Expert B2B technology marketing agency.

Active Ingredients has over 15 years of experience helping B2B technology companies stand out in crowded markets. We know how to use brand, web and content to generate higher quality leads and build deeper customer relationships to accelerate your growth.


YoY growth in Qlik’s organic search traffic for unbranded terms


Increase in Docusign’s lead conversion rate with new segmented buyer funnels

“Great talent all around, super dedication, and a true pleasure to work with. It really does feel like we’re on the same team.”

Peter Simonsen, Sr. Director Web Marketing & Strategy, Docusign

Creating persuasive journeys.

We get behind what makes your product or service irresistible to create persuasive journeys that move buyers forward – from first touch to close.

From friction to conversion

The real magic comes by diving deep into the data, using insight to continually optimize the friction between discovery, engagement, and purchase.

Core Capabilities

in B2B Technology Marketing

With a blend of sophisticated strategy, design, content and technology — and a proven, time-tested process — we create web experiences that attract and grow the right audiences and deliver a persuasive buyer’s journey designed to drive leads into and through your funnel.

  • UX and visual design

  • Copywriting

  • SEO

  • Conversion rate optimization

  • Personalization

  • Modular content management

  • Integration (MAS, CRM, Analytics, Data)

Your content marketing has a heavy load to lift. Compelling stories and resources supported by rich visual content must work in unison to help prospects understand your offer, build interest and trust, drive conversion and support ongoing nurturing efforts. We’re ready to start lifting.

  • Strategic content planning

  • (Digital) Storytelling & copywriting

  • Campaign microsites & landing pages

  • SEO-driven content development

  • Product videos

  • Presentations, ebooks, & infographics

Marketing Automation & Email Marketing

From complex MAS platform configuration and strategic ABM campaigns to focused landing page and email optimizations, our seasoned experts can architect the marketing solutions you need to drive your business goals. 

  • Platform Optimization (HubSpot, Pardot, Marketo)

  • Lead scoring and grading

  • Campaign automation

  • Campaign management and analytics

  • Landing page and email templates

  • Creative and copywriting

Conversion Rate Optimization (CRO)

Increasing the volume and quality of leads your website generates is a data-driven science. We use analytics to truly understand what moves your audiences to action, translating insights into offers, copy, design, and funnels that drive better results.

  • Quantitative analysis

  • Qualitative research

  • A/B and multivariate testing

  • Personalization

  • Targeted Campaigns

  • Offer and funnel optimization

Additional B2B Technology Capabilities

Brand Strategy

What makes your brand matter enough to change minds? What makes your voice memorable and resonant? We’ll help you get to the heart of what makes your brand connect, then sharpen your positioning, voice and stories to capture the heart of your community.

Visual and UX Design

We’re experts at creating modern, sophisticated design solutions that help your brand stand out. By deeply understanding your buyer’s journey and value prop, we create highly persuasive experiences that make it easy for your audience to learn, convert and deepen engagement.


Good copy emanates from a clear POV and gets to the heart of what you want to communicate. Our team of writers understand the unique art of crafting compelling B2B copy to drive action across digital.

Search Engine Optimization

Creating valuable, interesting content that moves your brand up in the search engine results is both an art and a science. Our writers understand all the nuances of creating SEO copy without compromise.

Product Videos and Animation

Video and animation is a powerful and compelling way to communicate the value of complex product offerings and brand stories. From script strategy to visual concepting to final execution, we’ll help you create highly polished, targeted pieces to move the needle.

Testing & Analytics

Testing reveals our work as it is, not what we hope it will be. It’s an important part of our strategy, and how we improve performance across the board. We’ll provide ongoing analysis of your digital programs to track progress and identify opportunities.