B2B
Clear positioning and a pipeline that does not depend on luck.
How I work with B2B companies
B2B buyers are people too. They remember brands that make them feel understood, and they ignore ones that sound like everyone else. I start by finding the sharpest, most honest version of what makes you different, and building everything else around it.
Then I look at how new business actually arrives today, and where it could come from tomorrow. That usually means a mix of LinkedIn, content, outbound and partnerships, focused on a clearly defined set of target accounts rather than everyone who might one day buy.
Finally, I connect marketing and sales. The goal is a pipeline you can see, understand and grow on purpose, rather than one that depends on luck or a handful of referrals.
The challenges I see
Positioning that sounds like everyone else
Most B2B websites promise the same things in the same words. When buyers cannot tell you apart, they default to price, familiarity or the safest option.
A pipeline that depends on referrals
Referrals are wonderful until they dry up. Many B2B businesses have no reliable way to create new conversations when they need them.
Marketing and sales pulling apart
Marketing reports leads, sales complains about their quality and nobody owns the journey from first touch to closed deal.
LinkedIn activity without results
Plenty of posting, very few conversations. Without a clear point of view and a plan, LinkedIn becomes busywork rather than a growth channel.
Outbound that damages the brand
Generic automated sequences fill inboxes and empty reputations. Done badly, outbound costs more trust than it creates.
Long sales cycles and many decision makers
B2B purchases involve committees, budgets and long timelines. Marketing has to keep the right people engaged for months, not just generate a first click.
What I do
Positioning and messaging
Defining who you are for, the problem you solve better than anyone else and how to say it so the right buyers recognise themselves immediately.
Ideal customer and account targeting
Identifying the companies and roles worth pursuing, and building focused lists rather than broad audiences.
LinkedIn strategy
A clear point of view, content from the right people and a rhythm of posting and engagement that builds trust and starts conversations.
Outbound and cold email
Thoughtful, personalised outbound across email and LinkedIn that respects the buyer, earns replies and protects your reputation and deliverability.
Lead generation funnels
Landing pages, content offers, webinars and events that turn interest into qualified conversations.
Sales and marketing alignment
Shared definitions, handovers and reporting so marketing and sales work as one team and everyone can see what turns into revenue.
Website and sales materials
A website, case studies and sales decks that make the case clearly and help champions sell you internally.
Paid media for B2B
LinkedIn, search and retargeting campaigns that reach the right accounts at the right moment, measured on pipeline rather than clicks.
Signs it is time to bring me in
Growth relies on a few relationships
Most new business comes from the founders' network or a handful of referrals, and there is no reliable way to create more.
Prospects cannot explain what you do
When buyers describe you to colleagues, they get it wrong or make you sound like everyone else.
Marketing spend with no clear return
Money goes into content, events and ads, but nobody can say which of it creates pipeline.
Sales and marketing disagree
Marketing says the leads are good, sales says they are not, and the arguments are taking the place of progress.
You are entering a new market
A new country, a new sector or a new product needs a go-to-market plan rather than a hopeful launch.
The board wants a growth plan
Investors or the board expect a credible, measurable plan for pipeline and revenue, and you want it built properly.
How we start
First conversation
We talk through your business, your buyers and how new business arrives today, and what you want it to look like.
Review
I look at positioning, messaging, the website, LinkedIn, outbound, content and the handover to sales, and speak to customers where possible.
Plan
You get a clear go-to-market plan with target accounts, messages, channels, owners and pipeline targets.
Delivery and leadership
I lead or guide the work with your team or through Vertical Brands, and we review pipeline and revenue together every month.
How I can help
Fractional CMO →
Senior leadership for B2B companies that need one person to own positioning, pipeline and the marketing team.
Consulting →
A focused project, such as positioning and messaging, a go-to-market plan or a review of your lead generation.
NED →
Board-level growth and marketing experience for B2B businesses planning to scale, raise or sell.
Agency Services →
Hands-on delivery of LinkedIn, content, outbound, paid media and websites through Vertical Brands, my agency.
