UNLOCKING THE BENEFITS OF A B2B FRACTIONAL CMO

Launched new division, scaling from $0 to $500M in under 2 years | 1.8x number of users in 2 years, +25% CTR at $10B company | Scaled revenue 5x for middle-market company in under 6 mo. | Deal size increase to 10x due to positioning pivot | +28% CLV, +700M new revenue, 400% increase in ROI at $9B company | Managed $13M marketing budget | And more...

CMO as a Service

Are you weighing the options of an in house CMO vs. a fractional CMO service? What if you could access top-tier marketing expertise without the hefty price tag of a full-time CMO? Enter the world of B2B Fractional CMOs, a game-changing solution for B2B companies (including SaaS) seeking to align their marketing strategy with their business strategy, accelerating growth. In this blog post, you’ll learn how a B2B fractional CMO will create a better marketing roadmap, systemize marketing operations, and help your company achieve its business goals.

 

Short Summary

  • B2B Fractional CMOs provide cost-effective, flexible marketing leadership and expertise. Think: 80/20 rule applied to marketing.

  • Having scaled a B2B company of your size in your industry vertical before, a B2B Fractional CMO can easily show you how to reduce customer acquisition costs, systemize marketing execution, and enhance brand visibility to accelerate growth. Build a Growth Engine.

  • Choosing the right B2B Fractional CMO requires assessing experience & expertise as well as alignment with company culture & goals for a successful partnership.

     

The Rise of B2B Fractional CMOs

The concept of a fractional CMO is revolutionizing the way B2B companies approach their marketing function. These marketing experts provide part-time services on a retainer basis, offering a cost-effective and flexible alternative to hiring a full-time CMO. As a result, businesses can optimize their marketing department budget while still benefiting from the expertise of experienced marketing leaders.

With the increasing prevalence of B2B fractional CMOs, companies have discovered the advantages of having an expert on board who can provide strategic marketing planning, team management, and performance optimization. The ability to tap into the knowledge and experience of a fractional CMO, without the long-term commitment and cost associated with a full-time CMO, has made this approach particularly attractive for organizations looking to grow and scale their marketing efforts.

 

For a more detailed article explaining exactly what a Fractional CMO is, see our article titled “What is a Fractional CMO?

 

Reasons for Popularity

The primary driving force behind the popularity of B2B Fractional CMOs is their ability to provide experienced marketing leadership at a fraction of the cost of a full-time CMO. For comparison, the average annual cost of hiring a full-time CMO is approximately $230,000 + benefits ($280,000 total?), while the cost of a fractional CMO is significantly lower, making it an attractive option for companies seeking to optimize their marketing budget.

In addition to cost-effectiveness, fractional CMOs offer a high degree of flexibility, with the ability to be hired for fixed and shorter terms to suit the changing needs of an organization. This enables the entire marketing team to adapt more effectively to shifting business priorities and market conditions, ensuring that marketing initiatives generate maximum ROI.

With a fractional CMO on board, companies can access the strategic guidance and leadership needed to navigate today’s competitive business landscape.

 

Benefits for B2B SaaS Companies

A B2B SaaS company, in particular, can reap substantial rewards from engaging a fractional CMO. Churn rate, CAC, CLV, DAU and MRR are example KPIs unique to the SaaS space. You need an experienced fractional CMO that knows how to manage to those KPIs. You want to to know they have put together a strategic plan for multiple companies that drove 10x business growth and/or a big exit. Among other things, they’ll know how to optimize your sales funnel, create demand generation, create an email marketing campaign and manage your social media marketing. A SaaS fractional CMO can facilitate increased lead volume, improved lead quality, and identify scaling opportunities for the company. With heavy experience in your vertical, they can help recruit seasoned vets as contractors and for the marketing team. For a full article on SaaS Fractional CMOs, see our article titled “Why a SaaS Fractional CMO is a No-brainer.”

