Author: Tom Grainger | GTM Expert, Co-founder at advancedclient.io Published: October 2026 Category: demand-gen, growth Slug: directive-alternatives
Some tools linked in this article are partners we work with. This does not affect our recommendations.
If you are researching Directive Consulting, you have probably already worked out that they are one of the most established performance marketing agencies in B2B tech. Founded in 2014, headquartered in Irvine, California, with roughly 240 employees across six continents, Directive has worked with over 420 B2B brands and claims to have influenced more than $1 billion in client revenue.
Their model centres on paid media, SEO, and performance creative for SaaS and technology companies. They call it "Customer Generation", a methodology that prioritises pipeline and revenue attribution over vanity metrics like MQLs. Clients include ZoomInfo, Chili Piper, Sumo Logic, Adobe, Arctic Wolf, and TigerConnect.
So why would someone look for an alternative?
Three reasons come up consistently:
Pricing. Directive's retainers start at roughly $6,500 per month for their startup package and scale to $10,000 to $60,000+ per month for mid-market and enterprise scopes, plus a recommended ad spend minimum of $10,000 to $20,000 per month. For companies that are not yet spending at that level, the investment may not make sense.
Channel focus. Directive is a performance marketing agency at its core. If you need outbound sales development, signal-led prospecting, or GTM engineering alongside your paid media, Directive does not cover those channels. You would need a separate vendor or a different type of agency altogether.
US-centric delivery. While Directive has expanded globally, their roots and most of their case studies are US-focused. European and UK companies sometimes find that the cultural context, timezone overlap, and market knowledge are better served by agencies with a physical presence in their region.
This article profiles 10 agencies that cover overlapping ground with Directive. Some are direct competitors in performance marketing. Others take a fundamentally different approach to B2B pipeline generation. Each profile follows the same format: an at-a-glance table, what they do, evidence, strengths, considerations, pricing, and who they are best for.
Directive itself gets a reference profile at the end so you can compare apples to apples.
Quick Comparison Table
| Agency | HQ | Core Model | Starting Price | Key Channels | Best For |
|---|---|---|---|---|---|
| Advanced Client | London | Project-based, build-to-own | ~$30K project | Outbound + LinkedIn Ads | Signal-led GTM, full ownership |
| Understory | Miami (Remote) | Retainer, allbound | ~$8K/mo | Paid + Outbound + Content | Integrated allbound |
| Refine Labs | US (Remote) | Retainer, demand gen | ~$20K/mo | Paid + Content + Strategy | Demand creation strategy |
| Ironpaper | New York | Retainer, growth agency | ~$3K/mo | Inbound + ABM + Content | Mid-market lead gen |
| Powered by Search | Toronto | Retainer, B2B SaaS | ~$6K/mo | SEO + Paid + Content | Complex B2B sales cycles |
| New North | Frederick, MD | Retainer, points-based | ~$6K/mo | Content + Paid + Branding | B2B tech marketing |
| Gripped | London | Retainer, demand gen | ~£5K/mo | SEO + Paid + Content | UK SaaS demand gen |
| Wpromote | El Segundo, CA | Retainer, enterprise | ~$10K/mo | Full-channel performance | Enterprise multi-channel |
| Kalungi | Seattle | Retainer, full-service | ~$45K/mo | Full marketing function | Early-stage SaaS (fractional CMO) |
| Directive (reference) | Irvine, CA | Retainer, performance | ~$6.5K/mo | Paid + SEO + Creative | Enterprise B2B tech |
Decision Matrix: Which Alternative Fits Your Situation?
Before reading each profile, use this matrix to narrow the field based on what matters most to you.
