CMO+

Dynamic Fractional CMO/CRO with a proven track record in early-stage growth, specializing in scaling companies from $3-10MM to $10-30MM in annual revenue. I focus on building robust revenue operations, strategic marketing frameworks, and sustainable growth plans that align with a company’s unique trajectory. With hands-on leadership and a data-driven approach, I work alongside founders and teams to optimize processes, refine brand messaging, and expand market share.

Fractional CMO

V&L Growth Labs

-  Accelerating the growth of the consumer business through both direct digital sales & sales enablement across a network of franchise partners.
 - Building and leading an integrated marketing function encompassing both the B2B side of the business as well as the fast-growing D2C side.
 -Championing a customer-centric culture, team & attitude infused with digital and retail (or local) agility.

Partner

Brand Buddha

Lead management, account, and development teams through significant growth at a leading brand & creative marketing agency

* Manage 20+ account managers, designers, and developers 
* Promote and train four department directors 
* Manage a diverse roster of healthcare, pharma, biotech, and MedTech clients  
* Architected a company restructure resulting in a dramatic and qualifiable increase in ARR profit 
* Design and roll out a new project management department/system 
* Develop key accountabilities and responsibilities for all roles 
* Oversee talent acquisition, assessment, and placement of local and independent contractors

President - Chief Strategy Officer

Leveraged core advertising planning skills and experience to define and transform brands. Worked with clients to define brand goals, brief creative, and develop strategies based on consumer insights, trend analysis, and business objectives.  Led consumer research and insight development, bringing qual and quant together in collaboration with data analysts. Worked in concert with clients to provide strategic direction across the brand’s ecosystem (web, email, social, mobile, retail, activations, etc.).Lead client stakeholder meetings and workshops. Led team developing research including competitive analysis, emerging opportunities, and consumer insights. Provided strategic guidance on emerging media channels and platforms.

Vice President Brand Management & Strategy

Responsible for leading and executing strategic planning and business development functions for Brand Buddha. Serves as the primary strategy resource for Brand Buddha clients, and has oversight for relationship development, network development, strategic evaluation of business plans, affiliations, joint ventures, acquisitions and marketing.

Vice President Of Business Development

ConstantPLAN - (acquired August 2016)

ConstantPLAN is a wall-to-wall marketing and media organization focused on creating brands for individual business professionals. ConstantPLAN's methodology creates strong, hyper-local brands for advisors, consultants, attorneys, and professionals in the advice business.

Senior Vice President Marketing

PointServ

Developed and implemented sales forecasting, planning, and budgeting processes. Establishes high levels of quality, accuracy, and process consistency in planning, forecasting, and budgeting approaches used by the sales organization.

Developed and administer and compensation, commission plans and incentive development and tracking. 

Created company-wide sales plan. Prepares forecasts, including significant input into strategic planning and the direction of the PointServ.

Developed company-wide training systems designed to raise sales performance against plan for all aspects of the sales group across a variety of key performance metrics. Implements metrics to generate data and tracking for decision making.

Currently providing knowledge and experience-based leadership to PointServ (particularly Sales, Finance and Marketing) to guide effective decision-making and continuous improvement.

Vice President - Sales & Marketing

Valentine & Lewis

As VP of Institutional Accounts my daily efforts are to lead new account acquisition of multi-channel financial services product platform, and to foster working C-level professional relationships. Strategically, my responsibilities are to create organic leads of targeted prospects, to score potential relationships for profitability and to oversee the multi-stage sales process for all prospective C-level relationships.

A leader in delivering corporate and "accredited investor" solutions, V&L Institutional Services mission is to empower corporate officers with the most effective cash management, investment philosophy, key personnel retention strategies, and HR retirement platforms they require, in order to optimize their financial needs and meet their business strategy.

V&L Institutional Services is changing how "accredited" investors approach the Reg D marketplace by combining high altitude analytics with performance predictive capabilities.

VP of Institutional Accounts

Raymond James Financial Inc.

