Marketing Expertise -As you need it
The b2b marketing guidance you need at your pace and budget
Does your marketing feel like a money pit? Tired of ineffective marketing tactics and generic messaging that fails to create urgency with your audience?
Let’s eliminate random acts of marketing - together.
I have 25 years of B2B marketing experience with deep expertise in product, brand, and growth marketing across industries including healthcare, insurance, and financial services.
My Approach
Strategic Partnership
It all starts with understanding your business dynamics and objectives. With a quick phone call, I’ll be able to gain insight into your challenges and draft an initial proposal.
Iterative Collaboration
With the initial proposal to react to, we continue our dialogue and get into the nuances of your company and operations. We’ll scope the project and determine appropriate time and resources to stay within budget and move the needle.
Measurable Results
Execution of the project plan is typically done through internal staff, external resources, or a combination of both. I’ll serve as your marketing leader, guiding and managing the workflow. Together, we’ll map out KPIs, evaluate them regularly and alter course as needed.
Case Studies
Brand Management
Post-Merger Rebranding and Repositioning
Problem: Following a merger, a large enterprise in the healthcare services sector needed a new brand identity to unify two major market players with significantly different cultures and product portfolios.
Action:
•Agency Partnership: I sourced and managed an agency partner to execute the rebrand.
•Strategic Leadership: I led the entire rebrand strategy, including the new company's naming, messaging, and visual design. I managed executive leadership participation and communicated progress throughout the organization.
•Cross-Functional Execution: To ensure a smooth launch, I recruited and trained a team of brand ambassadors and developed new sales materials and a new company website. I then orchestrated the launch and all public relations.
Result: The rebrand created a new foundation to unify the two companies and provided a single, clear platform to rationalize their combined product portfolio. The new market positioning successfully established a differentiated brand and laid the groundwork for future growth.
Product Marketing
Launch of a B2B SaaS Portfolio
Problem: A large consulting firm wanted to package its intellectual property, which was developed through individual client engagements, into scalable, repeatable solutions. The goal was to expand within its existing client base and attract new customers.
Action:
Product Development: As a key member of an in-house "accelerator" team, I collaborated with product owners to build and launch 10 new B2B SaaS offerings across multiple sectors.
Go-to-Market Strategy: My work included a full array of go-to-market actions: naming, positioning, messaging, digital and sales asset creation, and comprehensive launch planning and execution.
Result: The new portfolio generated $20 million in highly profitable revenue in its first year, fueling new growth with both existing clients and newly acquired customers.
GTM Strategy
Comprehensive GTM Strategy Drives Double-Digit MQL Growth
Problem: A large tech enabled services company faced a significant challenge with its demand generation. Campaigns were untargeted and unstructured, failing to drive the pipeline needed to support business growth.
Action:
Strategic Alignment: Defined the Ideal Customer Profile (ICP) and built detailed personas to focus our efforts on the most valuable prospects.
Targeted Messaging: Based on these new insights, developed tailored messaging and created compelling content designed to resonate with specific audience segments.
Collaborative Execution: Partnered with the growth marketing team to develop a clear, integrated calendar of activities, ensuring our efforts were both strategic and well-coordinated.
Result: The comprehensive go-to-market strategy led to a 15% growth in marketing-sourced MQL pipeline. The new, clear operational framework significantly improved team morale and provided the marketing organization with a focused, results-driven perspective.
Michael F. Wilson is a B2B marketing leader with a proven track record of driving growth and innovation in technology and services firms. With expertise spanning product and portfolio marketing, account-based marketing (ABM), and thought leadership, Michael has consistently delivered results that fuel business expansion. His leadership roles at companies like Zelis, Octus and Cognizant have showcased his ability to build and lead high-performing teams, develop impactful marketing strategies, and execute initiatives that drive measurable outcomes.
Michael's career is defined by his ability to align marketing strategies with business objectives, leveraging insights and innovative tools to optimize performance. From leading go-to-market strategies for acquisitions to implementing programs that drive share-of-wallet growth, his contributions have consistently elevated organizational success.
Based in Miami, FL, Michael is a graduate of the U.S. Coast Guard Academy with an MBA from Rice University, he combines strategic acumen with a disciplined approach to leadership, making him a dynamic force in the marketing landscape.
Get in Touch!
Let’s get some time on the calendar to explore what we can do together.
