We don’t run campaigns. We engineer growth systems.

METIS builds connected growth systems for B2B and B2B2C companies that grow through complex professional networks.

These businesses often sell through—or depend on—dealers, distributors, contractors, installers, agents, advisors, providers, branches, or other professional customers. Their growth does not follow one simple path. Sales, marketing, customer data, distribution relationships, digital engagement, and offline transactions all influence the outcome.

METIS connects those moving parts around a defined growth objective—turning fragmented activity into a clearer, measurable system for acquiring customers, increasing engagement, expanding accounts, and driving revenue.

METIS is built for organizations with a growth model that is more complex than a direct brand-to-consumer transaction.

We are particularly well suited for companies that:

• Sell through distributors, dealers, contractors, installers, agents, advisors, providers, or branch networks
• Need to influence both professional buyers and end consumers
• Have customer, sales, marketing, or transaction data spread across multiple systems
• Need better coordination between sales and marketing
• Want to acquire new professional customers or reactivate existing ones
• Are expanding into new territories, categories, channels, or customer segments
• Need to understand which audiences, messages, channels, and sales actions are producing results

Our priority markets include building products and home services, energy and electrification, automotive and dealer ecosystems, landscaping and hardscape, pool and outdoor living, specialty coatings and chemicals, real estate, and other professional-network business models.

Traditional agencies are usually organized around campaigns, channels, creative deliverables, or media execution.

METIS is organized around the growth system.

That means we begin with how the company actually goes to market: who it needs to influence, how those audiences buy, where data lives, how sales participates, which channels should work together, and what business outcome the system must produce.

The difference is:

• Isolated campaigns versus connected systems
• Channel activity versus coordinated customer journeys
• Disconnected metrics versus business and revenue outcomes
• Static audience lists versus evolving customer intelligence
• Creative produced in isolation versus creative built to perform inside a data-informed system
• Technology selected first versus technology configured around the growth strategy

Creative, data, sales, activation, and measurement are not separate workstreams. They are parts of one operating model.

No.

METIS is modular by design. A company can begin with the growth problem that needs to be solved now.

That could mean:

• Fixing and unifying customer data
• Building a more useful customer segmentation model
• Generating qualified conversations through Outbound
• Reactivating lapsed customers
• Testing a new market, category, audience, or territory
• Connecting a specific customer journey
• Improving coordination between digital engagement and inside sales
• Building the full connected growth system

A focused engagement can operate independently. The value of the larger architecture is that the intelligence, records, signals, and learnings produced by each program can connect when the company is ready to expand.

Start where the need is. Connect the rest when it creates value.

B2B2C means business-to-business-to-consumer.

It describes a growth model in which a manufacturer or brand reaches the end customer through one or more professional or business intermediaries.

For example, a manufacturer sells through a distributor. The distributor sells to a contractor. The contractor recommends, installs, or uses the product for a homeowner or commercial customer.

In that model, no single audience controls the entire purchase. The manufacturer may need to influence the distributor, the professional, and the end customer—while transactions and customer information are divided across the channel.

B2B2C growth therefore requires a connected understanding of professional audiences, partner relationships, customer demand, sales activity, digital behavior, and offline transactions.

METIS offers five connected areas of capability:

Go-To-Market Strategy

We define the market, audience, value proposition, sales motion, channel model, customer path, and operating structure required to support growth.

Data Infrastructure

We ingest, clean, unify, enrich, model, segment, and manage customer and prospect data so it can support targeting, activation, intelligence, and measurement.

Omnichannel Activation

We design and operate connected customer journeys across paid media, email, SMS, search, social, programmatic media, connected television, websites, inside sales, and other customer touchpoints.

Outbound

We build verified prospect audiences and operate coordinated email, phone, and social outreach designed to generate qualified conversations for internal sales teams.

Custom Execution

When the brand assets, content, website experience, landing pages, or sales materials required to support activation are not in place, METIS builds them. Custom Execution is generally paired with a broader METIS growth program rather than sold as an isolated agency service.

Clients do not have to begin with every capability. METIS can solve a focused problem first and connect more of the system as the business is ready.

The METIS system connects four operating layers:

Data Foundation

Customer, prospect, transaction, engagement, sales, and third-party data are brought together and prepared for use.

Intelligence

Data is translated into audience models, segments, personas, buying signals, opportunity indicators, lifecycle stages, and next-best actions.

Activation

The right audience is reached through the right combination of digital channels, owned channels, outbound outreach, inside sales, and customer workflows.