•Effectively managed expansion and business operations for the Western Region
•Energized Defined Contributions (DC) & Defined Benefit (DB) business through approximately three new market territories in the Southwest resulting in 34 new corporate relationships.
•Delivered effective plan selection and employee education for corporations, institutions, foundations, and accredited individuals
•Actively managed dynamic pooled asset accounts
•Presented retirement sales training and market updates relating to best practices for DB, DC, NQDC, etc. plans.

Vice President, Private Wealth Management 

Associate Vice President

Prudential Financial (previously Prudential Securities)

Financial Advisor

Terminix

Vice President Direct Sales

You are a founder. A CEO. An Entrepreneur. What you know about marketing, sales, and revenue operations has taken your company as far as it can.  

You likely have a couple of entry/mid-level marketers or a consultant or two on your payroll. You know marketing, sales, and revenue operations are evolving rapidly due to AI systems. You know you need to do something now. 

That is where I come in.

I work with startup founders (seed to series B) to turn their vision into actionable strategy, systems, and execution that attracts the right eyeballs, engages, and converts new business to scale your revenue operations. 

𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐢𝐭 𝐰𝐨𝐫𝐤𝐬. 3-6 𝐦𝐨𝐧𝐭𝐡 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭𝐬

In the past 24 months, I’ve scaled 8 startups from $8MM ARR to $49MM by fixing one thing: The math behind growth.

𝐌𝐲 𝐀𝐩𝐩𝐫𝐨𝐚𝐜𝐡:

𝐀𝐈 𝐓𝐡𝐚𝐭 𝐏𝐫𝐢𝐧𝐭𝐬 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞: The systems I employ slash CAC by 40%* in 90 days (no, that’s not a typo).
𝐏𝐥𝐮𝐠-𝐚𝐧𝐝-𝐏𝐥𝐚𝐲 𝐒𝐜𝐚𝐥𝐢𝐧𝐠: Done-for-you frameworks for messaging, ads, and lead gen—no “strategy debt.”
𝐙𝐞𝐫𝐨 𝐕𝐚𝐧𝐢𝐭𝐲 𝐌𝐞𝐭𝐫𝐢𝐜𝐬: I obsess over revenue, not likes or clicks.

𝐇𝐨𝐰 𝐈𝐭 𝐖𝐨𝐫𝐤𝐬 (3-6 𝐌𝐨𝐧𝐭𝐡𝐬 𝐭𝐨 𝐏𝐫𝐞𝐝𝐢𝐜𝐭𝐚𝐛𝐥𝐞 𝐆𝐫𝐨𝐰𝐭𝐡)

𝐆𝐫𝐨𝐰𝐭𝐡 𝐀𝐮𝐭𝐨𝐩𝐬𝐲: I reverse-engineer your funnel to find where $$ bleeds (spoiler: it’s usually attribution).
𝐀𝐈 𝐎𝐯𝐞𝐫𝐡𝐚𝐮𝐥: Deploy tested systems to hyper-target high-LTV customers (not just “more traffic”).
𝐒𝐜𝐚𝐥𝐞 𝐨𝐧 𝐀𝐮𝐭𝐨𝐩𝐢𝐥𝐨𝐭: Train your team to run the machine—so you don’t need me forever.

Getting beyond $5M ARR isn’t luck. 

𝐋𝐞𝐭’𝐬 𝐅𝐢𝐱 𝐘𝐨𝐮𝐫 𝐌𝐚𝐭𝐡:
I only take 3 clients per quarter. DM me today.

If you’re a founder building something real - and ready to scale, let’s talk.

Will G.

Most SMBs don’t have a marketing problem.
They have a systems problem.

Leads slip through cracks.
Follow-up is slow.
Tools don’t talk to each other.
Teams are drowning in manual work.
Founders can’t see what’s working and what isn’t.

Marketing feels chaotic because the system underneath it is broken.

Fix the system → marketing works.
Fix the system → sales accelerates.
Fix the system → your team stops drowning.