 

The B2B Competitive Landscape

Marketing for B2B (business-to-business) companies presents its own set of unique challenges compared to B2C (business-to-consumer) marketing. Here are some of the key challenges faced by B2B marketers:

 

  1. Longer Sales Cycles: B2B sales cycles are typically longer and more complex compared to B2C. Multiple decision-makers are involved, and the process often includes extensive research, evaluations, negotiations, and approvals. Marketing efforts need to address these extended timelines and provide the necessary information and resources at each stage of the buying journey.

 

  1. Targeting Multiple Buyer Personas: B2B purchases often involve multiple stakeholders with diverse roles, responsibilities, and interests. Marketers must understand and cater to the needs of various buyer personas within the target organizations. Each persona may have distinct pain points, motivations, and decision-making criteria, requiring tailored messaging and content.

 

  1. Relationship Building: Building strong relationships is crucial in B2B marketing. Sales often rely on trust, credibility, and long-term partnerships. Effective B2B marketing strategies focus on establishing thought leadership, providing value-added content, and nurturing relationships through personalized communication. This requires a deeper understanding of the customer’s industry, challenges, and goals.

 

  1. Complex Product/Service Offerings: B2B products or services are typically more complex and require deeper technical or industry knowledge. Marketers need to effectively communicate the value proposition, features, and benefits in a clear and concise manner. Content should be educational, informative, and address the specific needs of the target audience.

 

  1. Account-Based Marketing (ABM): B2B marketing often involves targeting specific key accounts rather than mass-market approaches. ABM requires close collaboration between marketing and sales teams to identify and engage high-value prospects. Personalization, customized messaging, and tailored campaigns are crucial for success in ABM.

 

  1. Limited Target Audience: B2B markets are often smaller and more niche compared to B2C markets. This limited target audience poses challenges in terms of finding and reaching the right prospects. Effective targeting and segmentation are essential to ensure that marketing efforts are directed toward the most relevant and potential customers.

 

  1. Data-driven Decision Making: B2B marketing relies heavily on data-driven decision-making to measure and optimize marketing strategies. Marketers need to track and analyze metrics such as lead generation, conversion rates, customer lifetime value, and return on investment (ROI). This requires implementing robust analytics and measurement systems to assess the effectiveness of marketing campaigns.

 

  1. Customization and Personalization: B2B customers expect personalized experiences and customized solutions to meet their specific needs. Marketers need to tailor their messaging, content, and offerings to address individual customer pain points and challenges. This level of customization often requires in-depth knowledge of the customer’s industry, company, and objectives.

 

Successfully navigating these challenges in B2B marketing requires a strategic and customer-centric approach. Understanding the unique dynamics of the target market, developing strong relationships, delivering value-added content, and leveraging data for continuous improvement are key elements of effective B2B marketing strategies.

 

Example B2B Fractional CMO Services

A B2B fractional CMO wears many hats, taking on a range of responsibilities that encompass all aspects of a company’s marketing function. Formulating and implementing marketing strategies, directing and supervising marketing teams, and evaluating and optimizing marketing performance are all integral components of their role.

 

By providing strategic guidance and oversight, a fractional CMO ensures that marketing initiatives are in line with the company’s objectives and generate maximum ROI. Their expertise enables them to navigate the ever-changing marketing landscape, keeping the organization ahead of the curve and driving growth in the competitive B2B space.

 

Strategic Marketing Planning

One of the most crucial aspects of a fractional CMO’s role is the development of a marketing strategy that caters to the specific needs and goals of B2B companies. These plans provide a roadmap for marketing teams, outlining the tactics and channels that will be utilized to reach target audiences and achieve the company’s objectives.

From account-based marketing and search engine optimization to content marketing and paid media, a fractional CMO possesses the expertise to create tailored strategies that drive results in the B2B sector. Their strategic planning ensures that creative decisions are aligned with business objectives, maximizing the potential for success and growth.

