In the B2B world, trust isn't given; it's earned. A generic "they were great to work with" quote no longer moves the needle for discerning buyers in Canada and the United States. Today's decision-makers demand concrete proof, quantified results, and authentic stories that mirror their own challenges.
Research shows that 92% of B2B buyers are more likely to purchase after reading a trusted review, and a Wyzowl survey found that testimonials are the most effective video marketing type at 39%. Yet many companies still rely on outdated, uninspired testimonials that fail to connect. This guide moves beyond the basics. We will dissect 8 powerful examples of testimonial formats, from metric-driven video scripts to objection-handling case studies, that are proven to build credibility and accelerate your sales pipeline.
We'll provide actionable templates and strategic insights tailored for SaaS, tech, and professional services firms. You will learn not just what an effective testimonial looks like, but precisely how to secure one and where to place it for maximum impact. By the end, you'll have a replicable framework for turning client satisfaction into your most powerful marketing asset. Ready to see what works? Let’s explore each example of testimonial in detail.
1. Video Testimonials from Client Leadership
There is immense power in seeing and hearing a peer, particularly a C-suite executive or founder, endorse a B2B service. Video testimonials featuring client leadership put a face, voice, and personality to a success story, creating an authentic connection that text alone cannot replicate. This example of testimonial is particularly effective in high-trust sectors like SaaS, professional services, and manufacturing, where decision-makers rely heavily on validation from other leaders. These short-form videos (typically 30-90 seconds) bypass the corporate filter, offering a direct and convincing account of a company's impact.
This approach is popular with major North American tech companies. Salesforce often features executives in their case study videos, while Canadian success stories like Shopify regularly showcase founders who have built their businesses on the platform. A fantastic success story comes from Slack, which featured a video testimonial from the CIO of a major enterprise, leading to a 200% increase in enterprise trial sign-ups from that campaign. The goal is to capture the genuine enthusiasm and strategic insights of a leader who has experienced tangible results.
Strategic Analysis
The core strategy here is borrowed authority. When a CEO from a reputable company praises your service on camera, their credibility is transferred to your brand. It answers a prospect's key question: "Do people like me, in positions like mine, trust this service?" A video from an executive provides a definitive "yes."
Key Takeaway: A leader's testimonial is not just a review; it’s a strategic endorsement. It signals to other decision-makers that your solution is vetted, valuable, and safe to adopt at an organisational level.
Actionable Takeaways
To create a compelling executive video testimonial, follow these steps:
- Focus on the "Before and After": Ask the leader to describe the specific business pain they faced before engaging your services. Then, have them clearly articulate the positive outcome, ideally with metrics (e.g., "We increased qualified leads by 40% in six months").
- Maintain Authenticity: Avoid overly scripted language. A conversational tone, filmed at the client's own office, builds trust. Encourage them to speak from their own experience rather than reading lines.
- Optimize for a Mute Audience: Since 85% of videos on platforms like Facebook are viewed without sound, always include clear, easy-to-read subtitles.
- Go Beyond a Single Video: To produce truly impactful content, explore techniques for creating engaging and creative testimonial videos that stand out.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
2. Written Case Studies with Quantified Results
For analytical B2B buyers, a simple quote is not enough. They need to see the "how" behind the success, which is where a detailed written case study becomes an invaluable example of testimonial. These comprehensive documents (often 1,500-3,000 words) go beyond endorsement to provide a full narrative, detailing a client's specific challenges, the strategic approach taken, and most importantly, the measurable outcomes. According to a B2B Marketing survey, case studies are considered the most effective content format for the consideration and decision stages of the buyer’s journey. This format is ideal for demonstrating deep expertise in complex sectors like SaaS, professional services, and manufacturing, appealing directly to decision-makers who require proof before purchase.
This methodical approach has been perfected by B2B giants across North America. HubSpot’s extensive library, categorised by industry, serves as a masterclass in accessible case study marketing. Similarly, consulting firms like McKinsey & Company set the gold standard for client impact studies, building their reputation on detailed, data-driven success stories. These firms understand that a well-structured case study is not just marketing material; it's a critical sales enablement tool.