If you want to own the infrastructure after the engagement: Advanced Client (build-to-own by day 120)
If you need outbound and paid media from one agency: Advanced Client (LinkedIn Ads + outbound), Understory (paid + trigger-based outbound)
If you want a pure demand generation strategy partner: Refine Labs (Demand Gen 2.0 methodology)
If you need a fractional CMO plus an execution team: Kalungi (T2D3 methodology, full marketing function)
If your budget is under $5K per month: Ironpaper (starting at $3K/mo)
If you want UK or European delivery: Advanced Client (London), Gripped (London)
If you are enterprise-scale and need multi-channel performance: Wpromote (700+ employees, full-channel)
If you want SEO and content as the primary growth lever: Powered by Search (specialist B2B SaaS SEO), New North (B2B tech content)
If you want a performance marketing agency similar to Directive but smaller: Ironpaper, New North, Powered by Search
If you want a fundamentally different approach to pipeline generation: Advanced Client (signal-led GTM engineering), Refine Labs (demand creation over demand capture)
1. Advanced Client
At a Glance
| Detail | Info |
|---|---|
| Founded | 2023 |
| HQ | London and Paris |
| Team | 2 principals (Tom Grainger, CEO; Louis Young, COO) |
| Model | Project-based, build-to-own |
| Starting price | $30K-$50K per project |
| Timeline | 120-day install with full handover |
| Clutch rating | 5.0 |
Full disclosure: Advanced Client is our agency. We have written this profile with the same structure as every other entry, including considerations.
What They Build
Advanced Client is a GTM engineering agency, not a performance marketing agency. That distinction matters when comparing against Directive, because the two firms solve different problems.
Directive runs paid media campaigns, SEO programmes, and performance creative on an ongoing retainer. You pay monthly, they manage the channels, and results persist as long as the relationship continues.
Advanced Client builds signal-led outbound and LinkedIn Ads systems over a fixed 120-day engagement, then hands everything over. You own the enrichment workflows, the signal models, the sending infrastructure, the ad accounts, and the reporting layer. The team steps back, and your internal team operates the system going forward.
The service covers two primary channels: LinkedIn Ads and outbound RevOps. What separates the approach from typical agency work is the emphasis on custom signal infrastructure. Rather than buying generic hiring or funding signals off the shelf, Advanced Client analyses a company's closed-won deals and sales call transcripts to identify the specific behavioural and firmographic patterns that predict pipeline. Those patterns become custom signal models that feed both the outbound sequences and the ad targeting.
If Directive is a managed performance marketing engine you rent, Advanced Client is a fixed-scope GTM system you keep.
Evidence
Advanced Client publishes named, quantified case studies with pipeline numbers attached:
- m3ter (usage-based billing SaaS, $35.7M raised): $4.6M pipeline created, $447K closed-won, 4.71x ROAS. CPL reduced from $5,171 to $334. m3ter was subsequently acquired by Salesforce.
- Studio X (design consultancy): $5.7M pipeline generated from zero outbound.
- Verifile (background screening): $312K revenue, 17 FTSE 100 meetings, 28 days to first results.
- RAIN Group (sales training): 15 custom signals installed, 7 tools consolidated, 12 weeks to build. 100% client-owned.
The firm has generated eight figures of pipeline across 30+ B2B brands.
Strengths
- Build-to-own model means you keep everything after day 120. No recurring dependency.
- Custom signal infrastructure built from your own sales data, not off-the-shelf intent feeds.
- Combines LinkedIn Ads and outbound in one coordinated system with shared signal layer.
- Founder-led delivery. Tom and Louis are on every account. No delegation to junior pods.
- Named case studies with hard pipeline numbers across multiple industries.
- Based in London with a Paris office. Useful for European and UK-focused campaigns.
Considerations
- Project-based pricing ($30K-$50K) means a higher upfront commitment than monthly retainers.
- Not a fit if you want someone to run campaigns indefinitely. The model is designed for handover.
- Small team of two principals. You get senior attention, but capacity is limited.
- No SEO, content marketing, or performance creative services. If you need those channels, you will need a separate vendor.
Pricing
$30K-$50K per project. Fixed scope, 120-day timeline. No monthly retainer after handover (optional advisory available).
Best For
B2B companies doing $1M+ in revenue (or venture-backed) that want to own their GTM infrastructure outright, need LinkedIn Ads and outbound working from the same signal layer, and want both founders of the agency on their account.
