About

When it’s time to power your B2B Marketing Engine, let New Initiatives Marketing do the heavy lifting.

Have you grown your B2B firm to a certain level on CEO and sales-led initiatives alone? Is hiring more salespeople or making more calls no longer working to move the revenue needle? Have you reached a sales plateau that is hard to move past?

Or, are you struggling to stand apart from the competition and find yourself competing on price when you know your product or service is head and heels above the rest?

Then this might be a sign that it’s time to invest more seriously in marketing.

But what type of marketing support do you really need?

You’ve likely hired marketing agencies in the past for specific tasks, like building your website or writing some content. But to continue your sales trajectory, hiring a marketing agency for one-off campaigns here and there may no longer be enough…

It might be time to get serious about taking a more strategic and systematic approach to marketing…
It might be time to bring in the marketing experts who really understand your business, your goals and your challenges at a strategic level…
It might be time to bring in the marketing experts who can help you build a best-practices marketing foundation – the marketing strategy & system that will position you to stand out from the competition and stop competing on price, become a trusted authority in your marketplace, enable your sales teams, build the marketing growth engine you need to attract and convert the right leads – and keep your business competitive and resilient over the long term.

This is all possible. But a marketing agency alone is not going to make it happen. You need an expert B2B marketing team with CMO level leadership at the wheel. And that’s where NIM comes in…

We’re Not a Marketing Agency. We’re Your Fractional CMO & Expert B2B Marketing Team.

When your B2B firm has outgrown one-off campaigns and random acts of marketing, you may be thinking it’s time to invest in hiring an in-house CMO, VP of Marketing, or Product Marketing Manager.

While building an in-house marketing team may be your long term goal, this is a process that takes time – time you may not have right now.

But did you know that there’s an alternative to hiring in-house? An alternative that gives you an instant marketing team and the strategic senior level expertise you need right now?

As your Fractional CMO & Expert B2B Marketing Team, New Initiatives Marketing is that alternative.

Our fractional model is specifically designed for mid-sized B2B firms that need a more strategic approach to marketing to move past sales plateaus, but don’t have the in-house senior marketing expertise to create the plan and guide the ship, or the tactical marketing resources to make it happen. Or the time to hire, train and ramp-up an in-house CMO and marketing team right away.

As your Fractional CMO and Expert B2B Marketing Team, you get instant access to the senior level strategic guidance you need along with a team that can make things happen:

Your Fractional CMO has a deep background in leading marketing and enabling sales for multiple complex B2B firms, and will quickly get up to speed on your business and goals, and create the marketing strategy & action plan you need right now.
Under the guidance of your Fractional CMO, members of your Expert B2B Marketing Team will be pulled in as needed to implement your marketing strategy, set-up your marketing system, enable your sales teams, and execute your ongoing marketing.

So if you need strategic marketing and tactical expertise now to support your business and sales goals, NIM’s Fractional CMO & Marketing Team is your answer.

New Initiatives Marketing - Supporting B2B Since 2009

Since 2009, our team of senior marketing leaders and expert marketing specialists have been helping B2B companies with the strategic direction and real-world execution needed to build sustainable growth engines. We help you:

Stand out from the competition so your ideal clients know how you’re different and you can stop competing on price.
Build your authority in the marketplace so ideal clients see you as a trusted industry expert, which significantly changes sales conversations and speeds up time-to-purchase.
Enable your sales teams by creating the right educational materials they need for every stage of the customer journey.
Install a lead generation and conversion system to match your ideal clients’ buyer’s journey and complex buying process.

Hi, I’m Jen Kelly, the founder of New Initiatives Marketing Inc. (NIM). Following my corporate marketing career with companies like Siemens, Motorola, Future Shop, and The Financial Times UK, I launched New Initiatives Marketing in 2009, became a Certified Marketing Consultant through Duct Tape Marketing in 2015, and a Certified Women-Owned Business through WBE Canada in (DATE). For more than 14 years, Our team of senior marketing leaders and expert marketing specialists have been helping B2B companies with both the strategic direction and real-world execution they need for practical, long-term results.

