Fractional CMO & B2B Marketing Advisory
Hope Is Not a Marketing Strategy.
Growth-stage B2B companies don't stall because of bad products — they stall because marketing runs without a system. A fractional CMO brings the strategy, the process, and the pipeline so growth stops being accidental.
Get Your Marketing RoadmapTrusted By
The CEO's Challenge
You're the CEO. You shouldn't also be the CMO.
You've been patching together agencies, freelancers, and your own late nights. It's not a strategy — it's survival mode.
Revenue Has Plateaued
You've grown on the back of founder-led sales and referrals, but that engine has stalled. There's no structured pipeline, no demand generation, and no clear plan to get to the next stage.
Marketing Is Everyone's Side Job
The CEO is approving ad copy. A developer is updating the website. An intern is running social media. There's no strategy, no process, and no one accountable for results.
You Can't Afford to Get This Hire Wrong
A full-time CMO costs $250K+, takes months to hire, and 40% of C-suite hires fail within two years. You need the expertise now — without the risk and the wait.
The Options
You have options. Only one makes sense right now.
| Full-Time CMO | Agency | Freelancers | Fractional CMO | |
|---|---|---|---|---|
| Time to Value | 3-6 months | 2-3 months | Varies | 4-8 weeks |
| Strategic Ownership | ✓ | ✗ | ✗ | ✓ |
| Team Leadership | ✓ | ✗ | ✗ | ✓ |
| Year 1 Cost | $250K-$400K+ | $120K-$300K | $50K-$100K | $60K-$120K |
| Failure Risk | Low | High | High | Low |
Think of it as hiring a VP of Marketing with CMO-level thinking — at a fraction of the cost, and without the 6-month search.
The Process
Strategy first. Results always.
No fluff. No 90-page strategy decks that collect dust. I embed with your team, find the gaps, and start building a marketing engine that compounds.
Deep Immersion
I audit your funnel, interview your team, study your competitors, and map your ICP — so I know your business like an insider.
Strategic Blueprint
A clear, actionable plan — positioning, channels, content, and metrics — built for your stage, not a template.
Rapid Execution
I work with your team (or build one) to ship campaigns, fix leaks, and generate pipeline in 30-60-90 day sprints.
Scale & Optimize
Double down on what works, cut what doesn't, and build systems that keep compounding after I step back.
What I Do
Everything a CMO does. Nothing they don't.
Fractional CMO On-Demand
I plug into your leadership team as your marketing exec — setting strategy, managing vendors, and driving pipeline without the full-time overhead.
- Join leadership meetings and own the marketing function
- Build and execute quarterly marketing plans tied to revenue goals
- Manage agencies, freelancers, and marketing vendors
- Align sales and marketing around shared pipeline metrics
- Report to the CEO/founder with clear dashboards and KPIs
Brand Positioning & Messaging
I make you the obvious choice for your ICP — not just another option in the consideration set. Clear story, sharp positioning.
- Competitive landscape analysis and white-space identification
- Core messaging framework — value props, taglines, and elevator pitch
- ICP and buyer persona development with real market signals
- Brand voice and tone guidelines for consistent communication
- Sales deck, website copy, and collateral alignment
Product Marketing
I bridge the gap between product and market — launch strategies, buyer enablement, and positioning that actually drives pipeline.
- Go-to-market launch plans for new products and features
- Buyer enablement — battle cards, one-pagers, and demo scripts
- Product positioning and competitive differentiation frameworks
- Customer research and win/loss analysis to sharpen messaging
- Cross-functional alignment between product, sales, and marketing
Building Your Marketing Team
I help you hire the right people, set up the right processes, and build a team that scales — so you don't need me forever.
- Define the right marketing org structure for your stage
- Write job descriptions, screen candidates, and lead interviews
- Onboard and mentor new hires with 30-60-90 day plans
- Set up workflows, tools, and reporting processes
- Transition ownership so the team runs without you
Content Strategy
I build content engines that compound — thought leadership, SEO, social, email — all aligned to your GTM motion.
- Content audit and gap analysis against buyer journey
- Editorial calendar tied to campaigns and revenue themes
- Thought leadership positioning for founders and execs
- SEO strategy — keyword mapping, pillar pages, and topic clusters
- Email nurture sequences and newsletter programs
Event Strategy
I turn events into pipeline — from conferences to executive dinners to virtual roundtables that fill your funnel.
- Event portfolio strategy — which events to sponsor, attend, or host
- Pre-event outreach and meeting-booking playbooks
- Booth, speaking, and content strategies for max ROI
- Post-event follow-up sequences that convert leads to pipeline
- Executive roundtables and intimate dinner programs
Track Record
Companies I've Driven Growth For
From fintech to SaaS to sustainability — delivering marketing leadership across industries, as a fractional CMO, advisor, and in-house leader.
Toucan Payments
- Brand positioning & messaging for PSP line of business
- GTM strategy & marketing operations setup
- Website content, SEO & sales collateral
Reelo
- Brand positioning & messaging for SMB segment
- Content strategy for restaurant & retail verticals
- Digital channel strategy & performance optimization
PreMagic
- Market positioning & competitive differentiation
- Digital campaign strategy for MEA, UK & Europe
- SEO, content strategy & marketing team hiring
ESGPace
- Brand strategy & thought leadership positioning
- GTM approach for enterprise sustainability buyers
- Content strategy & digital presence
Zuddl
- Built and led end-to-end marketing function
- Content-led growth engine & Event Heroes thought leadership
- Event-led marketing across NA, Europe & India
CleverTap
- Top-of-funnel demand via events, webinars, email & PR
- Built global partner ecosystem across NA, Europe & APAC
- Co-marketing GTM plans with strategic partners
Testimonials
Don't take my word for it. Take theirs.
Ketan has been a great addition to our team in the role of a fractional CMO. He's provided insight on marketing strategy, fundraising announcements, category creation, and is helping us amplify our brand. He stands out as one of the most creative, passionate, and scrappy partners and marketers I have worked with. He is playing a crucial role in building and mentoring our team. I have learnt a lot from him.
Your CMO
Your Fractional CMO
Ketan Pandit
Fractional CMO | B2B Marketing Leader | Founder, BeSeenCo
Connect on LinkedInI've spent 20+ years building marketing engines across enterprise tech, high-growth startups, and global SaaS companies — from TCS and Cognizant to scaling marketing at CleverTap and leading it at Zuddl, across three continents. I know what it takes to build marketing that drives sustainable revenue — not just vanity metrics.
I founded BeSeenCo to bring executive-level marketing leadership to growth-stage B2B companies that need strategic firepower but aren't ready for a full-time CMO. I combine old-school strategic rigor with modern AI-augmented execution to deliver results at startup speed.
Career Journey
Recognition
How It Works
Built for founders who move fast.
No retainers. No vague timelines. Just a structured engagement designed to get you results in weeks.
6-8 Hours / Week
Enough to drive real impact. Not enough to become overhead.
6-Month Commitment
Time to build strategy, execute, and measure what actually works.
30-60-90 Day Milestones
Clear checkpoints so you always know what's done and what's next.
What to expect first
Ready to stop guessing?
Let's talk about how I can build your marketing engine. No pitch decks, no pressure — just a strategic conversation.