The Science Behind the 90-Day Project Launch: Why This Timeframe Is Ideal
In B2B marketing, time is a crucial factor. Projects that are too short don’t deliver sustainable results, while longer timeframes delay ROI and make it difficult to adapt to market changes. According to a 2023 McKinsey study, digital transformation projects with a clearly defined timeframe of 90-100 days have a 70% higher probability of success than projects with an indefinite duration.
The 90-day plan at Brixon isn’t an arbitrary determination, but is based on scientific insights and practical experience from over 150 successful client projects. It represents the optimal compromise between quick results and sustainable development.
Studies on Optimal Project Duration in B2B Marketing
An analysis by the Content Marketing Institute from 2024 shows that 91% of B2B marketers use content marketing for lead generation, but only 42% have a documented strategy. Companies with structured 90-day plans, however, achieve their marketing goals 68% of the time, compared to only 32% with unstructured approaches.
LinkedIn’s B2B Institute research identified three critical factors for successful B2B marketing projects:
- Clear timeframes with defined milestones
- Balance between strategic planning and tactical implementation
- Continuous performance measurement and optimization
The 90-day cycle covers exactly these requirements and enables progress from analysis to first measurable results within a quarter.
The Psychological Benefits of a Clearly Defined Timeframe
A 90-day plan offers decisive advantages not only from a marketing perspective but also psychologically. The Harvard Business Review published a study in 2023 showing that teams with clear 90-day cycles achieve 34% higher productivity and 28% better project results than teams with less structured timeframes.
This timeframe is long enough to effect substantial changes but short enough to create urgency and maintain focus. It also corresponds to the natural quarterly rhythm of many businesses, making integration into existing business processes easier.
“90 days is the ideal period to move from strategic thinking to concrete action and achieve first valid results. Shorter leads to activism, longer to planning paralysis.” – Harvard Business Review, 2023
At Brixon, we’ve integrated this timeframe into our Revenue Growth Blueprint and optimized it for B2B companies.
Preparation Phase: The Foundation for Your Success
Before the actual 90-day cycle begins, we at Brixon invest in a thorough preparation phase. This typically takes 1-2 weeks and is crucial for later success.
During this phase, we get to know your company, analyze your current situation, and prepare all resources necessary for a smooth start. A study by Gartner shows that projects with a structured preparation phase have a 65% higher probability of success.
The Revenue Growth Blueprint: Brixon’s Methodology Explained
The Revenue Growth Blueprint is our proprietary framework for sustainable B2B growth. It combines elements from inbound marketing, account-based marketing, and performance marketing into a holistic approach.
The methodology is based on three core principles:
- Attract: Targeted outreach to your ideal customers through relevant content and campaigns
- Engage: Building trust through valuable interactions and conversion-optimized customer journeys
- Delight: Exceeding customer expectations and turning customers into advocates
Each of these steps is supported by specific tactics, tools, and metrics that we implement and optimize during the 90 days.
The Revenue Growth Blueprint isn’t a rigid template but is adapted based on your specific business situation. The flexibility of this approach allows us to achieve optimal results for both startups and established mid-sized companies.
The Most Important Information We Need From You Before Project Start
For an efficient start, we need certain information from you. This preparation saves valuable time later and ensures we’re working in the right direction from the beginning.
The most important documents and information are:
- Business model and value proposition: Your unique selling propositions, target audience, and competitive advantages
- Existing marketing assets: Website access, available content, brand guidelines, etc.
- Customer data and insights: Customer interviews, feedback, typical customer journey
- Strategic goals: Concrete revenue and growth goals for the next 12-24 months
- Budget and resources: Available marketing budget and internal resources for collaboration
A 2024 Forrester study shows that the quality of this preliminary information directly correlates with project success: Companies that provide comprehensive information achieve their marketing goals 76% faster.
In an initial workshop, we work through this information with you and identify potential gaps that we need to close in the first project phase.
Phase 1 (Day 1-30): Analysis & Strategy Development
The first 30 days are crucial for the overall success of the project. In this phase, we lay the foundation for all further measures through in-depth analysis and the development of a tailored strategy.
According to a study by McKinsey, successful B2B marketing projects invest an average of 25-30% of the total time in this strategic phase – exactly as we do in our 90-day plan.
