Founder, Think Redefined Inc
My best skill is perspective. I've seen and learned a lot - Been there, done that.
I've been a technology journalist, startup founder, marketing leader for VC-backed startups, and a B2B/SaaS marketing consultant who has worked with 100+ companies.
B2B and SaaS companies hire me when they're doing little or no marketing and don't know where or how to start or do better.
I'll create strategic planning, drive tactical execution, install processes and workflows, and build a technology stack.
You want marketing to quickly make an impact. I totally get it.
Using a proven methodology, I'll create a marketing plan that outlines what we're looking to achieve and what we will do over the first 30, 60, and 90 days
As a tech entrepreneur, you need a trusted marketing partner who can help drive growth.
I'll dive into your current marketing efforts, develop a go-to-market strategy, and implement systems and technologies to optimize lead conversion and boost revenue. No smoke and mirrors, just actionable solutions."
Rise above the competition by boldly declaring what sets you apart—the world is waiting to hear your story. Make sure that prospects get what you do and why you matter to them.
The right channels for engagement seem elusive. You feel like you're treading water. Valuable resources—time and money—are expended on campaigns and initiatives that fail to yield results.
Conversion rates are declining and customer growth is stagnating. Churn is rising and there's less engagement over time. Even worse, usage metrics are declining.
It's more challenging to get ideal customers to respond to your outreach. Customer acquisition costs are climbing and you're losing leads and sales to competitors.
Research target audiences
Create editorial plans
Promotion and distribution to drive engagement
Deep dive into your customers, rivals and your offering
A compelling strategic narrative
Messaging that resonates
Identify the best channels
Create budgets and set goals
Track, measure and optimize results
Since 2008, I’ve worked with 100+ B2B and SaaS companies as a B2B and SaaS fractional CMO, strategic advisor and coach.
I focus on brand strategy and positioning [making you the only option], strategy [plans that make sense], and internal systems [a method to the madness] that drive consistent and successful marketing.
I also worked for three startups (discovering, in the process, that being a full-time employee is not my thing).
I started my career as a technology journalist and worked for two of Canada's largest newspapers (Globe & Mail and National Post) and Bloomberg News.
When not working with clients, you can find me playing hockey (ice, not field!) and tennis, walking my dog, Max, and traveling with my wife.
Founder, Think Redefined Inc
Micheal H. Cohen
Arthur T. Corry
Principal, RockCorry Venture Partners
A fractional CMO is like eating your cake and having it, too. You get someone with experience and expertise without a full-time salary, perks, or options. A fractional CMO can fill gaps and help seize opportunities. They can lead your team, provide strategic advice, and serve as coach. A fractional CMO can also step aside when you need to hire a fractional CMO with different skills or a full-time CMO.
It depends on the scope of the work and your goals. Some engagements are three to six months if there’s a specific task or project to tackle. Other engagements can last longer. Personally, I believe a B2B fractional CMO should stick around for a year tops. At that point, a company should hire a full-time director of marketing or a CMO, someone who’s drinking the Kool-Aid 24/7.
Good question. I always start with brand positioning and messaging because I believe a clear narrative underpins everything: marketing, sales, product development, HR, customer success and raising capital.
When everyone reads off the same page, they know exactly what a company does and how it delivers value to the people who matter. After brand positioning and messaging, the next steps are developing a strategy plan, tactical execution aligned with goals and resources, and optimization.
Again, it depends. Some fractional CMO engagements are easily measured - e.g. more leads, sales, Website traffic, downloads, the creation of marketing and sales enablement collateral, etc.
Some engagements are qualitative. It takes time, for example, to see the impact of differentiated brand positioning or a strategic plan underpinned by ideal customer profiles. In some respects, you must have faith that you’ve made the right moves. I agree that it sounds wishy-washy, but marketing is not a science, despite what the data geeks say.
Content marketing is about developing compelling and engaging content that resonates, establishes you as a trusted go-to resource, and, as importantly, drives results. It's a long-term game, and consistency is key. Quality content builds trust, establishes your brand as a thought leader, and drives traffic, leads, and sales. It's like a powerful tool in your marketing arsenal.
A fractional CMO is a part-time marketing leader. They're like a seasoned coach who works with you regularly, providing strategic direction, tactical oversight, and accountability. They become an integrated part of the leadership team and deal with multiple stakeholders.
A strategic advisor is more like a consultant who assesses your current situation and provides recommendations for improvement. They're less hands-on than a fractional CMO. They usually deal with one or two executives, and they’re not involved in the day-to-day operations.
I’m a one-man band. It’s how I’ve run my business since 2008. But I work with a “federation” of freelancers and contractors, many of them solopreneurs like me. I can tap into content writers, designers, programmers, advertisers, salespeople and salespeople. What you need, I can find someone to do the job.
Plan the work. Work the plan. That’s strategic planning for B2B and SaaS companies. Strategic planning is like the blueprint of your marketing efforts. It provides a roadmap for success and helps you organize your activities, team, and resources. Without a strategic plan, you’re operating by the seat of your pants and guessing rather than knowing.
As a fractional CMO, I mostly work with SaaS companies but have experience with B2B service companies. I’ve consulted with companies in dozens of industries. Truth be told, they have similar marketing challenges and opportunities. I deploy the same methodology and process to help make them successful.