WeWork Scandals and EBITDA Engineering: B2B Growth with Agencies and Fractional CMOs

How does the collaboration between fractional CMOs and agencies, particularly in the B2B sector, drive growth and enhance revenue generation for private equity-backed companies?

In Episode 9 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and guest Frederik Klaarenbeek, Founder & Chief Marketing Officer (CMO) at Klaarenbeek Advisory, discuss how B2B companies can boost growth through the hybrid model of fractional CMOs and agencies. They explain how this approach helps businesses scale quickly, align marketing with sales, and drive revenue by using strategic marketing, customer insights, and collaboration to achieve long-term success in competitive markets.

With over 20 years of experience in marketing, Frederik Klaarenbeek shares his expertise on how B2B companies can drive growth by combining fractional CMOs and agencies. He explains how this hybrid model helps companies scale quickly, improve collaboration between teams, and align marketing with sales to increase revenue. Frederik also discusses how businesses can adapt to changing markets by using customer insights and strategic marketing to stay ahead of the competition.

In this episode, expect to learn:

• How fractional CMOs and agencies drive growth for B2B companies
• Why marketing and sales alignment is key to success
• The benefits of customer insights in shaping marketing strategies
• How companies can scale quickly by collaborating across teams
• The importance of adapting to changing markets with strategic marketing

📢 If you’re looking for new growth opportunities, feel free to reach out to Frederik Klaarenbeek at [e-mail] or call [phone].

Timestamps:

[00:00] - Teaser

[01:07] - Introduction of podcast & guest Frederik Klaarenbeek

[04:22] - Why B2B companies choose hybrid agency + fractional CMO

[06:24] - Role of a fractional CMO vs. agency in go-to-market

[09:46] - Case study: Additive manufacturing turnaround in 60 days

[12:10] - How private equity is evolving marketing priorities

[14:17] - Pitfalls: Lack of focus, data clarity, and messaging

[15:59] - First 90 days: Playbook, metrics, and operating rhythm

[21:03] - Transitioning from fractional to full-time CMO

[23:34] - Measuring brand value in a private equity context

[25:28] - Key marketing metrics: Brand, funnel, and capability

[29:09] - Evolving agency role and value post-integration

[31:16] - Final advice to industry leaders and PE firms

Follow our Guest Frederik Klaarenbeek on:

• LinkedIn: https://www.linkedin.com/in/frederik-klaarenbeek/
• Email address: [e-mail]
• Company (LinkedIn): https://www.linkedin.com/company/klaarenbeek-advisory

Follow Host Arnaud Dasprez...