METIS specializes in B2B and B2B2C industries where products move through layered distribution channels and professional audiences drive recurring demand.

These include:

• Building products and trades

• Industrial and manufacturing

• Healthcare and professional services

• Distributor-led models

• High-frequency purchasing environments

We are particularly effective in markets where digital engagement, inside sales, and offline transactions must work together to influence professional buyers and end consumers.

METIS designs and activates data-driven omnichannel growth systems for B2B and B2B2C organizations. We specialize in unifying customer data, building actionable audience segments and AI-informed personas, and orchestrating full-funnel customer journeys across digital and inside sales channels.

Our core offerings include:

• GTM Strategy – Go-to-market alignment across sales, marketing, and leadership

• Data Management & Identity Resolution – Data ingestion, validation, enrichment, and activation-ready customer records

• Omnichannel Activation – Connected journeys across email, SMS, search, social, programmatic, CTV, and inside sales

• Custom Services – Brand strategy, creative development, web experience, and lifecycle optimization

Unlike traditional agencies that focus on isolated campaigns, METIS builds connected growth infrastructure — turning customer data into personas, personas into journeys, and journeys into measurable revenue.

Traditional agencies focus on campaigns. METIS builds connected growth infrastructure.

Rather than launching isolated initiatives, we unify data, define lifecycle stages, activate omnichannel journeys, and measure revenue impact across digital and inside sales channels.

Key differences:

• Campaigns vs. Systems

• Vanity metrics vs. revenue attribution

• Channel execution vs. cross-channel orchestration

• Creative-first vs. data-informed lifecycle strategy

METIS integrates data management, identity resolution, persona modeling, omnichannel activation, and attribution into a single framework — designed to increase customer frequency and lifetime value.

The METIS Pro Growth Flywheel™ is our proprietary growth framework designed to unify customer data, activate omnichannel journeys, and drive measurable revenue for B2B and B2B2C organizations.

Unlike traditional campaign-based marketing, the Flywheel connects data, personas, journeys, channels, and sales into a continuous optimization loop — ensuring every customer interaction compounds over time.

Data Layer
Unified identity resolution, enrichment, and activation-ready records

Persona Layer
AI-informed clustering, segmentation, and lifecycle positioning

Journey Layer
Stage-based, trigger-driven customer experience design

Channel Layer
Integrated digital, SMS, email, CTV, and inside sales activation

Revenue Layer
Orders, credit adoption, e-commerce growth, and cross-sell expansion

Optimization Loop
AI-led testing, budget reallocation, attribution analysis, and predictive reactivation

The result is a connected growth system that transforms fragmented marketing efforts into a scalable revenue engine.

METIS focuses on revenue-driven performance metrics aligned to business growth.

These include:

• Order frequency

• Cross-category purchasing

• Customer lifetime value

• Retention rate

• Attribution accuracy

• Revenue lift by channel

• Lifecycle progression rates

Rather than optimizing for isolated campaign KPIs, we measure how omnichannel programs move customers through stages and contribute to measurable revenue impact.

B2B2C (Business-to-Business-to-Consumer) is a distribution model in which a brand sells through multiple business layers before reaching the end consumer. For example, a manufacturer sells to a distributor, the distributor sells to a trade professional, and the trade professional serves the end customer.

Unlike traditional B2B models that focus on a single decision-maker, B2B2C requires influencing multiple stakeholders across the channel — including distributors, professional buyers, and end consumers.

This layered structure creates unique marketing challenges:

• Complex attribution across channel partners

• High-frequency professional purchasing

• Digital and offline sales integration

• Lifecycle marketing beyond one-time transactions

METIS specializes in activating professional audiences within B2B2C environments, designing omnichannel growth systems that connect data, trade professionals, and end-consumer demand into measurable revenue.

Omnichannel marketing is a customer journey strategy that integrates data, messaging, and sales channels into a connected experience — ensuring every interaction builds toward measurable business outcomes.

Unlike multichannel marketing, where channels operate independently, omnichannel marketing unifies digital, SMS, email, CTV, direct mail, and inside sales into a coordinated system driven by customer data and lifecycle stage.

In B2B and B2B2C environments, omnichannel marketing must account for:

• Professional buyer behavior

• Multiple decision-makers across the channel

• High-frequency purchasing

• Digital and offline sales integration

• Attribution across touchpoints

When executed correctly, omnichannel marketing moves customers from awareness to acquisition, onboarding, engagement, and reactivation — turning fragmented outreach into a continuous revenue engine.