 

Team Management and Leadership

In addition to strategic planning, a B2B fractional CMO plays a crucial role in team management and leadership. They are responsible for providing direction and support to the leadership team, ensuring that in house team marketing teams’ efforts are aligned with the company’s goals and objectives, making them a marketing leader in their industry.

 

By fostering a collaborative and productive working environment, a fractional CMO can guarantee that the marketing team is operating efficiently and effectively, making the most of available resources and working together towards common objectives. This leadership and guidance are essential for driving growth and success in the B2B space.

 

Performance Measurement and Optimization

Performance measurement and optimization are critical aspects of a B2B fractional CMO’s role. By evaluating the effectiveness of marketing initiatives and identifying areas for improvement, they ensure that marketing efforts deliver maximum ROI.

 

Through audits and reporting, a fractional CMO can provide insight into revenue leaks and growth opportunities, set benchmarks, and assess the KPIs that drive MRR. Their expertise in performance measurement and optimization is invaluable for B2B companies seeking to refine their marketing strategies and achieve sustainable growth.

 

For a more detailed article on Fractional CMO services, see our article titled “Fractional CMO Services.”

 

If You’re Not Reviewing These 7 KPIs Monthly, You Don’t Know the Health of Your Business.

Having a clear understanding of the key performance indicators (KPIs) of your business is essential for its success. A fractional CMO, or Chief Marketing Officer, can help you identify the most important KPIs and track them on a monthly basis. Here are 7 we consider to be crucial:

  1. Sean Ellis score

  2. Customer Lifetime Value (CLV)

  3. Customer Acquisition Cost (CAC)

  4. Return on Ad Spend (ROAS)

  5. 30 day Marketing Qualified Leads (MQL)

  6. 30 day Sales Qualified Leads (SQL)

  7. Sales Conversion Time (Sales Velocity)

A fractional CMO can also help you develop strategies to improve your KPIs. They can advise on how to increase website traffic, boost customer engagement, and optimize your online presence. With the help of a fractional CMO, you can create an effective marketing plan that will help you reach your goals and grow your business.

 

Ready to Book a Call?

Ready to talk about how a Fractional CMO can help your business?  Click the button below and schedule a free strategy session.

 

The 5 Guiding Principles to Ensure Growth

The difference between a regular business and a true startup lies in the Total Addressable Market (TAM) and the speed of growth. Whether you are a true startup or not, who doesn’t want explosive growth? To accelerate growth and create an automated Growth Engine, our SaaS fractional CMOs apply the following guiding principles:

 

1. Start with the Customer’s Needs

Prioritizing the customer’s needs and preferences is essential. By understanding their pain points, desires, and motivations, a fractional CMO can tailor marketing strategies and initiatives that resonate with the target market, driving engagement, loyalty, and ultimately, growth.

 

2. Iterate through Build, Measure, Learn Loops

As a derivative of agile marketing, an iterative approach allows for continuous improvement and optimization. By building marketing strategies, measuring the results, and learning from the outcomes, a fractional CMO can refine and enhance initiatives over time, maximizing their effectiveness and driving sustainable growth.

 

3. Use Data Analytics to Make Informed Decisions

Leveraging data analytics is crucial in making informed marketing decisions. By analyzing key metrics and insights, such as customer behavior, conversion rates, and ROI, a fractional CMO can identify trends, patterns, and areas for improvement. Data-driven decision-making enables precise targeting, optimization of campaigns, and resource allocation, leading to more effective growth strategies.

 

4. Accelerate and Explode Growth

A fractional CMO’s goal is to drive rapid and exponential growth. By implementing high-impact marketing strategies, leveraging innovative tactics, and exploring new customer acquisition channels, a fractional CMO can propel the growth trajectory of a business. This involves deploying scalable marketing initiatives, optimizing conversion funnels, sales enablement, and maximizing the efficiency of marketing investments.

 

5. Long-Term Relationships over Short-Term Gains

Building and nurturing long-term relationships with customers is a priority. While short-term gains may provide immediate results, fostering lasting connections with customers cultivates loyalty, repeat business, and positive word-of-mouth. A fractional CMO focuses on creating exceptional customer experiences, delivering value, and building trust for sustained growth and success.