2. Understory
At a Glance
| Detail | Info |
|---|---|
| Founded | 2021 |
| HQ | Miami, FL (fully remote) |
| Team | ~34 people |
| Model | Retainer, allbound |
| Starting price | ~$8K/mo (single channel, seed-stage) |
| Minimum term | 3 months |
| Clay partner | Enterprise |
What They Do
Understory was founded by Alex Fine and Ali Yildirim. Their thesis is that paid media, outbound, and content only work when they feed each other. They call this "allbound": paid media across Google, Meta, Reddit, and LinkedIn; trigger-based outbound and GTM engineering built on Clay; founder and executive content on LinkedIn; creative and landing pages; and RevOps.
The agency is one of the first five certified Clay Enterprise Partners, which signals deep technical capability in data orchestration and enrichment workflows.
As a comparison with Directive: Understory covers a broader set of channels (including outbound, which Directive does not offer) but works primarily with SaaS companies at the Series A through growth stage. Directive focuses on larger enterprise tech brands and does not run outbound or GTM engineering.
Evidence
Understory has 18 named written testimonials, 13 client video case studies, and an Inc. 5000 ranking at number 140 for fastest-growing private companies in America. Notable clients include RB2B/Retention.com, Clay, Sonrai Security, Nylas, and Wiza.
Strengths
- True allbound model. Paid, outbound, content, and RevOps under one roof.
- Enterprise Clay partner with deep technical capability.
- Inc. 5000 ranking provides third-party validation.
- Flat-fee pricing model removes conflicts of interest on ad spend.
Considerations
- US-centric. No UK or European office.
- Best suited to post-PMF B2B SaaS. If you are pre-PMF or in a non-SaaS vertical, the fit may not be there.
- GTM engineering starts at $12K per month, which is a mid-market commitment.
- Allbound scope means you are buying multiple services. If you only need one channel, you may be paying for capabilities you do not use.
Pricing
Flat retainers per service. Single-channel starts at roughly $8K per month. GTM engineering starts at roughly $12K per month. Never a percentage of spend.
Best For
Post-PMF B2B SaaS companies (Series A through growth) that want paid, outbound, content, and RevOps coordinated under one agency rather than managing multiple vendors.
3. Refine Labs
At a Glance
| Detail | Info |
|---|---|
| Founded | 2019 |
| HQ | US, fully remote |
| Team | ~50 people |
| Model | Retainer, demand gen strategy + execution |
| Starting price | ~$20K/mo |
| Minimum term | Custom |
| Clutch rating | 4.9 |
What They Do
Refine Labs built its reputation on what they call "Demand Gen 2.0": the idea that B2B marketing should focus on creating demand through content, community, and brand rather than gating content and chasing MQLs. The firm runs paid media strategy, content programmes, and performance marketing with a heavy emphasis on strategic transformation of how companies think about demand generation.
Where Directive focuses on capturing existing demand through SEO and paid search, Refine Labs leans into creating new demand through organic and paid social, podcasts, and ungated content. These are fundamentally different philosophies.
Evidence
Refine Labs has worked with clients including Clari, Algolia, and Cognism. Clients have reported 50%+ pipeline growth on average. The firm publishes case studies through its media properties and client testimonials. They have a 4.9 rating on Clutch.
Strengths
- Deep strategic methodology that changes how marketing teams think about demand, not just how they execute campaigns.
- Strong content and thought leadership from the team (the Refine Labs podcast and community are industry reference points).
- Suited for companies that want to shift from lead generation to demand creation.
- Experienced with mid-market and enterprise B2B SaaS brands.
Considerations
- Starting price of $20K+ per month makes this a significant investment. Refine Labs recommends a minimum $25K per month marketing budget and $30M+ ARR.
- The demand creation approach requires patience. It is a longer-term play than direct-response performance marketing.
- No outbound or GTM engineering services.
- Not ideal for companies that need immediate short-cycle pipeline. The methodology is built for long-term brand and demand building.
Pricing
Full-service engagements start at approximately $20K per month, scaling to $31K+ per month for enterprise scope. One-time projects range from $12K to $35K.
Best For
Mid-market and enterprise B2B SaaS companies ($30M+ ARR) with established marketing budgets that want to transform their demand generation strategy from MQL-chasing to demand creation.
