Close the GTM visibility gap.
Sticky Tactics provides fractional CMO leadership and GTM strategy for B2B tech companies. We diagnose why buyers choose worse products from better-known competitors – then build the marketing strategy, systems, and team to fix it.
We've helped 80+ B2B tech companies close the gap between product quality and buyer recognition.
Real, Countable Client Results.
82%
Decrease in CPLs
33%
Increase in SQLs
300%
Increase in SOV
Who is this for?
Do you watch prospects choose competitors whose only advantage is market visibility and brand recognition?
Are your sales conversations starting with “Who are you guys?” instead of “How can you help us?”
Is your marketing team consistently posting “thought leadership” content that doesn’t capture mindshare?
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“If every agency worked like [Sticky Tactics], the world would be a better place. As it is, the best way to accelerate your organization's growth is to work with Tom and his team. It’s really a no-brainer.”
Alexa Emerson, Senior Brand & Communications Strategist, JumpCloud
Most B2B tech marketing advice assumes you’re starting from a position of strength.
Meanwhile, you’re hemorrhaging deals to competitors because buyers have never heard of you.
A strong product can’t save you if SDRs are getting 2% response rates because prospects don’t recognize your brand.
The entire B2B marketing industry is obsessed with tactical execution while completely ignoring the strategic invisibility crisis that’s costing companies millions in lost revenue.
This leads to what I call The GTM Visibility Gap.
The GTM Visibility Gap 101
You’ve built a superior product, but you’re competing in a world where brand recognition drives purchasing decisions – and everyone’s acting like technical specifications are enough.
You invested heavily in product development thinking quality would speak for itself. Instead, you’re watching competitors with inferior solutions win deals because they’ve built strategic market presence. Your sales team spends more time explaining who you are than why you’re the best choice.
Every piece of B2B marketing advice assumes you already have the foundational brand recognition that 90% of tech companies are missing. They tell you to “nurture your audience” without mentioning you need an audience first.
The truth is, most B2B marketing consultants have never actually been in your position. They’ve never had to explain to their board why the company with the better product is losing deals. They’ve never had to watch a $2M opportunity go to a competitor whose only advantage was market visibility.
The GTM Visibility Gap is why your superior technology feels irrelevant in competitive deals.
There’s a much better way:
When your brand recognition precedes every sales conversation, prospects come to calls already understanding your value.
Your online presence is so strategically positioned that competitors benchmark against you, not the other way around. Your thought leadership is so established that buyers seek you out instead of requiring extensive prospecting.
When someone asks “who are the leaders in your space,” your name comes up first. When your sales team reaches out, they get 15-20% response rates because prospects recognize and respect your brand. It’s what happens when you close the GTM Visibility Gap.
Your marketing team spends time on strategic optimization instead of explaining why social media matters. You can price at premium levels because you’re not competing on features – you’re competing on market position and brand strength.
Most importantly: You win deals against inferior competitors because buyers already know and trust your brand before the sales process begins.
This isn’t fantasy.
It’s what happens when you build strategic market presence by closing the GTM Visibility Gap.
The only way to get there is to stop treating good marketing as “nice-to-have” and start building it as a strategic revenue driver that creates compound competitive advantage.
Unlike templated marketing agencies that force your business to adapt to their cookie-cutter approaches, we build a custom strategic presence that amplifies how your business actually operates and sells.
My team and I have helped 80+ B2B tech companies close the GTM Visibility Gap and build revenue strategies that directly influence deal outcomes and competitive positioning.
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"Tom Basgil displays that rare combination of strategy and creative execution that makes social media programs sing. And he delivers! Tom increased one of our social KPIs by 1,700%."
Jeff Spicer, CMO, Yellowbrick Data Warehouse
There Are 3 Reasons Your Strategic Presence Is Failing
Reason 1: Blind Spots
Technical founders believe product quality equals market success, underestimating the role of brand recognition in B2B purchasing decisions. This creates both strategic gaps and missed revenue opportunities when superior products lose to inferior competitors with better visibility.
Reason 2: Attribution Mythology
Companies apply e-commerce attribution models to complex B2B sales cycles, missing the influence phase entirely. This leaves teams unable to measure or optimize the brand recognition that drives buyer behavior and purchasing decisions.
Reason 3: Marketing Silos
Marketing sits at the bottom of the org chart, treated as a “nice-to-have” rather than a strategic revenue driver. This creates channel silos where marketing and sales teams work in isolation instead of leveraging integrated approaches that deliver 20-30% better performance.
This is The Sticky Tactics Method
Phase 1: Audit
Establish the strategic infrastructure for measurable marketing impact
Complete online presence audit, integrated organic + paid strategy development, and attribution framework setup for B2B influence tracking. We’ll analyze your competitive landscape, establish brand voice, and create the measurement foundation that eliminates guesswork from social execution.
