Marketing Strategy Consultancy
Lanemark helps B2B scale-ups build marketing engines that create consistent, qualified demand — without grinding through endless business development.
What we do
A focused 6-week engagement that delivers your complete Marketing Strategy v1.0. Diagnosis, positioning, channel strategy, and a 12-month roadmap.
ExploreStrategic ownership of your marketing function on a part-time basis. Senior marketing leadership without a full-time hire.
ExploreA thinking partner for founders and commercial leaders who need a senior sounding board. Sanity checks, escalations, and strategy reviews when you need them.
ExploreHow we think
Most scale-ups don't have a marketing problem. They have a clarity problem. We diagnose what's actually blocking growth — then build the strategy to fix it.
We map your market, your ICP, your channels, and your current state before recommending anything.
Every problem field has a solution field. We find the clearest path from where you are to where you need to be.
Strategy, channel plan, KPI framework, and roadmap — delivered as a concrete artifact you can execute against.
Ready to talk?
No pitch. No pressure. A focused first conversation about what's blocking your growth and whether we're the right fit.
Or write directly to nicole.osterwalder@lanemarkstrategy.com
Services
Every engagement starts with one question: what is actually stopping you from finding traction? We answer it — then build the plan to fix it.
A focused, fixed-scope 6-week sprint that delivers your complete Marketing Strategy v1.0. At the end of week 6 you own a finished strategy and a clear decision on how to execute it.
This is where most Lanemark engagements begin. It produces a concrete artifact, establishes a working relationship, and creates a natural decision point at week 6 to extend, hand off, or pause.
Strategic ownership of your marketing function on a part-time basis. For scale-ups that need senior marketing leadership without a full-time hire — and without the agency overhead.
This engagement typically follows a Strategy Sprint, giving you the confidence that the strategy is right before committing to execution oversight.
A thinking partner for founders and commercial leaders who need a senior sounding board — without a full engagement. Bring your most complex marketing problem. We'll work through it together.
Available as pay-as-you-go sessions or a light monthly retainer for ongoing access. Ideal for leaders who have an execution team but want strategic challenge and external perspective.
About Lanemark
Lanemark is a marketing strategy consultancy for B2B scale-ups that are ready to grow — but haven't yet built the marketing engine that generates consistent, qualified demand on its own.
We work with founders and commercial leaders who have a strong product and a real market, but are stuck finding traction through manual business development and key account management. Our work starts where most consultants stop: we go deep into your ecosystem, map the real problem field, and translate it into a clear strategy that creates pull.
No generic frameworks. No agency overhead. A thinking partner who has built marketing from the ground up, led teams across continents, and knows what it takes to move from founder-led hustle to scalable traction.
We understand your full market before we recommend anything. Every strategy begins with a deep diagnosis of where you are and why.
We build engines that generate demand — not processes that depend on founder time and manual outreach to survive.
Every engagement ends with something you can execute against. Not a presentation. A strategy you own.
Nicole Osterwalder
Founder & Principal ConsultantNicole is a senior B2B marketing professional with 20+ years of experience building and leading marketing teams across Europe and the United States.
Her expertise spans B2B and account-based marketing, go-to-market strategy, and ecosystem-level thinking for scale-ups entering new markets. She has built million-dollar businesses, led international teams, and worked across both B2B and B2C environments — including online marketplaces, food tech, retail tech, and energy management & industrial automation.
She brings the same structured rigour to every engagement: diagnose first, then build. Her strength is the ability to see the full picture, define the real problem, and create a straightforward plan to solve it.
Lanemark is based between San Francisco Bay Area and Zürich.
Insights
Notes on marketing strategy, ecosystem thinking, and building demand engines for B2B scale-ups.
Most scale-ups hit a growth ceiling not because the product isn't good enough — but because the marketing engine was never built. Here's what that looks like and how to fix it.
Coming soonThe biggest strategic mistake B2B scale-ups make when entering a new market is defining their ideal customer before they understand the full ecosystem around them.
Coming soonABM gets misapplied constantly — especially by companies that don't yet have the account intelligence to do it well. Here's the honest version.
Coming soonThe product works in Germany. The team is solid. The pitch deck is good. So why isn't it converting in San Francisco? The answer is almost always positioning.
Coming soonContact
If you're a founder or commercial leader wondering why growth isn't coming as fast as it should — that's exactly the conversation we have. No pitch, no pressure. Just a focused first call.
Reach out directly
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