You build a better product.
Your competitors have a better website. You're losing bids you should win.
FACT: B2B procurement engineers complete 70% of their research before they pick up the phone. If they can't find your technical specs online, they call someone else.
By the time your rep gets a shot, the decision is already mostly made.
I'm M.J. Plebon, a Fractional CMO for industrial and technical companies. I spent 15 years in engineering sales and executive leadership before I ever ran a digital campaign. I know your world. And I know exactly where your pipeline is leaking.
Is Your Historic Growth Engine Costing You the Next Generation of Buyers?
Most industrial companies built their business before digital procurement existed.
The buyers changed.
The sales approach didn't.
You built a strong company on relationships, trade shows, and referrals. That still counts.
But right now, a procurement engineer at one of your target accounts is searching for your exact product category. If your specs don't show up, your competitor's do. Your rep never gets the call.
Three problems come up in almost every company I work with.
For the CEO:
Your referral network built a great business. It is also a key-person dependency. If your pipeline relies on a handful of veteran relationships, it looks fragile to outside buyers.
That is a valuation problem.
For the VP of Sales:
Your reps are losing bids to companies with inferior products. Why? Because the procurement buyer did their research online and landed somewhere else first.
The decision was 70% made before your rep picked up the phone.
For the CFO:
You are spending on marketing but you cannot connect that spend to a single qualified RFQ. Nobody can tell you what it actually costs to acquire a real customer.
That is not a budget problem. That is an accountability problem.
I build the digital infrastructure your sales team
needs to close deals.
Then I train your people to run it without me.
I do not sell open-ended marketing retainers. I build a lead generation engine inside your company.
One, your team can run on their own by the time I am done.
Here is what that looks like.
Technical SEO that finds real buyers:
I reverse-engineer what your procurement buyers are actually searching for. Not broad industry terms.
The specific technical queries they type when they have a real problem and a real budget. I put your specs directly in their path.
Sales tools that close deals:
ROI calculators, technical comparison pages, spec portals.
The assets your reps need to defend your margins when a cheaper competitor shows up at the table.
Your reps skip the admin work. They pick up the phone and close.
Your team runs it when I leave:
I teach your people everything I know. Every process, every framework, every SOP.
By month 12, your internal team runs the engine. I am out. That is the plan from day one.
THE REALITY
There are no open-ended marketing retainers here.
We build a proprietary, highly automated lead-generation engine inside your company.
Powered in the background by advanced, invisible AI frameworks, we execute at ten times the speed of a traditional agency.
The 90-Day Service Level Agreement
I measure one thing: Qualified RFQs on your VP of Sales' desk.
Marketing agencies measure traffic and impressions.
I measure pipeline.
Here is how it works.
We operate on a strict,
You Define the Target:
I sit down with your VP of Sales.
You tell me exactly what a qualified lead looks like company size, titles, technical criteria.
We agree on the number before I start.
I Build the Marketing Assets:
I build the infrastructure, technical SEO, sales tools and content. Everything designed to bring the right buyers to your door.
The 90-Day Termination Clause:
Then we run a 90-day clock. If the assets I build do not generate the agreed volume of qualified RFQs within that window, you invoke the kill clause. No penalty. You keep everything I built.
Zero penalty.
Don't Hire 24-Year-Old Marketers to Do an Engineer's Job.
I started as a Chemical Engineering Technologist. I spent 15 years in engineering sales, running factory energy surveys, and managing process equipment teams before I built my first digital campaign.
I have run a Canadian division with full P&L responsibility. I have led a team of 25 technical sales engineers.
I took a complex technology from concept to $30M in revenue.
When you bring me in, you don't spend much time explaining your process. We skip the translation step entirely. That saves your engineers, your VP of Sales, and your time.
Before I build anything, I run a 30-day diagnostic of your digital footprint against your top competitors. I map where you are invisible, where they are winning, and what it would take to close that gap.
You get a clear blueprint. If the math makes sense, we build the engine together. If it does not, you walk away with the roadmap. Your financial exposure is capped either way.
Stop losing bids to companies with inferior products.
Let's find out exactly where your pipeline is leaking.
Executive Briefing: Addressing Boardroom Objections.
The VP of Sales Objection
The Question: "My sales reps ignore marketing leads because they are usually:
- students,
- unqualified tire-kickers,
- or offshore spam.
How do you prevent us from wasting our time?"
The Answer: Nobody gives a rat's ass about "traffic". You want at-bats.
Before we launch a single digital asset, we sit down. We define the exact parameters of your Ideal Customer Persona (ICP).
- Company size.
- Title.
- Technical intent along with 20 other parameters.
If a lead does not meet your exact criteria, you hit the reject button.
We do not take credit for tire-kickers. Full stop.
You maintain absolute veto power over lead quality.
The CFO Objection
The Question: "We have been burned by marketing retainers before.
What happens if we hire you and the inbound pipeline doesn't grow?"
The Answer: You invoke the kill clause.
We do not do open-ended 12-month agency retainers.
We operate on a strict, 90-Day Pipeline Origination SLA. We tie our mandate directly to the generation of Qualified Technical RFQs.
If we do not mathematically hit the agreed-upon metrics within 90 days?
You terminate the agreement.
Zero penalty.
We carry the financial risk of performance.
You protect the treasury.
The CEO / Engineering Objection
The Question: "Our manufacturing process and engineering tolerances are highly complex.
How much time will my lead engineers have to spend explaining our product to your marketing team?"
The Answer: Almost zero.
You are not hiring a 24-year-old copywriter who needs to be taught the difference between a boiler and a compressor.
I spent 15 years as an executive in
- Process equipment.
- Conducting factory energy efficiency surveys.
- Scaling industrial tech to $30M in sales.
We require one brief technical download.
From there? We leverage our AI Council frameworks to translate your engineering specs into high-converting sales assets.
Your engineers stay on the factory floor where they belong.
The SMB Owner / Operations Objection
The Question: "We already have a junior marketing coordinator on staff.
Are you replacing them, or are we paying for redundant marketing roles?"
The Answer: We are not replacing your loyal staff. We are upskilling them.
Hiring a full-time CMO adds massive payroll bloat and severance risk to your P&L.
Instead, I step in as your Fractional CMO:
- I build the strategy.
- Then, I personally mentor your existing team.
- We teach them pragmatic AI frameworks.
- They learn to do the work of three people.
- We tear down the silos.
My ultimate mandate is to work myself out of a job. Leaving you with a highly trained internal revenue engine and zero payroll bloat.
The Commodity / Entry-Level Objection (Universal)
The Question: "We aren't ready for a Fractional CMO right now.
Can we just hire you to do our SEO or rebuild our website?"
The Answer: No. We do not sell a la carte marketing services.
Why? Because random tactics do not defend premium margins.
They do not increase M&A valuations.
If you are not ready for a full implementation, there is only one starting point:
- Our 30-Day Digital Pipeline Diagnostic.
- A fixed-fee, capped-risk forensic audit of your digital footprint.
- We map your competitors' threat landscape.
- We audit your CRM hygiene.
- We identify the pipeline leaks FIRST!!!
If the math makes sense, we build the engine. If the answer is 'NO', then Bye Bye!.