Marketing hits its MQL number every month — sales still says the leads are junk.
LEAD GENERATION FOR B2B SAAS
Stop generating leads. Start generating pipeline.
Growston builds and runs the lead generation system — SEO, GEO, paid, content, and the marketing infrastructure that connects them — as one embedded team, measured against qualified pipeline, not lead volume.
5.0 · 15+ reviews from
Michal Glinka
Head of Analytics & Tracking
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams
The situation
You have traffic, or you have ads, or you have a list. You don’t have qualified pipeline.
You ran SEO for a year. Rankings moved. Pipeline didn't.
Paid spend is up. CAC payback is getting worse, not better.
Your CRM has 4,000 contacts and no lead scoring anyone trusts.
Every channel is run by a different vendor, and nobody owns the number the board cares about.
You know the tactics. You don't have the senior hours, or the engineering support, to connect them into one system.
Why Growston
Most lead gen agencies sell channels. We also ship the infrastructure that makes the channels count.
A single channel tells you where the traffic came from. It doesn't tell you if it closed. Growston pairs the strategist who plans the channel mix with the specialists who build the SEO, ship the paid campaigns, and wire the CRM — inside your business, not alongside it. A channel without the infrastructure behind it is noise; we refuse to sell either half on its own.
A typical lead gen vendor
- Optimizes one channel (SEO or paid or content) and reports on that channel's activity
- Hands you MQLs and calls it done
- Reports impressions, clicks, form fills
- Recommends a landing page fix in a PDF you forward to a dev queue
- Optimizes for AI-search? Not yet on the roadmap
- Warsaw is a place they outsource to
Growston
- Runs the full acquisition stack — SEO, GEO, paid, content — as one system with one pipeline number
- Builds the lead scoring and CRM automation that turns MQLs into SQLs — the layer most lead-gen vendors skip
- Reports qualified pipeline, MQL→SQL conversion, and CAC payback — the metrics your board actually asks about
- Ships the landing page, the tracking, and the CRM fix — because we are also the engineering team
- Treats GEO — visibility in ChatGPT, Perplexity, Gemini, AI Overviews — as a primary channel, not an afterthought
- Warsaw is the operating base for a team built to serve Nordic and English-speaking B2B — directness, transparency, no fluff
Our previous vendor sent us a monthly sentiment score. Growston sent us the response and the fix, same day.
30 minutes — your numbers, not a pitch.
What we do
Full-stack strategic marketing leadership for B2B
Growston’s Lead Generation service is a full-funnel pipeline system — SEO, GEO, paid acquisition, content, landing pages, and marketing automation — built and run by one embedded team and measured against qualified pipeline, not lead count.
Inbound demand (SEO + GEO)
Technical SEO, content built around topical clusters and buyer intent, and Generative Engine Optimization so you show up when buyers ask ChatGPT, Perplexity, or Gemini — not just Google. Per Company DNA §6.3, GEO is a primary service line here, not a bolt-on.
Outbound & account-based demand
ICP-matched list building, sequenced outreach, and account-based targeting for the named accounts your sales team already wants — built around the four ICPs Growston sells to (Scaling SaaS, Overloaded Solo Marketer, Cross-Border Expansion Buyer, Founder Without Marketing Leadership).
Paid acquisition (Google, LinkedIn, Meta)
Demand capture campaigns tied to the same pipeline definition as every other channel — not run in isolation, not reported on click-through rate alone.
Landing pages & CRO
Pages built to convert, not just to launch — instrumented from day one, SEO-ready, tested against a stated hypothesis, not shipped and forgotten.
Marketing automation & lead scoring
The infrastructure layer most lead-gen vendors skip: CRM setup, lead scoring, nurture sequences — so MQLs don't die in a spreadsheet between marketing and sales.
Analytics & attribution
GA4, server-side tracking, and offline conversion import, so every lead in the funnel can be traced back to the channel and campaign that produced it — the layer every other section of this system depends on.
How it works
From audit to a live system in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
(Weeks 1–2) A full review of the current acquisition stack: which channels are owned, which are guessed at, where tracking is broken, and where the CRM loses leads between marketing and sales.
You receive
A written findings document naming the gaps and the quick wins — yours to keep regardless of what happens next.
02
30/60/90 Plan
A sequenced plan connecting the audit to a channel mix and a pipeline target, scoped to your ICP and team size, not a generic best-practice playbook.
You receive
A roadmap your CEO or board can read in five minutes.
03
Build & Launch
The embedded team — strategist, SEO/GEO specialist, performance marketer, and where scoped, a developer — starts operating inside your workflow: shared Slack, shared CRM, weekly cadence.
You receive
A running lead generation system, not a deliverable list.
04
Optimize & Report
Ongoing testing against the ICE/RICE-prioritized backlog, monthly reporting tied to qualified pipeline and CAC payback, and a quarterly review where you can challenge our direction.
You receive
A live dashboard and a written narrative — what changed, why, what's next.
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet — so the meeting starts at your numbers.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Prepared before your meeting — sample findings
| Lead sources actively owned (of 5 in the acquisition stack) | 2/5 |
|---|---|
| Time since lead scoring or attribution was last reviewed | 11 months |
| Leads that reach sales with a named source and campaign | 30% |
| Reporting tied to qualified pipeline (not lead count) | No |
| Channels with a named, accountable owner | 1 of 5 |
Reviewed by the strategist you'll meet — not generated by a tool.