4. Ironpaper
At a Glance
| Detail | Info |
|---|---|
| Founded | 2003 |
| HQ | New York, NY |
| Team | ~70 people |
| Model | Retainer, B2B growth agency |
| Starting price | ~$3K/mo |
| Minimum term | Custom |
What They Do
Ironpaper is a long-standing B2B growth agency that blends inbound marketing, ABM, content marketing, and sales enablement to generate qualified leads and accelerate sales cycles. The firm has been operating for over 20 years, which gives it a depth of B2B marketing experience that newer agencies cannot match.
Their approach is less about flashy methodology and more about disciplined execution across the buyer's journey. They work with companies in SaaS, IoT, IT services, energy, fleet management, and recruiting, with a roughly 50/50 split between mid-market and enterprise clients.
Compared to Directive, Ironpaper is smaller and more hands-on, with lower entry pricing. They cover similar channels (content, paid, SEO) but with a heavier lean toward inbound and ABM rather than pure performance marketing.
Evidence
Ironpaper publishes case studies through their website, though specific named client revenue numbers are less prominent than at Directive or Advanced Client. The firm's 20+ year track record and 70-person team provide institutional credibility.
Strengths
- Lowest entry point on this list at roughly $3K per month.
- Over 20 years in B2B marketing. Deep institutional knowledge.
- Blended approach (inbound + ABM + content + sales enablement) covers the full buyer journey.
- New York headquarters with a US-focused team.
Considerations
- Evidence is less specific than agencies that publish named revenue figures. Look for case studies that match your industry and stage.
- The generalist B2B growth model covers a lot of ground but may lack the depth of a specialist (e.g., Directive for performance marketing, Advanced Client for signal-led outbound).
- No outbound or GTM engineering services.
- 20+ years means the agency has evolved through multiple marketing eras. Ask specifically about their current methodology and tooling.
Pricing
Engagements typically range from $3,000 to $15,000+ per month depending on scope and channel mix.
Best For
Mid-market B2B companies in technology-adjacent sectors that want a well-rounded growth agency covering inbound, ABM, and content at a moderate price point.
5. Powered by Search
At a Glance
| Detail | Info |
|---|---|
| Founded | 2009 |
| HQ | Toronto, Canada |
| Team | ~40 people |
| Model | Retainer, B2B SaaS specialist |
| Starting price | ~$6K/mo |
| Minimum term | Custom |
What They Do
Powered by Search is a B2B SaaS marketing and demand generation agency based in Toronto. They specialise in companies with complex, long sales cycles, the kind where a buyer might take 6 to 18 months from first touch to closed deal.
Their services span SEO, paid media, content marketing, and demand generation strategy. The agency has worked with over 200 B2B clients across SaaS, cybersecurity, fintech, healthtech, and industrial technology.
Compared to Directive, Powered by Search is smaller, more focused on the SaaS niche, and based in Canada rather than California. They cover similar channels (SEO, paid, content) but with a tighter focus on companies with genuinely complex sales processes.
Evidence
Powered by Search publishes case studies through their website and content hub, with a focus on SaaS companies in specialised verticals. They have served over 200 B2B clients.
Strengths
- Specialist focus on B2B SaaS with complex, long sales cycles.
- Over 15 years of agency experience.
- Toronto base provides a cost-effective alternative to US agencies with similar talent quality.
- Tiered pricing with clear entry points for different service levels.
Considerations
- Canadian headquarters. While many clients are US-based, timezone and market dynamics differ from a US or UK-based agency.
- No outbound, GTM engineering, or sales development services.
- The agency serves a broad SaaS audience. Ask for case studies specific to your vertical and company stage.
- Pricing for full implementation and promotion packages ($14K-$21K/mo) approaches Directive territory.
Pricing
Lead generation starts at $6K per month. Content consulting at $9K per month, implementation at $14.4K per month, and full promotion at $21.6K per month.
Best For
B2B SaaS companies with long, complex sales cycles that need an SEO and demand gen agency with deep SaaS expertise, particularly if you want a Canadian-based partner.
6. New North
At a Glance
| Detail | Info |
|---|---|
| Founded | 2008 |
| HQ | Frederick, MD |
| Team | ~20 people |
| Model | Retainer, points-based pricing |
| Starting price | ~$6K/mo |
| Minimum term | Custom |
| Clutch rating | 4.9 |
What They Do
New North is a tech marketing agency that develops and executes marketing plans for technology companies. Their services include branding, consultation, content marketing, paid media, and growth strategy.
