B2B Marketing & Growth Advisory
Something in your marketing isn't working. Let's figure out what.
I help B2B founders and marketing leaders diagnose what's holding growth back, then build the system to fix it.
15+ years in B2B 4 marketing functions built from zero $250K demand budget owned
The symptom
You know the symptom. The problem is usually somewhere else.
- “Leads are down.”Maybe it isn't demand. The market may not understand what you sell.
- “Deals aren't converting.”Maybe it's positioning. If buyers can't tell why you, they benchmark on price.
- “Sales says the leads are weak.”Maybe it's qualification. Two definitions of a lead create one argument.
- “CAC is climbing.”Maybe it's the ICP. A thin list costs more to convert.
- “Marketing is busy.”Maybe there is no system. Activity without one produces more activity.
The framework
The Marketing Growth System
Six places growth breaks.
- 01
Market
Who should you win?
- 02
Message
Why should they care?
- 03
Motion
How do you reach them?
- 04
Conversion
Why aren't they moving?
- 05
Alignment
Can sales turn interest into revenue?
- 06
Measurement
Can you see what's working?
Find the constraint.Fix the constraint.
Each case below is tagged with the dimension it fixed.
Proof
Selected work
Open a case for the constraint, the work and the lesson.
Market Shyam Spectra · NaaS and enterprise connectivity From consumer broadband to enterprise B2B 45% lead generation20% sales conversion40% retention7,000+ leads managed
The problem
A consumer broadband business had to sell to enterprise buyers, with no enterprise positioning, ICP, demand engine or shared qualification with sales.
The constraint
Market. Nobody could say which enterprise accounts to win, so channel, message and sales coverage ran on assumption.
What I did
- Defined the ICP from conversion data and matched every CRM lead to ICP and persona
- Rebuilt enterprise positioning and launched three flagship products
- Built a multi-channel GTM motion and automated sales handover in HubSpot
- Sold Wi-Fi Pro myself, in the field, to paying guest operators in Bangalore
The lesson
Once you have personally sold the thing, sales stops seeing you as the person who sends leads.
Message BlueKaktus · AI supply chain and enterprise software Repositioning an ERP company as an AI supply chain platform 3 enterprise verticals15+ sales and launch assets6 months zero to running process
The problem
The company was positioned as ERP but needed to compete as an AI supply chain platform, and sales had no case studies, battle cards or enablement.
The constraint
Message. The category was wrong, and the positioning had to work for brands and manufacturers at once.
What I did
- Built the positioning and messaging architecture for both sides of the market
- Wrote the website and aligned founders, product and sales to a CEO deadline
- Went live in time for the CEO's Netherlands meeting
- Built enablement from nothing: case studies, battle cards, decks and a fortnightly sales cadence
The lesson
A senior marketer should be able to say they decided what the company says to the market, not only that leads went up.
Motion NayaOne · FinTech SaaS, United Kingdom Refilling a dry enterprise funnel with £3,000 £3,000 total spend50 intent-qualified prospects35% lead to conversion2 months to funnel movement
The problem
The enterprise funnel had gone quiet. The market was small and risk-sensitive, so more paid reach would have bought impressions, not buyers.
The constraint
Motion. Buyers signalling intent existed; the channel we paid for wasn't reaching them.
What I did
- Chose content syndication over more paid spend and negotiated directly with TechTarget
- Got the £3,000 programme signed off by the CEO and wrote the white paper myself
- Structured the terms around demonstrated intent, not impressions
- Routed returned names straight to inside sales, with context
The lesson
In a small enterprise market you need better access to buyers already signalling intent, not more reach.
Measurement AgreeYa Solutions · Enterprise IT and SaaS, US market Marketing built around a $250K demand mandate ~$1M revenue contribution1,000+ qualified leads a quarter50% lead quality30% conversion10,000+ visitors in quarter one
The problem
Growth ran on events and relationships. Two acquired products needed a digital demand engine, with no funnel, acquisition model or shared lead definition.
The constraint
Measurement. Without funnel maths nothing marketing did connected to revenue, so the budget was a matter of faith.
