Fractional CMO · B2B e-commerce & distribution
Fractional CMO for B2B e-commerce and distribution
Large catalogues, several markets and long buying cycles, with one senior owner for the plan.
Overview
B2B e-commerce sits between retail and enterprise sales. Buyers search for specific products, but purchases involve accounts, repeat orders and sales follow-up, across markets that each use different search platforms.
A fractional CMO coordinates paid media, e-commerce and sales so that new-customer acquisition and account growth are planned together.
The problem
Where B2B e-commerce marketing usually gets stuck
- Large product catalogues that make campaign structure and budget allocation complicated.
- Different search and ad platforms in each market, from Google and Bing to Baidu and Yahoo Japan.
- New-customer acquisition competing with the pull of existing accounts.
- Handoffs between marketing leads and sales follow-up that lose deals.
What changes
How a fractional CMO helps
- Structure campaigns and budgets across a large catalogue, prioritising by margin and demand.
- Plan a multi-market, multi-platform media mix and attribute results consistently.
- Balance new-customer acquisition against existing-account growth.
- Define lead stages with sales and measure MQL-to-SQL conversion.
- Build reporting across search, display and video platforms in one view.
Relevant experience
Results from Cherry's previous roles
As APAC Paid Advertising & Affiliates Optimization Manager at a British B2B electronic components company, Cherry managed paid media across Google Ads, Bing, Baidu and Yahoo Japan, using SA360, DV360 and CM360.
British B2B electronic components company
- +70%new customer acquisition
- +30%MQL-to-SQL conversion
- +25%revenue uplift
- +16%return on investment
FAQ
Common questions
What makes B2B e-commerce marketing different?
Purchases often involve accounts, repeat orders and sales follow-up, so marketing has to optimise for new customers and customer value, not just single transactions.
Can you manage multi-market paid media?
Yes. Cherry has managed paid media across multiple APAC markets on platforms including Google Ads, Bing, Baidu and Yahoo Japan, and is fluent in English, Cantonese and Mandarin.
How do you measure results?
By agreeing definitions with sales for leads, qualified leads and new customers, and tracking them through Google Analytics and the ad platforms, so budget moves toward what produces customers.
Do you work with distributors outside Toronto?
Yes. F.O.B Brand Studio works across Canada, North America and Hong Kong.