Marketing leadership for professional and B2B services firms

You sell expertise. The site should prove it before the first meeting.

Professional services firms live and die on referrals, and the website is where a referral goes to check you out. Most of those sites sound like every competitor and say nothing a buyer could remember.

I help firms turn expertise into a position, the position into a brand, and the brand into content and pages that do the convincing before you walk into the room. My SliiceXR team builds it.

As a Fractional CMO for professional and B2B services firms, I work with the partners or the owners on the question they usually skip: what is this firm known for, and for whom? A firm that answers that clearly gets better referrals, shorter sales cycles and clients who arrive already convinced. A firm that does not gets compared on price.

Referrals now search before they call, and many of them ask an AI assistant who to consider. The firms that get named have a clear page for each service, each industry they serve and each question a buyer asks, plus leaders who publish a point of view. That is the structure my SliiceXR team builds, and the content program I run.

Brand identity, web design and development, content and thought leadership, SEO and AI search visibility, demand generation, campaigns, marketing technology and creative production all sit inside SliiceXR. One strategic relationship with me, and the resources to execute.

What Our Customers Say

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★★★★★
Ms. Oaks has worked extremely hard to develop an identity for my brand. As an author and business owner, it is extremely hard to build your brand while also establishing an identity with your audience. Ms. Oaks and her team helped me to hone in on my audience and provide me with a detailed analysis (color scheme, brand messaging, etc.) to build my brand and establish myself as a reputable name in my industry. Her keen eye for detail and willingness to go the extra mile has allowed me to focus more on other aspects of my brand and business while also ensuring that my messaging and brand is consistent and headed in the right direction.
Jae Davis, MBA, Author and Experiential Marketing Consultant· LinkedIn recommendation
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★★★★★
Catherine is a very unique and special marketer who can help identify opportunities for improvement in traditional and digital media. She is both gracious and graceful in providing innovative insight others may overlook. Forever hardworking and constantly motivated to excel. If you are looking for that quintessential person to complement your business or marketing endeavors, Catherine is the one.
Russell A. Johnson, Creative Director and Advertising Consultant· LinkedIn recommendation
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★★★★★
I needed a website that captured me: a wicked combination of high energy, fun, and function. Catherine nailed it! LizGoodgold.com is crystal clear in its messaging and target thanks to Sliice Marketing; she bit into this project whole-heartedly and delivered. When you're ready for your website makeover, call Catherine!
Liz Goodgold, Brand and Growth Strategist· LinkedIn recommendation
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★★★★★
Catherine has been a core part of LifeActive Bio for the past five years. From the beginning, I was impressed by her trustworthiness, creativity, discipline, and exceptional marketing expertise. She has brought strategic thinking and original ideas to our PR, marketing, campaign strategy, channel development, and client initiatives, with a unique ability to see challenges from multiple dimensions. Catherine is one of the most professional marketing visionaries I’ve encountered, and her creativity is beyond compare. Her passion for art is reflected in the originality she brings to everything she does. Catherine is an incredibly valued member of our team.
Dex Morris, Founder and CEO at LifeActive Bio· Client testimonial
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★★★★★
Catherine built my website, then rebuilt it as my consulting thesis sharpened. Each time, she turned a moving target into a brand that showcases my work. She has a gift for taking an idea I only half articulate and giving it a clear, modern, confident form. What I did not expect was how much I would enjoy the process: she is generous with her talent, quick to champion my success as if it were her own, and somewhere along the way she went from collaborator to friend. Working with Catherine is one of the easiest and happiest yeses in my business.
Sarah Marshall, Founder and CEO at Operations Architect· Client testimonial
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★★★★★
Catherine and the Team at SliiceXR are excellent to work with. They took the time to understand our needs, and execute our vision. Their constant support and patience in designing and adjusting a website that works for both our customers and employees has helped transform our business.
Andy Zafiropoulos, LibertyCFS· Client testimonial

