FOR B2B SERVICE BUSINESSES
More of the right B2B leads.
A system to turn them into clients.
I’m Pol Colom. I specialise in LinkedIn Ads, funnels and sales follow-up for businesses that want more conversations with potential clients.
Paid Media & AI Advertising Specialist · Multimedia Engineer
Google Ads
LinkedIn Ads
Meta Ads
WordPress
HubSpot CRM
GoHighLevelPOL COLOM / FIELD GUIDE
B2B
SIGNAL.
From the right audience to a sales conversation.
- The buyer
- The proof
- The conversation
START HERE · FREE RESOURCE
Before you spend more on ads,
map the path to a client.
Get the B2B Signal Roadmap. A working plan for connecting your brand, LinkedIn Ads and sales follow-up.
- A worksheet to define the businesses and people who can hire you.
- A content, ad and offer map to earn their trust.
- A form-to-CRM journey with follow-up and lead-quality checks.
Complete guide + working templates. No revenue threshold.
IF YOU HAVE ALREADY TRIED AN AGENCY
The reports arrived.
The right clients didn’t.
You have seen it work for other businesses. Before you invest again, you need to know what will change this time.
The inquiries were a poor fit.
Define which business, need and person make an opportunity worth your sales team’s time.
There were clicks, but little reason to inquire.
Connect the ad and funnel around one problem, credible proof and a specific offer.
Follow-up depended on someone remembering.
Give every inquiry context, an owner and a next action in the CRM.
THE B2B SIGNAL METHOD
Fit. Proof.
Conversation.
My approach connects three decisions often handled separately: who to reach, why they should trust you and how the sales conversation starts.
Reach people who can hire you.
LinkedIn targeting built around the company, role and buying decision. An offer grounded in their problem.
Give them a reason to trust you.
Content and ads that show how you work. A funnel that answers their questions and makes the next step clear.
Turn interest into a conversation.
Forms, CRM and follow-up with context. Optimisation informed by the quality your sales team sees.
LinkedIn Ads + funnels + follow-up. One customer journey, led by Pol.
WORK & EXPERIENCE
Know who is doing
the work.
YOUR NEXT CAMPAIGN STARTS HERE
Your next clients
need a reason to choose you.
B2B Signal Roadmap
STEP 01
Define the lead your sales team actually wants
Start with the clients your service helps most. A useful lead definition combines company fit, a relevant problem and a person who can influence the buying decision. A download alone does not establish any of these.
- Review a small sample of won, lost and poor-fit opportunities with sales. Record the problem, role, reason for buying or declining, and the work you could realistically deliver.
- Separate what you can target from what you must learn in a conversation. Industry and job function can help form an audience; urgency, priorities and suitability need evidence.
- Write a shared definition of a qualified opportunity and the reasons to mark an inquiry as not ready. Use the same definitions in campaigns and the CRM.
Illustrative example: an IT services firm might start with operations leaders at multi-location companies facing an upcoming systems migration. The useful buying signal is the relevant project, not merely a senior job title.
Your worksheet
STEP 02
Make your expertise easy to recognise
Your company page, people’s profiles, content and landing page should help a buyer answer the same questions: is this for me, do they understand the problem, and why should I believe them?
- Write one positioning sentence: we help [business type] address [specific problem] through [actual service]. Make the promise clear before giving the method a memorable name.
- Build a proof inventory: project scope, work samples, before-and-after process changes, and permissioned client evidence. Add dates, definitions and context to any result.
- Plan three types of content: diagnosis of a common mistake, a practical demonstration, and a project lesson. Give each piece one next step appropriate to the reader’s interest.
Content angle: “The five things we check when ad leads look good in the dashboard but sales rejects them.” Show the actual checks and the decision they inform. A useful demonstration earns more trust than calling a method secret.
Your worksheet
STEP 03
Build targeting hypotheses, not a giant audience
Use LinkedIn’s professional attributes to form testable audience hypotheses. The platform can help reach companies and roles; it cannot guarantee that a particular person needs your service now.
- Hypothesis A: select relevant geographies and company attributes, then combine job function with seniority. Check estimated reach and the actual audience composition before launch.
- Hypothesis B: use a relevant company list through Matched Audiences when an account-based approach fits. Check matched coverage and eligibility instead of assuming every target account can be reached.
- Hypothesis C: revisit eligible engaged audiences with content that answers the next buying question. Build this only when enough eligible activity exists and the required tracking and permissions are in place.
- Exclude irrelevant segments where supported. Keep cold and engaged audiences distinguishable so the creative and results make sense. Verify current controls, audience minimums and regional availability in Campaign Manager.