If you want clarity, I’m running a handful of 15-minute Revenue Systems Audits this week.

DM me AUDIT and I’ll send you the info.

Will Gould

Author of The Chief Revenue Architect. I build AI-driven revenue operating systems for SMBs (AA+OS) and teach operators the architecture skills replacing collapsing GTM roles. Fractional CMO/CRO

10 Parts of the Sales Process You Can Automate Right Now (And the 3 You Should Never Touch)

Most founders think automation is a nice-to-have.

Operators think automation is risky.

Revenue teams think automation replaces their jobs.

They’re all wrong.

Automation replaces tasks, not people.

But, only if you know where to apply it.
Here are the 10 sales workflows that should have already been automated:

Lead capture
Lead routing
Form enrichment
First-touch email
Meeting scheduling
No-show sequences
Proposal follow-ups
Stalled deal nudges
Basic qualification
CRM hygiene updates

These are pure friction.
No one builds a career repeating them.
But here are the 3 parts of sales you should never automate:

Discovery
Diagnosis
Decisions

These require judgment, the one asset AI can’t replicate.
If you automate the wrong layer, you lose revenue.
If you automate the right one, you gain speed.

The companies that win the next decade won’t out-sell their competitors.

They’ll out-system them.

McKinsey just published their 2025 AI Impact On Business Report - 10 Ways AI Just Quietly Rewrote Sales, Marketing & RevOps (And Most Teams Haven’t Noticed Yet)

McKinsey’s newest AI report makes it painfully clear,  the real shift in sales, marketing, and RevOps already happened, and most teams are still acting like it’s 2019.

AI is collapsing the operator layer
McKinsey’s data shows companies are automating the repetitive middle.
That “operator” tier in Sales/Marketing/RevOps? It’s disappearing fast.

The highest-performing companies are building AI-first systems
Not tools.  Not experiments.  Systems.

Pipeline forecasting is becoming a machine task
Operators aren’t losing their jobs to AI,  they’re losing them to math.

Buyer journey orchestration is now real-time.  AI-driven micro-coordination is replacing human follow-up.

Content is infinite,  differentiation is not
AI leveled the production playing field.  The new advantage is structural clarity: messaging frameworks, segmentation logic, and lifecycle architecture.

CAC drops when systems, not people, run touchpoints
McKinsey notes AI’s biggest benefits are efficiency and personalization.

Data governance moved from “IT task” to “RevOps survival skill”
AI breaks when data breaks. Most companies still have duct-taped systems and ungoverned lifecycle logic.

Sales productivity gains are coming from agents, not reps
McKinsey highlights the rise of agentic systems.  One strategic leader managing dozens of agents is not sci-fi,  it’s the next org chart.

Cross-functional silos are now pure revenue leakage 
AI requires end-to-end flow, not departmental borders.

The only irreplaceable role is the one designing the system
This is the entire thesis of The Chief Revenue Architect:
AI isn’t making humans obsolete.  It’s making the wrong humans obsolete.

Open article: The state of AI in 2025: Agents, innovation, and transformation by mckinsey.com

The state of AI in 2025: Agents, innovation, and transformation

Most GTM teams have three layers:
• Strategy
• Execution
• The operators in the middle holding everything together

Guess which layer AI is swallowing?
Not strategy.
Not leadership.
The middle.

Operators feel it first because they’re the ones doing:
admin work
workaround work
duct-tape fixes
cross-team logistics
manual data stitching
“who owns this?” cleanups

AI removes those tasks faster than leaders can rewrite job descriptions.
This isn’t replacing people.

It’s replacing the part of every job no one actually wanted.

But here’s the twist:

The people who understand the whole system, not just their task, become more valuable than ever.

There's a new leadership postion emerging...The Chief Revenue Architect.

