B2B Growth / Pipeline / Demand Gen / ABM
Most companies hire a b2b growth consultant and expect a tactics list. More ads. More content. More tools. That is not the job. The job is the revenue engine: how strangers become signups, how signups become paying accounts, and how those accounts stay and expand. I work as a Fractional CMO/CGO, which means I own that engine end to end. I do not hand you a strategy and leave. I run it.
Most companies expect a tactics list. The job is the revenue engine: stranger to signup to paying account, owned end to end.
My focus is simple: from traffic to revenue. Traffic is cheap to buy and easy to brag about. Revenue is the only number that pays salaries. So I start where the money leaks, not where the dashboards look pretty. I map the full funnel, find the two or three steps killing conversion, and fix those before touching anything else. A good b2b growth consultant kills work, they do not add it.
The work is data first, ego last. I instrument the funnel properly, because half the time the reporting is broken before the strategy is. Then I run experiments with clear hypotheses and clear stop rules. I have managed $100M+ in budgets across paid acquisition, so I know exactly how fast money disappears when targeting, creative, and landing pages are not aligned. That scar tissue is most of what you pay a b2b growth consultant for.
Channels matter less than the system that connects them. Paid, organic, email, and product-led motions all feed the same pipeline, and the handoffs between them are where deals die. I took Elementor to 100x ARR by treating acquisition, activation, and monetization as one connected machine instead of four separate teams optimizing local metrics. The same discipline applies whether your motion is sales-led, self-serve, or both.
Speed to cash is the bias. I prioritize by ROI per hour and ship the highest-use fix first, then measure, then move. When I drove a +337% MRR lift at Riverside, it came from compounding small, fast wins inside the funnel, not one heroic campaign. A b2b growth consultant who promises a single silver bullet is selling you a story. The real gains stack, and they stack faster when someone is accountable for the whole number.
If you want a partner who reads the code, reads the data, and reports in plain numbers, that is how I operate. The fundamentals I run on are the same ones the Harvard Business Review has documented for decades: customers buy outcomes, retention beats acquisition on cost, and pricing is a growth lever most teams ignore. Hire a b2b growth consultant for the system, not the slogans, and hold them to revenue. That is the only scoreboard that counts.
An agency runs a channel: ads, SEO, or email, scoped to deliverables. I own the revenue outcome across the whole funnel. I instrument tracking, find where signups and deals leak, fix activation and pricing, and report in dollars, not impressions. I work as a Fractional CMO/CGO inside your team, accountable for the number, not just the campaign.
I map the full funnel and find the two or three steps losing the most revenue, then I rank fixes by ROI per hour. The highest-use, fastest-to-cash fix ships first. I do not start with new channels or more spend. I start where money already leaks, because plugging a leak beats pouring in more traffic almost every time.
I work best with B2B and product-led companies that already have traffic and some revenue but a funnel that leaks. If you have signups not converting, paid spend not paying back, or churn quietly eating growth, that is my zone. Pre-revenue startups with no data to read are a poor fit, since I run on numbers, not guesses about a market that does not exist yet.
Tracking and quick funnel fixes land in the first few weeks, because broken reporting and obvious leaks are usually the first finds. Compounding gains take a quarter or two. When I drove a +337% MRR lift at Riverside, it came from stacking fast wins inside the funnel, not one campaign. I set clear hypotheses and stop rules so we cut losers early and double down on winners.
I run it. Advice that sits in a deck changes nothing. As a Fractional CMO/CGO I own the funnel day to day: I set the experiments, read the data, coordinate the channels, and report revenue. I read the code and the analytics myself, so I am not waiting on a separate team to tell me what is happening. You get an operator, not a slide deck.
B2B has a long, multi-touch buying cycle and a small number of high-value accounts. That changes everything about how you grow. Here is the system I build and run.
Define MQL, SQL, and opportunity stages everyone agrees on, with a forecast model the board can trust instead of a spreadsheet of hope.
Content, paid, and channel programs that fill the top of funnel with the right accounts, not just cheap leads. See demand generation.
Target lists of named accounts, coordinated outreach across channels, and sales alignment so marketing and sales hit the same accounts together.
Shared definitions, SLAs, and handoff rules so leads do not die in the gap between the two teams.
Multi-touch attribution and clean CRM data so you know which programs actually create pipeline. Ties into marketing ops.
Landing pages, demo flows, and nurture that move accounts forward instead of stalling. See conversion optimization.
A B2B growth consultant who only advises leaves you with a plan and no execution. The way I work, B2B growth is run inside a fractional head of growth or fractional CMO engagement, where pipeline, demand gen, and ABM are owned as one system and I carry the number alongside your team.
