By Eric Dickmann

May 18, 2023

Fractional CMO, Marketing Consultant

Are you struggling to generate leads and grow your B2B business? Do you feel like your marketing efforts are falling short? If so, it may be time to consider bringing in a B2B marketing consultant. A marketing consultant can help you identify areas of improvement, develop a targeted marketing strategy, and ultimately increase your sales and revenue. With their expertise in digital marketing, content creation, and lead generation, a B2B marketing consultant can provide valuable insights and guidance that will take your business to the next level. In this article, we'll explore the key benefits of working with a B2B marketing consultant and how they can help you achieve your business goals. So, whether you're a small startup or a well-established enterprise, read on to learn more about how a marketing consultant can help grow your business.

The Role of a B2B Marketing Consultant

A B2B marketing consultant is a marketing professional who provides strategic advice and guidance to businesses in the B2B space. They work with clients to develop marketing strategies that are tailored to their specific needs and goals. The role of a marketing consultant is to help businesses identify areas for improvement, create effective campaigns, and measure their success.

Marketing consultants can specialize in different areas of marketing, such as digital marketing, content marketing, social media, and SEO. They may also have expertise in specific industries, such as healthcare, technology, or finance. When you hire a marketing consultant, you're essentially hiring an expert who can help you navigate the complex world of B2B marketing.

Benefits of Hiring a B2B Marketing Consultant

The business world is filled with competition, and getting ahead requires efficient strategies, smart decisions, and experienced guidance. A B2B marketing consultant can help you grow your business and gain a competitive edge in the ever-evolving market. Here are some of the benefits of hiring a B2B Marketing Consultant:

  • Expertise and Experience - A marketing consultant brings a wealth of expertise and experience to the table. They have worked with a variety of clients in different industries and have seen what works and what doesn't. They keep up with the latest trends and best practices in marketing, so you don't have to. By hiring a marketing consultant, you're essentially tapping into their knowledge and experience, which can be invaluable to your business.
  • Fresh Perspective - Sometimes, when you're too close to a problem, it can be hard to see the solution. A marketing consultant can provide a fresh perspective on your business and marketing efforts. They can identify areas for improvement that you may have overlooked and come up with creative solutions to help you achieve your goals.
  • Increased Efficiency - Marketing consultants are experts in their field, which means they can work quickly and efficiently. They can help you develop a marketing strategy that is focused and targeted, which can save you time and money in the long run. Plus, they can help you avoid costly mistakes that could set your business back.
  • Better ROI - One of the biggest benefits of working with a marketing consultant is that they can help you achieve a better return on investment (ROI) for your efforts by establishing and measuring them again your marketing goals. By developing a targeted strategy and measuring the success of your campaigns, a marketing consultant can help you identify what's working and what's not. This means you can focus your resources on the marketing activities that are driving the most results, which can ultimately lead to increased sales and revenue.

Common Challenges with B2B Marketing

Businesses in many industries face common challenges when it comes to B2B marketing. These challenges can range from understanding the target audience to creating effective campaigns and strategies that will achieve the desired marketing goals. To help businesses overcome these issues, a B2B marketing consultant can provide invaluable support.

One of the most common challenges is accurately identifying and targeting potential customers. Knowing who your target market is and how to reach them is essential in order to be successful. A marketing consultant can help you understand your target audience and create campaigns that resonate with them.

Another common challenge is staying up-to-date with the latest trends and best practices in B2B marketing. It's important for businesses to stay ahead of their competition by staying informed about what's going on in their industry and the marketing world. A marketing consultant can help you stay on top of trends and ensure that your campaigns are effective and relevant.

Before we dive into the specifics of how a marketing consultant can help your business, let's take a look at some common challenges that businesses face in B2B marketing:

Lack of Strategy

Many businesses jump into marketing without a clear and effective marketing strategy in place. This can lead to ineffective campaigns and wasted resources. Without a clear understanding of your target audience and marketing goals, it's hard to know what marketing activities will be most effective.

Ineffective Lead Generation

Generating high-quality leads is essential for any B2B business, but it can be challenging. It can be difficult for businesses to attract potential clients and successfully convert them into customers. A lack of a reliable lead generation strategy can hinder marketing efforts.

Poor Brand Awareness

In a crowded marketplace, it can be hard to stand out. Many businesses struggle to build brand awareness and establish themselves as thought leaders in their industry. This can make it difficult to attract new customers and grow your business.

Inability to Measure

Measuring the success of your marketing campaigns can be a challenge. Many businesses struggle to track their ROI or understand which marketing activities are driving the most results. Without this information, it's hard to know where to focus your resources and improve your marketing efforts.