Results
What this looks like in practice
Fintech Platform — 5x Organic Traffic Through Technical SEO
Healthcare SaaS — From Zero to $2M Pipeline in 12 Months
Sphere
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — what changed, why, and what’s next. No forty-slide decks. A report the CEO can read in five minutes, tied to commercial outcomes, not activity.
Clients
What B2B teams say after switching
What you get
Deliverables, month by month
-
A named strategist and, where scoped, an embedded specialist bench across SEO/GEO, paid, content, and marketing automation
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A 30/60/90 roadmap tied to a qualified-pipeline target, not a deliverable checklist
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Weekly or bi-weekly cross-functional review across every channel in scope
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Landing pages, tracking, and CRM/automation work shipped — not just recommended
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A live dashboard plus a monthly written narrative tied to pipeline, MQL→SQL conversion, and CAC payback
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A quarterly strategic review where you can challenge the direction
The alternatives
The honest comparison
| Growston | In-house hire | Generalist marketing agency | Freelancer / growth hacker | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing for senior delivery | €400K–€800K/yr in salary, recruiting, and ramp | Expensive, top-heavy pricing for work spread thin across clients | Cheap, but capacity caps out fast |
| Time to value | Weeks — audit to a running acquisition system | 3–6 months hiring, plus ramp | Slow — briefs handed to juniors, fragmented internally | Fast to start, but no system behind it |
| Channels + infrastructure together | Yes — one team plans the channels and builds the infrastructure | Depends entirely on who you hire | Rarely — SEO, paid, and CRM sold as separate line items | No — you still need someone to wire the CRM and ship the landing pages |
| Accountable to | Qualified pipeline and CAC payback | Activity | Activity / hours billed | Deliverables, not pipeline |
| After launch | Runs, tests, and improves the system monthly | Maintenance mode | Account handed off to juniors | Unreliable continuity |
Fit check
Who this is for — and who it isn’t
Not a fit if you
- Are pre-revenue with no product-market fit yet — lead generation without a proven offer is premature
- Want hourly billing or piecework rather than an accountable pipeline target
- Are under roughly €500K in revenue and can't sustain a premium retainer
- Want to buy hands to execute a strategy you've already fixed, with no room to challenge it
- Operate in crypto, gambling, adult content, or MLM
A strong fit if you
- Are a B2B SaaS, scale-up, or founder-led company in the Nordics, UK, US, or expanding into them
- Have (or are approaching) €2M+ ARR and a marketing team of 1–8 people that needs senior execution capacity
- Want one team owning inbound, outbound, paid, and the infrastructure that connects them — not five vendors and a spreadsheet
- Are ready to give us access to your CRM, your analytics, and your decision-makers so we can move at the agreed cadence
The people on your account
Named senior strategists — not “our team”
You meet the people who will run your strategy before you sign. They stay on it after.
Marek Zieliński
Ad Manager
Launches, tests, and scales high-intent paid media.
Anna Kowalczyk
Brand Strategist
Aligns positioning, offers, and messaging to market demand.
Natalia Mazur
Creative Designer
Produces conversion-focused visuals for ads and web.
FAQ
Before you ask
Who owns the pipeline number — us or Growston?
Growston owns the plan and the execution; you own the decisions on budget, ICP, and priority. Pipeline is the number we’re both accountable to.
How is this different from just running SEO or just running ads?
Single-channel work optimizes a channel. Lead generation optimizes a system — inbound, outbound, paid, and the CRM layer between them — against one pipeline target.
We already have an SEO or paid vendor. Do we need to replace them?
Not necessarily. We can run the full system or integrate with what’s already working — the audit tells us which channels are compounding and which are guesses.
What does GEO actually mean for lead generation?
Generative Engine Optimization means being visible and accurately described when buyers ask ChatGPT, Perplexity, or Gemini — not just when they search Google. It’s a primary channel in this system, not a side experiment.
How fast will we see qualified pipeline, not just leads?
Depends on the starting channel mix and sales cycle — the 30/60/90 plan sets a specific, scoped target after the audit, not a generic promise.
Can you serve us outside the Nordics, UK, or US?
Our core operating model — cross-border, English-fluent, Nordic-paced — is built for those markets specifically; other markets are considered case by case.
You're based in Warsaw — can you operate at Nordic pace and directness?
Yes — the team is built specifically to serve Nordic and English-speaking B2B, not a Polish-market team taking international clients as an afterthought.
What size company is this built for?
B2B SaaS, scale-ups, and founder-led companies at or approaching €2M+ ARR with a marketing team of 1–8 people. See the fit check above.
What happens if the engagement isn't producing pipeline?
The quarterly strategic review exists specifically so you can challenge the direction — and the engagement — before renewal.
Next step
Book a meeting. Get a proposal.
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Proposed meeting times within 1 business day
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30 minutes with a senior strategist who reviewed your reputation before the call
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Written proposal within 3 business days — scope, price, and the OKRs we'd commit to
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No obligation — the proposal is yours to keep
Michal Glinka
Senior GTM Strategist · runs every first meeting personally
Let's meet
Prefer email? Write to hello@growston.com