From hoping you’re making the right calls to scaling with confidence
Proximity partners with early-stage B2B clients to get closer to their customers than they’ve ever been before, and to translate that proximity and understanding into marketing momentum and sustainable growth.
Now, you might be thinking…
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Investing in cost-effective marketing early on is key to driving long-term growth, making the most of your limited resources, and achieving maximum ROI.
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While a great product is essential, that’s really just tablestakes. Customer- and research-informed marketing is key to getting your product in front of the right audience and driving acquisition.
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Marketing is actually key to helping you validate product-market fit by testing messaging, targeting, and channels, enabling you to refine your product and strategy.
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While organic growth is valuable, a well-rounded marketing strategy will amplify your reach, expand your customer base, and accelerate your growth beyond organic channels.
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There are affordable marketing strategies and channels that will yield impressive results, and a fractional marketing consultant who’s experienced in working with the scrappy budgets of startups will help you find the right approach for your budget.
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A fractional marketing consultant will manage and execute marketing efforts, freeing you up to concentrate on your immediate concerns while still driving long-term growth.
Getting your positioning, channel investments, and marketing talent roadmap right from the jump – and making sure they’re aligned with sales, product, and customer success – creates the foundation for revenue acceleration, growth, and scale.
That’s where I come in.
Meet Kayla, Owner + Operator
Hey there! I’m Kayla Fargo, the face and the brains behind this operation. I’ve spent over a decade in in-house B2B marketing roles – creating, launching, and scaling high-impact marketing strategies, programs, and teams.
Now I partner with founders and early-stage marketing hires to provide fractional marketing leadership, strategy, and execution support.
Here’s what you should know about me: I’ve led teams of 20+, and I’ve also worked as a marketing team of one. I’ve scaled marketing operations and teams from $5M to $20M, managed large teams within $130M+ well-oiled enterprises, and helped B2B startups land their first paying customer. In mere weeks, I’ve built deep, research-rooted empathy frameworks for customers and end-users, and I’ve used those insights to define clear, differentiated brand identities in crowded markets that have fueled pipeline creation and conversion.
Cross-functional collaboration is a sweet spot for me. I’m a marketer who product and sales teams actually want to work with – and that’s a rare find. I’ve helped organizations evolve their roadmaps from a state of, “What holes do we need to plug in order to stay afloat?” to “How are we responding to what we know our customers need in a way that will fuel our differentiation and accelerate our growth?”
If you’re really curious about who I am and how I think, let’s connect on LinkedIn – I’m constantly working through my thoughts and musings over in that neck of the woods, and would love to see you there.
Fractional End-to-End Marketing. Wholehearted Results.
There’s no such thing as “one size fits all” in B2B marketing. I’ll create a custom approach tailored to the goals and challenges we discuss during your free consultation, but you can expect it to include all or some of the following:
Foundational Discovery:
Business Analysis: Assess goals, challenges, and market positioning.
Customer Insights: Review existing data and gather feedback to refine personas.
Competitive Landscape: Evaluate competitors and identify opportunities.
Marketing Audit: Review current efforts, tech stack, channels, and performance metrics.
Marketing Strategy:
Goal Setting: Establish clear objectives and key performance indicators.
Target Audience: Identify and understand ideal customers and their needs.
Channel Selection: Determine the most effective marketing platforms to prioritize.
Campaign Planning: Design data-driven and results-oriented initiatives.
Product Marketing:
Product Positioning: Clearly define value proposition and unique selling points.
Market Research: Analyze competitors, trends, and target audience insights.
Launch Strategy: Plan and execute product releases and go-to-market efforts.
Sales Enablement: Develop collateral and train teams for effective selling.
Content Marketing:
Strategy & Creation: Engaging blogs, social media, and videos.
Visual Content: Eye-catching infographics and case studies.
Long-Form Content: Expert-driven whitepapers, eBooks, and podcasts.
Email & Web: Optimized website copy and captivating email campaigns.
Team Building:
Talent Audit: Evaluate current team strengths and areas for improvement.
Role Definition: Identify essential marketing positions and responsibilities.
Recruitment Strategy: Outline a plan for sourcing and hiring top talent.
Training & Development: Implement programs for ongoing skill enhancement.
Where do we start?
Here’s the process we’ll follow – this is the formula I’ve been building and refining over the 12+ years I’ve spent accelerating B2B marketing.
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During your free, 30-minute consultation, I’ll ask some pointed – maybe even uncomfortable – questions about your business and goals to see if we’re a good match, and to make sure I can actually add value where you need it.
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I’ll immerse myself into the world of your customers, your product, and your operations. The scope of this phase will be totally customized, based on how much existing research is already available.
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Based on that research, I’ll build and present an end-to-end marketing plan that will achieve your goals. We’ll work together to refine that strategy until you’re oozing with confidence.
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Now’s the fun part – we’ll put that plan into action. Each part of the plan will have clear, measurable goals defined so that we can track our progress and adjust accordingly, if need be.