Use case 03 · Inbound marketing 2.0
Old inbound is over: blog, gated PDF, nurture track, wait. Search is moving into AI answers, fewer people fill in forms. Inbound 2.0 means content that gets cited and reaches buying centers – and a loop that maps recognizable readers at company level, researches the right contacts and activates them – even without a form.
Inbound marketing 2.0
Trusted by 50+ B2B SaaS & AI teams
The problem
Content gets read – by whom, nobody knows. And when someone fills in a form, it's one person, not the buying center. In between lies the work nobody does today.
Who it's for
What teams try today
The loop behind every use case
SignalEntry: an ICP reader – article, guide, webinar, newsletter, LLM citation.
A person or company shows up: website visit, intent data, content engagement, CRM event, ad click, event attendance.
A company reads the guide, someone signs up for the webinar, a newsletter reader clicks – merged per account.
Company and person are researched – within a defined scope: firmographics, tech stack, hiring, news, funding plus role and remit. Hypotheses are marked as such.
Company and reader are researched: does the company fit, what role does the person have, what was the context of the content.
Scored against your ICP: fit, timing, trigger. Qualified moves on, the rest is parked – with a reason.
ICP readers with buying relevance are activated – students, competitors and agencies are filtered out.
The other roles are found and enriched: economic buyer, champion, user, blocker – with contact data, region and context.
The reader becomes the buying center: who in this company decides about the topic they are reading about?
The whole buying center lands as an audience in LinkedIn, Google and retargeting – with angle creatives and personalized landing pages.
The buying center gets the next piece of the series as an ad – the matching angle per role, no form.
CRM is updated, sales gets the account brief, battlecard and alert. Sequences, playbooks and hand-overs kick off automatically.
Content engagement lands on the account in the CRM; the angle & content agent produces the next piece of the series.
Agents draft 1:1 messages per role – from the research, in the right channel. The owner approves, sends or lets the sequence run.
Personal message referencing what was read – from the owner or expert, not from “marketing”. Human go.
Every new signal restarts the loop – per account, continuously.
What it looks like in practice
Example: Head of RevOps reads the guide, demo data
Demo data. Agent codes: SIG signal · OUT outreach routing · ADS paid media · OPS inbox & ops · REV pipeline reporting · ANG angle & content.
Agents on the job
Produces assets per message angle – not per gut feeling.
→ Review-ready assets
Reads buying and account signals and decides the next move.
→ Account priorities & next best action
Makes sure marketing never promises what the product can't keep.
→ Discrepancies & content opportunities
Puts the right contacts into the right track.
→ Clean, prioritized outreach lists
The playbook
Week 1–2
Which questions does the buying center ask – per role? This yields content series that can be cited in AI answers.
Week 3–4
Web de-anonymization, newsletter, webinar and CRM into the hub. Recognizable traffic is mapped to an account at company level – not every visit can be mapped.
Week 5–8
First content series goes out, ICP readers run through research, buying center, channels and outreach.
from week 9
Which pieces create buying-center engagement and meetings? The next piece follows that.
Measurable
ICP readers
Share of readers from companies that fit the ICP – instead of pageviews
AI visibility
Citations and mentions in ChatGPT, Perplexity and AI Overviews on your topics
Buying-center engagement
Accounts where more than one role interacts with the series
Pipeline from content
Opportunities with content in the account history
Customer voices
What founders, CEOs and marketing leads say about working with Mario.