Strategic Analysis
The core strategy here is problem-solution-proof. A case study systematically walks a prospect through a relatable business problem, presents your service as the logical solution, and then provides concrete, quantified evidence of its success. It directly addresses the skepticism of analytical buyers by replacing vague claims with hard data and a clear, replicable process. This builds profound trust and positions your company as a strategic partner, not just a vendor.
Key Takeaway: A case study is a narrative that proves your value proposition. By detailing the client’s journey from a specific pain point to a measured victory, you provide a blueprint for success that prospects can envision for their own organisations.
Actionable Takeaways
To develop a powerful case study, follow this framework:
- Follow the Problem-Solution-Results Structure: Clearly outline who the client was, the specific struggle they faced, the strategic actions you implemented, and the final, measurable outcomes.
- Quantify Everything: Use specific numbers. Instead of "we increased leads," state "we increased qualified marketing leads by 156% in Q3." Obtain explicit client permission before publishing any metrics.
- Incorporate the Client's Voice: Interview the client directly to capture authentic quotes. Their perspective adds credibility and a human element to the data, making the story more compelling.
- Repurpose for Lead Generation: Create a polished PDF version of the case study and offer it as a gated download on your website. This turns your best success stories into a consistent source of new leads. For more ideas on how to use testimonials, check out these advertising testimonials examples.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
3. LinkedIn Recommendation & Endorsement Testimonials
In the B2B world, due diligence often starts on LinkedIn. Prospects visit company pages and individual profiles to vet potential partners before ever making contact. This is where LinkedIn recommendations serve as a powerful, public-facing example of testimonial. These short, peer-to-peer endorsements (typically 2-4 sentences) are displayed directly on professional profiles, building social proof where decision-makers are actively researching and forming opinions. This approach offers immediate, contextual credibility that is both organic and highly visible.
This method is standard practice for leading North American professional services and SaaS companies. Management consulting firms like McKinsey and Bain have long used this to showcase expertise, while tech giants such as HubSpot feature hundreds of recommendations on their company page. A Toronto-based marketing agency famously built its early client base almost entirely through a systematic strategy of securing detailed LinkedIn recommendations, which directly led to a 300% increase in inbound inquiries in their first year. Fractional service providers also rely on this format to build trust quickly, demonstrating a track record of success directly on the platform where their ideal clients gather.
Strategic Analysis
The core strategy here is integrated social proof. Unlike testimonials hosted on a corporate website, LinkedIn recommendations exist within a trusted, third-party professional network. They are tied to a real person's profile, making them inherently more authentic and verifiable. Prospects see not just what was said, but who said it, including their title, company, and professional history. This transparency removes doubt and accelerates the trust-building process.
Key Takeaway: A LinkedIn recommendation functions as a pre-emptive reference check. It answers a prospect's questions about your credibility and results before they even have to ask, building confidence at a critical early stage of their buying journey.
Actionable Takeaways
To effectively use LinkedIn recommendations as testimonials, follow these steps:
- Guide the Narrative: When asking for a recommendation, provide 2-3 bullet points on the key outcomes you'd like them to highlight (e.g., "our work on clarifying your B2B marketing strategy" or "the 40% increase in qualified leads"). This makes it easier for them to write a potent review.
- Systematize Your Requests: Don't wait for recommendations to happen organically. To build a strong collection of social proof, you need to understand how to ask for a recommendation on LinkedIn as part of your project wrap-up process.
- Showcase Broad Impact: Solicit recommendations from clients with diverse titles-CEOs, VPs of Marketing, Founders. This demonstrates that your work delivers value across different levels of an organization.
- Amplify and Repurpose: Thank the person publicly by replying to the recommendation. You can also screenshot top recommendations and feature them in email signatures, on your website, or in LinkedIn posts to extend their reach.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
4. Client Quote Testimonials in Blog Posts & Content
Integrating short, powerful client quotes directly into blog posts, whitepapers, and other educational materials is a highly effective way to add credibility where it counts most. This example of testimonial works by embedding social proof at the exact moment a prospect is learning about a key concept or solution. Rather than asking a reader to navigate to a separate testimonials page, this method places validation alongside your strategic insights, reinforcing your authority on the topic. It breaks up long-form content with a trustworthy, third-party voice.
