8+ years growing brands on KPIs, now with AI
More Wholesale Accounts, Higher Reorder Rates
Performance marketing built for B2B sales cycles, net terms buyers, and AOVs your DTC agency has never seen.
8+ years growing ecommerce brands · Google, Meta & TikTok partner · now with AI
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The Challenge
Wholesale Ecommerce Has a Different Set of Hard Problems
Your buyers aren't browsing on impulse. A procurement manager at a regional retailer, a distributor placing a quarterly buy-in, or a reseller managing a Net 60 balance operates on a completely different clock than a DTC consumer. They vet suppliers on LinkedIn before they ever issue an RFQ. They need custom catalogs, quantity rules, and payment terms that a B2C checkout was never designed to handle.
The checkout gap alone kills deals. An enterprise buyer with a $25,000 order and Net 60 terms hits a credit-card-only checkout and abandons, not because they don't want to buy, but because your platform didn't speak their language. That's not a conversion rate problem. That's an architecture problem.
Meanwhile, your attribution is broken in a way DTC operators never experience. A LinkedIn impression touches a procurement manager in week one. A Google Search click from their colleague comes in week three. The actual order lands in week seven after an internal approval chain. Last-click GA4 credits Google, ignores LinkedIn entirely, and gives your CFO a false picture of what's actually driving pipeline.
And internally, you're managing company profiles, catalog assignments, and outstanding net terms balances while your sales reps worry that every digital dollar you spend is cannibalizing their commissions, even when the data says paid media is opening net-new accounts they'd never reach in the field.
These are structural challenges. They require a marketing partner who actually understands Shopify B2B company profiles, LinkedIn matched audiences, 30–90 day attribution windows, and the reorder sequences that turn a first wholesale account into a long-term revenue line.
The Opportunity
The Wholesale Operators Who Market Well Are Pulling Away
Sixty-one percent of B2B buyers now prefer a rep-free digital buying experience. That number isn't a threat to your model; it's an opening. The brands capturing that shift are building self-serve wholesale portals, running account-based paid search on high-intent queries like 'wholesale [category] supplier' and 'bulk order [product],' and running reorder nudge sequences to buyer contacts that bring accounts back without a rep call.
B2B ecommerce AOVs in the hundreds to thousands of dollars mean that a single new account won by a well-targeted LinkedIn ABM campaign or a Google Search ad can pay for months of media spend. About 67% of B2B buyers are comfortable placing $50,000+ orders online without sales involvement. The economics of winning one account are completely different from DTC, and so is the return on getting your paid media right.
Net terms, handled well, are an AOV lever, not just a financing headache. Buyers operating on Net 30 or Net 60 aren't constrained by their immediate cash position: they order full quantities, hit volume pricing thresholds, and consolidate smaller orders into larger single purchases. Seventy-nine percent of B2B buyers say flexible payment terms are essential to their business's success. Operators who surface that message in their ads and landing pages win accounts that price-only competitors lose.
The window is real: most of your wholesale competitors are still running static Google Search campaigns with DTC-style creative and no LinkedIn presence. An operator with account-based paid search, proper attribution, and an automated reorder sequence can own category search terms and build a compounding account base before competitors realize what happened.
What Most Get Wrong
What B2B Wholesale Brands (and Their Agencies) Keep Getting Wrong
Running DTC attribution on a B2B sales cycle
Last-click GA4 attribution on a 7-day window is calibrated for impulse purchases, not 30–90 day B2B sales cycles with multiple stakeholders. LinkedIn's role in warming a procurement manager gets zeroed out, Google Search gets all the credit, and budget decisions get made on false data. You end up defunding the channel that's actually building pipeline.
Ignoring LinkedIn as a demand channel
Procurement managers and retail buyers research suppliers on LinkedIn before they ever search on Google. A company page with stale posts and no targeted outreach to ICP accounts means you're invisible during the part of the buying journey that shapes the shortlist. By the time they search, someone else is already the trusted option.
Sending wholesale buyers to a DTC product page
A distributor landing on a consumer-facing product page with no MOQ information, no net terms mention, no catalog request path, and a credit-card checkout doesn't convert; they leave and call a competitor who has a proper wholesale portal. The ad spend was wasted not because the targeting was wrong, but because the destination was built for the wrong buyer.
Bidding on DTC-intent keywords instead of wholesale-intent queries
Generic product keywords attract consumers, not procurement managers. The high-value queries ('wholesale [category] supplier,' 'bulk order [product] net terms,' '[category] distributor pricing') are lower volume, lower cost, and radically higher intent. Agencies that don't know the difference burn wholesale budget on clicks that will never convert to an account.
