Marketing Leader for B2B Tech and SaaS | Driving Growth Through Strategic Marketing
I’m a commercially driven marketing leader with 18 years’ experience, including 7 years leading growth across technology consulting, AI, digital workplace, and SaaS organisations.
I turn fragmented marketing into structured, scalable demand generation systems that drive qualified leads, strengthen pipeline, and align marketing with business objectives.
I focus on building strong marketing foundations, clarifying market positioning, defining a clear value proposition, and establishing scalable, data-driven demand generation systems that align marketing, sales and product around shared commercial objectives to deliver measurable commercial impact.
My early career experience was developed in global, market-leading organisations, where I gained exposure to well-established marketing structures and best-practice processes. While this provided a strong grounding in professional marketing disciplines, I often found the highly siloed nature of these environments limited the opportunity to see how marketing functions truly connect to drive commercial outcomes.
In more recent years, I have led marketing within B2B SaaS and technology SMEs, where the need for a more integrated and commercially focused approach is essential. Working in these environments has allowed me to develop a holistic understanding of the entire marketing ecosystem, from positioning and brand through to demand generation, sales alignment and customer growth.
This experience has shaped the way I approach marketing leadership. Rather than viewing marketing as a collection of individual channels or campaigns, I focus on building connected systems that support the full customer journey and create measurable commercial impact.
Drawing on 18 years of experience, I combine strategic thinking with practical delivery, enablingorganisations to build marketing functions that are aligned with business objectives and generate sustainable growth. This has included delivering significant improvements in qualified lead generation, demo bookings, organic traffic and overall pipeline performance.
I drive growth through structured, data-driven marketing leadership that turns strategy into predictable outcomes.
Building systematic marketing architecture that connects the entire funnel
Effective marketing requires more than individual campaigns or channels; it requires a connected system. I focus on designing structured marketing frameworks that align positioning, messaging, demand generation, and measurement across the entire funnel. By ensuring that each part of the marketing ecosystem works together, organisations can move from isolated activity to coordinated programmes that consistently generate engagement, qualified opportunities, and measurable pipeline.
Turning fragmented marketing into structured foundations for growth
Many growing organisations reach a point where marketing activity exists but lacks clear structure or strategic direction. I help businesses move beyond fragmented initiatives by establishing the core foundations required for sustainable growth: clear market positioning and value proposition, defined target audiences and ICP, aligned messaging, and structured demand generation programmes. These foundations provide the clarity and consistency needed to scale marketing activity and support long-term business objectives.
Driving commercial impact through strategic demand generation and GTM
Marketing should play a central role in driving commercial outcomes. I develop demand generation and go-to-market (GTM) strategies that strengthen the pipeline and improve the quality of opportunities entering the sales process. Drawing on hands-on experience across key demand generation channels, I bring a practical understanding of best-practice processes and how modern marketing programmes operate. This enables effective collaboration with specialists and faster delivery of initiatives that support revenue growth.
My work centres on ensuring marketing contributes directly to business growth. By strengthening positioning, improving digital performance and building structured demand generation systems, I have helped B2B technology organisations significantly increase pipeline generation, lead quality and conversion performance. Examples of marketing impact achieved include…
Delivered 342% growth in UK organic visibility and a 96% increase in high-intent website traffic within six months, significantly strengthening inbound demand and enterprise pipeline generation through improved SEO strategy, content development and digital optimisation.
Led GTM strategy and demand generation for a SaaS product launch, generating 1,200% growth in demo bookings, 850% increase in qualified leads, and 2,563% growth in organic trafficover a 20-month period.
Improved commercial conversion performance across digital workplace consulting services, delivering a 154% improvement in traffic-to-demo conversion and 33% YoY growth in sales conversionsthrough clearer positioning, funnel optimisation and CRO.
Designed and implemented full-funnel demand generation frameworks across B2B technology organisations, strengthening alignment between marketing, sales and product while improving pipeline quality, conversion performance and revenue contribution.
Professional Experience
2019 - 2026
Technology and SaaS Sector (Independant)
Marketing Leadership
I work with technology and SaaS organisations in senior marketing leadership roles, including interim and fractional CMO engagements as well as embedded marketing leadership positions. My work typically focuses on building structured marketing foundations, developing demand generation strategies, and aligning marketing with commercial growth objectives.
Engagements have included both full-time contract and fractional leadership positions, often working closely with founders and leadership teams to establish scalable marketing systems that strengthen the pipeline and support revenue growth....