 

Choosing Your Fractional CMO

Choosing the right fractional CMO for your business is a critical step in building an effective marketing department. Founders and CEOs of small businesses and B2B SaaS startups often lack marketing expertise, leading to challenges in product launches, reaching the target market, and messaging. Learning from seasoned marketing professionals can help avoid common pitfalls.

It is important to recognize the different specialties within marketing and align them with your business’s specific needs. Consider your go-to-market (GTM) strategy and sales process when hiring a marketer. For product-led growth, consumer-focused marketers skilled in ads, email marketing, social media, search engine optimization (SEO), and search engine marketing (SEM) are crucial. Sales-driven companies targeting enterprise customers need marketers who can create educational materials and authoritative website copy.

 

Brand Marketing

Brand marketing is essential for bridging the gap between creative-oriented and analytical growth marketers. Brand marketers create campaigns that drive immediate sales while building long-term awareness. Assess the strengths and gaps within your founding team to hire marketers who complement those skills.

 

Product Marketing

Evaluate the technical aptitude of product marketers through exercises and inquire about their launch experiences. Provide a compelling product demo to attract product marketing candidates.

 

Growth Marketing

Growth marketers focus on optimizing user acquisition, engagement, and retention. They employ data-driven approaches and experimentation to drive growth.

 

To build the right marketing team, understand the different marketing pillars, align them with your GTM strategy and founding team strengths, and evaluate technical aptitude and past experiences during the hiring process. A compelling product demo can greatly influence the decision-making process for product marketing candidates.

 

Example B2B Companies Thriving with Fractional CMOs

Industry giants like Salesforce, HubSpot, and Zendesk have all leveraged the expertise of fractional CMOs to drive growth and achieve their marketing objectives.

These examples serve as powerful examples of what can be achieved when B2B SaaS companies harness the expertise of fractional CMOs. By investing in a fractional CMO, these organizations have been able to implement strategic marketing initiatives, optimize performance, and ultimately, accelerate growth in the competitive SaaS space.

 

Real Results: How Our SaaS Fractional CMOs Have Helped Clients Improve Performance

Keep in mind the availability of certain fractional CMOs will change constantly.  Our roster is constantly expanding at a rate of 5-7 superstars per week.  If you don’t see exactly what you want here, it’s probably because this list needs updating. 

 

Fractional CMO 31: $15K mo. / 4 mo. term

  • SaaS expert, 15 years of national marketing experience, growth hacker

  • Fractional CMO of two B2B tech SaaS start-ups. 

    • Deal size increase to 10x due to positioning pivot

    • SEO strategy increased organic traffic 40x

    • Built direct lead engine from the ground up

    • Led partnership negotiations 

  • Strategy consultant to agency serving Fortune 500 companies (manufacturing)

    • New markets or personas identified & GTM plans created

  • Marketing Director for a top B2B compliance company in the transportation and safety space.

    • Subscription retention increased +20% points.

    • Led website redesign projects for 7 subscription sites. 

    • Led rebranding for 3 solutions.

    • Grew monthly traffic from 5K/mo to 100K/mo.

    • Campaign efficiency doubled during her tenure.

    • New solution she led GTM plan for, picked by Fast Company in the tech sector.

    • Scaled the growth engine from 0 to over 60,000 qualified leads

    • Led marketing team for a HR product that was in the Top 6 nationally, for sales through SHRM. SHRM is the largest HR membership organization in the world.

  • Brand Manager for a CPG national juice brand; IRI & Walmart data experience

  • Knows how to leverage data and market trends to identify new opportunities

  • Industry experience includes the payroll space, legal tech, safety, Training, HR, transportation, CPG, nonprofit and manufacturing.

  • A holistic view of everything from brand to content marketing to lead gen and social media.

