I Work With B2B Companies Doing $5M to $30M That Sell a Considered Purchase

  • Manufacturing, distribution, life sciences, medical devices, e-commerce, business services, construction, and SaaS

  • $10,000 to $40,000 a month on marketing

  • Not a fit for financial planners, accounting firms, attorneys, or insurance

Who I Work With

I work with B2B companies doing $5M to $30M in revenue, selling a considered purchase.

Most of my clients are in:

  • Manufacturing

  • Distribution

  • Life sciences

  • Medical devices

  • E-commerce

  • Business services

  • Construction

  • SaaS

I work directly with the CEO or owner, who is still involved in the sales process and typically controls the sales and marketing budget.

My clients are owned and structured in different ways: a sole owner, a family business, a private equity backed company, or a company with approval layers. In each case I work with the person who owns the decision.

Some of my clients have an in-house marketing team, some use an outside agency. Either works. What matters is that you have someone who can implement the fixes I recommend.

I am based in Irvine, California, and work with clients across the US.

When Your Buyers Make a Considered Purchase

The companies that typically see the most benefit from an independent audit are those that sell a considered purchase: a long sales cycle, a long contract, and real consequences for their buyer if the choice is wrong.

If the choice is wrong, the buyer is looking at:

  • A failed implementation

  • A process or component that has to be recertified

  • A team retrained on the wrong system

  • Data migrated twice

  • A contract they cannot get out of

So the buyer does not guess. The buyer has to justify the decision, so they compare, they research, and they work through the same six questions every buyer asks when building a shortlist.

Referrals do not skip the research.

Most of my clients get their leads from referrals and recommendations, through Vistage, Provisors, trade associations, and people who have known their work for twenty years. There are many ways for a buyer to discover a vendor, and a referral is one of them.

The referral gets you noticed. It does not mean you are invited to the table. A referred buyer still researches you, and more B2B buyers are outsourcing that research to AI.

What My Clients Spend on Marketing

My clients typically spend $10,000 to $40,000 a month on marketing. That is $120,000 to $480,000 a year.

It goes to the usual digital marketing tactics like SEO, inbound marketing, social media, email marketing, and paid advertising. More recently it also goes to AEO, GEO, and AI visibility. Those differ from SEO in what they are trying to do; how they do it is largely the same playbook.

At that level of spend, an independent audit makes economic sense. Before you commit another year's budget, it is worth knowing if the money is going to the right place.

Who This Is Not For

The AI Shortlist Audit is not a fit if you are spending less than $5,000 a month on marketing. Below that, there is not enough budget left to act on what the audit finds.

While the audit is built for B2B buyers and not B2C, I have found that it is not a good fit for financial planners, accounting firms, attorneys, and insurance.

It is also not a fit if:

  • You are looking for a quick fix or a magic bullet.

  • You do not have the fundamentals in place: a defined product or service and a defined ideal customer.

  • You think you only have an AI visibility problem. Being mentioned by AI is not the same as making the shortlist.

  • You are trying to rebuild the traffic you lost to AI. The audit is about making the shortlist, not recovering traffic.

  • You are not going to act on the findings.

The audit is for business owners who are concerned about the impact of AI on their marketing and are experiencing one of the problems I solve.

When to Hire an Agency or fCMO Instead

Different problems need different solutions. I am not the right choice for every situation.

Hire an fCMO when you need someone to own marketing strategy and execution on an ongoing basis: weekly leadership, team management, vendor management, channel planning, and budget allocation. That is a different job than an audit.

Hire an agency when your marketing is still producing quality leads and you need a team to scale what is working: content production, paid media, SEO, and email campaigns. Agencies are built for execution at scale. If the playbook is working, they are the right choice.

Hire me when:

  • You know something in your marketing is broken but you do not know what.

  • You need an independent audit before you commit to a bigger spend.

  • You are about to invest in a website refresh and want to know what to fix first.

  • You want someone who will tell you what is wrong, not what you want to hear.

I do not do implementation work, I do not manage campaigns, and I have no retainer to sell.

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