„In my 8+ years at DigiStore24, I have never seen anyone do growth marketing for software companies at Mario's level. We are thrilled with the results and looking forward to a long-term collaboration!“
„We brought Mario into our ABM pilot to properly validate account-based marketing at Luminovo — and I can say it was a very good decision. His hands-on marketing experience, the quality of his ideas, and above all his structured, revenue-oriented way of working took the pilot to another level from day one. Mario doesn't think in campaigns, he thinks in pipeline. That's exactly what we expected from this collaboration. I'm glad to have had him on board — and we'll continue to leverage his expertise beyond the pilot.“
„Since working with Mario, our marketing-sourced pipeline has more than doubled — and for the first time, we also know why. Thanks to ABM, the quality of opportunities is at a very high level and our sales cycles have become measurably shorter. The impact was visible in the numbers within just a few months.“
„Mario has supported us with marketing and growth from day one, and within just a few weeks he had defined an initial setup that became the foundation of our current marketing pipeline. He brings not only an incredible amount of experience, but is also a critical thinker who challenges the status quo and constantly works to optimize the system.“
„We were looking for someone with deep experience to directly build our marketing engine. Mario was personally recommended to us and brings an incredible amount of experience in the B2B SaaS space. He now works with us week after week on expanding and building out our entire marketing setup. We are thrilled by the speed and the impact and look forward to the continued collaboration.“
„When it comes to B2B SaaS and growth, there is no better address than igromo. With Mario there is no "growth-hacking" BS — just competence, speed and uncompromising execution. Thanks to the holistic consulting approach we have gone far beyond what we thought possible ourselves! Best of all: we saw the first valid revenue results within just a few weeks.“
„igromo has nothing to do with classic agencies or consultants. From day one Mario has been our proactive growth partner — actively supporting us in scaling both revenue and growth. Let's scale!“
„Mario advises us holistically across marketing and sales. We have been working with him for over a year — and not only were we surprised, our expectations were far exceeded. If I were to found another software company, I would work with Mario again in a heartbeat.“
„Working with Mario has been an absolute game-changer. His deep marketing expertise and strategic mindset bring structure, focus and inspiration to every project. Mario is not just another consultant or agency — he is a trusted sparring partner who listens, constructively challenges and delivers tailored solutions. I wholeheartedly recommend him to any organization looking for a strategic partner who creates real value and lasting impact.“
„Working with Mario has been an absolute game-changer for us. His strategic vision and deep expertise contributed decisively to our success. Mario quickly identified complex challenges and developed smart, actionable solutions. The results speak for themselves — this collaboration had a lasting impact on our growth. I wholeheartedly recommend Mario to any B2B SaaS company looking for a competent and trustworthy partner.“
„We have been working with Mario for a while now and are truly impressed. His hands-on experience and sharp analytical eye are a real asset. His deep understanding of go-to-market strategy and practical HubSpot expertise allowed us to significantly improve our processes. His input has always been actionable and has energized the team. The measurable impact of our collaboration speaks for itself — and makes us excited for what's next.“
„What particularly stood out in working with Mario was his rare combination of strategic thinking and operational execution. He helped us sharpen our GTM approach — and at the same time made things happen quickly and precisely. His input challenged our assumptions, brought fresh perspectives, and translated immediately into better performance. Anyone serious about B2B SaaS growth should have Mario by their side.“
„Working with Mario was a turning point for our marketing. Together we developed a solid end-to-end strategy that gave our team clarity and direction. But what truly made the difference was Mario's ability to put that strategy into execution — especially through marketing automation. The improvements in pipeline generation were not only noticeable, they were measurable. An incredibly impactful partnership.“
„Mario brought clarity and momentum to our marketing immediately. Within weeks we had sharper positioning, stronger messaging and results that had felt out of reach for months. He quickly identified where we were losing potential, delivered a clear action plan and executed with impressive speed. The combination of strategic perspective and operational execution made the collaboration incredibly effective from day one.“
„Mario has the rare ability to combine strategic thinking with hands-on operational execution. His structured approach gave us focus and direction from day one. What impressed me most: how quickly we felt the impact — in weeks, not months. Working with him is straightforward, inspiring and always value-driven. Unreserved recommendation for anyone serious about growth.“
„As Head of Marketing at wîse up, I was looking for a growth partner who truly understands the dynamics of a technology platform and knows how to translate strategy into measurable results. Mario exceeded our expectations — not only through his strategic clarity and deep expertise, but above all through the tangible impact he delivered, especially via our high-performing LinkedIn and Google Ads campaigns.“
Insights · Inbound marketing 2.0
INB2 min read
More and more B2B research starts in ChatGPT, Claude or Perplexity. What that means for inbound content and how agents help.
INB2 min read
Gated content delivers contacts but rarely pipeline. How inbound 2.0 works with open content, company-level signals and agents.
FAQ · Inbound marketing 2.0
More use cases
How do I turn high-ACV target accounts into pipeline?
Research named accounts systematically, uncover the buying center and work it on every channel at once – until sales has a warm conversation.
See use caseHow do I find the companies that are interested right now – and activate them?
Spot intent signals from web, third parties and CRM, research instantly and activate the whole buying center – while the timing is right.
See use caseHow does marketing help with sales cycle length, win rate and sales velocity?
Open opportunities with a complete buying center, current research, the right content and air cover in the channels – so deals close faster and more often.
See use caseWhat you can rely on
More on governance and approvals in the RevPrime® OS.
Agents work inside your stack – CRM, ads, web. Handed over with documentation, no black-box subscription.
Outreach, publishing and budgets only run after your approval. Routines run on approved rules.
Before/after in the change log, traceable at any time – with rollback where technically possible.
Mario Maier leads every engagement personally. Reply within 24h, first agents from week 5.
Next step
30-minute diagnosis call. I take an honest look at your setup, show you where pipeline leaks – and which agents would have the biggest leverage first. Whether RevPrime® fits or not.
Free · directly with Mario · reply within 24h