B2B & SaaS Businesses

Have you ever been in a meeting where the marketing, brand, product, and sales teams were all telling different stories about who your target customers are? 

I have. And I do not want you to go through what I did. Out of that meeting, I had to work through months of misalignment until we finally reached consensus, costing us dozens of hours and thousands of dollars in wasted ad spend. 

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Services Offered

Fractional CMO

Many growing B2B and SaaS businesses are not ready for a full-time CMO, but are past the point where a junior hire will move the needle.  Strategy without execution is a deck that sits in a folder. Execution without strategy is a random act of marketing. A fractional CMO engagement with BSK delivers both.  

Flexible engagement depending on what your business needs, with full access to Brian’s expertise across all marketing functions, both strategy and execution.

In a recent engagement, Brian led a 12-week, three-phase competitive positioning project for a B2B data solutions company:

  1. Phase 1 built the market and competitive foundation. 

  2. Phase 2 developed differentiated messaging by market and ICP. 

  3. Phase 3 produced ready-to-deploy sales enablement collateral, including battlecards, an eBook, and a pilot project framework 

Read more about Brian’s background at linkedin.com/in/briankrenzer/

Go-to-Market Advisement

Ensure alignment between your company, your customers, and the market. My go-to-market advisory services include brand development, market and competitive analysis, and owned channel optimization. 

Go-to-market engagements are project-based, have a fixed scope, and focus exclusively on go-to-market strategy and market positioning. Variable engagement length depending on scope. Defined deliverables and a clear handoff at the end.  

Brand development focuses on defining the essence of your business to capture what makes your brand authentic and enhance it for the market.

Market research & competitor analysis deliver deep insight into the market, including opportunities for growth and areas for caution. This process will identify competitor shortcomings, opportunities for conquesting, and market position refinement.

Website Optimization

For B2B and SaaS businesses, your website is a critical sales tool. The goal is a qualified pipeline, not just traffic or followers.  

My B2B/SaaS website optimization work focuses on: clear use cases and proof points that help prospects self-identify; social proof and testimonials that build credibility with skeptical buyers; qualification filters that surface high-intent leads and filter out poor fits; funnel and lead flow optimization to reduce friction at every conversion point; and automated nurture motions for warm leads who are not yet ready to engage.  

Every engagement starts with an alignment session covering your current site, go-to-market strategy, and competitive landscape. From there, I lead the optimization process, including website and analytics updates, content optimization, and SEO and GEO optimization.

CRM Marketing and Management

It can be over 10x more expensive to acquire a new customer than to re-engage an existing customer. That is why I help my clients increase revenue from their existing customer base through CRM marketing.

I have run successful CRM marketing campaigns throughout my career, including nurturing warm leads, re-engaging former clients, and keeping current customers connected and informed. For businesses like yours, CRM marketing keeps your name top of mind and turns satisfied customers into your most effective referral source.

We start with a kick-off call to review your client data, CRM platform setup, and past email and SMS performance. From there, I develop an audience segmentation strategy, a content plan, and automations for your review. Once approved, I implement and manage the programs and report on results monthly, alongside your next month's content calendar.

Paid Media

I am a Google- and Meta-certified professional with 20 years of hands-on experience in programmatic and algorithmic advertising. My first full-time job out of college was running paid search at an advertising agency. Since then, I have managed millions in monthly spend across Facebook, Instagram, Google Search, YouTube, Bing, and more. I will bring that expertise to your business and build campaigns that consistently put you in front of high-intent prospects.

Every paid advertising engagement starts with an alignment and goal-setting session where we review your current infrastructure, budget expectations, high-level strategy, and market realities. From there, I develop a campaign strategy including tactics, audience and keyword targeting, and creative recommendations for your approval. Once we are aligned, I launch and optimize campaigns to meet your pipeline goals, and we meet monthly to review performance and plan the month ahead.

The monthly report includes metrics across impressions, clicks, spend, revenue, and ROAS, broken down by audience, keyword, creative, and geographic performance. You will also receive actionable recommendations based on my analysis of the data to ensure you understand not just what happened, but what we should do next. 

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Frequently Asked Questions

  • For B2B and SaaS organizations, I would focus on go-to-market advisement, website optimization, and paid search advertising.


    Go-to-market advisement would focus on current market realities, brand positioning, and ICP targeting to ensure your marketing program is built on a solid foundation. This work, in turn, enables better advertising and website optimization because you are all working from the same playbook.


    I would focus website optimization on your target ICP and positioning your business as a thought leader. We would develop clear use cases and frameworks, so the prospect understands your business and its differentiators.


    Finally, I would focus on paid search, as it is the advertising channel with the strongest intent signal, leading to the most qualified leads.

  • I offer both project-based and ongoing retainer-based engagement structures. 

    Here is a rough breakdown of pricing and deliverables for the reach service:

    • Paid Advertising has a monthly retainer of $200 and 10% fee based on working media. There is an additional $250 set up fee for businesses without a Google or Meta business account.

    • Organic Social packages start at $500 per month. You will receive a content calendar, a minimum of 8 posts per month with captions written in your voice and utilizing your visual assets, and a monthly report analyzing performance and recommendations for next month. 

    • Website Content Optimization packages start at $500 per month. You will receive a formal website audit, optimization recommendations, content strategy recommendations, and reporting.

    • CRM & Lifecycle Marketing packages start at $1,500 per month. You will receive audience segmentation, funnel mapping, automation buildouts, drip sequence design, lead scoring, and CRM management.

    • Fractional CMO packages start at $200 per hour for a la carte and $150 per hour for a four-hour block. The fractional CMO scope is bespoke to your business's needs.

    Discounts are available if you sign up for multiple months or multiple platforms. 

  • All campaigns and projects are handled by Brian.