How Nexo works, from assessment to optimizing for sales
- Assess the whole funnel, not just the media. Before touching any campaign, measure where revenue is being lost: not enough leads, leads that arrive and aren't answered in time, or leads that are answered and don't close. If the bottleneck is conversion, more budget only increases the waste — and the assessment shows that before any proposal.
- Write down what a qualified lead is. A criterion agreed between the people who generate leads and the people who sell: company profile, need, buying timeline. It's the same criterion the campaign targets, qualification applies and the CRM records — without it, marketing and sales argue about lead quality with no way to settle it.
- Instrument the journey before investing. Source parameters captured at entry, preserved throughout the conversation — including when it happens on WhatsApp — and saved on the CRM opportunity. Without this layer, there's no way to say which campaign turned into a sale, only which one generated a form fill.
- Plan and run acquisition. Paid media, landing pages and offers designed for the customer profile and the qualification criterion, with the post-click path planned alongside: where the lead goes, who replies and how fast.
- Agree on the marketing–sales handoff. Time to first contact, number of attempts, when the lead goes back to nurturing and how the rep reports the disqualification reason. That agreement — the SLA between marketing and sales — is what keeps paid leads from going cold in the queue.
- Measure and optimize for sales. Revenue and customer acquisition cost by campaign and channel, calculated on closed customers, with sales conversions sent back to the ad platforms so the algorithm learns to find people who buy — not people who fill in forms.
What B2B marketing is, and why it should be tied to sales
B2B marketing is marketing by companies that sell to other companies. The purchase usually involves more than one person, takes longer to decide and almost always goes through a sales conversation between first interest and the order. That's why the lead isn't the end of the work: it's the start of the part that decides revenue.
When marketing and sales run separately, each side optimizes its own metric. Marketing delivers volume and cost per lead, sales complains about quality, and nobody can say how much revenue each campaign brought in. Tied to sales, marketing answers the same question sales does: how much did we sell, and where did it come from.
What Nexo does in B2B marketing
The work covers acquisition and how it connects to sales. Each item below exists so the lead arrives logged and is worked until it closes:
- Paid media: planning and running campaigns, with budget guided by sales, not lead volume
- Landing pages: conversion pages built for the customer profile and the qualification criterion, with the path to a conversation already mapped out
- End-to-end tracking: source captured at the click and preserved through to the close, including when the conversation happens on WhatsApp
- Media–CRM integration: every lead enters the funnel with its campaign, ad and source channel recorded
- Qualification: a written criterion, applied by a person or an AI agent, before the lead reaches a rep
- Marketing–sales SLA: time to first contact, number of attempts and reporting of disqualification reasons
- Measuring in sales: revenue and acquisition cost by campaign and channel, with real conversions sent back to the ad platforms
Where AI fits into marketing
Nexo also implements AI inside this operation: content and SEO produced with AI and reviewed before publishing, GEO so the company shows up in answers from ChatGPT, Gemini and Google's AI Overviews, creative variations for testing and personalized nurturing through the CRM. The yardstick stays the same: what counts is the sale each piece brought in.
The details are on the AI for marketing page and on the GEO page, which covers optimization for AI-powered search engines.
Lead generation that ends in a sale
Lead generation is the work of attracting companies with the right profile and getting them to raise their hand. The common mistake is stopping there: the paid lead lands in a spreadsheet, an inbox or a rep's phone, and disappears. In companies that sell over WhatsApp this happens on day one — the conversation starts outside any system and the source gets lost along the way.
That's why Nexo handles lead generation together with customer service. The lead reaches the CRM with its source recorded, the first reply has a deadline, and CRPRO — the AI CRM for WhatsApp that Nexo builds — can reply, qualify and book meetings within the company's rules. Companies already using another CRM don't need to switch: the integration is evaluated in the assessment.
Paid media management: part of the operation, not a separate silo
Paid media management is running paid campaigns: account structure, audiences, creative, budget and bids. At Nexo it's one part of the service, not the whole service. The difference is in what the campaign gets back: when the platform only sees the submitted form, it learns to find people who fill in forms; when it receives the sale event, it learns to find people who buy.
If the company already has an agency or a media buyer, the media can stay with them. In that setup, Nexo instruments the path from click to cash and handles what happens after the lead arrives — qualification, funnel, follow-up and measurement.
How it differs from a traditional marketing agency
It's not a question of better or worse: they're different scopes. A good agency is the right choice when the sales operation already works and what's missing is top-of-funnel volume. Marketing integrated with sales makes sense when the problem crosses the line between the two — leads come in, but nobody knows what happens to them afterward.
| Criterion | Traditional marketing agency | Marketing integrated with sales |
|---|---|---|
| Where the work ends | When the lead is handed to sales | At the close, or at disqualification with a recorded reason |
| How results are measured | Lead volume, cost per lead, reach | Sales, revenue and acquisition cost by campaign and channel |
| Relationship with the CRM | Usually has no access to it | The lead enters the CRM with its source; the sale flows back to the media |
| What happens after the click | The client's sales team's responsibility | Designed together: customer service, response time and qualification |
| When it's the best choice | A mature sales operation that needs more demand | When nobody knows which campaign drives sales, or leads go cold before reaching a rep |
Marketing consulting or marketing operations?
Marketing consulting usually delivers an assessment and a plan: positioning, channels, budget, calendar. It's useful when the company has someone to execute. The risk is that the plan stops at the border with sales, because whoever runs the media can't see the CRM and whoever sells can't see the campaign.
Nexo starts with an assessment, like a consulting firm, and continues into operations: it plans, runs acquisition and is accountable for the connection with sales. The recommendation and the execution stay with the same team, which takes the question of whose fault it is off the table when a lead doesn't turn into a sale.
Who it's for — and who it isn't for
The shape of the sale matters more than the size of the company. Nexo's client base is concentrated in small and midsize retail and service businesses that sell over WhatsApp — furniture chains, building-supply stores, funeral homes and trade associations — and that's the kind of operation where the link between media and sales tends to be most broken.
- Makes sense: a company that invests in media, or wants to, and doesn't know what turned into a sale
- Makes sense: sales that depend on a conversation before the order, almost always on WhatsApp
- Makes sense: marketing and sales argue about lead quality with no data to settle it
- Makes sense: paid leads that go cold in the queue because nobody has a deadline to reply
- Doesn't make sense: anyone looking only for lead or follower volume, without a team or process to handle it — new budget just amplifies the waste
- Doesn't make sense: anyone who wants social media management, content production or branding disconnected from a sales goal — Nexo doesn't do marketing in isolation
Based in Porto Alegre, serving clients remotely
Nexo is based in Porto Alegre, Brazil, and serves companies across Brazil and Latin America. The work is remote — assessment, media operations, integrations and ongoing support happen in online meetings and inside the tools themselves — with in-person meetings when the project justifies it.