The agency uses a points-based pricing system, which means clients buy a monthly allocation of "points" that can be applied to different services depending on what is needed in a given month. This provides flexibility for companies whose marketing needs shift quarter to quarter.
New North was acquired by Motion, a Virginia-based podcast and media agency, in 2023. This gives the combined entity broader media capabilities than New North had as a standalone firm.
Compared to Directive, New North is significantly smaller and more focused on mid-market tech companies rather than enterprise SaaS. The pricing is more accessible, and the points-based model offers flexibility that Directive's scoped retainer does not.
Evidence
New North holds a 4.9 rating on Clutch with consistent engagement reviews. The agency has been operating since 2008, giving it 18 years of B2B tech marketing experience.
Strengths
- Points-based pricing system provides flexibility to shift spend across channels month to month.
- 18 years in B2B tech marketing. Deep vertical knowledge.
- 4.9 Clutch rating indicates consistent client satisfaction.
- More accessible pricing than Directive, Refine Labs, or Kalungi.
Considerations
- Smaller team (~20 people). Less capacity for large, multi-channel engagements.
- Acquired by Motion in 2023. Ask how the integration has affected team structure and service delivery.
- Based in Frederick, Maryland. No international offices.
- No outbound or GTM engineering services.
- Public evidence of specific named client revenue results is limited. Ask for case studies in your vertical.
Pricing
Points-based system starting at approximately $6K per month. Hourly rates reported at $150-$199 per hour. Minimum project size of $50K+ for larger engagements.
Best For
Mid-market technology companies that want a flexible, points-based marketing engagement covering content, paid, and branding from an experienced B2B tech agency.
7. Gripped
At a Glance
| Detail | Info |
|---|---|
| Founded | 2017 |
| HQ | London, UK |
| Team | 2-10 per client engagement |
| Model | Retainer, demand gen |
| Starting price | ~£5K/mo |
| Minimum term | Custom |
| Clutch rating | 4.9 |
What They Do
Gripped is a London-based demand generation agency working almost exclusively with B2B SaaS, tech, and IT companies in the £2M to £50M ARR range. Their services cover inbound marketing, paid media, content marketing, SEO, and reporting.
Each client gets a dedicated team of 2 to 10 people depending on scope, covering strategy, content creation, paid media management, SEO, and reporting.
For buyers comparing Directive and Gripped: both are demand-focused agencies with performance-oriented reporting. The key differences are geography (Gripped is London-based, Directive is Irvine-based), company size (Gripped is smaller and more hands-on), and pricing (Gripped's entry point is lower).
Evidence
Gripped publishes named case studies:
- Crownpeak: £1.3M of new pipeline in a single quarter.
- Eficode: 252% increase in opportunity value from search ads.
Notable clients include Blackdot Solutions, Nexstor, and Nozzle. The agency holds a 4.9 rating on Clutch.
Strengths
- London-based. Strong option for UK and European companies that want timezone alignment and regional market knowledge.
- Named case studies with revenue and pipeline figures.
- Focused exclusively on B2B SaaS, tech, and IT. Not a generalist agency.
- 4.9 Clutch rating.
- Tiered pricing from £3.5K per month makes it accessible for earlier-stage companies.
Considerations
- UK-focused. If your primary market is the US, a US-based agency may have more relevant network and market knowledge.
- No outbound or GTM engineering services. This is a marketing agency, not a sales development partner.
- The £2M to £50M ARR sweet spot means very early-stage or very large companies may fall outside their ideal client profile.
- Smaller than Directive. If you need the scale of a 240-person agency, Gripped cannot match that.
Pricing
Strategic support from £3,500 per month. Single or dual-channel execution from £7,500 per month. Full demand generation from £15,000 per month. Most clients pay £8K-£12K per month.
Best For
UK-based B2B SaaS and tech companies in the £2M to £50M ARR range that want a London-headquartered demand generation agency covering SEO, paid, and content.
