Industry
B2B marketing for technology companies
B2B technology companies usually have a product story and no marketing function. I build the positioning, the pipeline and the CRM underneath it, part-time, for businesses that aren't ready for a full marketing hire.
Proof
The relevant experience.
- Positioning and messaging for technical products
- HubSpot and Pipedrive implemented and run, not just advised on
- Pipeline reporting that sales will actually look at
- Content and lifecycle email built around a long buying cycle
The usual starting point
A B2B technology company that comes to me generally has: a good product, a founder who can sell it, a website that describes features instead of outcomes, a CRM that’s half-populated, and no reliable answer to “where did last quarter’s pipeline come from?”
None of that needs a full-time marketing director to fix. It needs someone senior for a day or two a week who will make decisions and then do the work.
What’s different about B2B technology
- The sales cycle is long enough to hide your mistakes. If it takes six months to close, you won’t know for six months whether the change you made in January worked. That makes leading indicators and clean attribution unusually valuable.
- The buyer is technical and sceptical. Marketing claims that can’t be substantiated get found out quickly, and by the exact people you needed to convince.
- There are several buyers, not one. An evaluator, a user, a budget holder, and often an IT or security gate. They want different things from the same website.
- The CRM is the marketing system. In B2B, marketing that isn’t wired into the CRM is untraceable by construction. That’s why I do the implementation rather than hand over a recommendation.
What I do
Positioning and messaging, then the pipeline system underneath it: CRM structure, lifecycle stages, forms and routing, lead scoring where it earns its keep, and reporting that shows the funnel rather than a vanity metric. Then the ongoing work — content, email, launches, campaigns — runs on top of something that can measure itself.
Common questions
Frequently asked questions.
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In a B2B technology business, usually three things: decide what the company says and to whom, build the system that turns interest into a tracked pipeline, and report on it without flattering anyone. The first is positioning work, the second is CRM and lifecycle work, and the third is the part most companies skip.
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Both, but in that order of priority. A B2B tech company with no pipeline doesn't have a brand problem yet. I start with the mechanics — who you're talking to, what the offer is, where the leads land, what happens to them — and the brand work follows once there's something to build on.
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Whichever one your team will keep up to date. I've implemented and run both HubSpot and Pipedrive and I have no allegiance to either — I've written about why defaulting to HubSpot is a mistake for most small teams. The right answer depends on your sales process, not on which platform has better marketing.
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It changes everything, and usually for the better. Founder-led sales gives you the most honest customer intelligence available. The job is to get what the founder knows out of their head and into the positioning, the content and the CRM, so it survives them handing sales over.
Next step
Tell me what you're working on.
Half an hour on a call. I'll tell you what I'd look at first, whether or not you hire me.