FRACTIONAL CMO · B2B SAAS · CYBERSECURITY
The CMO your business needs.
When a full-time hire doesn't make sense yet.
Fractional marketing leadership for B2B SaaS and cybersecurity companies that want pipeline, not overhead.
32%
Annual revenue growth sustained over 3 years
£7.3M
Pipeline built in 7 months
260%
Increase in qualified leads
25 yrs
B2B SaaS & cybersecurity marketing
THE SITUATION
Sound familiar?
Most B2B SaaS companies at $8–25M revenue have the same marketing problem. Sales is carrying the pipeline on its back.
There's activity — a website, some social posts, maybe a junior hire — but nothing that systematically generates qualified leads. The CEO knows they need senior marketing leadership, but a full-time CMO is expensive and hard to justify to investors at this stage.
That's where I come in. I'm Richard Gooding. I've spent 25 years building marketing functions at B2B SaaS and cybersecurity companies, and the last eight running MarSavvi — a fractional CMO practice working with founders, VC-backed teams, and PE portfolio companies across Europe and North America.
I don't consult from the outside. I embed, build, and deliver — then hand over a function that runs without me.
HOW I WORK
Three ways to engage
Every engagement starts with a conversation about what the business actually needs. I don't arrive with a standard playbook. I arrive with questions.
01
Build
For companies with no marketing infrastructure. I start with positioning and messaging, then build demand generation, marketing automation, content, and analyst relations around what the business actually needs. Within 60–90 days, the pipeline picture looks different.
02
Scale
For companies with a junior team that needs direction. I sit above the team, own the strategy, set the roadmap, and coach execution. The team grows in capability. You get senior leadership without the senior hire.
03
Interim
For defined gaps. A departure, a board requirement, a specific project with a deadline, a temporary leave of absence. Fixed-term, fully embedded, no ramp required.
How engagements work: Typically structured as a monthly retainer with defined days per week. I take one or two clients at a time, so you get real attention — not a timeslot. Engagements run from three months to multi-year depending on what you need.
RECENT WORK
Results that speak plainly.
Named where I can, anonymised where I can't. The numbers are real.
Libraesva
Email security vendor. No international presence, no go-to-market function outside Italy.
Built the marketing function from scratch. Defined positioning against Proofpoint and Mimecast. Built demand generation across Europe, the US, and MEA. Managed a team of 4 on a €900K budget over four years.
32% annual revenue growth sustained over 3 years
260% increase in qualified leads
47% marketing-attributed new business pipeline
Gartner Magic Quadrant and Frost & Sullivan Radar recognition
Blancco
Secure data erasure vendor. Growth investment phase, limited pipeline infrastructure.
Nine-month interim engagement. Launched the company's first integrated multi-channel campaign across paid, organic, email, and media. Orchestrated primary research across 1,850 enterprises generating 16 pieces of tier-1 media coverage.
£7.3M pipeline built in 7 months
MQLs up 41% year-on-year
Sales conversion to opportunity up to 15%
Coverage in Computer Weekly, CIO, InformationWeek
Kerio Technologies
Network security and unified communications vendor. $17M ARR, global channel business.
Six-year VP of Global Marketing engagement. Built and led a team of 9 on a $1.2M budget. Grew the business from $17M to $25M ARR. Company acquired by GFI Software.
29% annual revenue growth sustained over 2 years
Grew active channel partners to 6,500
Subscription renewals from 82% to 90%
Opportunity-to-close rate of 65%
WHAT CLIENTS SAY
Heard from the people who hired me.
Richard guided us step by step — from early quick wins that built confidence, to crafting a clear, credible, and differentiated narrative that defines who we are today.
Paolo Frizzi
CEO, LibraCyber (Libraesva)
One of the greatest marketing professionals I've ever worked with. He articulated goals and expectations clearly, and had the discipline to always loop back and measure the results.
Mirek Kren
CEO, Safetica
Richard had a very good grasp of sales methodologies, which meant we were always on the same page. Any sales leader would be extremely lucky to have Richard at the head of marketing.
Abi Vickram
Head of Global Sales, Kerio Technologies
ABOUT
Richard Gooding
I've spent my career in B2B technology marketing, with the last 15 years focused on cybersecurity and data protection — markets where buyers are technical, sceptical, and not easily impressed by noise.
Before MarSavvi, I was VP of Global Marketing at Kerio Technologies, where I built the marketing function over six years and helped grow the business from $17M to $25M ARR through acquisition. I've since worked with companies including Libraesva, Blancco, Safetica, The Trade Desk, and ThoughtWorks.
I'm based in London and work with companies across Europe and North America.
COMPANIES WORKED WITH
Libraesva · Blancco · Safetica · Kerio Technologies · The Trade Desk · ThoughtWorks · Cipher.AI · Denali Advanced Integration · Agent3
GET IN TOUCH
Let's talk about what you're building.
If you're trying to work out whether fractional marketing leadership is the right move, I'm happy to have a straight conversation about it. No pitch, no proposal until we've worked out if there's a fit.
I typically respond within one business day.
richard@marsavvi.com