01 · FREE
Growth Index
A free assessment of your marketing across five categories. See your score out of 100, where you're strong, and where to focus next.
B2B Research & Demand Gen Strategy
Research first. Strategy built on evidence.
We talk to your buyers, study your market, and turn what we learn into a plan to win more of the right customers.
What drives the buying decision.
B2B project management software
Fewer missed deadlines85%Lead with
Clear ownership69%Lead with
Easy setup38%Support
Fits existing tools23%Support
More features15%Lower down
The One Thing
Position the product around reliable delivery. Make the handoff workflow the proof.
The numbers that matter
7.8%
Average marketing budget as a share of revenue in Gartner's 2026 survey. Down from 9.1% in 2023.
Gartner CMO Spend Surveys, 2024 and 2026. 395 and 401 marketing leaders; predominantly companies with $1B+ annual revenue.
56%
of CMOs say they lack the budget to deliver their 2026 strategy.
Gartner 2026 CMO Spend Survey. 401 marketing leaders, Jan to Mar 2026.
78%
of sellers missed quota in Ebsta and Pavilion's 2025 report. Up from 69% the year before.
Ebsta × Pavilion, 2025 GTM Benchmarks. 655K opportunities; 2,000+ sales leaders.
“Fieldnote's report was detailed and thoughtfully organized, but what stood out most was the clear, actionable plan it provided for Grackle Realty's path moving forward.”
Garrett D., Grackle Realty.
The Field Report
Two weeks of research. A plan for the next quarter.
01
The Field Read
We interview your customers and team, review your marketing, and study your competitors. We show you the patterns, the contradictions, and what still needs an answer.
02
The Core Diagnosis
What is getting in the way of growth, what matters most, and the evidence behind that call.
03
The One Thing
The change we recommend first, followed by a 30/60/90-day plan. Each step names the action, its purpose, and what to measure.
Field ReportDecision brief
A plan built around four decisions.
The right customers.
Who to focus on, and why they buy.
The message that matters.
What your buyers value, in language they use.
Where to invest.
The channels and opportunities worth pursuing.
What to change first.
The first move, and how to measure it.
Fieldnote Research & Strategy30 / 60 / 90
Why we exist
Research is in the name for a reason.
We talk to buyers before we write the plan.
What they tell us should change what you do.
The math
What the usual fixes cost.
The Field Report helps you decide which investment the business actually needs.
The commitmentWhat it costs
Senior marketing hire$313K a yearMedian posted base salary, VP of Marketing. Before benefits, equity, or recruiting fees.
A senior hire brings judgment and experience. Research gives them a head start on your buyers, your market, and the decisions already on the table. It can also help you decide which role to hire in the first place.
MKT1, September 2026 US job-posting data. VP of Marketing subgroup within an analysis of 794 private B2B marketing roles. Based on salary-range midpoints.
Demand generation agency$144K to $240K a year$12K to $20K a month for an integrated demand generation program. Annualized for comparison.
A good agency needs a clear brief: who to reach, what to say, and what success looks like. We help you make those calls before you commit to the work. When you need an execution partner, we can refer one.
The Starr Conspiracy, June 2026 guide. Provider estimate for this program scope; not a market-wide median.
Ad spend reaching the wrong accounts16% to 45% of ad spendMore than half of surveyed B2B marketers and agencies estimated this share of their budget reached irrelevant accounts.
Before you add to the budget, check who you are paying to reach and why they would buy. The Field Report examines your audience, message, and channels before recommending where to put the next dollar.
EMARKETER × Demandbase, 2025. 231 B2B marketers and agencies worldwide, Jan to Feb 2025; 52.4% estimated waste in this range.
The Field Report
From $3,000Fixed fee · 2 weeks
How we work.
02 · FROM $3,000 · 2 WEEKS
The Field Report
Customer and team interviews, a review of your marketing, and a look at your competitors. You get the diagnosis, the first change we recommend, and a 30/60/90-day plan.
03 · FROM $5,000 · 3 TO 4 WEEKS
The Demand Gen System
A fuller plan for your audience, messaging, channels, campaigns, and measurement, with lost-deal interviews where needed. Scoped at the Field Report readout.
Guessing is expensive.Research is cheaper than being wrong.
Questions
Working with Fieldnote.
How do you turn research into strategy?
We compare what your customers value with what your marketing emphasizes and what competitors offer. Those findings guide the diagnosis, the first change we recommend, and your 30/60/90-day plan. You can see the evidence behind each recommendation.
How are engagements priced?
The Field Report starts at $3,000 for a fixed-fee, two-week engagement. Half is due at booking and half at the readout. The Demand Gen System starts at $5,000 for three to four weeks and is scoped separately when the research calls for it.
How much of our time does it take?
A kickoff, interviews with a few people on your team, and a one-hour readout over two weeks. We'll agree on participants and customer introductions at kickoff, so you know what we need from you.
Who executes the plan?
You do, your team does, or a partner we refer you to. We do not run campaigns, buy media, or sell retainers. The plan is written so the person running it can get to work without us in the room.
Who is Fieldnote for?
B2B founders and marketing leaders deciding which customers to focus on, how to reach them, or where to invest their next marketing dollar. The work gives you a researched plan to guide your team, your next hire, or an agency partner.
