For B2B firms building marketing from zero, or fixing what’s stalled

Is no one owning your marketing? Or is it busy, but going nowhere?

I set up the marketing that turns interest into sales, then hand it over to whoever runs it next, even if that’s you.

I’ve been the first marketer at a financial data company, and I’ve fixed stalled pipelines since.

The problem

Where good leads go quiet

Someone posts for a month, an event brings in a pile of contacts, a campaign goes out, and then it all goes quiet, because nothing connects what happened to what comes next.

The fix is the marketing behind the marketing:

Map how a lead travels to a sale.
Connect the website, CRM and follow-ups so nothing drops.
Measure where deals come from and where they stall.
Hand over the playbooks so your team runs it.

Before any of that, I make sure you’re talking to the right people with the right message; otherwise the system just moves the wrong leads faster.

Every lead that drops out is one you’ve already paid for.

How I help

Sound familiar?

You’re building marketing for the first time

You’ve raised, you’re hiring sales, and nobody owns marketing. Your new salespeople are selling without a clear story.
You’re still the one bringing in every deal

It works, until you’re the bottleneck.
Leads come in, then go quiet

Nobody can see where they drop off, so nobody can fix it.
A funding round, a sale or a new market is coming

Investors and buyers will look you up. What they find should match what you say in the room.

Why not just…

Hire full-time?

Hire an executive and the strategy falls back on you. Hire a senior strategist and you pay senior rates for day-to-day work they didn’t sign up for, so they rarely stay happy doing it.
Use an agency?

Someone inside still has to brief them, chase them and own the relationship.
Do it yourself?

Every hour on marketing is an hour off the work only you can do.
Or bring me in?

Fractional CMOs rent you a leader. I build you a marketing function, then hand it over. Not a strategy deck, and not a tool installation: I build the system that makes the strategy run, and bring in specialists where they’re needed.

About me

The strategy, and the plumbing behind it

Anaïs Bresle, founder of Firefinch Marketing

Hi, I’m Anaïs

Marketing systems builder

In nearly 20 years in fintech, financial services and professional services, the pattern I see most is that nobody holds the whole picture long enough to make the strategy real: brand goes one way, content another, and so does pipeline.

It started at a challenger financial data company, where I was the first marketer and we built our own CRM; cleaning the data against the contracts let us close access some clients shouldn’t have had, then sell more and upsell. Later, at a wealth platform, two reactivation campaigns, one to financial advisers and one to their clients, brought in tens of millions in new assets.

I’ve worked with HubSpot, Dynamics, SugarCRM, Mailchimp, Brevo and CRMs built in-house, and honestly I don’t mind which one you use; it’s the logic underneath that I care about.

What you end up with:

A pipeline you can explain to your board: where deals come from, how long they take, and what’s stuck
A clear view of where leads come from and where they stall
Playbooks, so everyone knows what happens next
A system your team, or a junior, can run

Most recently: renewal and win-back flows for an education membership that now run on their own.

See how I work