No reorder sequence for existing accounts
In wholesale, reorder rate is the north-star metric: a buyer who reorders is the entire model. Running paid media to acquire new accounts while ignoring automated reorder nudges to existing buyer contacts is leaving the highest-margin revenue on the table. Email and SMS sequences timed to replenishment cycles cost almost nothing and protect the accounts you already won.
Why Now
Why This Window Is Open Right Now
Two things are converging that create a real first-mover advantage for wholesale operators who act in the next two quarters.
First, the platform shift: until late 2025, Shopify B2B was exclusive to Shopify Plus. As of 2026, foundational B2B features (company profiles, custom catalogs, net payment terms) are available on every paid Shopify plan. This changes the upgrade calculus for mid-market operators and is flooding the market with new wholesale storefronts. The brands that build their paid acquisition and retention infrastructure now, before the competitive set catches up, will own category search terms when demand scales.
Second, the AI inflection: most wholesale-adjacent agencies are still running manual bid adjustments, static ad creative, and spreadsheet-based attribution. AI now lets a disciplined operator run account-based Google Search campaigns with automated bid strategies calibrated to 60-day conversion windows, test LinkedIn ad creative and audience segments at a pace no human team can match manually, and catch attribution errors (like a misfiring pixel that's been undercounting wholesale account acquisitions for months) before they compound into bad budget decisions.
The operators who combine a properly architected wholesale channel with account-based paid media and AI-assisted attribution right now will be significantly harder to displace by the time their competitors figure out the same playbook. That gap closes. It just hasn't yet.
The Mechanism
Where AI Creates Real Edge for Wholesale Ecommerce Operators
Real productivity, not AI theater. Here's where it actually moves a number for b2b wholesale brands.
Digital Ads (Google Search + LinkedIn ABM)
What AI does: AI-assisted bid strategies on Google Search are set to 30–90 day conversion windows that match your actual sales cycle, not the 7-day default that starves your campaigns of signal. On LinkedIn, AI tools analyze which company segments, job titles, and creative formats are generating RFQ form fills versus dead impressions, and reallocate budget toward what's actually building pipeline.
The result: Wholesale-intent search terms ('bulk order [product] net terms,' 'wholesale [category] supplier') convert at meaningful account values instead of being outbid by DTC competitors spending on the same keywords for the wrong reasons.
Why it matters here: B2B paid search has a completely different conversion window and stakeholder map than DTC. An AI bid model calibrated to a 60-day lookback period sees the full picture of which campaigns are generating accounts; a default DTC campaign setup sees almost nothing and optimizes toward the wrong signals.
Analytics & Attribution
What AI does: AI-assisted attribution modeling connects CRM pipeline stages (HubSpot or Salesforce) to ad touchpoints across LinkedIn and Google, so the procurement manager who saw three LinkedIn impressions before searching on Google shows up as a multi-touch conversion, not a Google-only conversion. AI flags attribution anomalies: a misconfigured catalog page event, a checkout pixel firing on quote requests instead of completed orders, a UTM parameter getting stripped by your ERP middleware.
The result: Budget decisions are made on accurate pipeline data, not last-click GA4 that systematically undercounts LinkedIn and over-credits the final search click.
Why it matters here: A $25,000 wholesale account that took 60 days and five touchpoints to close looks like a single Google click in last-click attribution. That false picture defunds LinkedIn, kills your ABM program, and leaves you optimizing toward the wrong channel. Fixing attribution is the highest-leverage thing a B2B wholesale operator can do before scaling spend.
Creative
What AI does: AI accelerates the production and testing of B2B-specific ad creative (buyer guides, comparison frameworks, net terms benefit messaging, and catalog preview assets) at a pace no manual creative team can sustain. Rather than running one LinkedIn Document Ad for a quarter, you test five creative angles per month: one leading with net terms, one with MOQ flexibility, one with reorder automation, one with catalog depth, one with a category proof point.
The result: You find the message that resonates with procurement managers and retail buyers in weeks rather than quarters, and you find it before your competitors run the same test.
Why it matters here: DTC creative (lifestyle imagery, urgency copy, consumer testimonials) performs poorly with B2B buyers who are evaluating suppliers, not shopping. The right creative for a wholesale audience speaks to operational reliability, payment flexibility, and catalog depth. Testing that message space quickly is a genuine competitive advantage in a category where most operators run one static ad for months.
