Garlic Marketing B2b

What Garlic Marketing B2b does

Garlic Marketing B2B, S.L.U. (operating as Garlic B2B) is a Madrid-based B2B marketing consultancy and agency founded in 2011, registered as a single-member private limited company (S.L.U., NIF B86221868). The firm specializes in advising and providing marketing services exclusively to companies that sell to other businesses or professionals, positioning itself as the first Spanish agency focused on the B2B segment. Its stated thesis is that professional purchasing decisions differ fundamentally from personal ones, requiring specialized expertise in reaching decision-makers such as CFOs, purchasing directors, HR directors, CEOs, freelancers, liberal professionals, and hospital managers.

The company's service portfolio spans strategic and activation services, with core offerings including Account Based Marketing (ABM), Road2Market, Partnership programs, GEO/AEO (Generative and Answer Engine Optimization), and Webmining. Supporting services include Competitive Intelligence, Product Development, Customer Experience design, lead generation and nurturing campaigns, Database Marketing, Internal Marketing, and Research Services. Its core technology revolves around data-driven B2B marketing using webmining/scraping techniques to extract and enrich prospect databases, combined with content marketing and AI-assisted search optimization.

Garlic B2B operates a sales-led go-to-market model targeting enterprise and mid-market B2B companies in Spain and selectively internationally. Revenue is generated through custom, quote-based professional services engagements (project-based or retainer arrangements), with no publicly disclosed pricing. The firm cites 50+ enterprise clients including Adobe, Repsol, Bankinter, Ibercaja, Kyndryl, Carrier, Moeve, ESIC, and Cicae. Beyond client work, the company co-founded and coordinates the B2B Marketing Committee of the Spanish Marketing Association (MKT) alongside LaFede, producing annual B2B Marketing Hot Trends research reports and exclusive industry events. Ownership is founder/partner-led, with Alberto Pastor as Founder and Consulting Director and Arturo García Berzosa as Partner and B2B Team Leader; no external funding rounds have been disclosed.

Name

Garlic Marketing B2b

Legal name

GARLIC MARKETING B2B, S.L.U.

Website

https://garlicb2b.es

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Garlic Marketing B2B is a Madrid-based B2B marketing consultancy and agency, founded in 2011, that specializes in strategy, ABM, lead generation, and webmining services for enterprise and mid-market companies selling to other businesses, primarily in Spain.

Ownership category

akta.pro rank

Product category

B2B Marketing Services

NAICS

Direct Mail Advertising (54186)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), B2B / Industrial Market Research (MPAAALAA)

Keywords

• B2B marketing services
• Marketing consultancy
• Account based marketing
• Lead generation campaigns
• Competitive intelligence

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. B2B Marketing Consultancy and Agency Services: Garlic B2B provides specialized B2B marketing advisory and agency services to companies selling to other businesses or professionals. Services include strategic consulting, marketing activation, lead generation campaigns, ABM programs, and database marketing. Revenue is generated through professional services engagements, likely project-based or retainer arrangements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Garlic B2B is a Spanish B2B marketing consultancy and agency that advises and delivers marketing services to companies selling to other businesses or professionals. The firm provides strategy services (Competitive Intelligence, Product Development, CX/Road2Market, Partnership) and activation services (ABM programs, multi-channel lead generation, lead nurturing, database marketing, internal marketing, research services), supported by proprietary Webmining data extraction and emerging GEO/AEO optimization for AI-driven search.

Product overview

Garlic B2B is a B2B marketing consultancy and agency offering a portfolio of specialized services. Their core offerings include Account Based Marketing (ABM), Road2Market, Partnership programs, GEO/AEO (Generative/Answer Engine Optimization), and Webmining. Supporting services include Competitive Intelligence, Product Development, CX, Lead Generation Campaigns, Lead Nurturing Programs, Database Marketing, Internal Marketing, and Research Services. The agency also publishes the annual B2B Marketing Hot Trends research report through their B2B Marketing Committee.

