If you’re a B Corp looking to improve your marketing using an external contractor, you’ve probably come across terms like ‘fractional CMO’, ‘marketing consultant’, and ‘marketing strategist’. How do you figure out which one is right for you? They’re all similar, but each one plays a slightly different role in helping brands grow, especially purpose-driven ones like B Corps, where sustainability and ethics are at the heart of what you do.
I’ve broken it down so you can find the right fit for your business, your team, your goals, and your mission.
A fractional CMO (Chief Marketing Officer) or Head of Marketing is like having a senior marketer on your team – but only for a fraction of the time and cost. They step into a leadership role, developing and executing high-level strategy while managing your team, agencies and suppliers.
When to hire a Fractional CMO or Fractional Head of Marketing
- You need leadership, but not full-time: Maybe you’re not ready to hire a full-time CMO, but you still need someone for one to three days a week to set direction, make key decisions, and oversee your marketing
- You’re scaling quickly: B Corps often grow fast, and a fractional marketing lead can guide your marketing strategy during times of change, making sure your messaging aligns with your sustainability goals
- You need a unified strategy: If your marketing feels fragmented across teams or platforms, a fractional leader will bring everything together under one cohesive plan
What they bring to your business
Fractional marketing leads work closely with your leadership team. They’ll want to see your P&L, business plan and sales forecasts. They recognise that marketing is the growth engine of a business, not just a promotional machine.
They bring deep expertise, helping to refine your purpose-driven messaging and create long-term strategy. They’re ideal for B Corps that need someone to bridge the gap between vision and execution.
A marketing consultant is an expert who generally works with you to solve specific problems. Unlike a fractional marketing lead, they tend not to stay involved for long periods or take on leadership roles. Instead, they come in, evaluate your current situation, recommend and implement solutions.
When to hire a marketing consultant
- You need a fresh perspective: Consultants are perfect for B Corps looking to shake things up or identify gaps in their current marketing approach
- You have a clear challenge: Maybe your website isn’t converting, or your social media strategy isn’t engaging your audience. A consultant can step in, assess the situation, and provide advice
- You need expertise in a specific area: Some consultants specialise in areas like sustainability messaging – ideal for B Corps
What they bring to your business
Marketing consultants are problem-solvers. They won’t necessarily manage your teams and agencies on a day-to-day basis but will give you the tools and guidance to improve your marketing.
For B Corps, that might mean helping you refine your mission-driven messaging, developing an authentic sustainability story, or identifying more sustainable marketing practices.
I’d say a marketing strategist focuses on creating a comprehensive plan to achieve your goals. Think of them as architects – they design the framework, but they leave the building (execution) to your internal team or external agencies.
When to hire a marketing strategist
- You need direction: If your marketing feels aimless or disjointed, a strategist can map out a clear path forward
- You want a long-term plan: Strategists excel at creating in-depth, multi-channel marketing plans aligned with your business goals. For B Corps, this could include integrating your sustainability mission into every aspect of your marketing
- You have the team, but not the plan: If you already have a marketing team in place but need guidance on what to focus on, a strategist can outline the ‘why’ and ‘how’ behind every campaign, and help measure outcomes
What they bring to your business
Marketing strategists focus on clarity and alignment. They help B Corps connect their marketing to their core values and long-term vision, ensuring you’re always working toward meaningful goals. They won’t execute the strategy themselves, but they’ll provide the roadmap your team needs.
How to choose the right option for your B Corp
Here are a few questions to help you consider the differences more:
Do you need leadership, advice or hands-on support?
- If you need someone to lead your marketing efforts and manage teams or agencies, go for a fractional CMO
- If you need advice on a specific challenge, or hands-on support, a marketing consultant is your best bet
- If you need big-picture strategy to guide your efforts, hire a strategist
Would you benefit from specific experience or qualifications?
- A qualified marketer with experience in specific areas, for example sustainability, would benefit you more than someone untrained and inexperienced
What’s your timeline?
- Fractional CMOs are ideal for ongoing needs
- Consultants often work on short-term projects
- Strategists focus on creating plans that guide your long-term efforts
What’s your budget?
- Fractional CMOs come at a higher cost due to their leadership role. They can charge anything from around £500 to £1500 per day, or even more at big brand level
- Consultants and strategists can be more cost-effective for specific projects or one-off challenges
Why it matters to B Corps
As a B Corp, your marketing isn’t just about generating revenue. It’s about purpose. Whether you choose a fractional CMO, consultant or strategist, the key is finding someone who understands the unique challenges and opportunities of purpose-driven businesses.
Look for someone who shares your values and can help you tell your sustainability story in a way that resonates with your audience.
There is good news: All three roles can help you amplify your impact and reach more conscious consumers in 2025 and beyond. It’s just a matter of finding the right fit for where you are now and where you’re headed.
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