The way B2B buyers make decisions has changed.
In financial and professional services, your buyers were never going to click through a list of search results. They formed opinions through reputation, relationships, and referrals, and then decided before they ever called you.
That model still holds. What’s changed is where those opinions form first. Research now starts with an AI assistant, not a Google search. Buyers in your sectors are shortlisting vendors, checking credibility, and stress-testing your positioning before you know they’re looking.
The marketing that works in that environment isn’t louder or faster. It’s clearer, more coherent, and built to compound trust over time. That takes senior judgment, not more execution.
What senior B2B marketing leadership delivers.
Marketing in growth-stage firms tends to accumulate rather than compound. Good work gets done, but in different directions, and nothing quite builds on itself. Senior leadership is what joins it up, so effort stacks instead of scatters.
Marketing connected to revenue, not just activity
A clear view of what’s actually moving the needle and the commercial focus to prioritise it. No more guessing whether the marketing spend is working.
Leadership headspace back where it belongs
When marketing has senior ownership, you stop being the person bridging the gap between strategy and execution. You focus on the business. Marketing focuses on growth.
A system that build over time
When brand, content, and pipeline work together, effort compounds. Each campaign, piece of content, and conversation adds to the last, rather than starting over every quarter with nothing to show for what came before.
Your team need this when:
Senior direction when you need it. No permanent headcount required.
Big-picture thinking with hands-on delivery
Hi, I’m Anaïs
Senior B2B marketing leader
Nearly 20 years working in fintech, financial services and professional services, sectors where marketing has to justify itself in a commercial conversation, not just a marketing one.
The thing I’ve learned 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:
Hi, I’m Anaïs
Senior B2B marketing leader
Nearly 20 years working in fintech, financial services and professional services, sectors where marketing has to justify itself in a commercial conversation, not just a marketing one.
The thing I’ve learned 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: