We were recently featured in TechBeat Canada, one of Canada’s leading technology and innovation publications. The conversation focused on something we think about every day: why so many B2B companies struggle to connect their marketing activity to real commercial growth.
The Gap Is Rarely What Companies Expect
When B2B companies come to us, they often assume their marketing problem is a channel problem. The wrong platform, the wrong tools, or a lack of budget. What we find, more often than not, is something different. Marketing, sales, and leadership are operating under different assumptions and without a shared definition of what success actually looks like.
That misalignment is where growth stalls. And it’s exactly the gap a Fractional CMO engagement is designed to close.
What the TechBeat Feature Covers
In the interview, Jennifer Kelly, Founder of New Initiatives Marketing, shares how the company was built. Starting in 2009 during the global financial crisis, when businesses were cutting internal marketing teams but still needed to grow. The model that emerged allowed companies in complex, technical, and industrial sectors to operate with full marketing leadership, without the overhead of building an internal team.
The conversation goes deeper from there, covering:
- How we slow things down before speeding anything up, starting with structured assessment and customer insight, before recommending a single channel or tool
- Why the most impactful marketing technologies are rarely the most exciting ones
- The most common data and analytics gaps we see in B2B organizations, and how governance fixes what dashboards alone cannot
- Why trust, alignment, and real connection are becoming a genuine competitive advantage as markets get noisier and more automated
Read the Full Feature
If you work in B2B, whether as a founder, an executive, or a marketing leader, there’s something in this conversation worth your time.