Why B2B companies work with me
I bring a brand builder's eye to B2B. Too many B2B companies treat brand as decoration, when it is often the difference between being shortlisted and being ignored.
I also know the mechanics: targeting, outbound, LinkedIn, funnels and the handover to sales. Positioning only matters if it turns into conversations, and conversations only matter if they turn into revenue.
And I have built and sold businesses myself, so I understand the commercial pressure behind every pipeline target and every marketing budget.
My view on B2B marketing
Most B2B marketing is far too polite. It hedges, it lists features and it sounds like every competitor. Buyers are people, and people respond to clarity, confidence and a genuine point of view.
The companies that grow fastest know exactly who they are for, say something worth hearing and show up consistently where their buyers already spend time. Everything else is detail.
Creative people feel. Performance you can measure. In B2B, that means a brand people remember and a pipeline you can actually see.
B2B marketing questions, answered
What does a B2B marketing consultant do?
A B2B marketing consultant helps you sharpen your positioning, define the accounts worth pursuing and build a reliable way to create pipeline, then connects that work with sales. I work as a consultant, a fractional CMO or a non-executive director, depending on how much leadership the business needs.
Does LinkedIn actually work for B2B?
Yes, when it is approached with a clear point of view and a plan. The businesses that win on LinkedIn are the ones with something genuinely useful to say, said consistently by real people, and followed up with thoughtful conversations rather than pitches.
Is cold email still effective?
Yes, when it is relevant, personal and respectful. Generic automated sequences damage reputations and deliverability. Well-researched outreach to a focused list of accounts, with a genuine reason to talk, still opens doors.
How do you improve lead quality?
By being much clearer about who you are for, building content and offers that attract those buyers, agreeing with sales what a qualified lead looks like and measuring marketing on pipeline and revenue rather than volume.
How long does B2B marketing take to work?
Some activities, such as outbound and targeted paid media, can start conversations within weeks. Brand, content and positioning compound over months. The best plans combine both, so there are early wins while the longer-term engine builds.
Do you work with professional services firms?
Yes. Consultancies, agencies and other service businesses face similar challenges: standing out from competitors who sound the same, relying on referrals and needing a more predictable way to win new clients.
Can you help align marketing and sales?
Yes. I help agree shared definitions, handovers and reporting, so both teams can see which activities create pipeline and revenue, and work towards the same targets.
Do you help with account-based marketing?
Yes. For businesses with a defined set of high-value targets, I help build account-based programmes that combine research, personalised content, outreach and paid media to reach the people who matter in each account.
Do you build websites and sales materials?
I lead the strategy and messaging, and through Vertical Brands, my agency, the team can design and build websites, case studies and sales decks that make the case clearly and help your champions sell internally.
Which platforms do you work with?
LinkedIn, Google and the main outbound and CRM tools, including HubSpot, Pipedrive, Instantly, Lemlist and Smartlead. I help you choose a stack that fits your team and connects cleanly.
How do you measure B2B marketing success?
With pipeline created, pipeline won, cost per opportunity, sales cycle length and revenue, alongside leading indicators such as reply rates and engagement from target accounts.
How do we get started?
Get in touch through the contact form with a little about your business, your buyers and your goals. We will arrange a first conversation and agree the support that fits best.
Do you work with B2B companies outside the UK?
Yes. I am based in London but travel a lot and work with companies and teams around the world, including the United States. Most of the work happens remotely.
What does it cost?
It depends on the role and the scope. I share clear options after our first conversation, from a focused positioning project to ongoing leadership or hands-on delivery.
Do you work with SaaS companies?
Yes. Software businesses face the same core challenges of positioning, pipeline and alignment with sales, along with product-led growth and retention, and I help with all of them.
Can you help us with events and partnerships?
Yes. Events, partnerships and communities can be powerful in B2B when they are chosen carefully and followed up properly. I help decide which are worth the investment and how to get the most from them.
