrastructure your team owns and operates. 30 minutes will show you exactly what that looks like for your market.

Pipeline Visibility Session

30 minutes. No sales pressure. Just honest insights about your current lead generation gaps and what the build could look like for your specific market.

Book your session