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Case studies

Client: B2B Scientific Products Company

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The Challenge they faced

A sales-driven B2B scientific products company had no marketing function, team, or mindset. The organization faced multiple critical gaps:

  • Zero digital presence and minimal customer engagement

  • No understanding of customer segmentation or lifecycle marketing

  • No marketing tools, automation systems, or processes

  • No budget for full-time senior marketing leadership

  • Pure dependence on sales with no marketing support or strategy

The company needed to build a marketing foundation quickly but had limited resources and internal expertise to make it happen.

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The Solution implemented

I implemented a structured 4-phase fractional CMO engagement focused on building marketing capability from the ground up:

Phase 1 – Diagnose & Build Awareness: Conducted comprehensive gap analysis, identified internal talent with marketing potential, and sensitized leadership on the strategic value of marketing.

Phase 2 – Build Function & Capability: Upskilled existing team members on modern B2B marketing principles, introduced customer segmentation frameworks, developed hyper-personalized email marketing campaigns, and created a professional social media and content strategy beyond generic promotional posts.

Phase 3 – Enable with Tools & Systems: Deployed marketing automation tools for lead validation and nurturing, established workflows for consistent customer engagement, and implemented measurement frameworks to track performance.

Phase 4 – Transition to Ownership: Once the value was proven and the function was operational, guided the client in hiring their first dedicated marketing expert to lead and scale the function independently.

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The Outcome

In less than 5 months, the company transformed from having no marketing to operating a data-driven, results-oriented marketing function:

  • Email open rates: 20-24% (industry benchmark: 15-18%)

  • Click-through rates: 4-5% (industry benchmark: 2-3%)

  • Professional social media presence with consistent, purposeful content driving engagement

  • Automated lead nurturing improved sales productivity and accelerated conversion cycles

  • Marketing-qualified leads began flowing consistently to the sales team

  • Sustainable marketing capability established with an internal team ready to scale

The client successfully transitioned from sales-only to marketing-led growth, with measurable impact on pipeline quality and revenue acceleration.

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