Your B2B SaaS Deserves a Growth Partner, Not a Vendor
I embed directly into your team as a Fractional CMO — owning strategy, driving execution, and building the pipeline engine your sales team needs to scale. No agency fluff. Just results.
Trusted by ambitious SaaS teams across the UK and Europe
What I Do
Growth across every lever
From positioning and GTM strategy to demand gen and hands-on execution — I work across the full marketing stack to build a growth engine that compounds.
Fractional CMO
Senior marketing leadership without the full-time overhead
I embed directly into your leadership team as your Chief Marketing Officer — attending standups, shaping strategy, and holding your team accountable to results. You get a seasoned CMO's perspective and execution rigour, engaged at the hours you actually need.
Learn moreGo-to-Market Strategy
Launch faster, land harder, win consistently
Whether you're entering a new market, relaunching a product, or expanding upmarket, a sharp GTM strategy is the difference between traction and noise. I develop your positioning, ICP definition, and channel strategy into a sequenced execution playbook.
Learn moreDemand Generation
Pipeline that compounds, not just campaigns that spike
Pipeline isn't built from one-off campaigns — it's built from systems. I design and implement demand generation programmes combining content-led inbound, targeted outbound, and ABM campaigns that create consistent, predictable pipeline for your sales team.
Learn moreBrand & Messaging
A voice your buyers remember and your team can repeat
B2B brands that win aren't the loudest — they're the clearest. I build your messaging architecture from the ground up: brand narrative, value proposition hierarchy, and persona-specific messaging that your whole team can consistently communicate.
Learn moreGrowth Audit
Find the leaks before you pour in more budget
Most SaaS companies are scaling with broken fundamentals. A Growth Audit gives you a full-funnel diagnostic — from awareness through to retention — identifying exactly where you're losing revenue and what to fix first for maximum ROI.
Learn moreSEO & Organic Growth
Own the conversations your buyers are already having
Organic traffic is the highest-ROI channel in B2B SaaS — when done properly. I combine technical SEO, a programmatic content strategy, and strategic link building to build a compounding organic engine that reduces your dependence on paid acquisition.
Learn moreThe Process
How we work together
No lengthy onboarding. No agency bureaucracy. Just a clear process that gets to results fast.
Strategy Deep-Dive
We start with a 2-week Sprint — a forensic audit of your funnel, positioning, ICP, and competitive landscape. You get clarity on what's broken, what's working, and exactly what to do next.
Embedded Execution
I join your team as an embedded growth partner — not a slide-deck consultant. I'm in your standups, Slack, and planning sessions, executing strategy alongside your team with full accountability for outcomes.
Measurable Growth
You get a reporting cadence that shows exactly what's moving — pipeline, CAC, MQL quality, organic traffic, win rate. Every decision is tied to a number. No vanity metrics, no vague outputs.
Results
Numbers that matter
I don't optimise for impressions or MQLs that go nowhere. Every engagement is measured against pipeline, CAC, and revenue.
Average pipeline growth
across all active clients
Pipeline generated
for clients in 12 months
Average CAC reduction
through channel optimisation
Client retention rate
clients who renew their retainer
* Aggregate figures across all client engagements. Individual results vary.
Client Stories
What founders say
“Hilal didn't just advise us — she became part of the team. Within three months we had a coherent GTM strategy, a demand gen engine running, and our first enterprise deal closed. The ROI was immediate.”
James Whitfield
Co-Founder & CEO, Sona HQ
Ready to Scale?
Let's build your growth engine — together.
Book a free 30-minute strategy call. No sales pitch. Just an honest conversation about where you are and what it would take to 2× or 3× your pipeline.
30-minute call · No commitment · Results-first conversation
Insights
Latest thinking
Fractional CMO vs Full-Time CMO: Which Does Your Stage-A SaaS Actually Need?
Most Series A founders default to hiring a full-time CMO. But at £150k+ per year, that's often the most expensive mistake you can make. Here's how to decide.
The B2B SaaS Demand Gen Playbook for 2025: What Still Works (And What Doesn't)
Cold outbound is dying, paid CPCs are up 40%, and SEO is getting harder. Here's the demand gen strategy that's actually working for our clients right now.
Why Your ICP Is Wrong (And How to Fix It in 2 Weeks)
Ninety percent of the SaaS founders I work with have an ICP that's too broad, too vague, or based on who they hope to sell to — not who actually buys.