Led end-to-end marketing strategy and growth initiatives for multiple B2B tech and SaaS brands, driving enterprise pipeline, revenue, and brand differentiation. Independently developed positioning, value propositions, messaging frameworks, ICP definition, buyer segmentation, targeted demand generation, and go-to-market strategies, strengthening engagement with C-Suite, HR, and technology decision-makers, while aligning campaigns with Sales and Product priorities to maximize pipeline impact.
Built and scaled inbound and full-funnel demand generation engines, leveraging SEO, content marketing, webinars, paid media, and conversion rate optimisation (CRO) to improve lead quality, accelerate pipeline, and enhance customer journeys. Delivered measurable impact including:
• 342% growth in organic visibility and 96% increase in high-intent website traffic within six months
• 1,200% growth in SaaS demo bookings, 850% increase in qualified leads, and 2,563% rise in organic traffic over 20 months
• 83% reduction in cost per lead and 52% reduction in cost per click through funnel optimisation and paid acquisition strategies
Directed marketing functions across in-house teams, freelancers, and agency partners to deliver integrated campaigns, provide mentorship, and ensure marketing remained closely connected to executive, sales, and product priorities for commercial performance.
Introduced marketing performance reporting, attribution frameworks, and HubSpot Marketing Hub automation, improving executive visibility into marketing contribution, pipeline performance, and ROI, while streamlining lead capture, nurturing, and campaign reporting.
Developed content-led, SEO-driven strategies and thought leadership programs targeting enterprise buyers, optimised websites, landing pages, and customer journeys to increase conversion across TOFU, MOFU, and BOFU, delivering high-quality, data-driven campaigns aligned with business objectives across UK, US, and multi-market operations.
Led strategic transformation and redevelopment of company websites, brand design, and conversion pathways, implementing CRO testing and improved user journeys to strengthen engagement and lead conversion.
2017 - 2019
Multiple client brands and ecommerce retailers (Independant)
Senior Marketing Consultant / Marketing Manager
Delivered marketing strategy and leadership support to a range of organisations, both in-house and agency-side. Partnered with D2C, B2C and B2B brands to develop marketing strategies, enhance brand positioning, and execute digital marketing programmes that drive customer acquisition and revenue growth....
• Strategically planned, developed, and managed full-funnel digital marketing campaigns to drive awareness, engagement, and conversions.
• Created, managed, and optimised Paid SEM, Shopping Ads, Paid Social, and Remarketing campaigns across Google Ads, Bing Ads, Facebook, LinkedIn, Twitter, and Instagram.
• Led onsite SEO audits, optimisation, and off-page SEO campaigns to improve organic search visibility and drive high-intent traffic.
• Developed tailored marketing reports, performed detailed analysis, and produced forecasts to guide strategy and measure ROI.
• Managed and optimised client websites across multiple content management systems, ensuring UX, CRO, and technical SEO best practices.
• Monitored website performance and provided actionable insights through regular reporting.
• Collaborated with PR and marketing agency teams and wider stakeholders to ensure integrated, cross-channel marketing campaigns.
• Researched and evaluated new trends, technologies, and digital marketing innovations to keep strategies ahead of industry developments.
• Owned the formulation and delivery of Ecommerce and Marketing Strategies, including Marketing and Content Plans, to promote brands, generate sales, optimise conversion rates, and increase average order value (AOV).
• Directed creation, execution, and optimisation of campaigns across Paid Search, Social PPC, Remarketing, and SEO channels.
• Planned and executed Account-Based Marketing (ABM) strategies, targeting high-value accounts with personalised campaigns to drive engagement and pipeline growth.
• Designed, built, and optimised WordPress, Woocomerce and Prestashop ecommerce websites, ensuring technical SEO, UX improvements, and CRO.
• Managed marketing activity and content calendars, coordinating campaigns and content across multiple channels and platforms.
2008 - 2017
Earlier Companies (NHS Bradford District Care Foundation Trust, Hallmark, Freemans and Grattan Holding (FGH), Damartex)
Earlier Marketing Roles
Over 12 years of progressively senior marketing experience across B2B, B2C, and D2C sectors, including digital marketing and campaign management, content strategy, demand generation, SEO, paid media, CRM, and analytics. Developed strong expertise in full-funnel marketing and ecommerce, brand storytelling, and data-driven growth, laying the foundation for senior leadership roles in high-growth tech and SaaS organisations....
• Developed and executed overall marketing and brand strategy, including content plans across multiple websites, driving awareness, engagement, sales growth, and CRO optimisation.
• Planned, managed, and optimised multi-channel campaigns (paid search, social, SEO, ABM, content, email), building a strong foundation in digital marketing and commercial impact.