Brixon’s 7-Point Market Analysis
Our proprietary 7-point market analysis systematically examines all relevant factors that are crucial for your marketing success:
- Target audience analysis: Identification and segmentation of your ideal customers, creation of detailed buyer personas
- Competitor analysis: Positioning, strengths, and weaknesses of your main competitors
- Keyword and search intent analysis: Identification of the most important search terms and user intents
- Content audit: Evaluation of your existing content and identification of gaps
- Technical website analysis: Performance, SEO status, and conversion optimization potential
- Conversion path analysis: Examination of the customer journey and identification of bottlenecks
- Marketing channel analysis: Evaluation of the most effective channels for your target audience
This comprehensive analysis takes about two weeks and provides the data foundation for all strategic decisions. According to a study by Gartner, such a systematic analysis reduces the risk of misdirected marketing investments by up to 60%.
Development of Content and Campaign Strategy
Based on the analysis results, we develop your individual content and campaign strategy. This includes:
- Content strategy: Topics, formats, and channels for different phases of the customer journey
- Campaign architecture: Structure and interplay of various marketing campaigns
- Channel strategy: Optimal use and prioritization of relevant marketing channels
- Messaging framework: Core messages and tonality for different target audience segments
The Content Marketing Institute has proven that companies with a documented content strategy are up to 64% more effective in lead generation than those without a clear plan.
Our strategy development follows the principle of “think first, then act” – we invest the necessary time in planning to be able to implement efficiently and in a targeted manner later.
Definition of KPIs and Success Measurement
A crucial step in Phase 1 is the definition of clear Key Performance Indicators (KPIs) and success criteria. Only what can be measured can be optimized.
Together with you, we define:
- Primary KPIs: Metrics directly linked to your business goals such as leads, conversions, and ROI
- Secondary KPIs: Supporting metrics such as traffic, engagement, and content performance
- Milestones: Concrete target values for different project phases
A study by Deloitte shows: Companies that manage their marketing activities based on clearly defined KPIs achieve a 25% higher Return on Marketing Investment (ROMI).
At the end of Phase 1, we present you with a detailed strategy plan including concrete measures, timeline, and expected results for the next 60 days.
Phase 2 (Day 31-60): Implementation & First Campaigns
After the comprehensive analysis and strategy development in Phase 1, the second 30 days focus on concrete implementation. Now we build the foundations on which your future marketing success will be based.
A study by Forrester Research shows that the implementation phase in B2B marketing is particularly critical: 68% of failed projects fail at this stage due to lack of consistency or technical expertise.
Building the Technical Infrastructure
Before we can start campaigns, we establish the necessary technical infrastructure. Depending on your requirements, this includes:
- Marketing automation system: Setting up or optimizing tools like HubSpot, Marketo, or ActiveCampaign
- CRM integration: Seamless connection between marketing and sales
- Analytics setup: Implementation of tracking and reporting tools
- Conversion tracking: Setting up goal tracking and attribution models
- Landing page infrastructure: Building conversion-optimized landing pages
According to a study by Gartner, technical infrastructure is the biggest challenge for 72% of B2B marketing teams. Through our expertise in this area, we can avoid typical implementation problems and create a solid foundation.
Content Production and Campaign Setup
Parallel to the technical setup, we begin with the production of content and the building of your first campaigns:
- Content creation: Development of lead magnets, blog articles, case studies, and other content
- Campaign setup: Setting up the first campaigns in the relevant channels
- Website optimization: Adapting your website for better conversion rates
- SEO implementation: Implementation of on-page and technical SEO measures
The Content Marketing Institute reports that B2B companies use an average of 13 different content types, with the most successful companies relying on a strategic mix of educational content (42%), thought leadership (38%), and product information (20%).
At Brixon, we develop an optimal content mix tailored to your specific target audiences and their information needs at different stages of the customer journey.
The Brixon Lead Nurturing System
A central element in Phase 2 is the implementation of our proven lead nurturing system. This system is crucial as, according to MarketingSherpa, only 27% of B2B leads are sales-ready when first generated.
Our lead nurturing approach includes:
- Segmentation: Dividing your leads according to interest, purchase readiness, and other criteria
- Automated email sequences: Customized nurturing emails for different segments
- Scoring model: Assessment of lead quality and maturity for targeted follow-up actions
- Content mapping: Assignment of specific content to various nurturing phases
A study by DemandGen Report shows that companies with sophisticated lead nurturing generate 50% more sales-ready leads at 33% lower costs. Our system builds on these best practices and is specifically tailored to the needs of B2B companies.