This tactic is a cornerstone of modern content marketing, popularized by industry leaders like HubSpot, which seamlessly weaves client success snippets into their educational articles. In Canada, fintech and professional services firms often use this method to build trust in a regulated environment. A great US-based success story is from a SaaS company that saw a 15% uplift in demo requests from blog posts that included relevant client quotes compared to those without. The goal is to make the testimonial feel like a natural, essential part of the educational narrative, not a disruptive advertisement.
Strategic Analysis
The strategy behind in-content quotes is contextual validation. By placing a relevant testimonial directly next to a key claim or data point in your content, you answer a reader's potential skepticism in real-time. If you write a blog post about improving lead generation ROI, a well-placed quote from a client who achieved that exact outcome provides immediate, undeniable proof that your advice works. It transforms an educational piece into a subtle yet powerful sales asset.
Key Takeaway: In-content quotes build trust incrementally. They act as "credibility checkpoints" throughout your content, making your arguments more persuasive and guiding the reader toward believing in your solution.
Actionable Takeaways
To effectively use client quotes within your content, follow these steps:
- Build a Quote Bank: Actively collect short, punchy quotes from clients at the end of every project. Aim for specificity, such as, "B2Better helped us identify that 60% of our leads were unqualified, which saved us $50K in wasted spend."
- Match the Quote to the Content: Align the testimonial with the specific topic of the paragraph or section. A quote about SEO success should appear in an article about search strategy, not social media.
- Use Visual Callouts: Format quotes as pull-quotes or within distinct visual boxes to make them stand out from the body text. Always include the client's name, title, and company for maximum credibility.
- Seek Permission and Keep it Fresh: Always get explicit permission to use a client's quote and name. Review and refresh your quote bank quarterly to ensure your testimonials are current and relevant to your target audience.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
5. Email Case Study Sequences & Testimonial Campaigns
Instead of a single, standalone testimonial, this approach nurtures leads by delivering a series of success stories directly to their inbox over time. Email sequences that weave in case studies and testimonials are highly effective in long B2B sales cycles, where prospects need repeated exposure to social proof before making a decision. Each email in the campaign highlights a different client success story, a specific outcome, or an objection-handling example, building cumulative credibility and keeping your brand top-of-mind.
This strategy is a cornerstone of modern marketing automation, used by SaaS giants like HubSpot and Salesforce to educate and convert leads. In Canada, tech companies like Shopify use similar email flows to guide new users, showcasing peer success stories to encourage platform adoption. This example of testimonial transforms a static asset into an active, lead-nurturing tool that guides prospects through their decision-making journey.
Strategic Analysis
The core strategy here is drip-fed validation. A single testimonial can be easily dismissed or forgotten, but a sequence of them delivered over weeks builds an undeniable case for your product's value. It systematically breaks down a prospect's skepticism by repeatedly answering the question, "Who else has this worked for?" with concrete examples. By segmenting the stories, you can tailor the proof to the prospect's specific industry, role, or pain point, making the validation feel personal and highly relevant.
Key Takeaway: A testimonial email sequence is not just about sharing reviews; it's a strategic conversation. It builds trust incrementally, addresses potential objections proactively, and guides the prospect from initial awareness to a state of being ready to buy.
Actionable Takeaways
To create a high-converting testimonial email sequence, follow these steps:
- Map to the Buyer Journey: Structure your sequence to align with the prospect's mindset. Start with a problem-focused story (Awareness), then share how clients solved it (Consideration), and finish with metric-heavy results and trust-builders (Decision).
- Segment Your Audience: Don't send the same case studies to everyone. Create different sequences for different industries or company sizes. A manufacturing prospect should receive stories from other manufacturers, not SaaS companies.
- Keep It Scannable: Email readers skim. Use short testimonial quotes, bold key metrics, and use clear headlines. A block of text will be ignored; a punchy, one-sentence quote from a peer is powerful.
- Test Subject Lines: A/B test different subject line approaches to see what resonates. Try variations like "[Client Name] Story" versus "How to achieve [Result]" to optimize your open rates.
