I'm a fractional CMO for engineering-led B2B startups.
Senior marketing leadership for 1 to 2 days a week, without the full-time commitment.
Book a 30-min intro call → Or send a quick message on WhatsAppThe problem
You're the founder of an engineering-led startup. The product works. Early customers love it. But revenue growth has plateaued, you don't know how to reach your ideal customers, and you know marketing is the gap:
Two bad options.
The usual choice
A full-time senior marketer is overkill for this stage. A junior needs too much direction. Neither solves the problem.
The guide
I've led marketing at the kind of tech companies yours can become.
I've led B2B field and channel marketing at software companies including BMC Software, RES Software, AppSense, and EnterpriseDB. Alongside that, I've run businesses of my own, which means I understand pipeline pressure but also cashflow, hiring, and the daily reality of running something.
What I offer
A different model for early-stage marketing.
Instead of hiring a full-time senior marketer who's overkill at this stage, or a junior who needs too much direction, more and more founders shift to a different model: senior marketing leadership for 1 to 2 days a week.
Fractional CMO
As your fractional CMO, I work with 2 to 3 startups simultaneously. Because in this early phase, each startup only needs senior expertise for a fraction of the time. I define the right strategy and execute what matters most. And where it makes sense, I leverage AI to move faster than a traditional marketing hire ever could.
The result is a marketing foundation that's repeatable, aligned with sales, and ready to scale. Once that's in place, hiring your first full-time marketer becomes straightforward.
Step 01
Diagnose
Talk to your customers and audit what you have today: ideal customer profile, positioning, messaging, and marketing activities. See where it's working, and where it isn't.
Step 02
Direct
Sharpen the fundamentals and build a focused plan, prioritizing the campaigns most likely to generate revenue.
Step 03
Deliver
I execute the plan alongside you as your first marketer, typically 1 to 2 days a week, or whatever rhythm fits your stage.
Not ready for a full engagement yet?
I also offer four smaller engagements that give you a strong start without the long-term commitment.
The Marketing Boost: Texel Edition
An intensive week on Texel where we lay your marketing foundation: ICP, positioning, messaging, outreach, targets, and a 90-day roadmap.
Account Based Marketing
A complete account-based marketing foundation: a scored list of 100 target accounts, 30 hot accounts with verified decision-makers, ready to act on.
Event Marketing
I organise a high-quality event for your startup, from strategy and format to location and catering. Roundtable, webinar, or other format possible.
LinkedIn Marketing
I write LinkedIn posts for the founder, set up Teamfluence, and run an incentive system to get the whole team posting. Every engagement signal from your team's network becomes a qualified lead in your CRM.
About me
More on my background
At EnterpriseDB I built EMEA marketing from the ground up, rolling out account-based marketing across the region while the team scaled from 10 to 30 people and the company tripled global ARR. At AppSense I ran Benelux marketing end-to-end, with conversion rates well above industry benchmarks (46% of marketing-generated leads becoming sales opportunities, 23% closing as won). At RES Software I led regional demand generation and field marketing in the Benelux. After years of in-house roles and running businesses, I now bring that combination to engineering-led startups as a fractional CMO. I know how to translate complex technology into measurable pipeline, and how to focus marketing where it matters most at your stage.
Anja connects marketing directly to revenue. She builds structured, outcome-driven go-to-market strategies that generate real pipeline and align closely with sales. Strategic, pragmatic, and very easy to work with.
What I value most about working with Anja is how she connects strategy with execution. She brings structure, sets clear priorities, and makes sure plans actually get delivered.
There's a real difference between running a marketing budget and organising activities from it, versus having a structured approach aligned to the target market and goals. Anja approaches this as a partner and isn't too shy to give a steer to the conversation.
Free tool
Not sure if you're ready to scale? Start here.
GTM Health Monitor
A lightweight CRM for engineering-led founders.
A simple tool to start tracking your pipeline, marketing activities, and GTM health.
What's at stake
Two paths.
Without senior marketing
- · Burning marketing budget on the wrong activities
- · Founder stays stuck doing marketing themselves
- · Pipeline is unpredictable
With a fractional CMO
- · A marketing foundation that's repeatable
- · Aligned with sales
- · Ready to scale
- · Hiring your first full-time marketer becomes easy
Ready to fix your marketing?
30 minutes. No pitch. We'll diagnose where you're stuck and whether I'm the right fit.
Book an intro call → Or send a quick message on WhatsApp+31 6 34 86 44 06 · anja@anjavanelteren.com · Utrecht, the Netherlands