Kaizen Marketing

FOR B2B COMPANIES CLOSING DEALS AT 5K€ AND UP

YOUR PIPELINE ISN'T BROKEN. IT'S MISSING A SYSTEM.

Kaizen installs one B2B acquisition system: outbound, paid and inbound running as a single engine, built around your ICP, and yours to keep. Not a freelancer for LinkedIn, an agency for ads and nobody watching who's already engaging with you.

Take the free GOALS diagnostic

4 minutes, 15 questions. You leave with your score, the letter costing you deals, and the right next step.

WHO'S BEHIND THIS

  1. Before

    I'm Maxime. I ran marketing at AB InBev: million-euro budgets, a 20-person team, agencies on retainer. I thought I knew how acquisition worked.

  2. The wall

    Then I went solo. None of it worked. No budget, no team, no brand. At axabio, a genuinely good product wasn't selling, and every "expert" I hired fixed one channel and shrugged at the rest.

  3. The click

    The product was never the problem. The system around it was. Three vendors, zero owner, nobody accountable for the only number that matters: qualified pipeline.

  4. The build

    So I built the system myself: one ICP, one offer, outbound, paid and inbound as one engine, run week after week. From 0 to 1M€ in revenue and over 3M€ of qualified pipeline in 18 months, without a Fortune 500 budget.

  5. Today

    That system is GOALS. Kaizen installs it in B2B companies that don't have 18 months to figure it out the hard way.

Maxime Pudzeis, founder of Kaizen MarketingMaxime PudzeisFounder, Kaizen Marketing

WHAT IT LOOKS LIKE WHEN THE SYSTEM RUNS

PROOF SLOT 1

Maxime to supply: e.g. X€ qualified pipeline in Y months, outbound + paid on one ICP. Founder track-record numbers allowed if framed as such.

PROOF SLOT 2

Maxime to supply: e.g. X qualified conversations per day at a trade show, from a Clay-built list.

PROOF SLOT 3

Maxime to supply: e.g. X% lower cost per lead, same offer, same list, different channel. No real number = cut this section.

THE OLD WAY VS THE SYSTEM

Renting execution is not the same as owning a system.

The old way

  • A freelancer for LinkedIn, an agency for ads, nobody watching the signals.
  • Three ICPs, three messages, three reports.
  • The founder still closes half the deals by hand.
  • Stop paying, everything stops.

The GOALS system

  • Outbound, paid and inbound built by one team, on one plan.
  • One ICP, one offer, every channel reinforcing the same message.
  • Replies handled, calls booked, a weekly rhythm someone owns.
  • Stop working with us, the system keeps running. It's yours.

Most B2B companies don't have a marketing problem. They have five vendors and no system. GOALS is the system.

THE METHOD

Five letters. One engine.

Go-to-Market, Offer, Acquisition, Lead systems, Sales. Each letter feeds the next: the ICP defines the offer, the offer shapes every channel, the channels feed a lead system that a sales process can actually close. Skip one and the others leak.

G

Go-to-Market

Who you're built to win, read from your best clients, not from a workshop.

hands the offer its target
O

Offer

The promise every channel repeats, reworked until it converts cold.

gives every channel one message
A

Acquisition

Outbound, paid and inbound installed as one engine.

feeds the lead system
L

Lead systems

Replies, follow-ups, nurturing in your CRM: what happens after someone raises a hand.

hands sales what it can close
S

Sales

Coached calls and scripts that close what the system brings in.

What the whole system is for

Predictable qualified pipeline

INSIDE THE ENGINE

G

Your best clients become the ICP

We start from the deals you already won: who they are, what they bought, what triggered it. The pattern in your best clients is the ICP. Not a persona invented in a workshop.

Closed-won analysis, ICP documented and shared by every channel.

O

One message per ICP, reworked until it fits

Your offer gets rewritten for each segment: the promise, the proof and the objection it answers first. Message fit before any channel spends a euro on it.

Offer rework, message-fit tests, one narrative per segment.

A

Outbound, paid and inbound as one engine

Cold email and LinkedIn sequences on the ICP list, prioritised by intent signals (job changes, funding, hiring, site visits), Meta and LinkedIn ads on the same offer, and inbound that catches the signals: lead magnets on LinkedIn and social, every download, comment and profile visit detected and routed into a sequence. Three channels, one plan, one owner.

Core: email + LinkedIn with intent tracking. Scale: Meta + LinkedIn ads, lead magnets + engagement signals.

L

Every lead nurtured in your CRM

A reply, a download, a form: each one lands in a pipeline stage with its next step and its owner. Nurturing sequences keep the not-yet-ready warm until they book.

CRM pipeline, nurturing sequences, follow-up rhythm.

S

Coached calls, with a script

Phone and meeting coaching for whoever closes: opening on the buyer's trigger, qualifying, handling the objection, closing on the next step. Scripted, rehearsed, reviewed on real calls.

Call and meeting scripts, weekly coaching, objection library.

WHAT YOU GET

One system, installed and run. Here's exactly what's in it.

CoreOutboundScaleCore + Paid + Inbound
GICP read from your best clients: who they are, what they bought, what triggered it.
OOffer reworked for message fit: one promise, one proof, one objection handled per segment.
AOutbound infrastructure: domains, warmed senders, deliverability monitoring.
AEmail and LinkedIn sequences written in your buyer's language, tested and iterated weekly.
ASignals and intent tracking: job changes, funding, hiring, site visits, so the right accounts get the sequence at the right moment.
APaid campaigns on Meta and LinkedIn on the same offer and ICP: creatives, targeting, weekly optimisation.
ALead magnets published on LinkedIn and social, built for the ICP, so your buyers raise their hand before you ever email them.
AEngagement signals detected and worked: downloads, comments, profile visits routed into sequences within hours.
LEvery lead nurtured in your CRM: replies handled, follow-ups sequenced, calls booked, one owner per stage.
SCoached calls with a script: phone and meeting coaching for whoever closes, reviewed on real calls.
One weekly rhythm, one report, one number: qualified pipeline.

What you keep

Everything we build is yours: ICP documentation, sequences, domains, ad accounts, dashboards. If we stop working together, the system keeps running. No hostage assets: wording to confirm

Capacity

Never more than 5 clients at a time. You apply, we decide who we take on. One owner per system.

What it takes from you

One 30-minute audit call, two working sessions in the first two weeks, then a weekly 30-minute review. The rest is ours.

Take the free GOALS diagnostic

Objections, answered

Stop renting your acquisition engine. Install it.

Take the free GOALS diagnostic

4 minutes. Your score, your weakest letter, and what to fix first.

Already sure it fits? Book your audit directly