- Pace the Delivery: Space emails 3-4 days apart. This maintains momentum and keeps your brand visible without overwhelming the prospect's inbox and leading to unsubscribes.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
6. Social Proof Badges & Trust Indicators (Aggregated Testimonials)
While individual stories are powerful, sometimes the most convincing message is one of collective endorsement. Social proof badges and trust indicators aggregate testimonial data into easily digestible visuals like star ratings, satisfaction percentages, and client counts. This example of testimonial is designed to build trust in seconds, showing prospects that your solution is widely adopted and validated by the market. In fact, displaying logos of business customers on a website can increase conversions by as much as 400%, according to one study. It’s a go-to strategy for SaaS homepages, pricing pages, and any critical conversion point where a visitor needs immediate reassurance.
This method has become standard practice for a reason. Slack’s homepage showcases its massive adoption with "Used by 750,000+ teams," while Shopify builds confidence by highlighting its "1M+ businesses" user base. Review platforms like G2 and Capterra have built their entire models on this principle, displaying 4.8/5 star averages from thousands of users. The goal is to quickly communicate scale, satisfaction, and safety to potential buyers.
Strategic Analysis
The core strategy here is consensus validation. It taps into the psychological principle that people are more likely to adopt a solution if they see that many others are already using and benefiting from it. By presenting aggregated data, you shift the focus from a single opinion to a powerful, undeniable trend of success. It answers the prospect's subconscious question: "Is this a safe choice?"
Key Takeaway: An aggregated testimonial like a trust badge removes friction from the decision-making process. It tells a prospect that your solution isn't a risky bet; it's a proven, community-vetted choice.
Actionable Takeaways
To effectively implement social proof badges, follow these steps:
- Survey Your Clients: Regularly survey clients to gather key metrics. Ask for satisfaction scores (e.g., on a scale of 1-10) and the likelihood they would recommend you, then turn this data into a compelling percentage like "97% of clients would recommend our services."
- Combine Data with Logos: Place your trust badges alongside logos of 3-5 of your most recognizable clients. This combination of quantitative data (the numbers) and qualitative proof (the trusted brands) is incredibly effective.
- Localize for Canadian Markets: If targeting Canadian B2B clients, add specificity. A badge stating "Trusted by 50+ Canadian Manufacturers" or highlighting your roots, "Founded in Kitchener–Waterloo," can significantly increase resonance. This is a fundamental part of a strong brand marketing approach.
- Keep Data Fresh: Update your metrics quarterly or semi-annually. A badge that shows "100+ new clients in the last quarter" demonstrates momentum and growing market acceptance, making your company appear dynamic and successful.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
7. Podcast & Webinar Guest Interview Testimonials
Moving beyond short clips, an interview-style testimonial on a podcast or webinar provides a deep, conversational look into a client's success. This example of testimonial shines because it is unscripted and authentic, allowing a client to narrate their journey in a long-form (15-45 minute) format. It builds authority for your brand by showcasing real results while simultaneously positioning your client as a thought leader in their own right, creating powerful mutual value. This approach is excellent for B2B sectors where detailed, narrative-driven evidence is crucial for complex buying decisions.
This content model has been successfully adopted by major B2B players. HubSpot's 'The Growth Show' often features client success interviews, while Salesforce uses customer stories in its 'Dreamforce' event sessions to demonstrate impact. In Canada, tech podcasts like 'Found & Funded' frequently feature founders discussing how key partners contributed to their growth, serving as powerful, organic endorsements. A US-based software company saw a 25% longer average sales cycle for leads who didn't listen to their client success podcast episodes, proving the format's power to accelerate decisions. The goal is to create a platform for a natural, in-depth conversation that reveals the strategic value of your partnership.
Strategic Analysis
The core strategy here is content co-creation as social proof. Instead of a one-way testimonial, you are creating a valuable content asset with your client. This format positions the relationship as a true partnership, not just a transaction. The long-form nature allows prospects to hear the nuances of a client's challenges, the logic behind their decision-making, and the full scope of their success. It answers the prospect’s question: "What would a strategic partnership with this company actually feel like?"
Key Takeaway: A podcast or webinar interview turns a testimonial from a simple review into a compelling narrative and a valuable piece of thought leadership content for both your brand and your client's.
