Growth is a challenge familiar for any small to mid-sized businesses. Sales are plateauing and leads fall off; there is a lack of unity in brand messaging.
Everyone agrees the missing piece points to marketing, but bringing on a seasoned Chief Marketing Officer might not be in the budget.
Doylestown resident Susan Towers, founder of Towers Fractional Marketing, built her practice around this gap, bringing flexibility to a traditional role that works for your company’s needs.
Today, Towers Fractional Marketing serves B2B businesses in industrial manufacturing, software/SaaS, professional services, and MSP/IT services across the nation, but with deep ties to the Greater Philadelphia region.
Twenty-Plus Years of Experience
Fractional marketing isn’t a new concept, but finding someone with executive depth and successful direction takes time that your business may not have.
Towers holds an MBA from the University of Pittsburgh, an undergraduate degree from La Salle University, and brings over two decades of senior marketing leadership across multiple SMB environments.
She has been the seventh hire at a startup software company in Wayne, contributed to monthly S&OP cycles at a third-generation family manufacturer, and supported M&A diligence, as well as built a product marketing function from the ground up during a firm’s first private equity investment from Radnor-based Lovell Minnik Partners.
She has built and led marketing teams for companies ranging from startups to $100 million in revenue.
The outcomes are concrete. For example, a highly matrixed IT services firm client sought greater market diversification. Its siloed business units had created fragmented messaging, inconsistent positioning, and inefficient lead volumes weren’t supporting the right opportunities.
She saw the GTM as the linchpin to unite all practices, clarify target markets, and create a more cohesive strategy for how the company went to market.
With a more scalable foundation for growth, the results pointed to a 60 percent year-over-year increase in leads and expansion into new markets.
Her experience means your company doesn’t pay for a learning curve or the costly missteps that come with less seasoned marketing hires.
Towers Meets Your Business Where It Is
Towers Fractional Marketing offers five core services — strategy development, messaging, execution management, budget management, and marketing measurement — designed to work as an integrated system. But that doesn’t mean every client needs all five on day one.
Clients engage the components that align with their immediate priorities, with the idea that they will expand into additional areas as needs evolve.
That’s one of the benefits of a flexible, fractional model.
“The marketing strategy is the roadmap that will guide all other initiatives, so it’s crucial to get this in place,” Towers said.
Her discovery process involves reviewing key stakeholders, customers and partners, research, and a review of existing systems. From there, the deliverable could be a light framework or an integrated GTM operating model, calibrated to meet the company where it stands.
Integration Without Disruption
Towers uses collaboration as one of her core values, seeing where priorities lie to identify where she can add the most value, without doubling effort or sidetracking resources.
“I approach my role as an extension of the existing team, not a parallel function,” she said. “My goal is to create clarity around accountabilities and how work gets done, certainly not to disrupt what’s already working.”
Once establishing a company’s operating rhythms, she adapts to each client’s culture. Some teams want hands-on collaboration; others prefer a more advisory role with structured checkpoints.
She aims to add a layer of oversight to help companies operate with greater speed, alignment, and confidence.
The Right Fit
Towers Fractional Marketing is designed for B2B companies that are serious about growth but practical about how they get there.
If your business has strong capabilities but hasn’t translated them into scalable marketing, it is worth a conversation with Susan Towers.
Learn more or schedule a consultation at Towers Fractional Marketing.
