Marketing systems for B2B tech, fintech and professional services
Your marketing should bring in sales, not just activity.
Whether you’re starting from scratch or leads go quiet, what’s missing is the system that turns interest into sales.
First marketer at a financial data company, then nearly 20 years building and fixing B2B pipelines.
The problem
Where good leads go quiet
Someone posts for a month, an event brings in a pile of contacts, a campaign goes out, and then it all goes quiet, because nothing connects what happened to what comes next.
I build the marketing behind the marketing: how a lead travels from first contact to sale, whether it starts at an event, on your website or in a LinkedIn message, and the systems, content and follow-ups that keep it moving, mapped so you can see what works and do more of it.
Before any of that, I make sure you’re talking to the right people with the right message; otherwise the system just moves the wrong leads faster.
Every lead that drops out is one you’ve already paid for.
How I help
Sound familiar?
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You’re building marketing for the first time
You’ve raised, you’re hiring sales, and nobody owns marketing. Your new salespeople are selling without a clear story.
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You’re still the one bringing in every deal
It works, until you’re the bottleneck.
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Leads come in, then go quiet
Nobody can see where they drop off, so nobody can fix it.
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A funding round, a sale or a new market is coming
Investors and buyers will look you up. What they find should match what you say in the room.
Why not just…
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Hire full-time?
Hire an executive and the strategy falls back on you. Hire a senior strategist and you pay senior rates for day-to-day work they didn’t sign up for, so they rarely stay happy doing it.
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Use an agency?
Someone inside still has to brief them, chase them and own the relationship.
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Do it yourself?
Every hour on marketing is an hour off the work only you can do.
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Or bring me in?
I work as part of your team, just without the full-time salary.
About me
The strategy, and the plumbing behind it
In nearly 20 years in fintech, financial services and professional services, the pattern I see most is that nobody holds the whole picture long enough to make the strategy real: brand goes one way, content another, pipeline another, and nothing compounds.
Those are sectors where products are complex and buyers are careful, so I’m used to making technical things simple.
It started at a challenger financial data company, where I was the first marketer and we built our own CRM; cleaning the data against the contracts let us close access some clients shouldn’t have had, then sell more and upsell. Later, at a wealth platform, two reactivation campaigns, one to financial advisers and one to their clients, brought in tens of millions in new assets.
I’ve worked with HubSpot, Dynamics, SugarCRM, Mailchimp, Brevo and CRMs built in-house, and honestly I don’t mind which one you use; it’s the logic underneath that I care about.
What you end up with:
- A pipeline you can explain to your board
- A clear view of where leads come from and where they stall
- Playbooks, so everyone knows what happens next
- A system your team, or a junior, can run
Most recently: renewal and win-back flows for an education membership that now run on their own.
Get in Touch
Ready to turn activity into sales?
30 minutes. You’ll leave with the two things I’d fix first.