+212qualified pipeline, %
Helios
B2B SaaS / Energy
“+212% qualified pipeline in six months, by treating search, ads, and landing pages as one machine.”
Read the caseOnline marketing services,
run as one system.
Online marketing is reaching buyers through digital channels: search, content, social, paid media and the website itself. We run nine of those disciplines as one engine, against a pipeline number rather than a traffic number.
What we run.
SEO
Technical foundations, topical depth and internal linking, built to compound quarter over quarter rather than chase an algorithm update.
Read →Answer engine optimization
Getting cited inside ChatGPT, AI Overviews, Perplexity and Gemini. A separate job from ranking since early 2026, and the citation data says so.
Read →AI visibility audit
A measured baseline of what the engines say about you today, the pages they quote, and who gets recommended in your place. Three weeks, and yours to keep.
Read →Content marketing
Articles, blog programs and the copy around them, reported out of your own experts. Writing only, structured so search and answer engines can both read it.
Read →Demand generation
Paid media, content and executive thought leadership aimed at the accounts you want, before they start looking for you.
Read →Website design and development
Information architecture, design and front end build on a stack your marketing team can edit, migrated without losing the rankings you already have.
Read →Website conversion
Pages that argue the case unattended, convert the visit, and give answer engines something worth quoting.
Read →LinkedIn marketing
Executive positioning and thought leadership, run as a program rather than as an occasional post nobody sees.
Read →Social media marketing
The company channels run as a program rather than a posting chore, aimed at the accounts you sell to and measured on who sees it.
Read →● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● What online marketing is
Online marketing is how a company reaches buyers through digital channels: search, content, social, paid media and its own website.
For a B2B company the hard part is not running any one of them. It is that they are usually bought separately and measured separately, so none of them answers for pipeline.
What online marketing actually means.
Online marketing is the practice of reaching buyers through digital channels: search, content, email, social, paid media and the website itself. In a B2B context the term is used loosely enough to cover the outbound and operations work beside it.
It is used interchangeably with digital marketing. The distinction is historical rather than practical, and the industry has drifted toward the second term without changing what the work is.
The useful distinction is not between the two labels. It is between creating demand and capturing it. Most companies buy the second, then wonder why cost per opportunity climbs every year, and the answer is that they never funded the first.
● Who this page is for
- Founders carrying growth on top of another job, who need someone to own the number
- CMOs with four agencies and no single view of what created pipeline
- VPs of growth whose channels each report success while pipeline stays flat
- Sales leaders whose reps are prospecting instead of selling
If none of those describe you, the how we work page is a faster read than this one.
Why buying them separately fails.
The standard pattern is one supplier per channel: an SEO agency, a paid media agency, a content writer, an SDR vendor. Each optimises the metric they are measured on, and every one of those metrics can improve while pipeline stays flat.
It happens because the disciplines are dependencies of each other, not alternatives. Content that is never structured for search does not get found. Search traffic landing on a page that cannot convert is wasted. Outbound into accounts that have never heard of you costs several times more.
The unit that matters is the system, not the channel. That is the whole argument for buying them from one team against one number, and it is why this site reports pipeline rather than traffic.
● Dependencies
- Content depends on search structure to be found
- Search traffic depends on the page to convert
- Outbound depends on demand generation to be affordable
- Social depends on content to have something worth posting
- All of it depends on messaging to say one thing
- Every claim above depends on attribution to be provable
Most agencies are paid on the top row. We are paid on the bottom one.
● Diagnostic
Which one you need first.
No visibility
Nobody finds you and AI assistants recommend competitors. Start with search: SEO and AEO together, not one of them.
Traffic, no pipeline
People arrive and leave. Start with the website. More traffic before fixing this multiplies the waste, not the result.
No consistency
Good months and empty months. Start with lead generation, because the gap is capacity and process rather than awareness.
No attribution
Nobody can say which activity produced revenue. Start with revenue operations. Least glamorous, and it changes next quarter.
Four jobs, not nine line items.
Being found
Search visibility, which since early 2026 is two jobs rather than one. Ranking in Google and being cited inside an AI answer have come apart, so we staff and sell them separately.
SEO · answer engine optimizationCreating demand
Reaching buyers before they start looking. The half most companies underfund, because it does not attribute to a form fill. It is also what stops cost per opportunity rising every year.
Demand generation · content marketing · social · LinkedInReaching directly
Going to named organisations rather than waiting for a market to arrive. Where deals are large and the committee is wide, coverage beats volume.
Lead generation · outbound and SDRConverting the visit
The pages that sell when nobody is in the room. Most of a B2B evaluation now happens without a rep present, which puts the argument on the website whether or not it is ready.