This page is the growth-consultant angle on B2B. If you want the broader fractional service framing, see B2B SaaS services and the dedicated fractional CMO for SaaS page. They cover the same expertise from the service and CMO angles. This one is about owning the growth.
A B2B growth consultant who works with everyone is accountable to no one. Here is where the model is built to perform and where it is not the right call.
Company size that fits: $1M to $20M ARR, with at least one repeatable customer segment and a sales motion that exists but is not yet predictable. Under $1M, the constraint is usually product-market fit, not growth execution. Over $20M, the bottleneck is usually organizational, not strategic, and the right hire is a full-time VP Growth.
Industries with the strongest fit:
Most of my direct experience: attribution across a long sales cycle, channel sequencing from content to paid to outbound, PLG motion instrumentation. The Elementor ($200K to $20M ARR) and Riverside (+337% MRR) results are both B2B SaaS at scale.
The cnvrg.io engagement ran from early-stage inbound to acquisition by Intel. Technical buyers, long evaluations, and category education all in the mix. The demand generation model for a security or infrastructure company is structurally different from SMB SaaS, and the channel sequence reflects that.
Israeli-founded companies selling into the US and European markets, where the product team is in Tel Aviv and the buyers are in New York or London. Timezone strategy, ICP localization, and the specific challenge of building pipeline in a market where you do not have network density: all of this is in my operating history.
Where this is not the right fit: B2C consumer products, marketplace businesses where supply-side growth drives unit economics, and companies that need an agency to execute at scale before the strategy is validated. The engagement is built for finding the engine, not running the campaign machine once it exists.
Sharpen who you sell to and why you win, because every other lever wastes money if the target is fuzzy.
Build a repeatable top-of-funnel mix across content, LinkedIn, and search that produces qualified pipeline, not vanity leads.
Coordinated marketing and sales motion against a defined target list, with personalized touches that earn meetings.
Fix the leaks between stages with better nurture, demo flows, and sales enablement so more pipeline closes.
Retention and expansion programs so revenue compounds inside the base. See lifecycle marketing.
A pipeline dashboard and forecast model that survives a board meeting and guides where to spend next.
B2B SaaS and services companies past early product-market fit that need a repeatable pipeline engine, not another agency.
Founders selling to a small number of high-value accounts who need ABM and demand gen run together by one owner.
Teams where marketing and sales are misaligned and pipeline forecasts cannot be trusted.
I led acquisition at Elementor from roughly $200K to over $20M ARR between 2018 and 2020 as the company passed five million users, building the full B2B and prosumer growth engine. I led growth at cnvrg.io, an MLOps platform selling into enterprise data-science teams, ahead of its acquisition by Intel announced in November 2020 (TechCrunch). I drove 337% MRR growth at Riverside as a growth operator. I have owned B2B pipeline numbers, not just advised on them. See the Elementor and cnvrg.io case studies.
2-4 week audit of your growth stack plus a 90-day roadmap. Fixed scope, converts to a retainer.
Full fractional role owning the B2B pipeline number. See fractional CMO.
In my case, I own the pipeline system end to end: demand generation, ABM, sales alignment, and forecasting, run as a fractional operator rather than delivered as a deck and walked away from.
Same expertise, different angle. B2B SaaS services frames the full fractional offering, this page focuses on owning the growth and pipeline number specifically.
Yes. Named account lists, coordinated marketing and sales outreach, and personalized touches that earn meetings with the accounts that matter.
Yes. Shared lifecycle definitions, SLAs, and handoff rules so leads stop dying in the gap between the two teams.
Yes. Clean CRM data, multi-touch attribution, and a forecast model that holds up in a board meeting are core to the work. Ties into marketing ops.
I execute. The default is a fractional operator engagement where I carry the number with your team. Advisor tier is available if you only need strategy and reviews.
A fixed-scope diagnostic sprint runs $6,000 to $8,000. Infrastructure builds start at $5,000 per month. A full embedded operator engagement runs $8,000 to $18,000 per month.
Book a 15-minute call. I will look at your pipeline, find the biggest leak, and recommend the lightest engagement that fixes it. See the role or book a call.
In 15 minutes I will find the biggest leak in your pipeline and tell you the lightest way to fix it. No deck, no pitch if a fractional is wrong for you.
Book a 15-min call. I will tell you whether this is your next move, or whether your money is better spent elsewhere.
Comparing consultants? The growth marketing expert proofs work on any of us: revenue trace, measurement layer, systems that outlast the engagement.
