Our INTELLIGENCE
A deeper understanding of buyer motivations is the key to unlocking growth. Give your teams that — and the deals that used to stall begin to close, with the buyers who become your champions, renew, and bring you referrals.
MEET CIRCLE & SQUARE
Every GTM team sees the deal from the inside out. We bring the outside in — the read on your buyer you can't get from where you're standing. We uncover why your buyers are stalling, and build the means to get them unstuck.
Not decks. Not more dashboards. The one thing all that data can't hand you: a true understanding of your buyer.
94% of B2B buyers research with AI (Forrester). 69% change their pick based on what it tells them (G2).
A typical B2B decision now runs through 13 internal stakeholders, plus 9 outside influencers (Forrester, 2026).
40–60% of qualified deals are lost to no decision, not to a rival (The JOLT Effect).
That's not opinion — it's behavioral science. While most agencies optimize for clicks and conversions, we design for the psychology of commitment.
We apply neuroscience, behavioral psychology, and decision science to every moment of the buyer journey. Not as a methodology we borrowed. As the lens through which we see every problem.
B2B decisions are made emotionally, then justified rationally. We design for the hidden narrative — the one that actually drives commitment.
The rational layer is where deals get stuck — too much risk, too little clarity. We design the logic that makes yes feel inevitable and safe.
Our people have spent entire careers doing exactly that — behavioral scientists, decision strategists, and designers, a mix you won't find under one roof anywhere else. We've sat in every seat that decides a deal: the Fortune 100 boardroom, the PE-backed pressure cooker, the in-house team watching a "sure thing" go quiet.
We build the proprietary tools that read how a buyer actually decides — and we're a little obsessed with the one question your dashboards can't answer: why do people really say yes?
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Not testimonials. Every result below started the same way — we found the reason why buyers were hesitating, and removed it.
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The question buyers were actually asking, found and answered.
8,143 leads · 1.1% → 4% conversion · 86% lower CPL
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Chris England
VP, Customer Experience
An identity tested against every alternative — and chosen on evidence, not opinion.
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Barbara Goose
CMO, Rocket Software
A repositioning that pulled the right buyers back in.
+55% engagement · +30% traffic · +22% lead conversion
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Lynda Cloud
CEO, Institute for Integrative Nutrition
A launched product, shaped around how its buyers actually decide.
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Swati Bairathi
CEO, Peppercorn Solutions
A category repositioning — with the brand and content rebuilt around it.
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Addie Swartz
CEO, reacHIRE · Forbes 50 Over 50
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PE-backed B2B tech, where the gap between pipeline and revenue is a buyer problem — not a product one.
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It's everyone's right now. Your powerhouse AEO tool is only as good as where you aim it — and we keep seeing it pointed at the wrong zone. The tool says you're visible; your buyers say "who?"
Where buyers actually decide is rarely where marketing shows up. We'll find out where yours are.
No cost, no pitch. A handful each quarter.
Something else — and the difference matters. We're not sales trainers, not process engineers, not organizational coaches. Those firms all work on your side of the deal — your team, your process, your execution. We look where others don't: at your buyers. We find why deals stall — the fear, the hidden stakeholders, the risk nobody voices — and then build the tools your GTM teams use to get your buyers to yes. Not a deck. Built, tested things your buyers actually touch.
CMOs and revenue leaders at PE-backed, mid-enterprise B2B tech companies with complex committee sales — usually at the moment strong pipeline stops converting: deals stalling mid-cycle, hidden stakeholders surfacing late, champions who can't carry the room alone.
Yes — but we don't sell you a buyer-enablement tool. You know sales enablement: arming your reps to sell. Buyer enablement is the flip side: helping your buyer actually buy. We find why your specific buyers stall, then build the exact proof, business case, and champion materials that get them to yes. Strategic partner, not software.
The problem clients bring us is usually not the problem. A website refresh polishes the surface; we work upstream — the category you're seen in, the language your buyers decide in, the proof your champions need. Then we build the assets, website included, from that foundation. Same deliverables, different order, very different results.
No. Your agencies and tools tell you what is happening; we find the why and tell them what to aim at. We sit on top of your stack and alongside your partners — most of our work makes their work land better.
Small and specific: a fixed-scope, four-week deep dive into one product or solution area — a buyer-psychology study, buyer-language mining, an AI-answer baseline, and something built, not just a readout. From there, the work expands where it's earning its keep. We're not measured by decks delivered or hours logged — we're measured by whether your buyers actually move.
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