Build Pipeline Without Hiring a Bigger Marketing Team

Until growth started to feel unpredictable.

Some months were solid. Other months were quiet. Leads came in, stalled out, or disappeared entirely. Old inquiries sat untouched. Sales chased deals without much context. Marketing was doing things, but it didn’t feel like it was driving pipeline in a reliable way.

What made it frustrating was that demand clearly existed. It just wasn’t organized.

Internally, marketing lived with one marketing director and a very involved co-founder. There wasn’t enough time, support, or specialization to own strategy, execution, content, outbound, paid media, and reporting all at once. Sales and marketing weren’t misaligned on purpose. They just weren’t working from the same system.

The ask was simple.

Create a predictable way to generate and convert demand without hiring a much larger team or relying on referrals to save the quarter.

When Nouvel Age Media came in, we started by looking at what was already there. Where are leads coming from? Where are they slowing down? Where are they being dropped? What never got followed up at all?

It became clear pretty quickly that the biggest opportunity wasn’t just net-new demand. It was the demand already sitting inside the business with no structure around it.

From there, we focused on three things.

1. Re-engaging existing inbound and historical leads that had gone cold.
2. Adding structured outbound and paid acquisition so pipeline didn’t depend on referrals or RFP timing.
3. Using content intentionally to support sales conversations instead of publishing for the sake of it.

Then we built the system around that.

Paid acquisition and retargeting across Google, Meta, and LinkedIn. Outbound email and LinkedIn outreach that actually worked with marketing instead of running separately. Lifecycle nurture for leads that stalled or went quiet. Gated and ungated content mapped to real buying stages. Sales enablement assets so follow-up didn’t depend on individual reps improvising. Clear funnel tracking so leadership could see what was happening without guessing.

Once everything was connected, we started launching campaigns (and putting or integrated marketing strategy & plan to work, we handled content creation (honestly everything from strategy, planning, content creation, execution, analytics/report for everything in this engagement), and the picture changed.

Levitate began generating around 300 new leads per quarter across paid, outbound, inbound, and content-driven efforts.

Based on their historical conversion rates, this created a steady flow of sales-qualified opportunities entering the pipeline each quarter. With an average deal size of about $42K, that translated to roughly $400K+ in new pipeline per quarter. The sales team closed around 30% of those opportunities, with closed-won revenue following within their normal sales cycle.

But the impact went beyond the numbers.

Marketing finally had clear ownership and priorities. Sales had better timing and better context. The founder stepped out of day-to-day marketing decisions. Pipeline conversations stopped being based on opinions and started being based on data.

Nothing about the company fundamentally changed.

They stopped relying on gut feel and referrals alone, and started running growth through a system that made demand visible, manageable, and repeatable.

Part of that shift was ownership. They stopped trying to duct-tape growth together with junior support. Instead, experienced operators were put in charge of the system end to end, with clear input from the internal team and clear accountability for execution.

That’s usually the moment when things start to feel lighter instead of heavier.

If your growth still depends on referrals, RFPs, or founder-driven marketing decisions, you’re probably feeling some version of this already.

We help service businesses and B2B teams build demand systems that actually create pipeline without adding chaos or unnecessary headcount.

If this sounds familiar, book a free strategy call. We’ll walk through what’s breaking in your funnel and whether this kind of system makes sense for where you’re at.