Marketing leadership for B2B services.
B2B services firms win by owning something. I help services leaders build marketing that positions you as the specialist in your space—own your expertise, own your market—and prove it through work, not words.
Why B2B services firms marketing is different
Niche Ownership Over Broad Positioning
Proof Through Work Over Promises
Differentiation Through Depth Over Coverage
Three areas of focus.
Building Authority & Visibility
B2B services firms compete on expertise, but only if people know you. I build marketing that makes you visible where your buyers actually are—conferences, industry events, digital communities, and thought leadership platforms. This means thoughtful field marketing, founder-led positioning, and consistent content that establishes you as a credible voice in your domain. You become known not just for what you do, but for how you think.
- Field marketing and strategic event presence
- Founder-led branding and visible leadership
- Thought leadership content development and positioning
- Strategic visibility where your buyers gather
- Strong SEO and AEO to build authority where it matters
Proving Expertise Through Results
Buyers in B2B services trust track record more than pitches. I build marketing that centers on what you've actually done—not what you could do. This means case studies that show transformation, client testimonials that reveal your methodology, and proof points that demonstrate measurable outcomes. Your work becomes your best marketing asset, establishing you as trustworthy and authoritative.
- Results-driven case studies and testimonials
- Outcome-focused storytelling, frameworks, and proof points
- Client success narratives that build credibility
- Work samples and methodologies that demonstrate expertise
Winning with omnichannel strategies
Services firms are built on relationships and reputation. I help you position not just as a vendor, but as a strategic partner worth investing in. This means articulating why your approach is different, how you think about problems differently, and why working with you leads to better outcomes. By showing up consistently across paid and organic channels—thought leadership, social, events, content, direct outreach—you remain top of mind with your target segments, build trust and authority, and reduce CAC by earning mindshare through multiple touchpoints. Positioning becomes the foundation for sales conversations and attracts the right buyers to your firm.
- Omnichannel positioning strategy across all channels
- Integrated paid and organic presence and messaging
- Multi-channel authority-building for target segments
- Sales enablement messaging and frameworks
- Founder and team positioning for market credibility
- CAC reduction through strategic visibility and trust-building
Where I've done this before.
Rangle.io
Head of Marketing through revenue growth from $1M to $20M—built positioning around specialized digital product expertise and design-led strategy. Scaled the brand in a competitive market by owning a specific niche and building authority through client work and thought leadership.
The Working Group (TWG)
Led marketing for a digital product firm positioned as specialists in transformation and digital strategy. Built brand strength through client outcomes and strategic narrative—contributed to acquisition by Deloitte.
Nrwl / Nx
Shaped positioning for the leading monorepo tooling company serving enterprise development teams. Built authority through developer community engagement, technical thought leadership, and demonstrating competitive superiority in a specialized market.
More detail in the case studies and about pages.
You might be a fit if…
- Your services firm has a real specialty but your marketing doesn't clearly articulate why you're different—or you're trying to be everything to everyone.
- You want to own your expertise and own your market by building visibility, authority, and credibility in your niche.
- You need your founder and leadership team positioned as credible voices in your domain—thought leaders, not just executives.
- Your best business comes from referrals and relationships, and you want marketing that strengthens those channels through consistent visibility and authority-building.
- You're tired of generic services firm positioning. You want messaging and presence that reflects how you actually think and work.
Strategic Advisory
~10 hours/week — senior guidance, planning, and coaching for your existing marketing team.
Embedded Execution
Up to 20 hours/week, minimum three-month commitment — hands-on positioning, GTM, and campaign delivery.
Project-Based
4–12 week scoped engagements — a positioning sprint, launch plan, or marketing audit with a fixed deliverable.
Full details on the services page. New to the fractional model? Read the fractional CMO guide.
Other industries I work with
Working in B2B Services?
If you want to own your expertise, own your market, and prove it through work—not words—let's talk.