B2B Marketing Practice Areas | Strategy, Go-To-Market, Positioning, Marketing Operations – Justin Panzer | Marketing Consulting & Strategic Advisory

PRACTICE AREAS

Connecting Strategy To Execution Where it Matters Most

Even companies with in-house marketing often struggle to see results where it matters most – pipeline quality, product adoption, and ROI. I help founders, CEOs, and other business leaders fix what’s underperforming or missing: clear go-to-market strategy, sharp positioning, scalable systems, and performance metrics that align marketing with business health. From fractional leadership to focused projects, I bring the structure and accountability needed to drive measurable outcomes in product adoption, cost of acquisition (CAC), customer lifetime value (CLTV), EBITDA, and growth.

Ready for marketing to drive real business outcomes? Let’s Talk.

What I Focus On

I focus on the strategic building blocks that fuel revenue growth but are often missing or underdeveloped in founder-led and growth-stage companies. From technical product marketing to scalable demand engines, these areas go beyond just brand awareness, public relations, or creative execution. They’re about building the structures, positioning, and programs that deliver measurable, financial results..

Executive Leadership,
Mentorship & Advisory

Strategic marketing leadership & planning: Drive high-level marketing initiatives with measurable impact.
Team building & resource planning: Develop strong, aligned teams with efficient resource allocation.
Board-level communications & alignment: Ensure executive buy-in and seamless organizational direction.
Risk assessment & mitigation: Identify vulnerabilities early and implement proactive solutions.

Growth &
Go-To-Market Strategy

GTM execution for product-led growth companies: Implement go-to-market strategies designed for rapid, scalable growth.
Scalable demand generation programs: Create repeatable systems that consistently attract and convert high-value prospects.
Account-based marketing (ABM) & installed base growth:Target high-value accounts with precision campaigns to maximize lifetime value.
Partner, industry, & channel marketing development: Build and scale partnerships to expand reach and revenue opportunities.

Marketing Positioning

Value proposition & messaging platform development: Craft compelling messaging that differentiates and resonates with target audiences.
Sales enablement strategy & content alignment: Equip sales teams with tools and content to accelerate deal cycles.
Brand awareness programs & market visibility: Increase recognition and trust through targeted awareness initiatives.
New market entry & TAM expansion: Identify and capture opportunities in untapped or under-served markets.

Marketing Operations

Martech implementation, tech stack optimization & training: Deploy and optimize marketing technology while enabling teams through targeted training.
Reporting frameworks & KPI development: Define clear metrics and reporting systems that track progress against strategic goals.
Marketing data visualization & performance analysis: Translate complex data into actionable insights through clear, compelling visuals.
Budget management & ROI alignment: Optimize marketing spend to maximize returns and align investments with business goals.

Ready To Set The Foundations Of Scalable Growth? Let’s Connect.

Testimonial

it’s an absolute joy knowing that what my team is producing is getting positioned properly. Justin is incredibly collaborative, and he works closely with the product team to formulate value props that are easily communicated and just as easily understood.”

- Michael O., Vice President, Product (SaaS)

My Process

I Always Take
A Winning Approach

Marketing success requires a game plan, coordination, and disciplined execution. My process takes you from where you are today to where you need to be; scaling faster, converting more, and knowing exactly what’s driving results.

I don’t stop working for you when the plan is done. I play an active role in execution, measurement, and refinement to ensure that the marketing function we build together is set up for long-term success.

Sound Like A Fit? Let’s Talk

Assess & Align

I start with an in-depth discovery to understand the current state of your business and your marketing function. This includes a look into team structure, positioning, messaging, metrics, and tech stack. This is the scouting report that shapes our game plan.

Strategize & Structure

Together, we design a measurable, time-bound roadmap aligned to business goals. Every position on your marketing roster is defined, and every play has a purpose.

Activate & Deliver

We operationalize the plan, launching campaigns, enabling teams, configuring tools, and closing skill gaps. Everyone knows their role and plays it with confidence.

Measure & Scale

With live dashboards built on clear and relevant KPIs, we track progress, optimize for performance, establish a repeatable reporting cadence, and set up your team for sustained growth. It’s how we keep the wins coming.

Score Big With Strategic Marketing Leadership

Even high-performing teams hit plateaus when structures, strategy, and execution fall out of sync. Let’s connect if you’re ready to:

Generate more qualified leads and higher-converting pipeline
Improve brand awareness in target markets
Shorten time-to-revenue of new products and solutions
Increase customer lifetime value (CLTV) while lowering customer acquisition cost (CAC)
Build a scalable, revenue-aligned marketing function without the risk or expense of adding full-time headcount

Scale What Works and Fix What’s Stuck