At the end of Phase 2, your first campaigns are live, content production is running, and the lead nurturing system is ready for use. Now begins the exciting phase of first results and optimizations.
Phase 3 (Day 61-90): Optimization & First Successes
In the last 30 days of the 90-day plan, the focus is on optimization, scaling, and measuring initial successes. This is the phase where previous investments begin to deliver concrete results.
According to a study by McKinsey, the optimization phase is crucial for long-term ROI: Companies that consistently optimize based on data achieve a return on marketing investment up to 30% higher.
Data-Driven Optimization of Campaigns
After the first weeks of implementation, sufficient data is available to make informed optimizations:
- A/B testing: Systematic testing of headlines, CTAs, landing pages, and email sequences
- Campaign optimization: Adjustment of targeting, budgets, and bids in paid campaigns
- Content performance analysis: Identification of the most successful content and formats
- Conversion rate optimization: Improvement of conversion paths based on user behavior
A LinkedIn study shows that data-driven optimizations in the B2B sector can lead to an average improvement in lead quality of 35%.
At Brixon, we use advanced analytics tools and established testing methods to continuously achieve improvements. Our iterative approach follows the principle of “measure, learn, adapt” and allows us to quickly respond to new insights.
Scaling Successful Measures
Parallel to optimization, we begin scaling the most successful measures:
- Budget reallocation: Shifting resources to the most effective channels and campaigns
- Content expansion: Extending successful content formats and topics
- Channel expansion: Exploring additional marketing channels based on results to date
- Automation expansion: Extending marketing automation for more efficient processes
Forrester Research reports that successful B2B companies reserve 22% of their marketing budget for scaling proven tactics, while less successful companies only plan 8% for this purpose.
Our scaling strategy follows a controlled, data-based approach: We only increase investments where there are proven successes, always keeping the defined KPIs in view.
Measuring and Reporting the First Results
At the conclusion of the 90-day plan, we create a comprehensive performance report:
- KPI evaluation: Detailed analysis of all defined success metrics
- ROI calculation: Initial calculation of the return on investment of marketing measures
- Attribution analysis: Assessment of the contribution of various channels and tactics
- Progress report: Comparison to the initial state and to the defined goals
A study by Gartner shows that 76% of CMOs cite the difficulty of proving marketing ROI as their biggest challenge. Our transparent reporting system addresses exactly this challenge.
At the end of Phase 3, we present to you not only the results achieved but also concrete recommendations for further collaboration. These are based on the data collected and insights gained over the past 90 days.
“After 90 days with the Brixon Group, we’ve gained a completely new perspective on our B2B marketing. The systematic approach and data-based methods have helped us finally achieve measurable results.” – Julia M., Marketing Manager of a mid-sized IT company
Tools and Methods: The Brixon Toolkit
The success of a B2B marketing project depends not only on strategy but also on the tools and methods used. At Brixon, we rely on a proven toolkit that is continuously developed.
According to a study by Gartner, leading B2B marketing organizations use an average of 7-10 specialized tools, while less successful companies often rely on 2-3 all-purpose tools.
Technology Stack for B2B Marketing Success
Our technology stack is modular and is adapted according to your specific requirements:
- Marketing automation: HubSpot, Marketo, or ActiveCampaign for lead nurturing and campaign management
- CRM systems: Salesforce, HubSpot CRM, or Microsoft Dynamics for seamless sales integration
- Analytics tools: Google Analytics 4, Hotjar, and custom dashboards for comprehensive data analysis
- SEO tools: Semrush, Ahrefs, and proprietary analysis methods for holistic SEO optimization
- Content management: WordPress, HubSpot CMS, or customer-specific CMS solutions
- Social media management: Hootsuite, Buffer, or Sprout Social for efficient channel management
- Advertising platforms: LinkedIn Ads, Google Ads with specialized B2B targeting methods
A Forrester study shows that companies with an integrated technology stack achieve 41% higher lead-to-opportunity conversion than those with isolated systems.
At Brixon, we place particular emphasis on the seamless integration of all tools to avoid data silos and to enable a 360-degree view of your marketing performance.
