Industries
Built for B2B startups that sell on trust and proof.
I focus on founder-led B2B startups that need a predictable revenue engine without hiring a full-time marketing executive. My background also spans B2C brands — fitness, food, retail, home services, and healthcare — which gives me a broader lens on demand, positioning, and customer behavior.
What these markets share
Same buying reality. Same executive problem.
Whether you're selling security software, manufacturing platforms, SaaS, consulting, or construction tech, the underlying challenges look remarkably similar.
Cybersecurity
Cybersecurity buyers are skeptical, risk-averse, and surrounded by noise. They aren't looking for more fear-based marketing — they need a credible narrative that holds up from the practitioner to the board.
Representative workRunSafe Security — full CMO tour: rebrand, category positioning, and 160%+ marketing-sourced pipeline growth.
What this industry is looking for
- Clear category positioning that differentiates from dozens of look-alike vendors
- Analyst and peer validation woven into the buyer journey
- Accountable pipeline motion, not just event sponsorship and brand impressions
How I help
- Build a buyer-practitioner narrative that satisfies both technical and economic buyers
- Create analyst-ready messaging and proof points for Gartner, Forrester, and peer review
- Design ABM and demand programs tied to qualified pipeline and revenue
Industrial Technology & Manufacturing Software
Industrial buyers care about uptime, throughput, and operational credibility. They want specificity, not slogans — and they need to see how your software fits inside a plant, factory, or field operation.
Representative workSightline Systems, Seeq — GTM strategy, demand generation, and flagship event leadership.
What this industry is looking for
- Positioning that names the operational problem in the buyer's language
- Content that earns trust with engineers, plant managers, and operations leaders
- Demand motion that stays connected across six-to-eighteen-month sales cycles
How I help
- Develop sector-specific messaging rooted in real operational outcomes
- Build full-funnel content and sales enablement with SMEs and customer proof
- Run account and pipeline programs tuned for long-cycle industrial buying
B2B SaaS
Growth-stage SaaS companies need marketing to graduate from founder-led hustle into a repeatable revenue system. The team wants clarity on what to spend, what to say, and what to measure.
Representative workRocketReach, Haystack Solutions, Timerack — SVP/CMO-level operator engagements.
What this industry is looking for
- Positioning that is a point of view, not a feature list
- Demand engine that converts traffic into qualified pipeline and revenue
- Attribution and forecasting the whole leadership team trusts
How I help
- Define GTM strategy tied to revenue targets and segment-specific messaging
- Build the demand engine, lifecycle model, and reporting behind it
- Align marketing and sales around one pipeline forecast and shared metrics
Professional Services (Engineering, Architecture, Consulting)
Professional services firms sell trust, expertise, and outcomes. Their growth is often tied to a founder or a few rainmakers, and they need to scale that reputation without losing the personal touch.
Representative workSkyIO, SAA Architects, and select consulting firms — rebrand, positioning, and business development.
What this industry is looking for
- A unified firm voice that doesn't depend on the founder
- Thought leadership and content engine that creates predictability
- Business development motion beyond referrals and relationships
How I help
- Build a founder and partner messaging framework the whole firm can use
- Create a content and visibility program that establishes category authority
- Develop systems that turn expertise into a consistent pipeline of opportunities
Construction Technology
Construction tech buyers are project-driven, cost-conscious, and bought in by multiple stakeholders — from field teams to project managers to IT. They need to see ROI fast and trust the vendor understands the job site.
Representative workLinarc — fractional CMO and GTM strategy for construction management technology.
What this industry is looking for
- Messaging that speaks to both field operations and executive decision-makers
- Clear ROI and proof that the technology fits existing workflows
- Predictable pipeline from an industry with long procurement cycles
How I help
- Position the product around the real job-site and business outcomes it creates
- Build sales enablement and content that helps buyers justify the investment
- Run demand and ABM programs that keep the company top-of-mind across long sales cycles
Direct customer experience
B2B, B2C, and B2G — including regulated and industrial verticals.
Beyond the sectors above, I have worked directly with customers in these industries.
Your sector isn't on the list?
If you're a founder-led B2B startup, chances are the pattern is the same. Let's find out on a call.
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