Email & Reorder Automation
What AI does: AI-built reorder sequences timed to your buyers' actual replenishment cycles (not generic 30-day intervals) send nudges to buyer contacts at the moment their inventory is likely running low based on their order history. AI segments your account list by reorder frequency, AOV tier, and payment terms status, so a Net 60 key account gets a different sequence than a new account on prepay.
The result: Reorder rate improves without rep involvement, and accounts that went quiet after their first order get re-engaged automatically before a competitor fills the gap.
Why it matters here: In wholesale, the reorder is the entire model. A first order that doesn't become a second order is an acquisition cost with no return. Automated reorder sequences are the highest-ROI retention tool available to a wholesale operator, and most are either not running them or running generic email blasts that ignore order history entirely.
Conversion Optimization
What AI does: AI audits your wholesale landing pages and checkout flow for the specific failure points B2B buyers hit: no MOQ or net terms information above the fold, a credit-card-only checkout that blocks enterprise buyers, a catalog request form with too many fields, a quote flow with no real-time inventory confirmation. AI then generates and tests alternative page structures against account-creation and RFQ conversion rates.
The result: Fewer wholesale buyers abandon at the checkout or catalog request stage because the page speaks their language (net terms, volume pricing, company account setup) before they have to ask.
Why it matters here: The checkout gap is the single biggest structural reason B2B paid media underperforms. An enterprise buyer with a $25,000 order and Net 60 terms who hits a consumer checkout doesn't convert; they leave. Fixing the destination before scaling the ad spend is the correct sequence, and AI makes the audit and iteration cycle fast enough to matter.
Ready to see what this looks like for your b2b wholesale brands business?
No obligation. A senior strategist will show you exactly where the wins are.
The Strategy
What a Properly Built B2B Wholesale Marketing Strategy Actually Looks Like
The governing KPI is blended ROAS measured on a 30–90 day attribution window, with reorder rate and AOV as the leading indicators that tell you whether the accounts you're winning are worth keeping. Everything else (channel mix, creative, bid strategy, landing page architecture) is in service of those three numbers.
Channel priority for a wholesale operator is different from DTC. Google Search captures buyers who already know they need a supplier: high-intent queries like 'wholesale [category] supplier,' 'bulk [product] distributor,' and '[category] net terms pricing' are the priority, not broad product terms that attract consumers. LinkedIn is the demand-generation layer: reaching procurement managers, retail buyers, and category directors at target accounts before they search, so your brand is already on the shortlist when they do.
The funnel architecture on LinkedIn runs in three stages. Top of funnel is ungated: frequency-building impressions on your ICP company list and job title segments, establishing supplier credibility before the buying cycle starts. Mid-funnel is gated: Document Ads or Lead Gen Forms offering a buyer guide, a catalog preview, or a net terms explainer to the accounts that have engaged. Bottom of funnel is retargeting to CRM contacts already in pipeline, with Sponsored Content driving them toward an RFQ or catalog request.
Google Search campaigns run on tightly themed ad groups built around wholesale-intent queries, with bid strategies set to 60-day conversion windows so the algorithm sees enough signal to optimize correctly. Every campaign is tagged with UTMs that survive your ERP middleware, every form fill is connected to a CRM stage, and every account acquisition is attributed across all touchpoints, not just the last click.
Landing pages are built for B2B buyers, not consumers. Net terms availability, MOQ structure, catalog depth, and the account setup process are above the fold. The primary conversion action is a catalog request or RFQ form, not an add-to-cart. Checkout extensibility handles enterprise payment flows so a buyer with Net 60 terms doesn't hit a credit-card wall.
Retention runs on automated reorder sequences segmented by account tier, AOV, and replenishment cycle. Pre-season buy-in campaigns go to existing buyer contacts before your peak order window. Payment reminder sequences handle outstanding net terms balances without a rep call. The goal is to migrate as much account management as possible to self-serve digital without alienating key accounts that still want rep relationships.
The one number that governs this
Governing KPIs: blended ROAS on 30–90 day attribution windows · reorder rate by account cohort · AOV by buyer tier · quote-to-order conversion rate
How We Help
How We Execute This for Your Wholesale Operation
We map our capabilities directly onto the strategy above, starting with the foundation that makes everything else trustworthy, then building the acquisition and retention infrastructure around it. We take on a limited number of clients so every engagement gets senior attention, and we treat your reorder rate and pipeline ROAS the same way we'd treat our own.
