B2B Go-to-Market & AI Transformation.

Week 1 is about listening, not guessing. Most marketing plans get built on what the founder assumes customers care about, and that guess is usually wrong. The real reasons people buy are already sitting in your sales calls and notes. We go dig them out.

What we do

• Talk to 5 to 10 best-fit customers: recent wins, not old logos
• Talk to 5 people who said no to you. They teach you more than the ones who said yes
• Talk to your own team: the founder, salespeople, customer support
• Read through your CRM, sales call recordings, support tickets, and notes on deals you lost
• Read what your customers post on LinkedIn, in their own words, not the words from your sales deck

Weeks 2 and 3 are where we lock in your strategy. Most fractional CMOs hand you a slideshow and move on. We hand you a real document your team will actually use for the next year.

What we do

• Figure out your real ICP: the customers you actually sell to today, not the dream customers on a wish list
• Pick your competitive lane. Most B2B companies try to compete with everyone and end up standing out to no one. We help you pick the fight you can actually win
• Build your message: what a buyer needs to hear, and in what order, before they'll agree to a meeting
• Test the new message against everything you already have: your website, sales deck, outreach, and ads. Where does it fall apart? Where does it get stronger?
• Write it all down in one document the whole team uses. Not a slideshow nobody reopens. A real reference, with examples.

What you get

A 6 to 10 page document. It spells out who you sell to, what category you compete in, what to say and in what order, your proof points, and what you're deliberately choosing not to say. We go through it together with you and your sales lead, and you sign off on it. Silence doesn't count as approval.

Weeks 3 and 4. Most B2B marketing tech is bloated (too many tools), badly set up, or both. We cut what isn't pulling its weight and set up the AI workflows that will power Phase 2.

What we do

• Check every tool you're paying for: what it costs, whether anyone actually uses it, what overlaps
• Decide what to keep, cut, or swap. We usually cut 30 to 50% of the tools
• Build the first AI workflow: turning a content brief into a draft into a finished piece
• Set up clean tracking and attribution, so you can tell which marketing efforts are actually working
• Write it all down so a new hire could pick it up without asking us anything

Phase 1 is risky if all anyone sees is planning. If your team reaches day 30 and nothing visible has changed, people lose confidence fast. So we make sure you have real, visible wins to point at.

What we do

• Your homepage's main headline, rewritten with the new positioning. Live by day 25
• One outreach campaign using the new message, tested on a hundred target companies
• One strong piece of content, usually a bold opinion piece from the founder that shows off the new positioning
• Your sales deck rewritten to match. A good first version, not a perfect one

None of these things ARE the strategy. They're proof the strategy actually works in the real world.

The content engine is the single biggest thing we build in Phase 2. Done right, one person can do the work of three. Done wrong, you just flood the internet with AI slop nobody reads.

The pipeline

• Strategy: a content calendar built around buyer journey stages, not random topic ideas
• Brief: a real person writes clear instructions: who it's for, the main point, the takeaway, what happens next
• Draft: Claude or GPT write a first draft using that brief, your brand voice guide, and any source material
• Edit: a real editor restructures it, sharpens the argument, adds a real opinion, cuts the filler
• Polish: one more pass so it sounds right and reads well
• Repurpose: one long piece becomes 8 to 10 smaller pieces: LinkedIn posts, email snippets, sales material, ad copy

Why it works

The brief is where all the thinking happens. Get the brief right, and AI just speeds up good work. Skip it, and AI gives you smooth-sounding nonsense.

For most B2B companies above $10k per deal, the channel mix is some combination of paid LinkedIn for targeted reach, organic LinkedIn for thought leadership, and outbound for direct conversion. Other channels exist but these three pay for themselves first.

How we test

• We test 3 audiences, 2 angles, and 2 offers, on a small budget, for 14 days
• We kill anything that isn't converting and put more behind whatever is
• No vanity metrics. We measure real conversations with potential buyers, not views or impressions
• You get a plain-English report every week, sent straight to the founder

The principle

Most B2B teams waste a whole year "building the brand" on channels that were never going to work for their ideal customers. We squeeze that down to 30 days of testing, then go all in on whatever actually works.

