IP-Marketing
MARKETING STRATEGIST · FRACTIONAL CMO

Comprehensive marketing for small and medium companies that want to grow

Strategy, campaigns, content, SEO, social media - all in one hands, run by an experienced marketing practitioner, powered by AI. Full synchronization and control of all your marketing challenges. For small and medium companies that want to act faster and more efficiently.

Start with a consultation See how I work
20+ years of experience | B2B + B2C | Industry · Logistics · E-commerce · Healthcare | AI Fluency by Anthropic · Google Digital Marketing

In 20 years I've seen the same thing across dozens of companies: marketing without strategy never delivers.

Regardless of industry and budget - the three reasons are always the same:

No strategy

Every campaign is a separate experiment, with no continuity or measurement.

Fragmented activities

Google, Meta, LinkedIn, SEO run independently, with no common axis.

Nobody with a business perspective

Focus on a single channel instead of the whole picture.

SERVICES

Five areas where I help

End-to-end marketing support for B2B and B2C companies - from strategy through execution to optimisation.

Marketing strategy

Audit of current marketing, competitor analysis, customer personas, channel selection, budget and KPIs. I build a strategy that works like a map - you know where you're going and why.

360° audit · Personas & USP · 12-month plan · Budget & KPIs

Performance marketing

I plan, launch and optimise paid campaigns. I look at cost of acquisition, lead quality and real impact on sales - not just clicks.

Google Ads · Meta Ads · LinkedIn Ads · Conversion tracking · ROI optimisation

LinkedIn & social selling

Building decision-makers' presence on LinkedIn, expert content, paid campaigns and prospecting. LinkedIn is today's most important B2B channel.

LinkedIn strategy · Content for CEO/board · LinkedIn Ads · Social selling

SEO & content marketing

Website positioning, SEO audits, content strategy and articles that educate clients and drive traffic from Google. Long-term work that builds a real asset for your company.

SEO audit · Content strategy · Keywords · Article writing

AI in marketing

I implement artificial intelligence in everyday marketing work - from automating repetitive tasks, through data analysis, to content creation. Done consciously, with AI Fluency certification from Anthropic.

AI-readiness audit · Claude/ChatGPT rollouts · Automations · Team training
RESULTS

Numbers from my projects

Selected results of campaigns and strategies for B2B and B2C companies in Poland, DACH, Scandinavia and CEE.

720%
ROAS

Google Ads campaign for an industrial hydraulics manufacturer (German market). 198 leads, CPL €17.

460%
ROAS

Google Ads campaign for a B2B fulfilment operator (Poland). 140 leads, CPL PLN 85.

+30%
organic traffic

Global 360° marketing campaign for a cryogenic cooling systems manufacturer. EU, US and Asian markets.

+30%
LinkedIn followers

LinkedIn Ads campaign for a measurement & control equipment manufacturer in CEE. CTR 4%, engagement 7%.

112
B2B leads

LinkedIn Ads campaign for a premium joinery manufacturer in the DACH market. CPL €29.

+20%
RFQs

Digital expansion of a wooden products manufacturer into the German market. Strategy + Meta + Google + LinkedIn.

20+ years of experience · 15+ companies served · 5 key industries · 8 markets · Polish / English / Deutsch
CASE STUDIES

Challenges I've worked on

Selected marketing projects for B2B and B2C companies - from strategy and brand communication to lead generation and international expansion. No client names, just real challenges, actions and effects.

Healthcare and preventive medicine (B2B and B2C)

360° marketing strategy - PL market

Challenge: Build the brand recognition of a medical company, educate the market on prevention and effectively acquire patients for diagnostic…

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Scope
360° marketing strategyGoogle AdsMeta Ads and LinkedIn Ads campaignsexpert content marketingSEO support
Outcome
Increased brand visibility across digital channels, more leads for preventive screenings and structured, consistent marketing communication.

Preventive medicine and telemedicine

Digital brand expansion - DE market

Challenge: Enter the German market, build credibility of a medical brand and scale patient acquisition.

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Scope
Google AdsSEO support (DE)lead-funnel design and email automation
Outcome
More enquiries and screening bookings, higher brand recognition and a stable presence on the German market.

E-commerce fulfilment & logistics

360° marketing strategy PL-DE

Challenge: Strengthen brand recognition and acquire valuable B2B leads in Poland and Germany, with planned expansion into Scandinavia and Vietnam.

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Scope
Built and executed a 360° marketing strategy: LinkedIn AdsMeta AdsGoogle Ads (performance & lead gen)content strategysocial media
Outcome
Growth in qualified B2B leads and brand recognition in cross-border fulfilment.

Wooden products manufacturing

Digital expansion into Germany

Challenge: Streamline international client acquisition and support foreign expansion.

