About B2X Marketing

Senior strategic thinking with AI-powered execution.

SMBs deserve the same caliber of marketing strategy and execution that only large corporations can typically afford. That's why we exist.

Why We Exist

The playing field isn't level. We're changing that.

We didn't study this problem from the outside. We lived it. At a B2B services company selling to US clients, we experienced the same sequence our prospects are going through now: cold email outreach stopped working when Google and Microsoft tightened spam filtering, then AI changed the entire landscape and forced a complete rethink of strategy.

Most recently came the realization that our content and online presence had become invisible to the new way buyers search and decide.

When we say "you haven't changed what you're doing, but the results have" — that's not a sales line. It's a lived experience.

The Team

Built on decades of experience.

Marketing Leadership + AI/Technology

Luis Capobianco

30+ years of marketing leadership across IBM, P&G, General Mills, Kellogg, Mondelez, and Mahisoft. Luis builds the machine: the AI-powered content pipeline, market research agent, and strategy framework that give B2X its speed and scale. Duke MBA, Computer Engineer from USB.

Strategy + Consulting

Esther Montiel

30+ years across P&G, Booz Allen Hamilton, Empresas Polar, NXTP, and Mahisoft. Built BI and Market Intelligence departments from scratch at Empresas Polar. Repositioned Solera® to a 15% price premium and drove +7 p.p. market share growth. Duke MBA, Kellogg Executive Program.

How We Work

An embedded partner, not a consultant who hands over a deck.

We deliver a fractional marketing department: strategy, planning, execution, and performance tracking under one roof. Our AI-powered, human-directed model makes this affordable for SMBs without sacrificing the caliber of work.

Partner, not consultant

We walk alongside clients through the full marketing lifecycle, embedded in their business. Not a vendor — a teammate.

Fractional marketing department

Clients don't get one advisor. They get strategy + planning + execution + performance tracking as an integrated function.

AI-powered, human-directed

AI workforce scales the output. Senior human judgment steers the strategy. No vibe marketing — every decision has experienced direction behind it.

What Guides Us

Our values in action.

Transparency

Clients see the process, the tools, the data, and the results. No black boxes. Visibility is non-negotiable.

Integrity

Truth over convenience. Promises match behavior. We say what the client needs to hear, not what's easy.

Accountability

Own outcomes, good and bad. When something goes wrong, we name it, explain it, and fix it.

Alignment

We serve the client's objectives, not our revenue. We'll recommend against a paid service if you don't need it.

Respect

We honor the client's business, their people, their history. Anything less disrespects the trust placed in us.

Why Us

Three pillars of authority.

Pillar 01

Experience

The founding team built their careers at the companies that defined modern marketing strategy: P&G, General Mills, Kellogg, Mondelez, Booz Allen, and Empresas Polar. At Mahisoft, both founders worked in a remote B2B services company selling to US clients — the exact model B2X Marketing operates today.

Pillar 02

Methodology

B2X follows a structured framework — diagnosis, strategy, plan, execution, measurement — built on established marketing science. The client sees the process, understands the logic, and can follow the reasoning behind every recommendation.

Pillar 03

AI Capability

B2X has already built the operational infrastructure — content pipeline, market research agent, SWOT analysis, strategy framework — that makes senior-quality output possible at SMB-friendly speed and price. The AI doesn't replace the thinking. It multiplies it.

Ready to Talk?

Schedule a diagnostic call.

No pitch, no commitment. We'll tell you what we see. A 45-minute conversation about your situation — what changed, what's working, and what to do about it.

Schedule a Call → Take the Free Diagnostic