Fractional Marketing setting B2B for growth

The situation

A growing company with 40 to 120 employees has clear demand in the market. The product or service is proven, sales conversations are happening and there is ambition to scale. Marketing activity is underway, but it lacks consistency and direction.

Different initiatives are running at the same time, often driven by short-term needs rather than a clear plan. Internal teams and external partners are doing good work, but there is no single point of leadership guiding priorities or connecting activity back to commercial goals.

Loss of momentum

Over time, this creates friction. Marketing spend does not clearly translate into outcomes. Teams stay busy, but it becomes harder to explain what is working and why. Campaigns overlap or compete for attention. Decisions take longer because there is no clear framework for what should come first.

Leadership recognises the need for senior marketing input, but hesitates to commit to a full-time hire too early. Progress continues, but slower than it should, and with more effort than necessary.

The approach

Bright Buzz steps in as a fractional marketing lead, providing senior-level direction without adding permanent overhead. The role is not to increase activity, but to bring clarity, focus and structure.

Clear priorities are set in line with commercial objectives, so effort is concentrated where it will have the most impact. Short-term actions are balanced with longer-term direction. Internal teams and external partners are aligned around one plan, one set of messages and one definition of success.

Bright Buzz owns direction, ensuring that strategy and execution stay connected and that marketing activity supports growth rather than noise.

The outcome

Marketing becomes more intentional and easier to manage. Leadership gains confidence in decisions, spend and priorities. Teams understand where to focus and why.

Growth begins to feel structured rather than reactive. Momentum returns without adding unnecessary complexity, and marketing starts to operate as a support system for scale, not a source of uncertainty.