If your ACV is high and your ICP is narrow (it usually is), you can't skip ABM. The AI tooling is what lets one person plus a workflow do what used to need a team of three.

What we build

• A list of 200 to 500 named companies, sorted by how good a fit they are
• AI-powered research on each company: news, hiring, tech changes, leadership moves, all found automatically
• Messages personalized for each company at scale (Clay and Claude working together is the typical setup)
• A daily brief for sales: "these companies got more interested this week, here's why, here's how to approach them"
• When a good-fit company visits your website, sales gets pinged with the context right away

Most B2B companies' reports on "what's working" are basically made up. The default tools give too much credit to whatever happened right before a sale, ignore the role content played earlier, and let everyone claim credit for their favorite channel. We fix that.

What we do

• A full view of every interaction a customer had with you before they bought, tracked and weighted properly
• AI cleans up the messy data in your CRM so the numbers are actually usable
• A weekly report showing what each channel, piece of content, and campaign actually contributed
• The report tells the truth. If a channel we expected to work isn't working, we say so

What we won't do

We won't build fancy dashboards nobody ever opens. You get one page, in plain English, written like a memo, every week. The founder can read it in about three minutes.

Marketing's job isn't over once someone's interested. The handoff to the sales team is where most B2B companies lose deals. We tighten that handoff hard.

What we build

• Cheat sheets (battle cards) on your top 3 to 5 competitors, kept updated automatically by AI
• Email templates for each type of customer, already written with the new positioning
• A briefing for every sales call, auto-generated: who the company is, why they're a good fit, what objections to expect, and what angle to take
• AI-written summaries of why deals were lost, fed back into the strategy

Phase 2 content gets your name out there. Phase 3 content keeps paying off for years. The shift is from reactive (what should we post this week) to building real assets (what can we make once that keeps earning attention year after year).

What we build

• Opinion pieces from the founder or leadership team. We write them, they approve and stand behind them
• Original research: surveys, benchmark reports, real data. AI speeds up the analysis, but your brand gets the credit
• Category-defining pieces, the kind that every "best of" list in your industry ends up linking to
• A plan for spreading it: your own channels first, then paid promotion, then partners and press

The principle: one piece of content that ranks well, gets shared, and gets referenced keeps paying you back for years after you publish it. Most B2B companies never bother, because the payoff is slow. That's exactly why it works so well for the ones who do.

People argue about "brand" all the time and rarely actually build one. We keep it simple: brand is just the pile of evidence that makes people trust you before they've even talked to you.

What we do

• Getting coverage in the publications your ideal customers actually read, not ones they ignore
• Speaking slots at smaller, focused events your buyers actually attend. We skip the big-name events with the wrong audience
• Turning your best customers into named case studies, on-stage guests, and real testimonials. AI helps write the first draft, the customer approves it
• Building the founder's presence on LinkedIn, still one of the most underrated ways to reach B2B buyers, and we lean into it hard

By Phase 3, the machine is generating real data. The job now is deciding what to keep and what to cut, without getting attached to anything that isn't working, and doubling down on whatever keeps paying off.

What we run

• A weekly list of things to try, ranked by how much impact we expect and how much effort they take
• A monthly check-in on which channels are growing, which are flat, and which are dying
• A quarterly deep review: does the strategy still fit the market? Usually yes. When it doesn't, we adjust it
• Honest reports on what didn't work and why. AI helps us catch ourselves before we slip into "everything's fine" reporting

Our job is to build something that doesn't depend on us. That doesn't mean we want to leave, it means you should be able to fire us whenever you want. Most clients choose to keep working with us past day 180, but we do the handover work either way.

What we do

• Written playbooks for every system we built: content, demand gen, ABM, attribution
• Documentation for the AI workflows, so your team can keep using and improving the prompts and automations
• A hiring brief for whoever takes over the marketing role. We help you interview candidates
• A handover plan, usually 30 to 60 days working alongside the new hire

If you'd rather keep us on in a smaller role (Hands On or Strategy & Steering), we scale back our hours and stay involved. That's how most clients run things past month six.