How I work with B2B businesses as a Fractional CMO

You know you need some marketing structure and processes but can’t get past thinking I don’t know how that works practically. You may even know a bit about how marketing works but know you don’t have the time to do it properly. Your growth is slowing and you know that you need to get in front of your audience.

These are all points where founders and business leaders realise that what they need is marketing. However, more often than not what they can usually only afford is a junior marketer executing enthusiastically across a couple of channels. Sure, the social channels are going to look great but what’s the strategy, the plan, the targets and the audience that you’re trying to target?

That’s where a Fractional CMO can help plug the gap and get you started properly.

What is a Fractional CMO?

I get asked this question every single week, and despite the influencers saying that all businesses get what this is, they don’t. And that’s OK. There’s no silly questions here in this space.

A Fractional CMO is a senior marketer that works with a business for a number of hours or days a month in order to get key strategic decisions and processes set up, without the cost of a six-figure full time hire. 

Essentially what you are investing in is senior oversight and systems builders first before you hire the full time team to execute.

The usual timeline of a Fractional CMO is between 6-12 months with some I’ve spoken to having projects and engagements that have lasted more than two years.

Where a Fractional CMO can solve issues in your business

The most common question I will get asked on a discovery call is how I can get more leads into a business. But the low lead volume is usually just a symptom of something lurking deep within the business and that’s the issue that will need solving.

It’s nearly always a combination of audience, messaging and process issues and these will always become apparent as we talk through who you’re targeting, with what message and how you’re attracting them.

Very simple to diagnose and fix, if you know where you’re looking and what you’re looking for. Most founders are usually too close to the issue to see what the problem is but with the help of the experts, those strategic problems causing the conversion issues can be solved.

The structure I work towards as a Fractional CMO

I work with small B2B and SaaS businesses with less than 10 people to properly set up the key pillars of the marketing strategy, plan, processes, and building the execution engine. I also (if required) build out the internal team to carry on the execution and start to grow the business.

This is the size of business that enables me to really get into the weeds of the overall vision, running and goals with the founder/CEO and to see what’s working and what’s not working. And while I’ll be kind (after all, this is your hard work) I’m not going to sugar coat it either.

We’ll then work together to properly refine your audience and ICP, get your messaging components into a framework, define your tone of voice, and then start mapping your audience and channels.

Once the strategy is in place I’ll start testing and experimenting with channels, start to build the execution engines and then refine when we get the results though.

Depending on the level of support you need we will partner up to achieve your goals for anywhere between 6-12 months.

How I work as a Fractional CMO

I hate marketing jargon nearly as much as you do, so you’ll always get an explanation in actual English, without any of the added acronyms. Additionally, those influencer frameworks you see all over LinkedIn? 90% of those are complete BS, so you’ll never hear any of those suggestions for me.

I’ve worked in B2B marketing for 18 years, so I’ve seen and experienced nearly every fad and trend you can think of, and you know what works best? Yep, nailing the basics and growing with simple, measurable and repeatable experiments and campaigns.

As an ex-corporate millennial, you’d better believe that I’m beavering away in the background to scope, communicating like my life depends on it and sharing all learnings. Talking of learning, I love learning new things, so if there’s something that needs to be explored, I’m already all over it. If there’s a new trend emerging, I’ve already figured out if it’s worth it or not.

Most importantly, I care about results, so I’m driven to do the things that actually work.

I guess, also more importantly, I don’t take myself too seriously, meaning I’m not all about business when catching up - I do love a chat.

Clients I love working with as a Fractional CMO

The sweet spot is a founder or CEO that understands that marketing done properly can have a great impact, has lots of ideas, but needs help building the structure.

These clients get that they’re not a marketing expert but understand how it works, so let me work my magic in the background and isn’t afraid to ask questions.

Think you’ve got a little bit of chaotic energy? We’ll get on just fine.

Have a bold idea that you want to see come to life? Yes, let’s do it

Not sure where to begin or what it is that you actually need? Get in touch and let’s work it out

Need a Fractional CMO?

Get in touch either by filling out the form or booking a slot into my calendar using the calendly link. We can then work out what it is that you need and how we can work together.