Differentiator

Problem solved

Functional benefit

Products and services

• Account Based Marketing (ABM) ABM programs designed to identify and engage key B2B accounts with personalized, multi-touch campaigns, sold to enterprise and mid-market B2B companies seeking large opportunities.
• Road2Market End-to-end service for launching a new product, service, line of business, or entering a new market, covering idea validation through to market entry strategy for B2B companies.
• Partnership Programs Strategic and tactical co-marketing programs to identify, define, and manage business alliances and partnerships for B2B companies seeking growth through partner channels.
• GEO y AEO (Generative Engine Optimization and Answer Engine Optimization) Optimization services for AI-driven search environments that improve brand visibility in generative and answer-engine responses (e.g., ChatGPT), sold to B2B companies adapting to AI search.
• Webmining Data extraction service using web scraping techniques to create or enrich B2B prospect databases from publicly available web data, sold to B2B companies needing improved lead data quality.
• Competitive Intelligence (Inteligencia Competitiva) Strategic competitive intelligence service that provides value-added information about competitors and market positioning to support B2B strategic decisions.
• Product Development (Desarrollo de Producto) Product strategy and differentiation service covering the path from customer and market insights to differentiated product positioning for B2B offerings.
• Customer Experience (CX) Customer experience service that defines and maps the B2B Customer Journey and recommends improvements to customer interactions across touchpoints.
• Lead Generation Campaigns (Campañas de generación de Leads) Multi-channel lead generation campaigns with CPM, CPL, and CPA pricing models, sold to B2B companies seeking pipeline growth.
• Lead Nurturing Programs (Programas de Lead Nurturing) Lead nurturing programs designed to feed B2B sales pipelines with qualified opportunities through automated and personalized follow-up.
• Database Marketing Database marketing service covering management, exploitation, and enrichment of B2B customer and prospect databases for more effective targeting and activation.
• Internal Marketing (Marketing Interno) Internal marketing campaign service that aligns and motivates client organizations (e.g., internal awareness and engagement campaigns) to improve overall business performance.
• Research Services (Servicios de Estudio) Research and production services for B2B clients including study design, interactive audiovisual production, offline production, and expert panel moderation.
• B2B Marketing Hot Trends (Annual Research Report) Annual B2B marketing research report covering trends, budgets, and priorities, published by the B2B Marketing Committee of MKT (prepared by Garlic B2B with Adobe sponsorship), available to AMKT members and the B2B marketing community.

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Asociación Española de Marketing (MKT)coreStrategic or Co-development Partner · 1 January 2020Garlic B2B co-founded the B2B Marketing Committee (Comité de Marketing B2B) with the Spanish Marketing Association (MKT) and LaFede in early 2020. This committee serves as a forum for B2B marketing professionals, advertisers, and service companies. Activities include seminars, market research, workshops, and networking events. Garlic B2B participates in organizing and presenting studies such as the annual Marketing Hot Trends report.
• LaFedecoreStrategic or Co-development PartnerCo-founded the B2B Marketing Committee together with MKT and LaFede. LaFede is a federation of marketing associations that collaborates on B2B marketing initiatives and events.
• AdobeminorGTM or Marketing PartnerAdobe sponsors the B2B Marketing Committee events and Marketing Hot Trends studies. Collaborates on joint presentations about marketing automation, e-commerce in B2B, and digital marketing trends.
• LinkedInminorGTM or Marketing PartnerLinkedIn participates in B2B Marketing Committee events as a speaker and presenter, discussing topics such as B2B influence, sales prospecting tools, and ABM strategies on the platform.
• Fundación PONSminorGTM or Marketing PartnerHosts B2B Marketing Committee events at their venue in Madrid (Calle Serrano, 138), providing the location for presentations of Marketing Hot Trends studies.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Velocity Partners: UK-based B2B marketing agency specializing in ABM and content for technology companies. Closely comparable to Garlic B2B in ABM-led, B2B-specialist positioning and project/retainer engagement model.
• Stein IAS: Global B2B creative marketing agency with strong ABM and relationship-marketing focus. Peer because it competes for the same B2B enterprise marketing budgets across strategy + activation, much like Garlic B2B's integrated ABM + lead gen + database marketing stack.
• Cyberclick: Spanish digital marketing agency focused on B2B lead generation and performance marketing with CPM/CPL/CPA models. Direct competitor in the Spanish B2B demand-generation and lead-nurturing space that Garlic B2B also serves.
• InboundCycle: Barcelona-based B2B inbound marketing and marketing automation agency, HubSpot Diamond partner. Directly comparable to Garlic B2B as a Spanish B2B-specialist agency offering strategy, automation, lead nurturing, and content services.
• gyro (Stagwell): Global B2B marketing agency under Stagwell, with deep ABM and relationship marketing practice. Comparable offering to Garlic B2B in B2B/ABM specialization, but operating at significantly larger scale.

Broad incumbents

• Ogilvy: Global advertising network with a dedicated Ogilvy B2B practice serving many of the same types of enterprise clients (Adobe, large banks, energy majors) as Garlic B2B. Broader incumbent that competes on overall B2B enterprise mandates rather than niche focus.
• Deloitte Digital: Global consultancy's digital and marketing practice with end-to-end B2B marketing transformation capabilities. Overlaps with Garlic B2B at the strategy + activation intersection for large enterprise clients.
• Accenture Song: Global marketing services arm of Accenture, formed in part via the acquisition of Spain-based Definition 6 (B2B agency). Competes for the same enterprise B2B transformation mandates from banks, energy, and tech clients visible in Garlic B2B's portfolio.

Emerging players

• Demandbase: AI-driven B2B ABM platform offering both SaaS technology and managed services. Comparable as a specialist in B2B/ABM and increasingly GEO/AEO, but anchored in software rather than agency services — partially overlaps Garlic B2B's emerging AI-driven B2B offerings.

Regional players

• Walker Sands: US-based B2B marketing and PR agency with ABM, content, and demand-gen capabilities for tech, professional services, and industrials. Comparable in service mix and B2B focus, but serves North America rather than Iberia.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/garlic-b2b

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Garlic Marketing B2b