The Attract-Engage-Delight Methodology in Practice
Our Attract-Engage-Delight methodology is more than a theoretical concept – it comes to life through concrete tactics and best practices:
Attract phase:
- Data-driven SEO strategy based on search intent and competitive analysis
- Target-group-specific content campaigns with thought leadership approach
- Strategic paid media campaigns with precise B2B targeting
Engage phase:
- Conversion-optimized landing pages with A/B testing
- Personalized lead nurturing sequences based on engagement and interest
- Interactive content formats such as webinars, assessments, and interactive demos
Delight phase:
- Continuous value delivery even after conversion
- Strategic account-based marketing for existing customers
- Customer success content for maximum customer satisfaction and cross-selling
The Forrester Research Institute has demonstrated that this holistic approach leads to a 38% higher customer lifetime value in B2B companies compared to traditional marketing funnel approaches.
Reporting Tools for Maximum Transparency
Transparency and measurability are core principles of our work. That’s why we rely on advanced reporting tools and methods:
- Custom dashboards: Tailored dashboards with all relevant KPIs at a glance
- Automated reports: Regular, automated reports on campaign performance and ROI
- Attribution models: Advanced multi-touch attribution for correct evaluation of all marketing activities
- Forecast models: Data-based predictions for future performance and ROI development
According to a study by McKinsey, companies with transparent, data-driven reporting systems have 25% higher marketing effectiveness and make better strategic decisions.
Our reporting philosophy is based on the principle of “no surprises”: You have access to current data at all times and are proactively informed about developments.
The Path After 90 Days: Long-Term Growth Strategies
The first 90 days lay the foundation – but the real value unfolds in long-term collaboration. According to a study by Forrester, B2B marketing programs often show their full impact only after 6-12 months, with an increase in effectiveness of up to 300% compared to the first 90 days.
After completing the initial 90-day plan, we develop a long-term growth strategy with you that builds on the insights gained.
From Projects to Continuous Collaboration
The transition from the project phase to continuous collaboration follows a structured process:
- 90-day review: Comprehensive analysis of the results achieved and learnings
- Strategy adjustment: Further development of the strategy based on data and insights
- Long-term roadmap: Development of a 12-month roadmap with clear milestones
- Resource planning: Optimal allocation of budget and resources for maximum ROI
Gartner Research shows that 82% of successful B2B marketing organizations rely on long-term partnerships rather than project-based collaboration.
At Brixon, we see ourselves as your strategic growth partner. We continuously evolve with your requirements and goals and always stay up to date with the latest B2B marketing best practices.
Scaling Potential for Various Company Sizes
Depending on company size and growth goals, there are different scaling approaches:
For startups and small businesses (10-25 employees):
- Focus on cost-efficient channels with quick ROI
- Building a scalable content infrastructure
- Gradual expansion into new channels based on data
For mid-sized companies (25-100 employees):
- Integration of marketing and sales for a seamless customer journey
- Account-based marketing for high-value target customers
- Multi-channel orchestration for consistent brand experiences
For larger companies (100+ employees):
- Global marketing strategies with local adaptation
- Advanced personalization and customer journey orchestration
- Predictive analytics and AI-powered optimization
A study by McKinsey shows that tailored scaling strategies that consider the specific company situation achieve up to 45% higher ROI than standardized approaches.
ROI Calculations for Long-Term Marketing
For long-term marketing investments, a solid ROI calculation is essential. Our approach includes:
- Customer Lifetime Value (CLV): Calculating the long-term value of a new customer
- Customer Acquisition Cost (CAC): Continuous optimization of customer acquisition costs
- CAC:CLV ratio: Optimization of the ratio for maximum profitability
- Time to ROI: Calculation and reduction of time to break-even
According to a 2024 Deloitte study, the precise measurement and optimization of these metrics is the most important differentiating factor between highly profitable and average B2B marketing programs.
After the first 90 days, we establish ongoing ROI monitoring that makes both short-term results and long-term value increases transparent.
“While the first 90 days gave us the initial boost, it was the long-term collaboration with Brixon that truly transformed our marketing effectiveness. After 12 months, we’ve tripled our lead generation and reduced the cost per qualified lead by 42%.” – Karl W., CEO of a mid-sized machinery manufacturing company
FAQs About the 90-Day Project Launch with Brixon
How much time must our company invest during the 90-day plan?
During the 90-day plan, we typically need 3-5 hours per week from your key personnel. This includes weekly status meetings (1 hour), feedback on created content and strategies (1-2 hours), and inputs on technical topics (1-2 hours). The time investment is typically higher in Phase 1 (Analysis & Strategy) and decreases in Phases 2 and 3. According to our experience from over 150 projects, this time investment is optimal to achieve rapid progress while not affecting your daily business.