8. Wpromote
At a Glance
| Detail | Info |
|---|---|
| Founded | 2001 |
| HQ | El Segundo, CA |
| Team | ~700 people |
| Model | Retainer, enterprise performance |
| Starting price | ~$10K/mo |
| Minimum term | Custom |
What They Do
Wpromote is one of the largest independent performance marketing agencies in the US. Founded in 2001, the agency has grown from a paid search specialist into a full-channel performance marketing partner serving mid-market and enterprise brands across retail, ecommerce, financial services, B2B, travel, and healthcare.
Their B2B division runs search advertising, social media advertising, SEO, content marketing, creative, connected TV, and lifecycle marketing under a single engagement. The agency has roughly 700 employees, making it significantly larger than Directive.
Compared to Directive, Wpromote is broader (not B2B-only, though they have a dedicated B2B practice) and larger (700 vs. 240 employees). Directive is more specialised in B2B tech. If you want a performance agency that can handle B2B alongside other business lines, Wpromote has the scale. If you want B2B-specific methodology, Directive is more focused.
Evidence
Wpromote works with well-known brands across multiple sectors. Their scale and longevity (25 years) provide institutional credibility. The agency publishes case studies through their website.
Strengths
- Scale. 700+ employees across every major marketing channel.
- 25 years in business. One of the longest-operating agencies on this list.
- Full-channel capability: search, social, SEO, content, creative, CTV, lifecycle. Everything under one roof.
- Dedicated B2B practice within a larger agency structure.
Considerations
- Not B2B-only. The agency serves retail, ecommerce, and other verticals. Ask specifically about their B2B team, case studies, and account leads.
- Large agency dynamics. You may not get founder or senior leader attention on your account.
- Minimum media spend typically $50K+ per month for enterprise clients. This is a high-commitment engagement.
- No outbound, GTM engineering, or sales development services.
- Pricing is not publicly available. Expect enterprise-level investment.
Pricing
Retainers start at approximately $10K-$25K per month depending on channel mix and budget under management. Enterprise clients typically spend $50K+ per month in media on top of agency fees.
Best For
Enterprise and mid-market B2B companies with significant marketing budgets ($50K+ per month in media spend) that want a single, large-scale performance marketing partner across all paid and organic channels.
9. Kalungi
At a Glance
| Detail | Info |
|---|---|
| Founded | 2018 |
| HQ | Seattle, WA |
| Team | Full marketing function per client |
| Model | Retainer, fractional CMO + execution |
| Starting price | ~$45K/mo |
| Minimum term | Custom |
What They Do
Kalungi offers a fundamentally different model from Directive. Rather than running specific marketing channels on your behalf, Kalungi provides a fractional CMO plus an execution team that acts as your entire marketing department.
The firm uses what they call the T2D3 methodology (Triple, Triple, Double, Double, Triple), a growth framework designed for early-stage B2B SaaS companies scaling from initial traction to significant ARR. The fractional CMO leads strategy, and the team underneath handles content, paid, SEO, email, design, and operations.
This is the right comparison if you are not looking for a channel-specific agency (like Directive for performance marketing or Advanced Client for outbound) but rather an outsourced marketing function to handle everything while you build an internal team.
Evidence
Kalungi has worked with over 100 B2B SaaS companies. Their most detailed public case study is CPGvision: $4.7M in pipeline with 533% SEO growth. The agency publishes extensively on their T2D3 methodology.
Strengths
- Full marketing function in a box. Fractional CMO, strategy, and execution all included.
- T2D3 methodology provides a structured growth framework.
- 100+ B2B SaaS clients served.
- Named case study with $4.7M pipeline result.
- Suited for companies that do not have a VP Marketing or CMO yet.
Considerations
- $45K per month starting price is the highest on this list. This is an entire marketing department, not a single channel.
- Best for early-stage B2B SaaS companies that have not built an internal marketing team. If you already have a marketing team, this model overlaps with your existing headcount.
- Seattle-based. No international offices.
- The fractional CMO model means you eventually need to hire your own marketing leader and transition away from Kalungi.
- Heavy SaaS focus. If you are not a B2B SaaS company, the T2D3 methodology may not apply.
Pricing
Full-service engagements start at $45,000 per month. Pricing reflects the scope: this is a fractional CMO plus an execution team, not a single-channel retainer.
