B2B marketing for tech startups and scale-ups
So your growth stops depending on the founders’ calendar.
Your product already delivers. Lead generation for it still depends on the founders’ calendars. LILOX builds your marketing alongside that, one that still brings in inquiries while you’re serving team, product, and investors at the same time. Digital sales is the target picture behind it.
01 / Your starting point
How many deals close at your company without the founders?
Lead generation at your company hangs on the founders. Every first meeting, every demo, and every deal runs through one or two people who are working on product, team, and the next funding round at the same time. That ties your growth to a capacity that’s already full.
The first reference customers come from the founders’ circle, from a former employer, from an accelerator, or from a conference. These contacts carried you until the product was ready. But they’re finite, and they can’t be planned.
Your positioning is still in flux, because the product changes with every release. Budget is tight and has to pay off quickly. Your visibility starts at zero, because your domain is young and nobody outside the scene knows you yet.
Positioning and website: rank 1 on Google, cited in the AI Overview.Case Study
Sales automation for a startup without a marketing team of its own.Case Study
A complete digital sales operation for an IoT startup: 17 meetings via the website.Case Study
Website relaunch for a Bern heritage company, live in four months.Case Study
Lead generation in a niche market: eleven meetings from the researched audience.Case Study
Brand strategy and project lead of the relaunch for an SAP Gold Partner.Case Study
A digital sales channel for the DACH market, running for seventeen months.Case Study
A first Austrian website of its own, at rank 2 on Google two weeks later.Case Study
Website relaunch and a sharper brand for a Swiss IT service provider.Case Study
Opening up the US market: 407 new contacts at MedTech corporations.Case Study
Lead generation for two brands: 29.7 percent acceptance on LinkedIn.Case Study02 / Your marketing challenges
What marketing problems do tech startups have after funding?
We hear these six points in nearly every first call with a scale-up. They’re connected, which is why only an approach that tackles all six at once helps.
A first sales team only takes over conversations cleanly once the target customer profile, the messaging, and the conversation triggers are written down.
The product changes faster than the explanation of it. Three people on the team describe your offering three different ways.
Your runway sets the pace. At the same time, a Mittelstand buyer checks whether you’ll still exist in two years.
Young domain, few links, barely any content. You only show up in AI answers if there are sources to cite from.
For software, prospects check Capterra, OMR Reviews, and similar directories before they talk to you.
Reporting, hiring, and releases sit in the same calendar as sales. Marketing done in-house slips week after week as a result.
03 / Your target picture
What does scalable lead generation look like in a scale-up?
Six statements your leadership can make about your own lead generation after the build. That’s exactly what the five phases work toward.
The first reference customers come from the founders’ circle, from a former employer, from an accelerator, or from a conference.
Inquiries come in, even in weeks without a conference.
A new sales hire needs weeks before they can hold a conversation on their own.
A new sales hire is conversation-ready in two weeks.
Three people on the team describe your offering three different ways.
Everyone on the team explains the product the same way.
Your visibility starts at zero, because your domain is young and nobody outside the scene knows you yet.
Prospects already know us before the first contact happens.
Nobody can say which channel brought which meeting.
Board reporting shows which channel brought which meeting.
We don’t know how much of what we build we’d actually keep.
The system belongs to us, even if we no longer need LILOX.
04 / Process in five phases
How long does the build take at a startup?
You know in advance what gets built, what it costs, and what you measure us by. For a product company, what matters most is that the order is right, so budget only lands where measurement already exists.
Who’s really buying today, for what reason, with what budget. Plus the baseline value we’ll later measure you against.
Site structure, messaging by role, and a copy register your team can keep writing from.
It explains your product without prior knowledge, drives to the meeting, and is readable for search engines and answer systems alike.
LinkedIn through your personal profiles, a monthly email sequence, and ads only once measurement runs cleanly.
A report every month you can pass on unchanged, plus documentation and a briefing for your team.
05 / Fitting services for startups
What services does a scale-up need for predictable lead generation?
Five modules, bookable individually and run together. For a young product company, the order matters more than the scope, because paid reach without measurement burns through your budget.