Actionable Takeaways
To produce an effective interview-style testimonial, follow these steps:
- Frame the Narrative Arc: Structure the interview around a clear story. Start with the client's background and the specific challenge they faced, move to the process of working together ("What did B2Better do differently?"), and conclude with concrete results and advice for peers.
- Repurpose Extensively: Record both audio and video. Transcribe the full interview for a blog post, pull key quotes for social media graphics, and edit 30-60 second video clips for LinkedIn and YouTube. This maximizes the reach of a single recording session.
- Facilitate Cross-Promotion: Encourage your guest to share the episode with their professional network. This amplifies your reach to a highly relevant new audience that already trusts your client's judgment.
- Establish a Branded Series: Create a consistent format, such as 'The B2Better Marketing Story,' to build an audience and make it a sought-after feature for future clients. It’s a key part of modern B2B lead generation strategies that build community and trust.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
8. Objection-Handling Testimonials & Success Stories by Use Case
Instead of generic praise, this powerful example of testimonial directly confronts and neutralises a prospect's biggest hesitations before they even voice them. By identifying common sales objections and creating specific success stories that address them, you turn a potential roadblock into a reason to buy. For B2B services like a fractional CMO, where trust and integration are major concerns, these testimonials are critical for building confidence and shortening the sales cycle. Prospects see their exact worries validated and resolved by a peer, making the decision to move forward much easier.
This approach is central to modern consultative selling methodologies, where understanding and addressing customer pain points is key. Tech giants like HubSpot frequently use comparison testimonials ("Why we chose HubSpot over X") to tackle competitor-related objections head-on. Similarly, fractional executive services build entire marketing funnels around stories that answer questions like, "Can a part-time leader truly integrate with our team?"
Strategic Analysis
The strategy here is pre-emptive problem-solving. You are anticipating the friction points in the buyer's journey and using social proof to smooth them over. This positions your brand not just as a solution provider but as an empathetic partner who understands the risks and concerns involved in the purchase decision. It fundamentally changes the sales conversation from defensive to collaborative.
Key Takeaway: An objection-handling testimonial disarms skepticism by proving that a prospect's specific fear has already been successfully navigated by a similar company, turning a point of hesitation into a proof point of your value.
Actionable Takeaways
To effectively use testimonials to overcome objections, follow this process:
- Map Your Objections: Work with your sales team to identify the top 5-7 reasons deals stall or fall through. For a fractional CMO service, these often include concerns about ramp-up time, team integration, and ROI justification.
- Structure the "Worry-Action-Result" Narrative: Frame each testimonial to follow a clear path: "We were worried about [Objection X]. B2Better addressed this by [Action Y], and the result was [Outcome Z]."
- Use the Client's Exact Words: Capture quotes that directly mention their initial skepticism. A phrase like, "I was skeptical that a part-time resource could learn our complex business, but…" is far more compelling than generic praise.
- Organise and Deploy Strategically: Group these testimonials on your website under an FAQ or "Concerns" section. Arm your sales team with links to specific stories they can send when a prospect raises a particular objection during a call.
Ready to transform your client wins into powerful marketing assets? Contact us to see how we can help you create testimonials that drive real business growth.
