The engagement
Technoserve Software Solutions is a B2B SaaS and services company. We took on the fractional CMO role in 2021 — full marketing ownership without the cost of a full-time executive.
Scope of work
- Fractional CMO — marketing strategy, budget ownership, team management
- Inbound + outbound — SEO-driven content engine, cold outreach, partnership pipeline
- Content engine — editorial calendar, topic clusters, thought leadership pieces
- Hiring & training — built the marketing team from zero, trained junior marketers on SEO, content, and analytics
The approach
The first 90 days were spent on audit and foundation: cleaning up the analytics stack, rebuilding the website for conversion, and mapping the topic clusters that mapped to revenue. The content engine was built around 3 pillar topics with 8–10 sub-pages each, published at a cadence of 4–6 pieces per month.
The outbound pipeline ran in parallel — targeted cold outreach to ideal customer profiles, supported by case studies and a demo flow that converted. The two funnels (inbound and outbound) fed into the same CRM with lead scoring that prioritised sales effort.
The outcome
- Inbound organic traffic grew 5× over the engagement period
- The content engine now produces 4–6 pieces per month with a team that runs it independently
- Outbound pipeline contribution went from 0% to 35% of new revenue
- The marketing team grew from 0 to 4 people, all trained internally
The fractional CMO model works because the strategy and systems outlast the engagement. The team we built now runs the engine we designed — that's the real deliverable.