Over the years, NIM has continued to evolve to give B2B CEOs the support they really need. That’s why today, we’re not a marketing agency that simply executes one-off campaigns. Instead, we offer a Fractional CMO and Expert B2B Marketing Team that can help you build a best-practices marketing foundation that will enable your sales teams to meet revenue goals and set your business up to be competitive and resilient over the long term.

Our fractional model is specifically designed for mid-sized B2B companies that need a more strategic approach to marketing to move past sales plateaus, but don’t have the in-house senior marketing expertise to create the plan and guide the ship, or the expert tactical marketing resources to make it happen, on time, on budget and with consistency.

Why is the Fractional CMO model different from working with a typical marketing agency (and an ideal fit for busy B2B CEOs)?

With our deep background in leading marketing and enabling sales for multiple complex B2B organizations, we’ll quickly get up to speed on your business and goals and create the marketing strategy and action plan you need right now. Under the guidance of your Fractional CMO, our team of tactical marketing experts will be pulled in as needed to implement your marketing strategy, set-up your marketing system, enable your sales teams, and execute your ongoing marketing.

Don’t have the time to hire, train, and ramp-up an in-house CMO and marketing team right away? No problem. As your Fractional CMO and Expert B2B Marketing Team, you get immediate access to the senior level strategic guidance you need along with a team that can make things happen. Let us help you power your B2B sales with a Fractional CMO and Expert Marketing Team.

Who We Work With:

We work with small and mid-sized B2B companies that need a more strategic and systematic approach to marketing to move past sales plateaus, stand out from the competition, build authority in their market, and build a consistent revenue engine, but don’t have the in-house senior marketing expertise to create the plan and guide the ship, or the tactical marketing resources to make it happen.

We’re not a marketing agency or vendor. We partner with our clients and become a part of your team. Our Fractional CMOs work with your senior leadership to understand your business goals, create your marketing strategy, lead our expert marketing team of specialists in executing your strategy, and provide ongoing strategic guidance.

Our typical client engagement begins with a 6 to 12 month monthly retainer. During this time, we work with you to create a strong marketing foundation growth engine that will help you meet your business goals and set you up for long term results.

What Sets Us Apart:

We know B2B and the unique challenges you face

We only work with B2B companies, which means we understand the unique challenges you face, including complex products, technical environments, longer sales cycles, and larger buying committees.

We’ve been in the trenches

We haven’t just worked for B2B firms, we’ve worked in the corporate B2B world leading marketing, partnering with senior leadership, and creating relationships with sales, product, engineering & customer success teams.
Your Fractional CMO and each expert on your marketing team have started at the bottom in their area of marketing and have worked their way up. They are expert practitioners and understand the details and nuances necessary for your success.
Your Fractional CMO has decades of experience in marketing, may have been a CMO and/or may have run their own company – providing a wealth of business experience for you to draw upon.

We’ve seen and done it all and are still doing it

We’re not a marketing agency focused on a speciality area, like website design, branding or SEO. And we didn’t get into B2B marketing yesterday. We are experienced full-cycle marketers with both decades of direct, hands-on experience in all facets of marketing – and years of high level strategy development and senior marketing leadership.

We’re dedicated to continuous learning and best practices

Today’s world of marketing is complex and changes and evolves at a rapid pace. That’s why your Fractional CMO is dedicated to continuous learning and staying on top of best practices. As Certified Marketing Consultants and members of the Duct Tape Marketing network we access ongoing regular training from marketing experts including founder John Jantsch, Seth Godin, Brian Clark and more.

We’re a Certified Women-Owned Business through WBE Canada

Supplier diversity matters to corporations in the USA and in Canada. We’re professionals who do business right. We’ve been supporting B2b companies since 2009, and are Certified through WBE Canada – a supplier diversity council and certifying body for women-owned businesses. WBE certification involves a rigorous vetting process, including a detailed financial review, along with ongoing training in doing business with large corporations and the government.