How we help Professional and B2B Services

Web Design and Development
Your website is where a referral decides whether to call. Let’s make it so clear they reach for the phone.
SEO
Your referrals already know your name. Your website’s job is to show them they’re in the right place. Here’s how SEO works for professional and B2B services firms.
Demand Generation
You win through referrals. Here’s how to turn that attention into qualified opportunities, not just clicks.
Digital Campaigns
A clear-eyed look at LinkedIn, email, and paid campaigns for firms where trust is the product and referrals are the engine.
Brand Identity
A clear brand identity built on strategy. For professional firms, your name, mark, and voice must earn trust and win business.
Content
Most referrals check your site before they call. Make sure what they read makes you the obvious choice.
Marketing Technology
See the CRM, automation, and tracking setup that helps a services firm know which marketing is paying off, and which isn’t. No jargon, just what fits.
Creative Production
Design, video, and sales materials that make a buyer's first visit confirm they're in the right place. This is what creative production looks like when your next client comes from a recommendation.

Common situations for Professional and B2B Services

Specific situations we go deeper on for Professional and B2B Services. Tap one to see the full answer.

SEO
How to show up in ChatGPT answers
SEO
Is SEO dead now that search is AI
Creative Production
When a corporate video is worth making
Creative Production
What an investor pitch deck should include
Demand Generation
Demand generation vs lead generation
Demand Generation
Why your leads are not qualified
Digital Campaigns
Are LinkedIn campaigns worth it for B2B
Digital Campaigns
Why your marketing campaign is not working
Marketing Technology
Marketing attribution for B2B
Marketing Technology
Do we need a CRM
Marketing Technology
Marketing automation for a small company
Brand Identity
Why rebrands fail
Book a conversation with Catherine

Recent Articles

Sep 22, 2026
The Only 4 Reasons a Construction Company Should Make a Corporate Video
Everyone says you need a corporate video. But most of them go unwatched. The real question isn't whether to make one, it's whether you have a story worth telling. Here's when video actually matters for construction companies.
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Sep 20, 2026
Why Your Banking Leads Aren't Qualified: The Real Problem Isn't Lead Volume
Marketing celebrates the lead count. Sales says none of them are real. The problem isn't that you're generating too few leads, it's that you haven't agreed on what a qualified lead actually is, and your positioning is too broad to attract the right ones.
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Sep 20, 2026
Why Your Marketing Looks Like Everyone Else's, And How to Fix It
Your website sounds like your competitors. Your marketing activity isn't connected to a clear strategy. You're spending money without seeing real business impact. This isn't a campaign problem, it's a leadership problem.
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Sep 20, 2026
Why Biotech Rebrands Fail: The Research, The Mistakes, And What Works Instead
Your new logo looks great. Your website is polished. But nobody remembers who you are or what you do differently. Biotech rebrands fail for predictable reasons, and they're fixable if you know what to avoid.
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Sep 20, 2026
Your Business Evolved Faster Than Your Brand, Here's Why That Matters
Your company is doing a lot of marketing. But is it working? Most B2B and professional services companies face a common problem: rapid business evolution without corresponding brand and marketing strategy. The result is scattered activity, wasted budgets, and generic messaging.
Read more →
Sep 20, 2026
Your Marketing Budget Is Hemorrhaging Money. Here's Why Strategy Comes First.
You're spending on marketing. Your website sounds like everyone else's. Your campaigns aren't moving the needle. The problem isn't your budget, it's that you're executing without a strategy. Here's what actually works.
Read more →

Frequently asked questions

Our business comes from referrals. Why does marketing matter?

Because every referral checks you out before they call. A site that sounds like every competitor turns a warm referral into a price comparison. A clear position turns it into a client who arrives convinced.

What should a professional services firm be known for?

One thing, for one kind of client. That is the hardest decision a firm makes and the one that pays back most. I work it out with the partners before anything is built.

How do we get found by AI assistants?

A clear page for each service, each industry and each buyer question, plus leaders who publish a point of view. Assistants cite firms that say plainly what they do and for whom.

Is a Fractional CMO right for a firm our size?

If the partners are doing marketing between client work and nobody owns the strategy, yes. You get senior marketing leadership without a full-time hire.