Attribution & Tracking Audit
Before we spend a dollar on paid media, we fix your measurement. We connect your CRM pipeline stages to ad touchpoints across LinkedIn and Google, verify that your checkout and form fill events are firing correctly, and confirm that UTM parameters survive your ERP middleware. You need to trust your numbers before you can make good budget decisions.
Google Search (Wholesale-Intent Campaigns)
We build tightly themed ad groups around high-intent wholesale queries (not DTC product terms) with bid strategies calibrated to 30–90 day conversion windows. Every campaign is structured to optimize toward account acquisitions, not consumer transactions.
LinkedIn ABM
We build and manage your full LinkedIn funnel: ICP company list targeting, job title segmentation, top-of-funnel impression frequency campaigns, mid-funnel Document Ads and Lead Gen Forms with buyer-specific content, and bottom-of-funnel retargeting to CRM contacts already in pipeline. Attribution connects LinkedIn touchpoints to CRM stages so its role in pipeline is visible.
B2B Landing Page & Checkout Optimization
We audit your wholesale landing pages and checkout flow for the specific failure points B2B buyers hit (no net terms information above the fold, consumer-only payment options, catalog request forms with too many fields) and rebuild or optimize them to drive catalog requests and RFQ conversions, not add-to-carts.
Reorder & Retention Email Sequences
We build automated reorder nudge sequences segmented by account tier, AOV, and replenishment cycle, plus pre-season buy-in campaigns timed to your order windows. These run to buyer contacts (procurement managers and retail buyers), not consumer lists.
Creative Production & Testing
We produce and test B2B-specific ad creative (net terms benefit messaging, catalog depth proof points, buyer guides, comparison frameworks) at a pace that lets you find the message that resonates with procurement managers in weeks rather than quarters. No DTC lifestyle creative repurposed for a wholesale audience.
AI-Assisted Analytics & Reporting
We build reporting that shows reorder rate by account cohort, AOV by buyer tier, quote-to-order conversion rate, and blended ROAS on the correct attribution window, not a DTC dashboard with last-click metrics that systematically misrepresent your B2B pipeline.
Who's Behind This
Who we are, and what makes us different
Sagum is a performance marketing agency founded in January 2017 in St. George, Utah. We've spent 8+ years growing real brands and being judged on KPIs, not vanity metrics.
We deliberately limit how many clients we take so each one gets senior attention. We treat your numbers like our own, we never run generic playbooks, and your strategy is built for your business, because shouldn't your brand's marketing be custom to your brand?
Sagum.ai is our AI arm: the same proven operators now build AI into the work wherever it creates real edge, not as theater, but as leverage applied with discipline.
- 8+ years growing brands on performance KPIs, not vanity metrics
- Limited client roster, with senior attention on every account
- An extension of your team; your success is tied to ours
- Custom strategy per brand, never a generic playbook
- AI built in where it moves a number; judgment over hype
“Sagum is a performance marketing agency that's spent 8+ years growing brands by treating their numbers like our own. We take on few clients, never run generic playbooks, and now build AI into the work wherever it creates real edge, not hype. Your strategy is built for your business, and our success is tied to yours.”
“After six years, Sagum is our most important partner: trusted, communicative, and caring about our business as if it's their own.”
Proof
15:1 ROAS on a longer purchase-consideration cycle
Create Room / Original Scrapbox
Challenge
Create Room / Original Scrapbox sells a higher-consideration product with a longer purchase cycle: buyers research extensively before committing, and the sales motion looks more like B2B than impulse DTC. The challenge was building a paid media strategy that performed at scale without chasing short-window DTC conversion signals that didn't match how their buyers actually decided.
What we did
We built a strategy around the actual consideration cycle: top-of-funnel content to build familiarity, mid-funnel retargeting to buyers who had engaged but not converted, and bid strategies calibrated to the longer window between first touch and purchase. Attribution was connected across touchpoints so budget decisions reflected the full picture.
Result
The result was a sustained 15:1 ROAS across all ad spend, holding that efficiency at scale on a purchase cycle that would have broken a standard DTC campaign setup. The same discipline that works for a longer-consideration consumer purchase is the foundation of a B2B paid media strategy: match your attribution window to your actual sales cycle, and optimize toward the right signal.
Your Wholesale Channel Deserves a Marketing Partner Who Actually Gets B2B
No obligation. We'll audit your current attribution setup, review your wholesale acquisition and retention gaps, and tell you exactly what we'd build, before you commit to anything.
Sagum · January 2017 · St. George, Utah · 8+ years