Best For
Early-stage B2B SaaS companies (pre-Series B) that do not have a marketing team or CMO and want to outsource the entire marketing function while they scale, with a structured growth methodology underneath.
10. Directive Consulting (Reference Profile)
At a Glance
| Detail | Info |
|---|---|
| Founded | 2014 |
| HQ | Irvine, CA |
| Team | ~240 people |
| Model | Retainer, performance marketing |
| Starting price | ~$6.5K/mo (startup package) |
| Minimum term | 6-12 months (enterprise) |
| Clutch rating | 4.8 (56 reviews) |
What They Do
Directive is a performance marketing agency focused exclusively on B2B tech and SaaS. Their "Customer Generation" methodology prioritises pipeline and revenue attribution over traditional lead metrics. Services include paid media (search, social, display), SEO, performance creative, video, and marketing operations.
The agency has worked with over 420 B2B brands and has offices in Irvine, California, with employees across six continents. Their client list includes ZoomInfo, Chili Piper, Sumo Logic, Adobe, and Arctic Wolf.
Evidence
Directive publishes named case studies:
- Arctic Wolf: 59% increase in pipeline QoQ, 109% increase in closed-won revenue QoQ, 300% growth in digital ROI.
- TigerConnect: 31% increase in paid leads QoQ, 71% decrease in CPA.
- DBT: Exceeded growth goals by nearly 2x with first paid media campaign.
- Growlink: 32 opportunities and 23 customers from cold leads.
The firm claims to have influenced $1B+ in client revenue across 420+ brands.
Strengths
- Scale and track record. 420+ clients, 240+ employees, 12 years in business.
- B2B tech specialist. Everything is built for SaaS and technology companies.
- Named case studies with revenue impact numbers.
- 4.8 Clutch rating across 56 verified reviews.
- "Customer Generation" methodology provides a structured, pipeline-first framework.
- Global talent with employees across six continents.
Considerations
- No outbound, GTM engineering, or sales development. Directive is a marketing agency, not a pipeline generation partner.
- Pricing for enterprise engagements ($10K-$60K/mo plus media spend) represents a significant investment.
- US-centric case studies and market expertise. European and UK companies may find the cultural fit imperfect.
- At 240 people, you are unlikely to work with senior leadership on your account unless you are a top-tier client.
- 6-12 month minimum terms for enterprise scope mean a multi-quarter commitment upfront.
Pricing
Startup package at $6,500 per month with no annual contract. Mid-market and enterprise retainers range from $10,000 to $60,000+ per month. Recommended ad spend minimum of $10,000-$20,000 per month on top of agency fees.
Best For
Mid-market and enterprise B2B tech and SaaS companies with established marketing budgets that want a dedicated performance marketing agency focused on paid media, SEO, and creative with revenue-first attribution.
Decision Matrix: By Budget
| Monthly Budget | Best Fit Agencies |
|---|---|
| Under $5K/mo | Ironpaper |
| $5K-$10K/mo | Powered by Search, New North, Gripped, Directive (startup) |
| $10K-$25K/mo | Understory, Refine Labs, Directive (mid-market), Wpromote |
| $25K-$50K/mo | Advanced Client (project), Kalungi, Directive (enterprise), Wpromote |
| $50K+/mo | Kalungi, Wpromote, Directive (enterprise) |
Decision Matrix: By Channel Need
| Primary Channel Need | Best Fit Agencies |
|---|---|
| Paid media (search + social) | Directive, Wpromote, Refine Labs |
| SEO + content | Powered by Search, Gripped, Ironpaper, Directive |
| Outbound + LinkedIn Ads | Advanced Client |
| Outbound + paid (allbound) | Understory |
| Full marketing function | Kalungi |
| Content + branding | New North |
Decision Matrix: By Company Stage
| Company Stage | Best Fit Agencies |
|---|---|
| Pre-revenue / Seed | Ironpaper, New North |
| Series A-B ($1M-$10M ARR) | Advanced Client, Understory, Gripped, Powered by Search |
| Series B-C ($10M-$50M ARR) | Directive, Refine Labs, Understory, Powered by Search |
| Enterprise ($50M+ ARR) | Directive, Wpromote, Refine Labs |
| Pre-CMO (no marketing team) | Kalungi |