Michael Baer

Marketing | Fractional CMO | Martech | Marketing Services | Start-up | Growth | Transformation

TechCXO

Michael Baer is a growth-focused, New York-based TechCXO Partner and CMO within the firm’s Revenue Growth Practice. Michael leverages his deep and diverse end-to-end experience and unique fluency across all media and GTM approaches to help companies turn their marketing into a greater value driver and market pull for an organization. Michael applies sophisticated and holistic strategies that elevate and bring into balance both strategy and execution so that they build off each other to deliver results.

He is most frequently called on by investors, Boards and senior management teams in the healthcare, marketing services, and media industries to assist companies to develop and activate comprehensive brand and marketing strategies and help align their strategies, functions, technologies and organizations in order to generate organic growth as an interim and fractional Chief Marketing Officer (CMO) and General Manager. Michael is especially expert at helping companies at key inflection points – both helping turn-around stagnant and declining brands with new strategies and approaches, and helping to scale-up fast growth organizations that have out-grown their old way of doing things.

Specifically, I am called on for CMO/Marketing leadership consulting/contract engagements with marketing services, technology, and Healthcare companies in need of Brand development and growth planning, B2B strategy and implementation, content marketing strategy, and the top-down/bottom-up of "Stratecution" marketing. Key clients include GE Healthcare, Hospital for Special Surgery (HSS), and Relevate Health.

Fractional/Interim Chief Marketing Officer

My Diabetes Tutor Inc. - Diabetes Education Telehealth

Chief Marketing Officer

IndieBio

Mentor

MJH Life Sciences™

MJH Life Sciences is the largest, privately held healthcare media company in North America (+$150MM revenue and over 800 employees), delivering content, events, education and creative services to healthcare professionals and the healthcare industry.

Brought in to overhaul and scale the marketing organization and provide the leadership, vision, and inspiration necessary to align it with massive organizational growth. Tasked with creating a best-in-class marketing shared service, from talent, to process, to performance, to training, and beyond.

• Oversaw team including Marketing, Creative Services, Digital Activation, and Email (over 110+ FTE’s), and across 60+ healthcare brands. Broke down silos, uniting Marketing into single, collaborative Marketing organization.
• Identified and gained alignment on A-item priorities within first month and built strategies and approaches to address within first 90 days.
• Drove the mapping and development of optimized processes, best practices, playbooks and other repeatable standards to enable marketing to elevate their roles and thinking.
• Created new plan for media audience engagement, using journeys, automation, and other drivers to build engagement. Drove the development of dynamic personalization on OncLive.com to create deeper engagement/stickiness.
• Instilled data-driven focus to marketing efforts, creating campaign performance scorecards, optimizations, audience segmentations/persona-development, and website engagement analytics.
• Created MJH Life Sciences corporate strategy/plan, leading to new website, increased awareness, and press.

Chief Marketing Officer | Healthcare | Digital Media | Publishing | Martech | Audience Acquisition

Ipsos in North America

Brought in to provide dynamic, growth-oriented leadership to audience measurement business after years of decline and stagnation. Tasked with invigorating positioning, driving product innovation, directing business development, and creating acquisition growth for SaaS-like, subscription-based data product.

•	Identified challenges and key growth priorities within first 4 weeks. Developed and implemented new strategy, including new sales prospecting plan, new products, and robust marketing programming, within first 90 days. Relaunched team as ‘Ipsos Affluent Intelligence’, focusing on differentiated expertise.
•	Successfully re-focused group around the positioning of “Affluencers” – America’s most influential consumers – which led to increased PR, lead generation, and conversion. 
•	Developed and instituted comprehensive Content Marketing and thought-leadership program that resulted in doubling the sales pipeline and more effective business development efforts. 
•	Delivered data-driven insights to Media clients from Hearst to Bloomberg to Pinterest to Amazon, and closed new brand clients including Cadillac, Hyundai, Northwestern Mutual, Travelers, Capital One, JPM Chase, Mastercard, Kohler, Haier, Shiseido.
•	Presented at 2018 ANA and TMRE conferences, as well as have written over 20+ columns for MediaPost

Senior Vice President | Head of Brand & Marketing | Subscription | Content Marketing | B2B Strategy

Stratecution Consulting

CMO/Marketing leadership consulting and contract engagements with marketing services and technology companies in need of Brand development and growth planning, B2B strategy and implementation, content marketing strategy, and the top-down/bottom-up of "Stratecution" marketing. Key clients were Digital Factory, Laughlin Constable, Fathom Communications.

