Marketing leadership for technology and SaaS companies
The product evolved. The category story did not keep up.
Technology companies outgrow their own story. The product now does five things, the website still sells the first one, and the sales team has quietly rewritten the pitch. Marketing spends money on demand without a position to generate demand for.
I reset the position with leadership, align sales and marketing on one story, and then build the brand, site and demand program on top of it. The goal is a category you can own, not more activity.
As a Fractional CMO for technology and SaaS companies, I am usually the first senior marketing leader in the room. The founders have been doing marketing by instinct, a demand gen hire is running campaigns, and nobody has decided what the company should be known for. That decision is the leverage. Everything downstream gets cheaper once it is made.
Buyers in technology research everything before a demo, and a growing share of that research runs through AI assistants. Ask ChatGPT which tool does what and it names the companies whose pages say so plainly. Category clarity, one page per use case and industry, and content with a real point of view are what get a SaaS company found and cited.
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
“
★★★★★
Catherine just delivered a phenomenal product to our organization. She totally redesigned our website, www.hbcunow.org. Her marketing, web design skills and creativity was bar none. Her professionalism and commitment to our product was refreshingly impressive. She delivered high levels of creativity and technical skills. Catherine was also responsible for creating our invitations and post cards for our fundraiser. She is fluent in all the appropriate graphic design software and has shown initiative in learning new skills and expanding her talents outside of traditional print-based media.
Barbara G. Bolton, MBA, Veterans Benefits Administration· LinkedIn recommendation
“
★★★★★
A few years ago I had the privilege of working with Catherine Oaks in the early stages of her Company, Image Base International. She is an inspiration. I love the way that she expresses her optimistic approach to any situation. Good or bad, Catherine just goes after it with a "Can Do" attitude. However, I think her greatest strength is her creativity. When we worked together, she always had an innovative, creative solution to any circumstance.
Chuck Sweeney, Owner at Chuck Sweeney Associates· LinkedIn recommendation
“
★★★★★
I have had the pleasure of working with Catherine and SLIICE Marketing for the last 8 months, I have found her to be smart, hardworking, and very knowledgeable. Catherine is professional and easy to work with, she understands marketing, branding, and how to put her clients in a winning position. I encourage you to have a discussion with her.
Patrick Spargur, Sales Consultant at CarMax· LinkedIn recommendation
“
★★★★★
I consider myself very fortunate to work with Catherine Oaks over the past few months. Catherine is unique in her ability to develop effective marketing strategies and a roadmap to get you there. Catherine is extremely professional and yet very personable and easy to work with. She personally goes the extra mile to work through issues that may crop up and she does not quit until a solution is found and implemented.
Scott M. Cutler, Operations and Supply Chain Leader· LinkedIn recommendation
“
★★★★★
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
“
★★★★★
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 Technology and SaaS
Web Design and Development
For technology and SaaS companies whose website still pitches the first version while the product and market have moved on. This page covers what changes and how to fix it.
Brand Identity
A clear, honest look at what brand identity means for a technology or SaaS company. No logo-first thinking. Strategy first.
Content
You sell software, but your website still talks about the first version. Here is what content should do for you now.
SEO
Your product has outgrown your website’s story. Here’s how SEO helps buyers find the real you, across search and AI assistants.
Creative Production
For SaaS and tech teams whose product has outgrown the pitch. Design, video, decks and sales materials that close the gap between what you built and what you show.
Digital Campaigns
For technology and SaaS companies whose story has outgrown their website. LinkedIn, email, paid and organic campaigns built from a clear position, not just more spend.
Marketing Technology
You're a technology or SaaS company looking at marketing technology. This is the honest picture of what works, what doesn't, and what to expect.
Demand Generation
For technology and SaaS leaders who need demand that turns into real pipeline. This page explains how.
Common situations for Technology and SaaS
Specific situations we go deeper on for Technology and SaaS. Tap one to see the full answer.
Brand Identity
Brand identity vs a logo
Brand Identity
When to rebrand a company
Brand Identity
Why rebrands fail
SEO
Is SEO worth it for a B2B company
SEO
How to show up in ChatGPT answers
SEO
Is SEO dead now that search is AI
Creative Production
What an investor pitch deck should include
Demand Generation
Demand generation vs lead generation
Digital Campaigns
Are LinkedIn campaigns worth it for B2B
Digital Campaigns
Why your marketing campaign is not working
Marketing Technology
Marketing attribution for B2B
Web Design and Development
Why your website is not generating leads
Recent Articles
Why Most Rebrands Fail (And It's Not the Design)
You've seen expensive rebrands that changed nothing but the colors. Rebrands fail when companies start with design instead of strategy. Here's what to do first.
Read more →
The Fractional CMO Market Grew 4-5x Since 2020: Here's Why Your Company Needs One Now
The fractional CMO market has grown 4-5x since 2020, driven by demand that continues to outpace supply in specialized industries. For CEOs whose marketing strategy hasn't kept pace with business evolution, this shift means access to world-class strategic leadership is now within reach.
Read more →
Why B2B Companies Execute Marketing Without Strategy (And What to Do Instead)
Your team is busy. Campaigns launch, content publishes, ads run. But nothing moves the needle. The problem isn't execution, it's the absence of strategy guiding it. Here's how to stop the waste and start building real competitive advantage.
Read more →
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.
Read more →
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.
Read more →
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.
Read more →Frequently asked questions
When should a SaaS company hire a Fractional CMO?When the founders are doing marketing by instinct, demand spend is rising, and nobody has decided what the company should be known for. That decision is the leverage, and it is a leadership job.
Our product outgrew our category. How do we reposition?Decide with leadership what the company is now, who it is for and what it should be known for. Align sales and marketing on that one story, then rebuild the site and the demand program from it.
How does a SaaS company get named by ChatGPT and other assistants?Clear category language, one page per use case and industry, and content with a point of view. Assistants cite the companies whose pages say plainly what they do and for whom.
Do you run demand generation or just strategy?Both. I set the position and the plan with leadership, and my SliiceXR team runs the campaigns, the content and the technology behind them.