Posted on : February 21, 2025

Could your business use a Fractional CMO? Interview with Natalie Binns

Growing a business is exciting, but let’s face it, marketing can sometimes feel like a bit of a maze.

Knowing the right strategies to drive growth, engage customers, and scale sustainably often requires more expertise than your in-house team may have.

Much like outsourcing your social media management, hiring a Fractional CMO can help bridge that gap.

A Fractional CMO is a part-time Chief Marketing Officer who brings senior-level expertise to your business without the full-time commitment.

They’re a great fit for businesses that need strategic leadership but aren’t quite ready to bring on an executive full-time.

I recently sat down with Natalie Binns , Growth Advisor and Fractional CMO at HeyGabbi , to talk about the benefits of hiring a Fractional CMO for your business.

Here’s what Natalie had to say about how bringing one on board can make a real impact:

In your experience, what are the biggest benefits of working with a Fractional CMO?

The main benefit is flexibility.

A Fractional CMO gives businesses access to experienced marketing leadership without the cost of hiring someone full-time.

This is especially helpful for startups and SMEs that need guidance but don’t have the budget or workload for a permanent hire.

Another big advantage is perspective.

When you bring in a Fractional CMO, you get an outsider’s view. We’re not tied to the day-to-day operations, so we can offer fresh ideas and identify opportunities that might have been overlooked.

What types of businesses benefit the most from working with a Fractional CMO?

Typically, I see businesses that are scaling quickly or pivoting to a new product or new market, gain the most value.

They might’ve outgrown the capacity of their current team, but they’re not quite ready for a fully-fledged marketing department.

A Fractional CMO bridges that gap, helping them define their strategy, build processes and systems, align their marketing with business goals, and even mentor their small marketing team.

What are some of the key areas you focus on when you start working with a new client?

It really depends on the client’s needs, but I often start with:

Auditing current activities (if any): Identifying what’s working, what’s not, and where there are opportunities to improve, this also serves as a starting point for future value added.
Defining the marketing strategy: Making sure the company has a clear plan that aligns with its business objectives and goals.
Building scalable processes: Setting up systems, processes and reporting structures, that will support long-term growth.

The key is not just coming in to “fix” things but leaving the business stronger and more self-sufficient than before.

What makes a social media campaign effective for B2B businesses?

A successful social media campaign needs to have a long-term strategy that keeps your audience engaged.

Social media should be a conversation, not just a one-way broadcast.

Humour can be a great tool, but it needs to align with your brand’s values and your audience's expectations.

For example, while humour might work well on TikTok, LinkedIn audiences often prefer a more professional yet approachable tone. "Talk to your audience, not at them," Natalie explained, emphasising that engagement is key.

It’s also important to avoid overcomplicating messaging with buzzwords. Simplifying content helps break through the noise and grab attention in a fast-scrolling environment. “Educate don’t lecture”, Natalie added, highlighting that brands should offer valuable insights that respect their audience’s level of expertise rather than telling them their problems in a condescending way.

Social media should never be dismissed as just a “colouring in department” for flashy posts without substance.

Natalie pointed out that whilst some companies still view marketing as a cost centre, the right strategic approach can demonstrate the real value social media brings.

For early-stage businesses, starting lean with data-driven strategies can deliver measurable results without requiring a massive budget.

“It’s not about making pretty pictures; it’s about showing real results and growing a community,” Natalie explained.

How can a Fractional CMO help improve a business’s social media presence?

Social media plays a central role in today’s marketing landscape, but for many businesses, it can feel overwhelming.

A Fractional CMO can help businesses refine their social media strategy by making sure it aligns with the broader marketing and business goals. In B2B, you need to engage with your audience in meaningful ways and generate leads.

By auditing current social media activities, identifying gaps, and implementing systems to ensure long-term growth, a Fractional CMO helps businesses stay consistent, create valuable content, and effectively measure results.

This is key to positioning the business as a trusted thought leader and building strong relationships with decision-makers.

What would you say to a business that’s considering hiring a Fractional CMO but is unsure if it’s the right move?

I’d say think about your goals and challenges. If you’re struggling to grow, feeling like your marketing isn’t aligned with your business objectives, or simply need a more strategic approach, then a Fractional CMO can be a game-changer.

It’s also worth considering the cost-effectiveness. Hiring a full-time CMO can be expensive, but a fractional model allows you to access top-tier expertise without breaking the bank.

If you’d like to learn more about working with a Fractional CMO, you can connect with Natalie via LinkedIn or reach out directly through her website.

_________________________________________________________________

If social media feels like that one project you keep putting off, don’t stress. My agency, Social Advantage, is here to help you turn those untapped platforms into powerful tools for growth.