Valve+Meter Performance Marketing is a US-based performance marketing agency founded in 2017 and headquartered in Indianapolis, Indiana. Built by business and revenue leaders frustrated with traditional, activity-based marketing, the firm focuses on turning marketing from a cost center into a predictable growth engine. Its Math-Before-Marketing™ and ThinkFirst™ methodologies start with financial modeling, operational capacity, and sales goals before any channels or tactics are selected, ensuring campaigns are tied directly to revenue outcomes.
The agency offers an unusually broad mix of services under one roof, spanning outbound lead generation (including B2B appointment setting and cold calling), SEO, PPC and paid media, conversion-focused web design and development, content marketing, email marketing, creative services, and traditional media. For SDR and lead generation use cases, Valve+Meter runs in-house business development representatives (BDRs) who act as an extension of client sales teams, focusing on high-quality appointment setting, lead qualification, and pipeline management rather than raw lead volume.
Valve+Meter’s process emphasizes deep discovery, market and customer research, hypothesis-driven testing, and continuous optimization. The team mines client data, builds ideal buyer personas, develops multi-channel outbound and inbound programs, and uses analytics to prioritize the best-performing strategies. Their approach is designed to manage both the "valve" (flow of new business) and the "meter" (cost per increment of new business), so marketing investment is paced to a client’s sales and operational capacity.
Serving primarily small to mid-market B2B and service-driven companies—especially in home services, industrial and manufacturing, construction, professional services, SaaS, MSPs, and telecom—Valve+Meter positions itself between pure-play SDR shops and generalist digital agencies. With its 2024 acquisition of Pneuma Media, the agency has expanded its capabilities and scale while maintaining a strong emphasis on long-term partnerships, transparent reporting, and measurable ROMS (Return on Marketing Spend).
