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.
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.