Measurement and Optimization

Engagement, sales activity, customer movement, and revenue outcomes feed back into the system so audiences, journeys, investment, and next actions can improve over time.

Human experts define the strategy, assumptions, decision rules, and guardrails. AI-assisted workflows help scale modeling, testing, optimization, and learning inside those guardrails.

The METIS Pro Growth Flywheel™ describes the compounding effect created when customer intelligence, activation, sales activity, and measurement continuously feed one another.

Most campaigns end. Their data is reported, the team moves on, and the next initiative begins with limited connection to what came before.

A connected growth system works differently.

Customer and prospect data shape the audience. Audience intelligence shapes the journey. Journey engagement informs the next action. Sales and transaction outcomes improve the data. Those new signals then sharpen the next audience, message, channel decision, and customer experience.

The Flywheel is not a separate technology platform or a fixed sequence every client must follow. It is the continuous learning loop created when the components of the growth system are connected by design.

Omnichannel marketing connects customer data, messaging, channels, sales activity, and measurement around one coordinated customer journey.

It is different from multichannel marketing.

A multichannel program may use email, paid media, social, search, SMS, and phone, but each channel may operate independently. Omnichannel activation coordinates those touchpoints based on the audience, customer stage, prior activity, and desired next action.

For professional audiences, that journey may move between:

• Digital research
• Paid media exposure
• Email or SMS engagement
• Website activity
• Distributor or branch interaction
• Ecommerce activity
• Inside-sales conversations
• Field-sales contact
• Purchase and repeat purchase

Omnichannel is not about using more channels. It is about making the channels work together.

METIS Outbound is a managed system for generating qualified dealer, contractor, installer, agent, advisor, provider, or other professional-customer conversations.

Depending on the selected tier, METIS can:

• Build and verify the target audience
• Use lapsed or inactive customer records when available
• Add curated net-new prospects through third-party data sources
• Develop the offer, message, scripts, and outreach sequences
• Establish protected sending infrastructure
• Operate email, phone, and social outreach
• Triage responses
• Schedule qualified conversations
• Support prospects farther into account opening, enrollment, ordering, or another defined conversion
• Measure activity and outcomes

The goal is not to deliver a list of names or raw leads. The goal is to build a working outbound motion that creates conversations the client’s sales organization can convert.

Yes.

Outbound is designed to work independently without requiring a company to implement the entire METIS growth architecture first.

A company can begin with one:

• Audience
• Offer
• Product line
• Territory
• Category
• Reactivation objective
• Dealer or contractor recruitment initiative
• Sales-conversation goal

METIS can build the audience, activate the outreach, manage responses, and deliver qualified conversations as a focused program.

As the program runs, it also produces verified records, response signals, market feedback, and audience intelligence. Those learnings can later strengthen the company’s data infrastructure, customer segmentation, omnichannel activation, and broader growth system.

Outbound is a focused, direct-to-prospect sales motion.

It is designed to create qualified conversations around a defined audience, offer, market, or sales objective. Email, phone, and social outreach are used to reach prospects directly and move them toward a sales conversation or another specified action.

Omnichannel Activation is a broader customer-journey system.

It can connect paid and owned media, customer data, websites, email, SMS, search, social platforms, programmatic media, connected television, inside sales, distributor activity, and measurement across multiple stages of the customer lifecycle.

Use Outbound when the immediate need is to reach specific prospects and generate conversations.

Use Omnichannel when the need is to coordinate the larger journey—from awareness and acquisition through onboarding, engagement, loyalty, cross-sell, and reactivation.

The two can operate separately or work together.

Yes.

METIS does not require a company to replace every existing platform or wait for a complete technology transformation before making progress.

We assess the current environment, determine which systems contain the information required for the growth objective, and design the necessary connections around them.

Depending on the engagement, that may include:

• Customer databases
• Transaction systems
• CRM platforms
• Marketing platforms
• Ecommerce systems
• Sales workflows
• Distributor data
• Media platforms
• Third-party data sources

Some systems may need to be integrated. Others may only need to supply or receive specific data. In some situations, a focused program can begin while broader data and technology work continues in parallel.

The architecture follows the growth strategy—not the other way around.

Identity resolution is the process of determining which records, interactions, transactions, and signals belong to the same customer, account, prospect, location, or professional buyer.

In B2B and B2B2C environments, one customer may appear differently across:

• CRM records
• Ecommerce transactions
• Distributor or branch systems
• Marketing platforms
• Email and SMS engagement
• Website activity
• Inside-sales records
• Loyalty or credit programs
• Third-party data sources

Names may be spelled differently. Individuals may use personal and business contact information. Multiple buyers may belong to one company. A contractor may buy from several locations or distributors.

