Fractional CMO · B2B SaaS & AI
Fractional CMO for B2B SaaS and AI founders
Turn early traction into predictable pipeline, with hands-on growth execution from a senior marketing leader.
Overview
B2B SaaS marketing is a revenue problem before it is a marketing problem. Buyers need a clear reason to choose you, sales needs leads it trusts, and leadership needs to see which spend creates pipeline. A fractional CMO provides the senior leadership to get all three right on a part-time basis.
F.O.B Brand Studio works with B2B SaaS and AI founders in Toronto and across North America.
The problem
Where B2B SaaS marketing usually gets stuck
- Positioning that sounds like every competitor, so sales has to explain the difference on every call.
- A gap between marketing-qualified and sales-accepted leads, so each team doubts the other's numbers.
- Paid and content spend that cannot be tied to pipeline or revenue.
- Early traction from referrals and founder-led selling that is hard to turn into repeatable pipeline.
What changes
How a fractional CMO helps
- Define your ideal customer profile and a positioning that buyers can repeat.
- Agree funnel stages with sales so that MQL and SQL mean the same thing to both teams.
- Build demand generation across paid search, LinkedIn and account-based marketing, prioritised by pipeline impact.
- Set up GA4, CRM tracking and attribution so spend can be tied to revenue.
- Direct your in-house team or agencies against one plan, across North America and APAC where needed.
Relevant experience
Results from Cherry's previous roles
Cherry's B2B experience includes account-based marketing, LinkedIn and 6sense programmes, and funnel work with sales teams. At a British B2B electronic components company she managed APAC paid media and lifted MQL-to-SQL conversion by 30%.
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 does a fractional CMO do for a B2B SaaS company?
They own marketing strategy and measurement: positioning, target customers, channel priorities, funnel definitions shared with sales, and reporting tied to pipeline. They direct in-house staff or agencies to execute, on a part-time basis.
When is a B2B SaaS company ready for a fractional CMO?
Usually when founder-led marketing has stopped scaling, positioning is unclear, or marketing results cannot be tied to pipeline, but a full-time CMO is not yet justified. If you do not yet have customers or a repeatable sales motion, product and sales work usually come first.
Do you run paid and account-based campaigns yourself?
Cherry has hands-on experience with Google Ads, LinkedIn Ads and account-based marketing platforms, and can set them up and direct them. The scope depends on the engagement.
Do you work with SaaS companies outside Toronto?
Yes. F.O.B Brand Studio works across Canada and North America, and supports expansion between Canada and Hong Kong.