B2B Marketing Consulting Process

Now that we've covered the role of a marketing consultant and the benefits of hiring one, let's take a look at the B2B marketing consulting process. This process typically involves the following steps:

  1. Defining Your Target Audience and Creating Buyer Personas - The first step in developing a successful B2B marketing strategy is to define your target audience clearly. Who are your ideal customers? What are their pain points and challenges? What motivates them to buy? Once you have a clear understanding of your target audience, you can create buyer personas that represent your ideal customers. These personas can help guide your marketing efforts and ensure that you're creating content and campaigns that resonate with your audience.
  2. Developing a B2B Marketing Strategy - Once you've defined your target audience, the next step is to develop a marketing strategy that is tailored to your business goals. This strategy should include a mix of marketing activities, such as content marketing, social media, email marketing, and SEO. Your marketing consultant can help you identify which activities will be most effective for your business and create a plan for implementing them.
  3. Implementing and Tracking Marketing Campaigns - With your marketing strategy in place, it's time to start implementing your campaigns. This may involve creating content, setting up social media profiles, running email campaigns, and optimizing your website for SEO. Your marketing consultant can help you with all of these activities and ensure that they are aligned with your overall marketing strategy.
  4. Measuring the Success of B2B Marketing Efforts - Finally, it's important to measure the success of your marketing efforts. This involves tracking key metrics, such as website traffic, lead generation, and sales revenue. Your marketing consultant can help you set up tracking tools and analyze the data to determine which marketing activities are driving the most results. This information can then be used to optimize your marketing strategy and improve your ROI.

Finding a B2B Marketing Consultant

If you’re looking to grow your business, a B2B marketing consultant can be a valuable asset. But finding the right consultant for your specific needs isn’t always easy. There are many different types of consultants, and it’s important to choose one that is experienced and qualified to help your business reach its goals. First, look for experience and qualifications. Ensure the consultant you hire has experience in B2B marketing and can provide references. It’s also important to ensure they have the necessary qualifications, such as a degree in marketing or a related field. Second, understand their process. Ask potential consultants to describe their process for developing a B2B marketing strategy. This will help you understand their approach and ensure it aligns with your goals. Finally, ask for a detailed proposal. Request a detailed proposal from the consultant outlining the steps they will take to help grow your business. This should include information on the types of activities they plan to implement, as well as timelines and budget estimates.

The Impact on Marketing of Hiring a Fractional  CMO

Understands Your Vision

Have a big vision for growth? A fractional CMO will explore how you'll get from here to there and what steps are necessary to grow your business. There are no cookie-cutter plans. Each business is unique, and a comprehensive strategy only works with a detailed understanding of where you want your business to go.

Creates a Strategic Plan

An effective marketing strategy can be crafted and executed efficiently with market-based insights. A fractional CMO will collaborate with you and your team to determine areas of opportunity and how to build a plan to capitalize on market potential. A fractional CMO brings the best ideas, within or outside your industry, to deliver results. This executive-as-a-service model lets you engage the best marketing minds in a cost-effective manner. Time is money, and a fractional CMO gets your strategy underway quickly.

Executes, Measures, and Optimizes

A strategy is only as good as the results it produces. To that end, using the right tools to execute tactics, measure results, and analyze outcomes is critical to an effective marking plan. A fractional CMO knows the tools, metrics, and resources needed to help your company get the best ROI for its marketing investments.

Fractional CMOs as B2B Marketing Consultants

Fractional CMOs provide a powerful alternative to hiring an outside marketing consultant. As they are more invested in your company, they take a hands-on approach to a variety of marketing responsibilities. This extends from the creation of marketing plans all the way to their implementation and covers all areas in between. Their level of investment leaves your company with roadmaps for long-term success that define how best to utilize resources and allocate budgets. Hiring a fractional CMO allows companies to benefit from specialized expertise without having to pay full-time salaries for in-house staff too early or add permanent employees who may not be fully utilized.

On the other hand, using an outside marketing consulting firm requires businesses to find the right balance between dedicating time versus money. These models often employ a hands-off approach to developing strategy and require annual retainer payments without necessarily showing results or aiding growth as much as desired. Fractional CMOs, however, focus their efforts solely on you as the core client and help develop initiatives within the already existing internal systems instead of relying merely on external resources. This commitment can lead to large gains in terms of structure and operations that an independent consultant may not possess.


Working with a seasoned B2B marketing consultant can be a game-changer for your business. By providing expertise, a fresh perspective, and a targeted marketing strategy, an effective B2B marketing consultant can help you generate more leads, increase sales, and grow your business. If you're struggling with your B2B marketing efforts, consider hiring a marketing consultant to help you achieve your business goals.

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Eric Dickmann

About the author

Eric Dickmann is the Founder / CMO of The Five Echelon Group, host of the weekly podcast "The Virtual CMO" and YouTube series "Work-Life" and a fractional CMO for a variety of small and midsize companies. An executive leader with over 30 years of experience in marketing, product development, and digital transformation, he has worked with large, global companies and small startups to develop and execute marketing strategies to bring innovative products to the market.

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