• Interim Chief Marketing Officer / CMO - Laughlin Constable, Chicago/Milwaukee
Engaged to help transform lagging brand perception and spark growth. Responsible for driving vision, positioning, marketing, and biz dev across all offices and disciplines.

Led definition of new agency positioning, and subsequent activation across all agency branding, including creation of new narrative, website, collateral, capabilities decks. Launched comprehensive Marketing Plan across Owned, Earned and Paid channels, including Content, Social, e-Newsletters, and lead-gen programming to drive awareness, consideration and leads.

• Fractional Chief Marketing Officer / CMO - Digital Factory, Chicago
Acting Marketing leader for mobile adtech start-up in need of a positioning, messaging, and marketing/business development plans. Developed positioning, branding, website, collateral and go-to-market strategy. Created and drove promotional/content/social strategy to create awareness, consideration and earned media.

• Contract General Manager - Fathom Communications, Chicago
Contract GM brought in provide hands-on leadership of 25-person Chicago office of NY-based agency that had been run remotely. Focused on developing vision and direction, improving strategic and creative products, and driving business development.

Drove organic revenue growth of +15%; won new account in second month. Created first positioning and agency capabilities documents; first growth plan and prospecting strategy; and first Chicago office vision and culture plan.

Starcom

Executive leadership on Walgreens, LEGO and Hallmark accounts. Led diverse team of strategy, digital, broadcast, print, search and analytics specialists, driving integrated, creative programs across media channels that increased consumer engagement and sales. Grew revenue, won incremental assignments, and won creative media awards.

EVP Managing Director | Executive Vice President | Transformation | Growth | Omni-channel Media

Cramer-Krasselt

Built and ran NA Porsche Account, including national, Dealer/Field marketing and Porsche Financial Services. Included all communications, including digital, social, CRM, DM, Search marketing, analytics.
- Porsche - Pitched and won the business, built the cross-functional team, and grew top-line and bottom-line revenue every year. Won numerous creative and effectiveness awards.
- Zantac - Pitched and won the business. Successfully launched new product/line-extension.
- Heinz - Turned around client-agency relationship and grew revenue.

Senior Vice President | Integrated Marketing | Digital Marketing | Lead Generation | Global

Lowe & Partners

Re-energized and turned around Unilever account for Ammirati/Lowe.  Led team across 6 brands, won additional brands/new business, significantly grew profit and revenue, and won numerous creative awards, including Lowe Grand Prix for best global campaign for all of Lowe global network. Developed and sold in big brand ideas that inspired teams and clients, and drove their expression into content across entire marketing mix. Represented the region on Global teams.

Executive Vice President (EVP) Managing Director | Growth | Integrated Marketing | Global

INSPIRING, OMNICHANNEL B2B & B2C MARKETING AND HEALTHCARE LEADER THAT EXCELS AT ELEVATING BRANDS AND DRIVING GROWTH AT KEY INFLECTION POINTS

I’m a growth focused, fractional CMO with over 30 years of marketing and operational leadership, and a track record of driving strategic insight, superior creativity, and executional excellence.

I leverage my diverse end-to-end experience to help companies turn their marketing into a greater value driver for their organization. After years of running marketing for companies from Fortune 500’s to SMB’s and start-ups, I am now a fractional Chief Marketing Officer, consulting with companies of all sizes to create more powerful consumer-driven brands, professionalize and transform their marketing, and initiate and innovate their GTM approaches. My focus has been on marketing leadership, transformation, and growth within healthcare/life sciences, B2B, and Media/Marketing Services. I’m most frequently called upon by VC and PE-backed investors, Boards and senior management teams to act as interim and fractional Chief Marketing Officer (CMO) and General Manager and develop and activate comprehensive brand and marketing strategies and help align go-to-market plans, functions, technologies, and organizations to generate growth.