What I did
- Worked back from the revenue target to opportunities, SQLs, MQLs, channels and budget
- Defined every funnel stage with sales, signed off by sales and the CEO
- Tied marketing's target to revenue, not lead volume
- Built multi-channel acquisition and the attribution layer from the start
The lesson
Sales accepts your definitions once you accept being measured on the outcome.
More work2 cases · Conversion · Alignment
Conversion Microsoft Ignite · AgreeYa Solutions When the buyer is already in the building 700+ leads against a 300 forecast40+ target-account meetings~$57 cost per lead25% brand awareness lift
The problem
AgreeYa had attended Microsoft Ignite before without sponsoring. This time the spend had to produce measurable pipeline, not branding.
The constraint
Conversion. With the whole audience in the ICP, qualifying afterwards wastes the event's one advantage.
What I did
- Reached attendees before the show through the Microsoft Partner Network
- Booked sales meetings before the doors opened
- Built lead capture, CRM tracking and follow-up in advance
The lesson
An event pays off when audience concentration makes the event itself the qualification.
Alignment Systems Lifecycle · Technology services The job where marketing and sales were one job 80% lead volume increase10% to 20% conversion rate1 partner channel built
The problem
No pipeline and no lead generation process, then a wave of low-cost competitors.
The constraint
Alignment, then distribution. Lead counts didn't connect to revenue, and a cheaper competitor wins any side-by-side price comparison.
What I did
- Fixed the website and added Google Ads as the first scalable channel
- Ran the whole path myself, from campaign to demo to proposal
- Measured meetings, demos, proposals and customers instead of leads
- Built a partner channel through legal and compliance firms that already held buyer trust
The lesson
When competitive pressure rises, sometimes you change the route to the customer instead of competing harder.
Point of view
I don't start with channels.
- 01
Start with the business problem.
The objective, the buyer and the number that has to move come before any channel.
- 02
Position before promotion.
If the market doesn't understand the proposition, more media creates more noise.
- 03
Build the funnel as a system.
Acquisition, nurture, conversion and handover are connected. Optimising one rarely fixes the business.
- 04
One language for marketing and sales.
ICP, MQL and SQL must mean the same thing to both teams, or the funnel maths isn't real.
- 05
Data informs judgement.
Analytics shows where the system breaks. Judgement decides what to investigate.
- 06
AI should increase leverage.
I use it for research and content velocity, not strategy. It makes it easy to produce more of what isn't working.
How I work
You don't need to know what you need. That's my job.
Sometimes it's positioning. Sometimes it's GTM, demand or pipeline. The diagnosis decides.
- 01
Diagnose
The business, buyer, funnel and target.
- 02
Identify
The one constraint holding growth back.
- 03
Prioritise
What happens first, and what waits.
- 04
Build
The system, inside your existing stack.
- 05
Execute
Into market, with your team.
- 06
Measure
Activity tied to revenue outcomes.
About
You are not hiring a strategy deck. You are hiring the judgement.
ScaleBuz is me. Not a bench of junior consultants, not an account manager. The person who runs your diagnostic is the person who does the work.
I have spent 15+ years in businesses where marketing had to solve a real commercial problem: build a function, reposition a company, create enterprise demand, enable sales. Four of those functions I built from nothing.
I have also personally sold, carrying deals end to end from the first click to the proposal. That is why the funnel maths and the sales conversation are the same conversation to me.
PGP PRO, Indian School of Business · MBA, Anglia Ruskin University
Experience
Where the work has been done.
SaaS, FinTech, connectivity, enterprise IT, logistics and financial services.
- BlueKaktus
- NayaOne
- Shyam Spectra
- Complinity
- AgreeYa Solutions
- Systems Lifecycle
- WMS Software
- Safexpress
- Barclays Shared Services
- American Express
- Genpact
Free · 30 to 45 minutes
Marketing Growth Diagnostic
Bring the problem. I'll bring the diagnosis.
- 01Your situation
Where growth is stalling. You don't need to know why.
- 02The likely constraint
Which layer is holding growth back, and why the obvious fixes haven't worked.
- 03One specific observation
Something you can act on, whether or not we work together.
No pitch deck. No junior consultant. No proposal unless there is a genuine problem worth solving.If I'm not the right person to help, I'll say so.
Tell me what's not working →