FRACTIONAL MARKETING
Fractional marketing leadership for B2B technology companies. Strategy and execution, working as part of your team.
When you need a marketing director, not a marketing consultant.
HOW WE WORK
Senior marketing, shaped to what you need.
Marketing tends to get judged on activity — campaigns run, content published, engagement up. Senior marketing direction worth paying for is judged on outcomes: pipeline that converts, deals that close. That’s the test that matters most.
We work with B2B technology companies on whatever cadence suits the business — typically half a day to a day a week — and the role we play depends on what’s already in place.
If you haven’t got a marketing director, we act as one: setting strategy, planning campaigns, taking responsibility for the outcome. If you’ve got a permanent hire on the way, we hold the fort until they start. If you already have a senior marketer in post, we work with them — as a second senior opinion, a pair of experienced hands, or focused support on the parts they’d value help with.
Most fractional CMO offerings are advice-led: strategy decks, monthly check-ins, the delivery left to someone else. We can sit closer to the work than that, when that’s what’s needed — planning campaigns, writing messaging, running sales enablement, managing agencies. How hands-on we get depends on what the role requires and what the cadence allows.
Either way, we don’t write strategy that someone else has to work out how to deliver.
HOW IT WORKS
Two patterns we see most often.
As a bridge
You’re hiring a marketing director, but they’re not on board yet.
We support you while you recruit. Strategy gets set, campaigns get built, sales enablement gets in place — so when your permanent hire arrives, they walk into a function that’s running, not one they need to start from scratch.
When they start, we hand over what genuinely transfers: the strategic direction we’ve set, the priorities we’ve agreed, the context we’ve built with the team. The handover is designed to make their first quarter successful, not to make us indispensable.
The work itself is similar in both; the framing and the timeline differ.
As an ongoing arrangement
Your business doesn’t justify a full-time hire — yet.
You need senior marketing direction. You don’t need (or can’t justify) a six-figure permanent hire. We run your marketing on whatever cadence the business actually needs — half a day a week, a day a week, a day a fortnight.
As you scale, the arrangement scales with you. When the business reaches the point where a full-time hire is the right move, we help you make it — and hand over to whoever you bring in next.
IN PRACTICE
What working together looks like.
DISCOVERY
We get to know your business, your customers, your sales process, your existing campaigns, and your team. We agree what we’ll do together over the next quarter — specific outcomes, specific milestones, specific responsibilities. No vague "let’s see how it goes."
DELIVERY
We work. Strategy decisions made together. Execution delivered against the agreed plan. Your team isn’t displaced — we join them on campaign planning, content, messaging, sales enablement, hiring support, agency management. Whatever the moment needs.
REVIEW
On a cadence that fits your business. We’re not interested in weekly status calls that exist to fill the diary. We are outcome-driven — measured on what closes.
EXECUTION
Where clients don’t have in-house execution capacity, our team can deliver specific work — campaign delivery, content, messaging, sales enablement materials — scoped and billed separately from the senior direction. Available for any engagement type, not a separate offering.
COMMITMENT
Engagements are billed monthly in advance, with 30 days’ notice on either side. From half a day a week. No long contracts — the work earns the renewal.
Built from 25 years at the sharp end of B2B tech.
Anderson-Hill was founded by Jeremy Hill, who has spent a quarter-century scaling technology businesses — including roles at Software AG, Basho, and Business Objects, where Dave Kellogg — one of the most respected minds in B2B SaaS growth — was CMO.
Our fractional work draws on the same thinking we've published as a framework. If you want to see how we approach B2B growth in detail, explore our framework.
Software AG | Business Objects | Basho
Author of Ten Proven Ways to Accelerate Your Growth
Worth a conversation?
If you’re weighing whether fractional makes sense for where you are, the easiest next step is to ask us a question via email, or book a time and we’ll talk.