For tech startups and scale-ups
Ads come last, because paid reach without clean measurement burns through your budget. Every module is yours after handover.
Your website explains your product so that even someone seeing your category for the first time understands it. It drives every visit to a next step and is readable for search engines and answer systems alike.
The founders’ personal profiles carry more weight at a young company than any company page. That’s exactly where reach starts, with targeted comments on your target contacts.
Twelve fixed queries show every month whether you show up in Google AI and ChatGPT. We work on the sources these systems cite from.
One issue a month from your own content keeps the thread alive with prospects whose budget only frees up next quarter. You approve every send beforehand.
Google Ads and ChatGPT Ads start only once the measurement chain is running. Then, for every euro, you see which inquiry it produced.
06 / Where your buyers search
What role do directories like Capterra play in your selection?
A young provider gets checked before they get a call. Anyone who doesn’t know you looks for proof, and that proof lives in three places. All three feed into the same website.
More and more buyers ask Google AI or ChatGPT about providers before they search themselves. Who gets named is whoever exists as a source and can be clearly categorized. We measure your standing monthly and work on exactly these sources.
For software, these profiles are their own sales surface. Category, description, screenshots, and reviews help decide whether you make the shortlist. We bring your profiles up to the same standard as your website.
At a young company, decision-makers look at the people behind it. A well-maintained profile with a recognizable stance replaces the company history you don’t have yet.
07 / Companies that fit
At what size does professional B2B marketing pay off for a startup?
We’d rather decline in advance than afterward. A twelve-week build ties up budget and your time, and both are only well spent once the product is already gaining traction in the market.
Sales doesn’t replace product-market fit. It amplifies what’s there and exposes what’s missing.
08 / Advantages with LILOX
Why does LILOX fit tech startups and scale-ups in the DACH region?
You can verify every point in the first call. You talk to the same two people at every phase, one from marketing and one from engineering, and you keep everything that gets built.
Marketing and engineering accompany you from the first conversation into ongoing operations.
Documentation, copy register, and a briefing get picked up by your first in-house marketing team.
Your pages are designed for inquiries, for search engines, and for answer systems at the same time.
Your presence is designed and built so it can hold its own next to established providers.
You pay for output instead of headcount, compared with €60,000 to €80,000 a year for an in-house sales hire.
In week one, you define which number counts in the end and what you measure us by.
Billed on a scope defined in advance, ongoing operations cancellable monthly.
Two pages every month with inquiries, sources, and visibility that you pass on unchanged.
09 / Who we are
Who at LILOX works on our project?
LILOX is owner-led and deliberately works with only a few companies at a time. Your point of contact stays the same from the first analysis through ongoing operations.
Head of Marketing between traditional Mittelstand, startup, and scale-up. Nadine has sat on both sides: as a client who had to justify agency budgets, and as the person responsible for delivering pipeline by the end of the quarter.
For you, she leads positioning, website, and campaigns, and stays your point of contact through ongoing operations.
“Marketing is measured on pipeline today.”
Christoph is a mechanical engineer, industrial engineer (MSc) and holds an international MBA from the Carlson School of Management and WU Vienna. 15 years of experience in managing large-scale projects, engineering high-performance plants and as a production and company manager, including at Thermo Fisher, Novartis and Aenova. He knows the moment an offer fails on price, and the moment it fails on a missing explanation.
For you, he translates between engineering and market. That way, the project understands your product from the first conversation.
“I know how these companies run on the inside.”
From experience
An offering that needs explaining loses the moment it gets simplified. Anyone who doesn’t understand your technology cuts exactly the sentences that win the deal.
Weeks to months pass between first sight and inquiry. A single campaign fades; a lasting presence doesn’t.
Management, marketing, sales, and IT sit at the same table and ask different questions. Your site has to answer all four.
At your order sizes, what counts isn’t the number of contacts, but whether the right ten companies know you when they invest.
10 / Customer voices
What do customers say about working with LILOX?
My previous agency didn’t come close to engaging with my company as deeply as Nadine and her team do.
