New Initiatives Marketing

Based in Toronto and operating since 2009, New Initiatives Marketing works with business-to-business companies, typically organizations with complex technical offerings, long sales cycles and multiple stakeholders in the buying process. Its client base consists of B2B CEOs looking to move past revenue plateaus without building an internal marketing department from scratch. The agency positions itself as an alternative to both hiring in-house staff and working with a traditional agency or freelancer, pairing a fractional Chief Marketing Officer with a small tactical team to cover strategy and execution together. The fractional CMO leads strategy development by interviewing clients, partners and internal teams to base recommendations on actual customer feedback rather than internal assumptions, then designs a marketing system intended to support sales on an ongoing basis. Early in the engagement, the team identifies quick, low-effort changes that can produce short-term results while the broader strategy is being built. Once the system is set, the fractional marketing team handles implementation and day-to-day execution, including search engine optimization, advertising, content marketing and web design, as well as specialized campaigns such as trade show support or product launches. The CMO oversees this team and reports on outcomes, allowing the client's internal leadership to remain focused on other business operations rather than managing marketing tactics directly.