B2B Marketing Leadership

From “marketing is happening”
to “marketing is working”.

For businesses where growth is the goal and marketing isn’t pulling its weight yet.

Because marketing should compound, not reset every quarter.

The shift

The way B2B buyers make decisions has changed.

B2B buyers in financial and professional services were never going to click through a search results page. They formed opinions through reputation and relationships, and decided who they’d talk to before they ever called you.

That still holds. What’s changed is where those opinions form first. Buyers now use AI to shortlist vendors, check credibility, and stress-test your positioning before you know they’re looking.

The marketing that works in that environment is clearer and more coherent. It takes senior judgment to build it.

How I help

Your marketing probably needs a reset if:

Growth is the goal but marketing isn't keeping pace

You’re scaling, or trying to. Marketing is happening but it’s not clearly connected to where you’re trying to go.

You don’t know where your pipeline is leaking

Leads come in, some convert, most don’t. No one has a clear view of where things are breaking down or why.

You’re building a marketing function for the first time

You want to get the foundations right, strategy, structure, priorities, without spending the first year figuring it out.

A funding round, a sale or a new market is coming

Your positioning needs to be airtight before you’re in the room. Right now it isn’t.

About me

Big-picture thinking with hands-on delivery

Hi, I’m Anaïs
Senior B2B marketing leader

The thing I’ve learned in nearly 20 years working in fintech, financial services and professional services is that strategy rarely fails because the thinking is wrong. It fails because no one holds the whole picture long enough to make it real. Brand goes one way, content another, pipeline another, and nothing compounds.

I work with leadership teams who want those things joined up: a clear position in the market, content that builds the right reputation, and a system that converts interest into pipeline. Not a list of activities. A growth engine that works.

How teams typically work with me:

  • Diagnose what’s working, what isn’t, and where to focus

  • Reset strategy, positioning and messaging from the ground up

  • Build the system that makes the strategy executable

  • Step in as fractional or interim marketing leader
See how I work
Get in Touch

Ready to go from “happening” to “working”?

Ready to go from “happening”
to “working”?

Start with a conversation. 30 minutes, an honest look at where things stand.

Book the conversation