Website design and development · conversion · revenue operationsUs, in-house, or four agencies.
| In-house team | One agency per channel | Katama | |
|---|---|---|---|
| Time to first result | 4 to 6 months including hiring and ramp | 6 to 8 weeks, per agency, staggered | Diagnostic in week one, execution in week two |
| Breadth of skill | One or two specialists, or one stretched generalist | Deep, in four separate places | Seven disciplines, one team |
| Who joins the dots | You | You, in four separate meetings | Us, in one weekly call |
| What gets reported | Whatever the tooling produces | Four dashboards, four definitions of a lead | Meetings, opportunities, pipeline, revenue |
| Fixed cost | Salaries and tooling, whether or not it works | Four retainers, usually annual | One retainer, quarterly terms |
| What you keep if it ends | The team, if they stay | Fragments, and four offboardings | Domains, data, content, CRM, dashboards |
| When it is the wrong answer | Below roughly four marketing hires | When channels need to inform each other | When you need one channel only, very deep |
How an engagement runs.
WEEK 01
Audit and diagnose
We tear down the full funnel: channels, pages, tracking, search and AI visibility. It ends in a prioritized map, and you keep it whether or not you continue.
WEEK 02 TO 04
Build the measurement layer
Tracking, attribution and definitions go in before spend does. Otherwise the first quarterly review is an argument about numbers rather than a decision about strategy.
MONTH 02 ONWARD
Ship weekly
Experiments go live weekly, not quarterly. Winners scale, losers get killed, and revenue decides rather than whoever argues hardest in the meeting.
QUARTERLY
Reset on evidence
The plan changes because the data changed. The engagement is re-earned every quarter, which is the only reason to publish a number and then report against it honestly.
What lands in the report.
Qualified meetings
Held, not booked. No-shows are reported separately, because the gap between the two is the fastest signal that targeting has drifted.
Sales opportunities
Meetings your team accepted into the pipeline with a stage and an amount attached. If acceptance is low, the list is wrong, not the campaign.
Pipeline created
New opportunity dollars with a campaign attached, monthly, against the target agreed at the start rather than one adjusted at quarter end.
Revenue generated
Closed won, traced back to what started it. If we cannot trace it, we do not claim it, which is why the attribution work comes early.
Time with reps
17%
Of the B2B buying journey is spent with vendor sales reps, across every supplier considered.
Prefer no rep
67%
Of buyers say they would rather complete the purchase without talking to one at all.
Citation overlap
38%
Of AI Overview citations came from top ten organic results in 2026, down from roughly 76%.
AI visitor value
4.4x
The conversion value of a visitor arriving from AI search against a traditional organic one.
One engagement, in full.
Who this suits.
● A good fit if
- You sell B2B, with considered purchases and a real sales cycle
- Two or more channels need to inform each other
- You can fund at least two quarters before judging it
- Someone internally can approve work inside two weeks
Not a fit if
- You need one channel only, run very deep
- You want lead volume reported as the outcome
- The budget exists for one quarter
- You sell to consumers at high volume and low value
What it costs.
Published because two thirds of B2B buyers say they would rather evaluate without talking to a rep. Media spend goes to the platform, not to us, and we do not take a percentage of it.
Starter
Free. A 45-minute working session covering your funnel, your search and AI visibility, and your channel mix. Ends in a prioritized 90-day map you keep either way.
See what is included →Growth
From $2,500 a month. One high-leverage problem, one channel, measurable lift. Attribution baseline installed, experiments shipped weekly, an executive readout every month.
See what is included →Scale
From $5,000 a month, quarterly. The full engine run as one program against a pipeline target. No annual lock-in. We re-earn it every quarter.
See what is included →Fair questions.
Online marketing or digital marketing?
Nothing practical separates them. Both describe reaching buyers through digital channels and the industry uses them interchangeably. "Digital marketing" has become the more common label over time, which is a naming convention rather than a change in the work.
How much does it cost for a B2B company?
Our models start at a free audit and run to $5,000 a month for the full engine, published on the pricing page rather than hidden behind a call. Media spend goes to the platform, not to us. Any agency taking a percentage of your ad spend has an incentive worth thinking about.
Does this work for B2B, or is it mainly B2C?
It works, and the mechanics differ. B2B buying involves six to ten people, long cycles and almost no impulse purchases, so the job is sustained visibility and credibility across a committee rather than converting one individual quickly. That changes the channel mix and the measurement, not whether it works.
In-house or agency?
In-house wins on product knowledge and availability. An agency wins on breadth and on not needing to recruit four specialists. The honest test is whether you can keep a specialist busy and current: one generalist covering search, paid, content, outbound and operations will be mediocre at four of the five, through no fault of their own.
How long before it produces pipeline?
By discipline. Outbound produces meetings from roughly week five, once sending domains are warmed. Conversion and paid work moves inside 30 to 60 days. SEO and answer engine optimization compound: movement by month three, step change by month six to nine. Anyone giving a single number across all of them is guessing.