About Us

We know technology and data make marketing better. But that’s only true if it was built for the purpose it’s being used for.

We are FunnelFuel. With decades of experience spanning agency, client, and publisher roles, we have attained a profound understanding of the advertising industry, its possibilities, and its unique challenges in B2B terms.

The various frustrations of our leaders with the status quo in digital advertising from the perspectives of both the client, agency, and publisher prompted us to ask the question.

“If we had the choice... and people + tech... where could we make a real difference for the B2B marketing industry?”

The world of B2B digital advertising was originally designed for the B2C landscape. The supply chain has evolved into a convoluted & inefficient network of transactions, resulting in high costs & lack of transparency.

Unsurprisingly many participants in B2B digital marketing are unaware of this reality because the system “works” superficially. Advertisers & suppliers tend to focus on managing exceptions or exploring new opportunities like Generative AI, neglecting the need for fundamental improvements.

However, we believe it’s crucial for the industry to prioritise enhancing this supply chain, given its significant share of B2B marketing expenditure, according to Gartner. Changes in technology, buyer behaviour & regulations are exposing the inadequacy of current processes…

Well, we’re changing that!

Founded in 2022, FunnelFuel is a B2B demand gen platform that specialises in data-driven advertising, audience analytics, & lead gen solutions. In an industry striving for personalisation & actionable insights, traditional tools often fall short—especially with the decline of cookies & the limitations of Google Analytics.

We empower modern marketers by providing a set of capabilities to identify, target, deliver & report on B2B digital advertising.

Our Vision

Future proofing B2B digital advertising & analytics in a cookieless world

Our Mission

B2B digital advertising & analytics technology for advertisers, agencies & publishers delivering increased control, transparency & insights for their customers

Our values

Transparency

In everything we do, planning, activation, data management, analytics & reporting, we’ll be transparent.

Change Catalysts

We constantly challenge the status quo for the benefit of the B2B marketing industry as a whole.

Accountability

We developed Funnel Fuel’s capabilities for you to have the authors on hand to tailor to your needs, not a predetermined methodology, framework or way of working.

No BS

We’ll call it as we see it, however uncomfortable that may be, for the benefit of our clients & the industry.

Speed

Yes, we’re small, but we pack a big punch as our team’s depth of knowledge & expertise ensures your digital marketing is agile & will allow you to pivot as well as scale.

Control

We’ll actively seek opportunities for advertisers, agencies & publishers to regain control of their own digital destiny — it’s what we set out to do from the outset.