Lifecycle marketing increases customer frequency by analyzing customer behavior and activating stage-based journeys that prompt repeat actions at the right time.

Rather than sending one-off campaigns, lifecycle marketing continuously evaluates customer engagement to identify:

• New customers who need onboarding

• Active buyers who are ready for cross-sell

• High-value customers for loyalty expansion

• At-risk customers who need reactivation

Using this insight, brands design connected omnichannel journeys aligned to lifecycle stages:

Awareness → Acquire → Onboard → Engage → Loyalty → Reactivate

Each stage is tied to a specific business objective — such as a second purchase, category expansion, credit enrollment, or loyalty participation.

In B2B and B2B2C environments, where professional buyers purchase frequently, lifecycle marketing increases:

• Order frequency

• Cross-category purchasing

• Customer lifetime value

• Retention rates

By continuously moving customers through connected experiences, lifecycle marketing turns static customer lists into dynamic revenue engines.

Revenue attribution is the process of measuring how each marketing and sales touchpoint contributes to a customer’s final purchase decision.

In B2B and B2B2C environments — where digital engagement, inside sales, distributors, and offline activity intersect — attribution must account for both online and offline interactions.

At METIS, revenue attribution follows a structured framework:

1) Map the Full Customer Journey
Document every paid and unpaid touchpoint — digital ads, email, SMS, CTV, website visits, inside sales calls, branch activity, and distributor interactions.

2) Implement Cross-Channel Tracking
Unify data across platforms, devices, and sales systems to ensure customer identity resolution across touchpoints.

3) Define a Client-Approved Attribution Model
Establish first-touch, last-touch, or multi-touch logic — with agreed-upon weighting for each interaction. In many programs, AI and machine learning help analyze engagement patterns and adjust weight dynamically, while guardrails ensure strategic alignment.

4) Continuously Optimize and Validate
Test channels against each other, validate attribution outputs, and adjust models based on performance data to maintain revenue accuracy over time.

The result is measurable, defensible revenue reporting — not vanity metrics — ensuring marketing investment aligns directly to business growth.

Identity resolution is the process of connecting fragmented customer data across systems, devices, channels, and sales interactions to create a single, unified customer profile.

In B2B and B2B2C environments, customer interactions often span:

• Digital advertising and website activity

• Email and SMS engagement

• Inside sales calls

• Distributor and branch transactions

• E-commerce purchases

Without identity resolution, these interactions remain siloed — making personalization, attribution, and lifecycle activation inaccurate or incomplete.

By linking behavioral data, transactional records, and enriched attributes into a unified identity, brands can:

• Personalize messaging across channels

• Trigger lifecycle-based journeys

• Attribute revenue accurately

• Segment professional buyers effectively

• Optimize marketing and sales performance

Identity resolution is the foundation of effective omnichannel marketing — turning fragmented data into actionable growth infrastructure.

Inside sales is treated as a fully integrated channel within the customer journey — not as a standalone sales function.

In a true omnichannel program, digital and inside sales are connected through shared data, lifecycle triggers, and aligned business objectives.

At METIS, integration happens in four ways:

1) Shared Customer Intelligence
Inside sales teams have visibility into digital engagement history — including email opens, ad clicks, site visits, and prior purchases — ensuring calls are informed and contextual.

2) Defined Journey Hand-Offs
Digital engagement triggers inside sales outreach at specific lifecycle stages (e.g., high-intent activity, abandoned carts, credit applications, reactivation opportunities).

3) Unified Goals & Messaging
Campaign messaging, offers, and calls-to-action are aligned across digital and phone conversations to avoid conflicting communication.

4) Closed-Loop Attribution
Phone activity and order outcomes are fed back into the attribution model to ensure accurate revenue measurement across channels.

In B2B and B2B2C environments — where professional buyers often move between digital research and direct conversations — integrating inside sales increases conversion rates, shortens sales cycles, and drives higher customer value.

Implementation timelines vary based on data maturity and system complexity.

Typical phases include:

• Data unification and identity resolution

• Persona development and lifecycle mapping

• Journey design and channel activation

• Attribution framework implementation

In most B2B and B2B2C environments, foundational setup ranges from 10 to 90 days, with optimization continuing as part of an ongoing growth cycle.

Because omnichannel is infrastructure — not a one-time campaign — performance compounds over time as data and insights accumulate.