• Oversaw website design, development, and optimisation, ensuring alignment with business goals, enhanced UX, and SEO best practices.
• Managed internal teams and external agencies, ensuring consistent brand messaging and high-quality campaign delivery.
• Produced and analysed performance dashboards and marketing reports, identifying opportunities to improve ROI, traffic, lead generation, and engagement.
• Conducted audience research, competitor benchmarking, and campaign analysis to support data-driven decision-making and continuous optimisation.
• Gained hands-on expertise in search engine optimisation (SEO), Account based marketing (ABM) paid media, analytics, and web optimisation, contributing directly to measurable business outcomes while supporting broader strategic planning and brand growth.
Core skills
Marketing Leadership & Commercial Ownership
I bring extensive experience leading marketing within B2B technology and SaaS organisations, ensuring all activity is closely aligned with commercial objectives, pipeline targets and revenue outcomes. I have a strong track record of building and leading high-performing marketing functionsthat increase qualified pipeline and support sustainable business growth.
Alongside leadership responsibility, I mentor marketing teams and work closely with executive, sales and product stakeholders to ensure marketing remains connected to wider organisational priorities and commercial performance.
Marketing Foundations (Positioning, ICP Strategy & Value Proposition)
A key part of my work involves strengthening the strategic foundations that enable marketing to scale effectively. I help organisations define Ideal Customer Profiles, refine audience segmentation and clarify their value proposition so they can communicate complex solutions with clarity and confidence. This process strengthens differentiation, improves acquisition efficiency and ensures messaging resonates with the audiences most likely to convert.
Demand Generation Strategy & Pipeline Growth
I design and deliver integrated go-to-market and demand generation programmes that build predictable pipeline and support sustainable growth. This includes defining target audiences and market entry strategies, developing multi-channel acquisition programmes and optimising campaign performance across SEO, paid media, content, partnerships and account-based marketing. My work focuses on improving lead quality, increasing conversion performance and ensuring marketing generates consistent sales-ready opportunities.
Sales Alignment, Marketing Operations & Digital Performance
Modern marketing requires strong operational foundations and close collaboration with sales teams. I work closely with commercial leadership to align pipeline goals, improve funnel performance and establish the systems required to measure marketing’s impact. This includes implementing marketing operations infrastructure, attribution models and performance reporting, alongside leading website optimisation and digital experience improvements that support scalable acquisition.
I have extensive experience leading website strategy and optimisation initiatives designed to strengthen digital presence and improve acquisition performance. This includes defining website structure, messaging and user journeys to better support the customer buying process and increase the conversion of high-intent visitors.
Working closely with developers and digital teams, I focus on improving site architecture, user experience, SEO implementation and conversion pathways to ensure the website functions as a scalable demand generation and pipeline growth channel.
How I Approach Marketing
Over the course of my career, I’ve seen many organisations investin marketing activity without achieving the level of commercial impact they expected. Often this isn’t due to a lack of effort or creativity, but because marketing evolves in a fragmented way whereby campaigns, channels and tools are added over time without a clear structure connecting them to business objectives.
My approach focuses on bringing clarity and alignment to the entire marketing system. Rather than viewing marketing as a collection of individual tactics, I look at how positioning, messaging, demand generation, digital platforms and sales alignment work together to support the full customer journey.
The starting point is always strategic clarity. Understanding the organisation’s commercial goals, the markets it serves and the problems it solves allows marketing to define a clear value proposition and establish a strong market position. Without this foundation, even well-executed campaigns can struggle to deliver consistent results.
From there, I focus on building the core marketing infrastructure required to support scalable growth. This often includes strengthening brand and messaging, improving digital platforms such as the website, and developing structured demand generation programmes that attract and nurture the right audience.
An equally important part of this process is alignment with sales and product teams. Marketing performs at its best when it operates as part of a connected commercial system, ensuring that lead generation, customer engagement and product messaging reinforce one another throughout the buying journey.
While strategy provides direction, execution remains essential. I believe effective marketing leadership requires staying close to delivery, working with teams to translate strategy into practical initiatives, campaigns and programmes that generate measurable results.
Ultimately, my goal is to help organisations build marketing functions that are not only creative and visible, but also structured, scalable and clearly connected to commercial growth.
Contact
If you’re interested in discussing marketing strategy, leadership opportunities, or potential collaboration, I’d welcome the opportunity to connect.
You can reach me by emailing: hannahbarltrop@hotmail.com or by filling out the contact form. I will be in contact shortly.