Illustrative test: compare an operations-focused audience with a finance-focused audience for the same business problem, using copy that reflects each role’s concern. Avoid changing audience, offer and page simultaneously if you want to learn what caused the difference.
Your worksheet
STEP 04
Give the right buyer a useful reason to act
Choose an offer that helps a potential client make a decision. A roadmap, diagnostic worksheet or practical breakdown should solve a small, relevant problem and lead naturally to the service.
- Choose one conversion goal for each campaign page. A free guide campaign should deliver the guide; a consultation campaign should explain the consultation.
- Write the ad and landing-page headline together. Keep the audience, problem, promise and next step consistent across the click.
- Test distinct, truthful angles: a costly mistake, a decision framework or a demonstration of the work. Use a named method to organise your actual approach, not to imply hidden platform access.
- Match proof to the offer. If you lack permissioned client results, show the work and explain the method without inventing statistics, testimonials or limited places.
Ad template: “Are [specific problem] keeping your B2B leads from becoming opportunities? Use this [resource] to review [three concrete items]. Get [resource name].” Replace every bracket with something you can actually deliver.
Your worksheet
STEP 05
Design the page and the handoff together
The form is one step in a larger experience. Design what the visitor sees, what the business receives and what happens if something fails before sending paid traffic.
- Registration page: show the audience, tangible resource, contents, author context and one primary action. Collect only the fields needed for this step. A guide download can use fewer questions than a sales application.
- Confirmation page: confirm receipt only after successful processing, deliver the promised resource, and offer a relevant optional next step. A download should never be counted as a booked or qualified meeting.
- CRM: map source, campaign, offer, contact details and status. Assign an owner and record the event that created the record. Handle duplicates and failed submissions without losing the visitor’s input.
- Test the full experience on mobile, by keyboard and in both languages. Ensure the page, forms, notifications, calendar and privacy description match the processing you actually implement.
Example field map: name → contact name; work email → email; company → organisation; offer → B2B Signal Roadmap; source → campaign tracking; lifecycle → resource requested. A later qualification event can update the stage after a real review.
Your worksheet
STEP 06
Carry the context into the conversation
A prospect who requests a guide has asked for the guide. A prospect who books a call has made a different commitment. Follow-up should respect that difference and the communication permissions you actually have.
- Deliver the promised resource after a confirmed request. Explain the next step clearly. Do not claim delivery or a booking based only on a button click.
- For an agreed nurture sequence, make each message useful: one question, one example or one next decision. Stop or change the sequence when the person replies, books, declines or opts out.
- For sales inquiries, carry the stated problem and campaign context into the CRM. Agree ownership and response expectations with the team; publish timing promises only if they can be met.
- Connect calendar confirmations, cancellations and reschedules to the correct CRM record. Use HubSpot, GoHighLevel or the existing stack based on the workflow, not the appeal of a new tool.
Delivery-message draft: “Here is the roadmap you requested: [link]. Start with the lead definition on page one. If you would like to discuss where your current campaigns lose momentum, you can choose a time here: [booking link].” This is a draft, not an active email sequence.
Your worksheet
STEP 07
Judge the campaign by the opportunities it creates
Cheap inquiries can still be expensive if they consume sales time and never become opportunities. Agree the evidence needed at each stage before deciding whether to expand or change a campaign.
- Track the journey separately: page visit, confirmed resource request, sales inquiry, booked call, held call, qualified opportunity and customer. Record the actual event behind each stage.
- Review lead quality with sales: fit, relevant problem, buying involvement and next action. Keep reasons for rejection alongside accepted opportunities.
- Read cost per lead beside cost per held call and qualified opportunity. Only calculate ratios when the counts and definitions are available. Revenue attribution also needs a stated model and time window.
- Plan one decision at a time. Before launch, agree the hypothesis and baseline; during delivery, inspect audience and technical issues; after enough sales feedback, adjust the audience, offer or handoff that evidence points to.
Worksheet calculation: cost per qualified opportunity = relevant campaign spend ÷ qualified opportunities attributed under your stated rule. If no opportunity qualifies yet, report zero opportunities and the spend; do not manufacture a cost or claim success from clicks.
Your worksheet
Sources and scope
An original working framework for Pol Colom, with references to published platform features and practices. Check current controls and availability before configuring campaigns. Examples are illustrative.
FROM PLAN TO DELIVERY
Want help implementing it?
Bring your roadmap to the conversation. We will discuss what you have tried, where acquisition stalls and what would make sense to do first.