Mulundo SichoneFounder, PydroAdvice between equals, no fluff, always focused.
Prof. (FH) Dr. Uwe HeilEntrepreneur, Dr. Heil KG Consulting & Coaching for ExecutivesA clear recommendation if you’re building B2B new-customer acquisition for the first time.
ManfredHead of Sales, Cloud ERPNadine and her team were a stroke of luck for us. They helped us position our brand and product portfolio without forcing us to completely rethink our original vision or resources — they polished our rough diamond, so to speak. Thanks to a lead-generation strategy that actually fit our budget, we've been able to market our business model to exactly the right audience. A clear recommendation for SMEs like us.
Sabrina WinischhoferCo-Founder, Vienna Etiquette SocietyFor my company, AnimatedReal GmbH, I was looking for a modern, contemporary, and engaging website. Nadine took the time to really understand what I wanted. I'm extremely happy with the result — the new site hits exactly the tone and look I had in mind. What I valued most was Nadine's reliability, her openness to feedback, and her ability to perfectly balance design and functionality. I can wholeheartedly recommend Nadine and the Lilox team!
Fabian OlbrechtManaging Director, AnimatedRealAs a complete newcomer to marketing (especially LinkedIn/Google Ads), working with Nadine Fraiss and Lilox has been not only highly professional but also incredibly personable and empathetic. I'd wager Nadine can help marketing pros just as well — marketing beginners are certainly in extremely good hands. 100% recommended!
Alex SchubertManaging Director, netwiss OGA top-notch execution. So glad I got to know Nadine. Very professional and friendly!
Svetlana GradwohlManaging Director, Gradwohl Creations11 / Frequently asked questions
What do founders ask most often before working together?
Send us a line. You’ll get an answer from one of the two founders, not from an inbox.
Ask a questionFrom around 10 employees, or once you’re operating as a funded product company. Before that, the build is too heavy for the time and budget you can bring to it. What matters is that there are paying customers who renew on their own decision.
No. Without product-market fit, we decline. Sales doesn’t replace product-market fit, it only amplifies what already works in the market. If we see in the first call that the product is still searching for its market, we say so openly and you save the budget.
The visibility check costs you nothing. An in-depth check runs between €2,500 and €4,500. A new website or a website relaunch costs from €4,900 at a fixed price. Ongoing operations run on a monthly flat fee that reflects the scope of service you want and is cancellable monthly. An engagement is possible from €2,900 a month. Billed at a fixed price on a scope defined in advance.
The foundation of positioning, website, and conversion path is usually in place from four weeks. Campaigns run from week four. First conversations usually happen within six to nine weeks.
In week one, plan for half a day for the analysis, then around two hours a week for approvals and questions. Everything between approvals is on us. Without a person among the founders who makes decisions, though, the process doesn’t work.
For software, they’re their own sales surface, because prospects compare there before they talk to you. Category, description, and reviews help decide the shortlist. A well-maintained profile works best together with your website and campaigns.
Website, channels, measurement chain, copy register, and documentation belong to you. That’s exactly what the final briefing is for. Your first in-house marketing team takes over a running system instead of starting from zero, and you can cancel monthly.
We build your site so the structure stays fixed and the statements stay swappable. Every sentence is captured and justified in the copy register. As your product evolves, you change statements without tearing apart the structure.
The next step
In the visibility check, we test whether and how your company shows up in Google AI and ChatGPT, and compare the result against two competitors you name. You get your findings as a document and we go through them together.
Start a chat with LILO
LILO runs on Intercom. With your consent, the chat window is loaded, Intercom sets its own cookies, and chat messages are processed there. The workspace is located in the USA. The chat opens right after you consent. Privacy policy
A cookie for LILO?
With your consent, LILO answers your question right away in the chat, and we can see which content actually helps. Without it, LILO stays off. Everything else on this site works exactly as before.
LILO runs on Intercom. With your consent, the chat window is loaded, Intercom sets its own cookies, and chat messages are processed there. The workspace is located in the USA. The chat opens right after you consent.
Your choice applies to this website and can be changed at any time via “Cookie settings” in the footer.