Identity resolution creates the persistent connections required to build more accurate audiences, coordinate customer journeys, support sales teams, reduce duplication, and measure results more credibly.

The measurement model is built around the client’s business objective—not a standard list of marketing metrics.

Depending on the program, METIS may measure:

• Qualified conversations
• Meetings booked
• Account applications
• New-customer acquisition
• First and second orders
• Ecommerce adoption
• Order frequency
• Cross-category purchasing
• Lapsed-customer reactivation
• Customer progression through lifecycle stages
• Retention and customer lifetime value
• Cost per qualified opportunity
• Incremental lift
• Revenue influenced or attributed
• Sales-cycle progression
• Audience, message, and channel performance

Channel metrics such as impressions, clicks, opens, and response rates still matter. They explain what is happening inside the system. They are not the final definition of success.

Revenue attribution in B2B and B2B2C environments is rarely a simple last-click calculation.

A purchase may be influenced by paid media, email, search, website activity, a distributor, a branch, an inside-sales conversation, a field representative, prior purchase history, or several of those interactions together.

METIS begins by identifying:

1. The business decision the measurement model must support
2. The customer, sales, transaction, and engagement data available
3. The identifiers that can credibly connect activity to accounts or individuals
4. The assumptions required where the data is incomplete
5. The attribution, testing, or lift methodology appropriate to the program

Depending on the environment, measurement may include first-touch or last-touch attribution, multi-touch modeling, controlled testing, matched-market analysis, incrementality, lifecycle progression, sales outcomes, or a combination of methods.

The client and METIS align on the assumptions, logic, limitations, and validation methods before results are presented.

The goal is not to manufacture perfect certainty from imperfect data. It is to build the most credible and decision-useful view the available evidence supports.

Client-provided customer, prospect, sales, transaction, and business data remains the client’s data.

METIS retains ownership of its proprietary methods, applications, architecture, processes, models, and system components. Third-party data remains subject to the licensing and usage terms of the applicable data provider.

Specific ownership, permitted uses, security responsibilities, data-transfer requirements, and retention terms are documented in the client agreement and statement of work.

The goal is to create useful intelligence without blurring ownership or control.

METIS treats inside sales as a connected customer channel—not a separate function that begins after marketing ends.

Shared Customer Intelligence

Representatives receive relevant information about the account, customer history, prior engagement, likely needs, and reason for outreach.

Defined Hand-Offs

Digital behavior, customer status, outbound responses, or other signals can trigger sales outreach at the right point in the journey.

Aligned Messaging

Sales scripts, email messages, offers, landing pages, and digital creative are built around the same customer objective and value proposition.

Outcome Capture

Call results, meetings, applications, orders, objections, and other sales outcomes are returned to the system where possible.

The purpose is not to automate the relationship out of B2B selling. It is to make each human conversation better informed, better timed, and more relevant.

Yes.

Manufacturers and distributors often need to coordinate audiences, promotions, sales activity, and measurement while protecting proprietary customer and transaction data.

METIS can help define:

• The shared growth objective
• The audiences each partner can contribute or influence
• The data that can be matched or analyzed
• The roles of the manufacturer, distributor, branches, and sales teams
• The activation and hand-off model
• The reporting each party needs
• The governance required to protect customer and partner information

Depending on the use case, the solution may include secure data collaboration, audience matching, joint activation, distributor-specific journeys, branch or territory reporting, and shared measurement.

Implementation timing depends on the product, number of audiences, quality and accessibility of the data, integration requirements, creative and compliance approvals, channel complexity, and the client’s internal decision process.

General planning ranges are:

These are planning ranges—not universal commitments. A final timeline is established after discovery, data review, technical scoping, and agreement on client and METIS responsibilities.

The first launch is also not the end of implementation. Connected growth systems improve as data, engagement, sales outcomes, and market intelligence accumulate.

A Growth Readout is a focused, complimentary conversation about the business problem in front of you.

In approximately 30 minutes, we look at:

• How the company goes to market today
• The audiences it needs to influence
• The sales and distribution model
• Where customer or prospect data lives
• Where growth may be getting lost
• Which first move could create the most leverage

The outcome may be a focused data engagement, an Outbound program, an omnichannel journey, a broader connected growth system—or a recommendation that the company should solve something else first.

There is no generic playbook and no obligation. The purpose is to leave with a clearer direction.