I am also a writer, musician, home cook and mixologist, gardener, tennis player, and all-around-Jeffersonian (I even went to the University of Virginia 😉). I’m also an industry thought-leader who came up with the term “Stratecution” - a concept that aligns strategy, execution, people, operations, and technology around a holistic marketing approach to accelerate growth. You can read my writing here (https://stratecutionstories.com/) and here (https://www.mediapost.com/publications/author/4815/michael-baer/list/).

Reach out at michael.baer@techcxo.com or schedule a meeting - https://calendly.com/michaeldbaer

Skills and experience:
•	CMO / Chief Marketing Officer
•	Brand strategy and Omnichannel GTM / marketing planning / activation
•	Data-driven / Digital marketing - Performance / growth marketing, Data strategy, analytics, KPI's
•	B2B marketing - Prospecting strategy, lead generation/nurture, ABM, Demand Generation
•	Revenue / Pipeline generation - Marketing / Sales collaboration, strategy, enablement 
•	Content Marketing strategy and implementation
•	Customer strategy - audience strategy, segmentation, insights, personas, journeys
•	Digital Transformation
•	Healthcare & Medical marketing
•	Martech & Adtech
•	Start-up experience

Thanks, Traction. It's been one of the pleasures of my career to work alongside you and lead the work on Venue, Versana, Viewpoint, LOGIQ, Vscan Air, et al. And my hats off to all my partners at GE HealthCare for their partnership and insight. Looking forward to tons more amazing products and great strategic projects.

Meet Michael Baer, Fractional CMO at Traction.

Michael isn’t just a marketer. He’s a strategist, storyteller, operator, and advisor all in one. With 30+ years leading marketing at startups, SMBs, and Fortune 500s, he knows how to connect the dots between insight and execution and turn marketing into a growth engine.

At Traction, he helped shape GE HealthCare’s brand strategy, including a Vscan Air campaign that turned deep customer insight into great creative work and a full-funnel, content-driven demand program.

He’s also a musician, a cook, a tennis player, and a lifelong fan of discovering new music. His real talent lies in helping teams stop talking about what they make and start telling the story of why it matters.

𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝘀 𝗮 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻. 𝗜𝗳 𝘆𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗰𝗵𝗼𝗼𝘀𝗲 𝗼𝗻𝗲, 𝗴𝗿𝗼𝘄𝘁𝗵 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝗮 𝗹𝗼𝗻𝗴, 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝗱𝗿𝗶𝘃𝗲 𝘄𝗶𝘁𝗵 𝗮 𝗹𝗼𝘁 𝗼𝗳 𝘄𝗿𝗼𝗻𝗴 𝘁𝘂𝗿𝗻𝘀.

I had a great talk with Geoffrey Lugli on the GrowthWizards.com podcast about what really moves the needle in early commercialization—especially for #B2B and #healthcare. We dug into fractional leadership (it’s not a fad; at TechCXO we’ve been doing it for 22 years!), the realities of #GTM in a noisy market, and how to build rigor without slowing down.

A few highlights we covered:
• 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝘁𝘄𝗶𝗰𝗲, 𝗰𝘂𝘁 𝗼𝗻𝗰𝗲: Before “doing,” get the foundations right—clear positioning and messaging, a crisp ICP, and real buyer personas. Two weeks of thinking will save months of wasted execution.

• 𝗚𝗶𝘃𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝗮𝘀𝗸: Credibility and value-led content succeed over time—especially in healthcare, where trust is essential.

• 𝗠𝗮𝗸𝗲 𝘀𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝗻𝗲 𝘁𝗲𝗮𝗺: Map the customer journey together—from unaware to advocate—and match messages, content, and outreach to each stage. Stop the “just checking in” spam; start delivering relevance.

