Here’s what nobody tells B2B leaders
Every new channel, campaign and tool is another tap on the gas, and your wheels spin faster while revenue stays right where it is. We pick the three moves that give you real traction.
None of these were bad calls.
Every one of them can work. When they don’t, it usually comes down to timing, the strategy behind it, focus that was spread too thin, or not investing deeply enough to let it pay off. We figure out which one it was, and that tells us exactly where to start.
Right idea, wrong time
No strategy steering it
Focus spread too thin
Not enough depth to pay off
A few of the B2B teams we’ve ridden shotgun with
How we work
Every company we meet has a list of things that could be better, and we don’t start with the list. We find the spot where growth is slipping, then put all of our weight there.
01
Find where you’re slipping
We dig into your market, your buyers, your numbers and everything on that wheel to learn what really held you back, whether it was the timing, the strategy, focus spread too thin or not enough depth.
You get
A clear, ranked picture of where growth is stuck and why.
02
Pick three moves
We choose three, and only three. Anything that’s already working stays protected, and everything else waits its turn, so your team never gets spread thin again.
You get
A plan everyone in the room can repeat back to you.
03
Build it, then steer
Whatever those three moves call for, our team builds it. We track the numbers that matter, and we reroute when the road changes, because it always does.
You get
The finished work, and a scorecard that shows it’s moving.
Where growth gets stuck
Before & afters
Every one of these started somewhere familiar, with a good company whose story had drifted. Here’s where they ended up.
Drag to compare
Before
After
Before
After
Results
more web traffic, YoY
rise in branded search
Paid strategy
Partner marketing
Before
Lead costs were at an all-time high
Poor performance held back key partnerships
Lacked go-to-market motions that drove sales
After
Reduced cost per lead by 35%
LinkedIn and Facebook reinvested after seeing the results
Repeatable framework continues to drive new deals
Results
35%
lower cost per lead
22%
more web traffic
In their words
Straight from the driver’s seat
Nothing like starting a call off with “how’d you like to manage campaigns for LinkedIn and Facebook—at the same time?” From strategy through execution, his team made us look good in front of our most important partners. Results spoke for themselves; they reduced our cost-per-lead by 35%, increased our web traffic by 22% and created a lasting relationship with both LinkedIn and Facebook.
Dave Firnstahl
Director of Growth, ActiveProspect
Our business was struggling, and we didn’t know which way to turn. Ryan and his team quickly identified what would move the needle and get us back on course. They didn’t just go for quick wins—they overhauled our brand, built a demand gen strategy we hadn’t tried, and restored our confidence that we were finally doing the right things.
Justyn K.
Co-Owner, Central Park Weight Loss
Ryan Truax · Founder
Hi, I’m Ryan
For almost 20 years I’ve been on your side of the table. I’ve run marketing as a SaaS VP, managed millions in budget, led teams of 20 and up, and hired just about every kind of agency there is (and learned something from every one of them).
I’ve worked with big companies and scrappy upstarts, B2B and B2C, and I keep seeing the same thing. When growth goes flat, everyone reaches for more, and the teams that break through are the ones willing to do less, and do it better.
That’s why Truax exists. You get a small, senior team led by someone who has carried the number, not a hand-off to someone junior three weeks in. (And yes, I still do a lot of the work myself. I can’t help it.)
Good questions
Before you hop in
A few things people ask before we hit the road together, answered the way we’d answer them in conversation.
Most of our clients work with us on a monthly retainer, and we shape it only after we’ve looked at where you’re losing traction, so you’re never paying for a package built for somebody else. Before anything starts, you’ll see one clear number, what it covers, and anything outside it (like ad spend) called out up front.
Our team does, with Ryan at the wheel. He handles every client relationship and all of the strategy himself, then he and the team build whatever your three moves call for. You’ll always know who’s driving, and that won’t change halfway through the trip.
You’ll see signals well before you see the big outcomes, and we plan for both. Before we build anything, we agree on what “moving” looks like for each of your three moves and put those numbers on a scorecard you can check anytime. Sharper sales conversations and better-fit leads usually show up first, and revenue follows the moves that keep compounding.
B2B companies whose growth has gone flat and who are ready to do something about it. A lot of them are in SaaS, where Ryan spent a big chunk of his career, but we’ve also ridden shotgun with fleet upfitters, optics manufacturers and office technology firms. Your industry matters less than the moment you’re in.
Less than you’d think. What we ask for depends on the work. Ryan has led big teams with big budgets and helped scrappy upstarts find their footing, so he knows what it takes to get a company like yours over the hump without burning cycles on things that don’t matter. If you have a marketing team, we work right alongside them, and our job is to give their best work more room to show.
Because every team we meet already has a list of ten, and that list is usually what’s slowing them down. Three is enough to change where you’re headed and few enough that everyone in the room can name them. Everything else waits its turn, and anything that’s already working stays protected.
Sometimes, yes. If the scope is clear and it really is where you’re losing traction, we’re happy to take on a single project. If we look and think your website isn’t what’s holding you back, we’ll tell you that too, because a beautiful site sitting on a story that’s drifted won’t give you traction.
We ask a lot of questions, mostly about where growth went flat, what you’ve already tried and what’s quietly working that nobody should touch. There’s no deck and no pitch, because we haven’t earned one yet. You’ll leave with a clearer read on where you’re losing traction, and an honest answer on whether we’re the right people to help with it.