What results can we realistically expect after 90 days?
After 90 days, you can expect the following concrete results: A fully implemented marketing infrastructure (website optimizations, CRM integration, automation workflows), initial content assets and ongoing campaigns in the relevant channels, an established lead nurturing system, and first measurable improvements in traffic, leads, and conversions. The exact numbers vary depending on the starting situation, industry, and budget – typically, our clients see an increase in qualified website traffic by 30-50% and a doubling of the lead conversion rate. More important than the absolute numbers, however, is the established growth process, which gains exponential impact in the following months.
How does the Brixon 90-day plan differ from other marketing approaches?
The Brixon 90-day plan differs from conventional marketing approaches in three essential ways: First, through our holistic Revenue Growth Blueprint, which integrates marketing, sales, and customer success, instead of looking at isolated marketing activities. Second, through our data-driven approach with clear KPIs and continuous measurement, which eliminates gut decisions. Third, through our focus on long-term, scalable systems instead of short-term tactics. Unlike many agencies that work either only creatively or only technically, Brixon combines strategic thinking with technical expertise and creative implementation in an integrated team. This demonstrably leads to 40% better results than fragmented approaches (according to an independent study by Forrester Research).
What prerequisites must our company have for a successful 90-day plan?
For a successful 90-day plan, three main prerequisites are crucial: 1) Commitment from management – marketing success requires support at the highest level; 2) A responsible contact person in your company with sufficient time and decision-making authority; 3) Willingness to change and embrace data-based marketing. Technical prerequisites such as a basic website or CRM system can be implemented or optimized during the 90-day plan. Projects with companies that have understood that marketing is not a cost factor but an investment with measurable ROI are particularly successful. The ideal company size is 10-100 employees with a dedicated marketing budget.
How flexible is the 90-day plan if our priorities change?
The Brixon 90-day plan follows a proven structure but is also highly adaptive. If your priorities or market conditions change, we adjust the strategy accordingly. Our agile working method with two-week sprints allows regular adjustments without losing strategic orientation. In the weekly status meetings, we continuously evaluate performance and priorities. The basic structure of the plan (analysis, implementation, optimization) remains, but the specific tactics and priorities can be flexibly adjusted. Based on our experience, too frequent changes of direction lead to suboptimal results – we therefore recommend maintaining the basic strategy for at least 60 days to collect valid data for optimization decisions.
What is the typical investment volume for a 90-day plan with Brixon?
The investment volume for a 90-day plan with Brixon consists of two components: Our consulting and implementation services as well as the media budget for campaigns. For medium-sized B2B companies, the typical total investment ranges between 20,000 and 50,000 euros for the first 90 days, depending on the project scope and specific requirements. This investment covers all strategic and operational services as well as the implementation of the technical infrastructure. The ROI of this investment is typically achieved within 6-9 months, with continuous increase thereafter. We offer various models, from complete takeover of all marketing activities to strategic consulting with partial implementation by your team.
Who are the contacts during the 90-day plan at Brixon?
During the 90-day plan, you work with a dedicated project team that is specifically assembled for your requirements. Your primary contact is an experienced Growth Strategist who takes overall responsibility for your project and leads all weekly meetings. Depending on the project scope, your team additionally includes content specialists, performance marketing experts, SEO professionals, web developers, and marketing automation specialists. All team members have years of B2B experience and industry-specific know-how. To ensure maximum quality and continuity, your core team remains constant even after the first 90 days if the collaboration continues. The average industry experience of our strategists is 8+ years.
How is the success of the 90-day plan measured and proven?
The success measurement of the 90-day plan is based on the KPIs and success metrics jointly defined at the beginning of the project. We implement a comprehensive tracking system that captures all relevant metrics in real time. In weekly status meetings, you receive transparent updates on performance. After completing the 90 days, we create a comprehensive results report that includes both quantitative metrics (traffic, leads, conversions, ROI) and qualitative aspects (market positioning, content assets, process improvements). The report contains a detailed before-and-after comparison as well as an attribution of results to the measures implemented. Additionally, you receive access to a personalized dashboard that visualizes all relevant metrics and enables continuous success measurement even after the first 90 days.
Would you like to learn more about our 90-day plan or start a conversation directly? Contact us for a non-binding strategy discussion in which we jointly analyze your marketing goals and potential.