8 Testimonial Types Compared
| Testimonial Format | Implementation Complexity | Resource Requirements | Expected Outcomes | Ideal Use Cases | Key Advantages |
|---|---|---|---|---|---|
| Video Testimonials from Client Leadership | High — filming, scheduling, approvals | Professional video production, editing, client time | Strong trust, higher conversions, high engagement | Landing/pricing pages, LinkedIn, YouTube, email nurture | Executive credibility, emotional storytelling, shareable |
| Written Case Studies with Quantified Results | Medium–High — research, writing, legal review | Interview time, professional writing/editing, approvals | Demonstrates methodology and ROI; SEO traffic | Case study pages, gated lead magnets, sales enablement | Deep credibility, thought leadership, repurposable |
| LinkedIn Recommendation & Endorsement Testimonials | Low — request and publish on profiles | Minimal time; templated asks and profile management | Improved discoverability and social proof on LinkedIn | Prospect research, ABM outreach, team/company profiles | Free, high platform credibility, low friction |
| Client Quote Testimonials in Blog Posts & Content | Low — gather short quotes and place | Minimal: quote collection, design for pull-quotes | Increases content credibility and time-on-page | Blog posts, whitepapers, resource pages, emails | Low effort, enhances content, easy to repurpose |
| Email Case Study Sequences & Testimonial Campaigns | Medium — sequence design and segmentation | Content creation, automation platform, list quality | Nurtures leads, measurable lift over multi-touch sequence | Warm lead nurture, mid-stage sales, re-engagement | Automated persuasion, segmentable, trackable performance |
| Social Proof Badges & Trust Indicators (Aggregated) | Low–Medium — data aggregation and design | Survey/data collection, design, logo/legal checks | Quick credibility boost and conversion uplift | Homepage, pricing pages, ad landing pages | Scannable trust signals, brand recognition, objective feel |
| Podcast & Webinar Guest Interview Testimonials | High — scheduling, recording, editing, promotion | Hosting/distribution, AV production, guest prep | Builds thought leadership and deep engagement | Thought leadership platforms, LinkedIn/YouTube, client relations | Long-form authenticity, repurposable content, mutual promotion |
| Objection-Handling Testimonials & Use-Case Stories | Medium — identify objections, craft targeted content | Sales input, interviews, focused writing/editing | Reduces objections, shortens sales cycle, increases close rates | FAQ pages, sales enablement, discovery calls, objection emails | Directly addresses buyer doubts, sales-ready, persuasive |
Turn Your Success Stories into Your Growth Engine
We've explored a wide spectrum of testimonial formats, moving far beyond the simple client quote. From the executive authority of a video testimonial to the data-driven credibility of a quantified case study, it’s clear that the modern approach to social proof is multifaceted and deeply strategic. Each example of a testimonial we analyzed serves a unique purpose, whether it's building top-of-funnel trust with social proof badges, handling specific objections with targeted success stories, or demonstrating clear ROI to bottom-of-funnel prospects. The central theme is clear: a one-size-fits-all approach no longer works.
The most successful B2B organizations in Canada and the United States build a portfolio of client advocacy. They understand that a short, impactful LinkedIn recommendation can capture a prospect's attention, while a detailed case study provides the justification needed for a major purchasing decision. This isn’t about passively collecting praise; it’s about actively building a library of assets designed to meet buyers where they are. Think of it as creating a repository of answers to every potential question and doubt a prospect might have, all told through the authentic voice of a satisfied customer.
From Examples to a Systematized Engine
The critical shift is moving from seeing testimonials as an occasional marketing win to treating them as a core component of your growth engine. This means putting systems in place.
- Systematize the Ask: Don’t wait for clients to offer praise. Build the request for feedback and testimonials directly into your project offboarding or quarterly review process.
- Diversify Your Formats: For every major client win, consider how you can capture that story in multiple ways. Could one success story become a short quote for your homepage, a metric-driven blurb for a sales deck, and a segment in a webinar?
- Map to the Funnel: Strategically place different testimonial types where they will have the most impact. Place general, high-trust quotes on your landing pages, while gating deeper, more detailed case studies to capture qualified leads.
The Quantifiable Impact of Authentic Advocacy
This strategic approach delivers measurable returns. Companies that actively cultivate and display customer reviews see conversion rates increase by as much as 270%, according to research from Spiegel Research Centre. For B2B firms with longer sales cycles and higher-value contracts, this impact is even more pronounced. A single, well-placed example of a testimonial that addresses a key purchasing barrier can be the deciding factor that turns a hesitant prospect into a committed partner.
Your happiest customers are your most powerful marketing channel, but their stories will remain unheard unless you create a deliberate program to capture, shape, and amplify them. The goal is to create a constant, self-reinforcing loop where client success fuels new lead generation, which in turn creates new success stories. This is how market leaders are built. They don’t just sell a product or service; they sell proven outcomes, validated by the voices of those who have already achieved them.
Ready to turn your client success stories into a predictable lead generation machine? B2Better specializes in building the marketing strategies and systems that B2B companies need to grow. We help you identify, capture, and strategically deploy powerful testimonials that build trust and drive conversions. Contact us today for a complimentary consultation to learn how fractional CMO leadership can build your growth engine.