Phase 2: Launch
Deploy campaigns that deliver immediate visibility improvements
Campaign deployment across channels, employee advocacy program implementation, and real-time optimization. We’ll create optimized content libraries, implement cross-platform integration, and begin building the compound effect of strategic market presence.
Phase 3: Optimize
Maximize performance and prove clear ROI through advanced optimization
Advanced campaign optimization, audience expansion, and integration with sales and marketing automation. Using clean attribution data, we’ll demonstrate measurable impact on deal closure rates, reduced customer acquisition costs, and improved competitive win rates.
Phase 4: Scale
Establish market leadership and sustainable competitive advantage
Full-funnel optimization, executive thought leadership program, and complete knowledge transfer. We’ll create premium pricing power through brand strength, establish market leader positioning, and deliver team capability and independence.
Let’s get started.
What does an engagement look like?
✔ We meet every week for 60 minutes
✔ Communication over Slack and Loom
✔ Progress tracking in a dedicated project management platform
✔ Direct integration with your existing marketing and sales tools
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“Your commitment to delivering excellent campaign results and providing professional support has been instrumental in the successful execution of our projects.”
Elena Apostolova, Marketing Manager, Phos by Ingenico
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“Tom Basgil is the best social media consultant I've worked with. Since Tom and his team started working with us, link clicks are up 2.4X and the organic growth rate of our audience has increased by over 120%.”
Mahesh Kumar, CMO, Propelo
Meet your fractional CMO.
Hey, I’m Tom.
I build strategy and GTM systems for B2B tech companies who’ve discovered that superior products don’t automatically win deals: Strategic market presence does.
Over the past two decades working with 300+ brands, I’ve been the consultant walking into strategic invisibility crises across every type of B2B tech company you can imagine – from scrappy startups to major enterprise software firms.
Every single one had the exact same problem.
They were all obsessed with product features and technical specifications while completely ignoring the brand recognition gap that was costing them millions in lost revenue.
I’ve watched enough brilliant founders get told by their boards to improve their “marketing” when their real problem was strategic invisibility. I’ve been that consultant in the room trying to get buy-in for foundational visibility while everyone wants to talk about the latest growth hack or attribution model.
I’ve watched companies burn through budgets on demand generation tactics that can’t possibly work because they skipped the strategic presence work that makes everything else possible.
That’s why I love working with B2B tech companies before their strategic invisibility has truly calcified into a competitive disadvantage that underpins every deal they’re trying to close.
If I can get in early enough and build the system right, it supports everything else they want to accomplish in sales and marketing.
There’s always a lightbulb moment in every engagement – maybe a couple weeks in, maybe a couple months in depending on how invisible they were when I started.
But there’s always a moment where clients realize: “Oh, prospects actually know who we are now.” And I’m like, “Yeah, that’s what we’ve been building.”
Deals need to close based on value, not just product specs. Buyers only choose you when they trust you, but they need to know you exist first.
That’s what closing the GTM Visibility Gap does. It’s the strategic presence that makes everything else possible.
On a personal note, I'm attending Columbia Business School and London Business School for my Global Executive MBA. My clients have gotten used to me showing up Monday with something I stress-tested in a statistics classroom over the weekend.
A Few of My Past Clients
Frequently Asked Questions
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You get a self-sustaining marketing strategy that your team can execute and maintain independently. You’ll have the strategic market presence to win deals based on brand strength rather than just product features. Everything is designed for your team to run without ongoing dependency.
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Plan for 2-3 hours per week during active implementation phases. Then, expect to spend 30 minutes on a call every other week. Part of the reason people work with us is because we’re fast and provide immediate value. There’s no “bait and switch” – you won’t be pitched by a senior strategist only for a junior associate to do all the real work.
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You’ll see immediate improvements in brand mentions and social engagement within the first 30 days. Measurable improvements in SDR response rates and deal velocity typically appear by month 2-3. Full strategic market presence – where prospects recognize your brand before sales conversations – happens around month 4-6.
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I operate as your marketing leadership – strategy, positioning, channel prioritization, and the systems that make sales and marketing work together. I'm not a blogging agency or the guy who hits "boost" on a post. When execution is needed, I build the plan, leverage my team or train your people, and stay accountable for the outcome.
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Engagements start at $5,500 a month and increase based on the volume of content, ad spend, complexity of your funnel, and number of channels.
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Yes – every engagement starts with one. A GTM audit shows you where the visibility gap is costing you deals and what to fix first, in what order. Some clients take the audit and execute internally. Most keep me on as fractional marketing leadership to run the work.
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It depends. If this resonates with you and you’re not interested in paid advertising, reach out and let’s chat.