Jen Kelly

Founder and Fractional CMO

Jen Kelly is the founder of New Initiatives Marketing Inc. (NIM) and one of their lead Fractional CMOs. Following a 17 year corporate marketing career, she launched NIM in 2009, became a Certified Marketing Consultant with leading the leading marketing consultant organization, Duct Tape marketing, in 2015, and a WBE Canada Certified Women-Owned Business in 2019. Since 2009, her team of senior marketing leaders and expert specialists have helped B2B firms with the strategic direction & real-world execution they need for practical, long-term results.

Prior to launching NIM, Jen spent 17 years in the marketing departments of big brands such as Future Shop, the Financial Times UK, Siemens and Motorola. A keen interest in international business led her to pack her bags for Dublin, Ireland and later, London, UK to experience living and working overseas in a professional capacity. Three years abroad deepened her understanding of other cultures, international business and an appreciation for how complex effective global marketing can be.

Jen was on the leadership team that brought the first TEDxWomen event to Toronto in 2013, and again in 2015. Her entrepreneurial story is a chapter feature in the 2016 book Breaking Barriers by Trish Tonaj – available online and in Indigo bookstores.

An entrepreneurial spirit, Jen developed and launched a Twitter inspirational quotes service called Nimble Quotes (nimblequotes.com) that posted inspirational and motivational quotes to subscribers Twitter accounts as if they’ve tweeted the quotes themselves, and is the CMO for InnerArmour.

Nicole Croizier

Fractional CMO

Nicole Croizier is a Master Certified Marketing Consultant and Master Certified Coach with more than 20 years of strategic marketing experience. She holds a degree in Communication from Simon Fraser University and has 16 years of strategic marketing experience in the B2B and high technology world, including roles with noted Vancouver technology firms ACL Services (now Galvanize), Zadall Systems Group (now TechRx), Class Software (now ActiveNetwork), and Teligence Communications. Her experience ranges from launching start-up companies and acting as a one-woman marketing department to leading the marketing team for a large software firm and managing a $15 million brand.

In 2012, Nicole left the corporate world to found the consulting firm Corner Your Market. She partnered with the leading marketing brand Duct Tape Marketing in 2012, and HubSpot Inbound Marketing in 2013. Since 2012, Nicole has supported business owners in better understanding, communicating and marketing their businesses by taking a strategy-first approach to marketing and installing powerful and practical marketing systems.

Her clients have included medical device technology company Pyng Medical, whom she supported as their Fractional CMO/Outsourced VP of Marketing for five years, and high-tech firms focused on optometry and healthcare management, GPS golf and resort management, construction workflow, mobile business solutions, and electronics manufacturing.

Today, Nicole has joined forces with Jennifer Kelly and New Initiatives Marketing to provide a powerful combination of VP level marketing expertise and the collaborative marketing team many companies really need in order to achieve their marketing and business goals. She also coaches and mentors business owners and marketing personnel, teaches business and marketing classes, and helps companies find and hire the right marketing personnel.

Meet Your Outsourced B2B Marketing Team

Since our launch in 2009, NIM has cultivated a dynamic outsourced marketing team of tactical marketing experts. Our Fractional CMOs pull from this team of experts to install your marketing system, execute on your marketing strategy, and fulfill your ongoing marketing. The best part? This is a trusted, well-oiled team that can get going right away, all managed and directed by your Fractional CMO.

Greg Bridges: Senior Content Writer and HubSpot Expert
Stacy Farrell: Creative Director
Amanda Portinari: Senior Content Writer
Ahmed Ibrahim: Content Writer/Journalist
Debra Kate Valencia: Lead Graphic Designer
Laura Gallant: Website Designer/Digital Technology Support

In addition to our core expert marketing team, NIM has developed long-term, trusted strategic relationships with additional experts in SEO, PPC advertising, PR and more that we pull in when needed.