 

Fractional CMO 19: $18K mo. / 4 mo. term

  • CMO of B2B Fintech company.  In 2 years taken to $1B in value, +300% growth YoY.

  • CMO of AI platform.  +160% growth direct channel campaigns.  Website SEO traffic +100% YoY.  PR/social +70% engagement

  • Marketing Strategy and Planning at eBay.  Built team.  +28% CLV.  +700M increase in revenue.  400% increase in ROI.  Total P&L accountability.

  • Lifecycle Marketing at marketplace social site.  Sales Increase 60% ($35M) YoY.

  • Director Online Marketing at $10B media company.  1.8x number of users in 2 years.  +25% CTR.

  • Director Media Analytics at $20B media company.  +100% increase in paying members.

  • Has launched 2 startups and advised 3 others in Silicon Valley.

 

Fractional CMO 14: $14K mo. / 4 mo. term

  • SaaS expert, immersed in the hot startup scene of Austin, TX

  • Director of Product Marketing at Fintech SaaS startup, B2B

    • Deal size increase 7.5x due to customer segmentation pivot

    • Win rate increase 15%+

  • Director of Marketing at PayPal, B2C

  • Strategic Marcom Director at eBay, D2C

  • Heavy in Fintech, this CMO brings a data driven approach to growth

  • Knows how to leverage generative AI, building honed prompts that work around OpenAI’s 4096 token limit

  • Industry experience includes the payments space, card, e-commerce, crypto and fraud

  • A holistic view of everything from brand to content marketing to lead gen and social media.

 

Fractional CMO 16: $14K mo. / 4 mo. term

  • B2B SaaS FinTech CMO with a proven track record of transformational strategy and execution for startups and large enterprises.

  • Took VC backed startup from $25M ARR to $75M in 18 months by increasing marketing sourced revenue by 38% and doubling qualified pipeline.

  • At large enterprise SaaS FinTech company:

    • Attained 78% growth in campaign-sourced pipeline volume YoY by driving integrated and multichannel marketing campaigns. 

    • Doubled pipeline generation in 12 months by shifting the pipeline mix from 60% outbound to 75% inbound.  

    • Decreased churn rate in six months from 7% to 2% and influenced +80% of customer expansion pipeline. 

    • Launched an enterprise-wide demand gen program that expanded marketing pipeline 50% YoY. Increased organic traffic by 49% and top of funnel leads by 68%.

  • SaaS industry experience includes financial compliance, billing, payment solutions and telecom.

 

How much does a fractional CMO charge per hour?

A fractional CMO typically charges $200-350 per hour for their services. This rate can vary depending on the industry and scope of work involved. For a full article on fractional CMO rates see our article “What is a Good Fractional CMO Hourly Rate” or see our Pricing Page.

 

Summary

In conclusion, B2B Fractional CMOs offer a cost-effective, flexible, and expertise-driven solution for B2B companies seeking to optimize their marketing strategies and accelerate growth. By providing strategic marketing planning, team management, and performance optimization, fractional CMOs can drive success and help businesses achieve their marketing objectives. As you consider the benefits of a B2B Fractional CMO for your organization, remember the importance of selecting the right candidate, aligning with company culture and goals, and establishing clear expectations and communication. With the right fractional CMO on board, your company can unlock its full potential and thrive in a competitive world.

Ready to Book a Call?

Ready to talk about how a Fractional CMO can help your business?  Click the button below and schedule a free strategy session.

Author Bio

Benjamin Arritt

Benjamin Arritt

Global B2B sales & marketing executive that loves a fast-paced, customer-centric, high tech entrepreneurial environment. We help 50+ fractional CFOs and 93+ fractional CMOs find more work. Hire someone who has already done what you are trying to do. Follow me on X: @grokketship
B2B skyscrapers at night

Share:

Follow Us:

Most Popular

Get The Latest Updates

Subscribe To Our Newsletter

No spam.  Curated directories & articles about business, startups and templates.

MENU

More Resources

Related Posts

Scroll to Top

To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.

Functional

Static

Marketing