• 𝗗𝗼𝗻’𝘁 𝘀𝘁𝗼𝗽 𝗮𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻: Post-sales is a key part of GTM. Thoughtful onboarding and engagement can expand usage and LTV.

Why this matters to growth stage and mid-market companies: time and attention are as constrained as budgets. When you skip the fundamentals, you create a ton of waste. 

If you’re wrestling with early commercialization, aligning sales and marketing, or figuring out how to stand out without eroding trust, you may find this useful. Let me know what you agree or disagree with—healthy debate makes us all better.

Listen here: [Spotify - https://bit.ly/4p0wl8P; or Apple - https://bit.ly/4ouCbPR]

Curious to hear from GTM and CS leaders: What’s one step you’ve taken in the past year that improved trust and conversion ?

𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗵𝗮𝘃𝗲 𝗮 𝗱𝗲𝗺𝗮𝗻𝗱 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. 𝗬𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝘁𝗿𝘂𝘀𝘁 𝗽𝗿𝗼𝗯𝗹𝗲𝗺.
Most companies assume slowing results mean they need more campaigns, more activity, more noise. But in reality, demand probably isn’t the issue.
𝙏𝙧𝙪𝙨𝙩 𝙞𝙨.

#B2B Buyers don’t respond to volume—𝘵𝘩𝘦𝘺 𝘳𝘦𝘴𝘱𝘰𝘯𝘥 𝘵𝘰 𝘤𝘳𝘦𝘥𝘪𝘣𝘪𝘭𝘪𝘵𝘺. And credibility is what determines whether your message gets noticed at all. If buyers don’t trust the messenger, they never even hear the message.

Research backs this up – studies show that audiences actively discount or tune out messages from brands they don’t find trustworthy. Instead, buyers engage when they see and feel proof, expertise, and value—not claims or promotion.

So what does it take to build trust deliberately?

• 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗿𝗲𝗮𝗹 𝘃𝗮𝗹𝘂𝗲 𝗲𝗮𝗿𝗹𝘆—before asking for anything in return
• 𝗗𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗽𝗿𝗼𝗼𝗳, not assertions or claims
• 𝗣𝘂𝘁 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝘁𝘀 𝗼𝘂𝘁 𝗳𝗿𝗼𝗻𝘁 so the brand feels human and credible
• 𝗕𝘂𝗶𝗹𝗱 𝗮 𝘀𝗼𝗹𝗶𝗱 𝗳𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻—clear positioning, real customer understanding, and messaging that’s consistent everywhere

When trust is in place, everything gets easier. Awareness rises. Engagement lifts. Conversion improves.

Not because you shouted louder, but because buyers finally believed you.

That’s the argument behind my newest #MediaPost article:
“𝗬𝗼𝘂 𝗗𝗼𝗻’𝘁 𝗛𝗮𝘃𝗲 𝗮 𝗗𝗲𝗺𝗮𝗻𝗱 𝗣𝗿𝗼𝗯𝗹𝗲𝗺. 𝗬𝗼𝘂 𝗛𝗮𝘃𝗲 𝗮 𝗧𝗿𝘂𝘀𝘁 𝗣𝗿𝗼𝗯𝗹𝗲𝗺.” Link to full article in the comments.

#B2BMarketing #GoToMarket #Positioning #DemandGen #Leadership

How to build trust so you can drive demand

Don't let the pressure of finishing the year strong overshadow the possibilities of creating a stronger tomorrow.

There may not be a lot of time left in the year, but a little thoughtful preparation now can drive better results and sustained growth in the year ahead.

Open article: Start next year strong by finishing strong now – How to make the most of the end of the year* by stratecutionstories.com

Start next year strong by finishing strong now – How to make the most of the end of the year*

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The Battle

Will G.

Michael Baer

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taplio

The Battle

Will G.

Michael Baer

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will G.'s LinkedIn Performance

Performance ScoreMichael Baer's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreWill G.'s LinkedIn Performance