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Scope
MetaGoogle and LinkedIn Ads campaignsCRM implementation (Livespace) and sales process automation
Outcome
20% growth in inbound RFQs and expanded brand presence in the German market.

Industrial cooling and ventilation systems

B2B audit and marketing strategy

Challenge: Inconsistent brand image and limited online visibility.

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Scope
Digital auditcustomer and market potential analysisexpert communication strategySEO and lead generation
Outcome
Defined a new brand voice ("competent technology partner") and clear marketing growth directions.

Electronics manufacturing

SEO and online communication strategy

Challenge: Low online visibility and lack of coherent communication across PL, DE and EN markets.

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Scope
SEOSEA and UX auditSEO roadmap and online communication plan
Outcome
Improved Google rankings and a long-term roadmap for brand visibility.

Cryogenic cooling systems manufacturing

Global 360° marketing campaign

Challenge: Unify communication across EU, US and Asian markets and acquire new clients.

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Scope
End-to-end marketing strategywebsite modernisationblog and FAQ rolloutGoogle Ads and LinkedIn Ads campaigns
Outcome
30% increase in organic traffic and a stronger global brand image.

Heating equipment manufacturing

B2B communication strategy

Challenge: Improve communication with the distributor network.

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Scope
B2B strategypromotional campaignsperformance analysisorganisation of industry events
Outcome
Better communication with channel partners and higher campaign effectiveness.

Measurement and control instrumentation

Marketing coordination across the EEU region

Challenge: Increase communication consistency and efficiency across multiple countries.

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Scope
Managed digital campaignsLinkedIn communicationKPI and ROI monitoringregional budget coordination
Outcome
Higher recognition and better lead quality across the EEU region.

Measurement and control instrumentation

Brand communication and event marketing - PL market

Challenge: Strengthen the brand image on the domestic market.

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Scope
Website and blog managementadvertising campaignsCI materials
Outcome
Consolidated industry leadership position in Poland.

Measurement and control instrumentation

New corporate identity and export strategy

Challenge: Modernise the brand image and support international expansion.

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Scope
managed the marketing team and budget
Outcome
Coherent, modern brand image and effective communication across export markets.
CAMPAIGNS

Campaigns - examples

Selected LinkedIn Ads, Google Ads and Meta Ads campaigns for B2B and B2C companies in Poland, DACH, Scandinavia and CEE. No client names - only industry, goal, actions and results.

LinkedIn Ads

Health prevention (B2B)

Launch promotion for an industry event - PL market

Goal

Increase brand awareness as a modern partner in workplace health prevention and promote the event launch among B2B decision-makers and partners.

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Actions
  • Campaign targeted at management, HR, HSE, benefit & wellbeing managers and decision-makers in employee health
  • Formats: Sponsored Content, Video Ads and an Event/PDF document to extend campaign reach
  • Industry targeting (mid-size and large companies), decision-making roles, regional location
Period: 2 monthsBudget: PLN 7,500/month
Results
  • Event awareness growth: +25% (reach and impressions)
  • Profile followers growth: +18%
  • B2B leads acquired: 43
  • CTR: 0.9%
Google Ads

Preventive medicine (B2C) - DE market

Lead generation for preventive screenings - Berlin

Goal

Generate B2C leads for preventive screenings (video dermatoscopy / skin diagnostics) in Berlin and increase local brand recognition.

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Actions
  • Search Ads + Performance Max campaign on queries around skin cancer prevention and fast appointment slots
  • Local targeting: Berlin and surroundings
  • High-intent keywords (e.g. Hautkrebsvorsorge Berlin)
  • DE landing page + online form, CRM integration and conversion optimisation
Period: 2 monthsBudget: EUR 1,800/month
Results
  • Leads (high intent): 120
  • CPL: EUR 30
  • CTR: 6%
  • Growth in screening bookings in Berlin
LinkedIn Ads

Measurement & control instrumentation (B2B)

Mobile calibration - CEE region

Goal

Increase awareness and reinforce the brand as a leader in mobile calibration services across the CEE region (PL, CZ, HU, CR, UA).

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Actions
  • Campaign targeted at technical decision-makers and maintenance managers in industrial sectors
  • Formats: Sponsored Content, Video Ads and organic posts amplifying campaign reach
  • Content localisation and personalisation per CEE market
Period: 3 monthsBudget: EUR 10,000/month
Results
  • Engagement rate: 7%
  • CTR: 4%
  • Regional profile followers growth: +30% (from 1.300 to 1.700)
  • Higher recognition of mobile calibration services across key regional markets
LinkedIn Ads

Premium joinery / wooden staircases (B2B)

Lead generation - architects and developers in DACH

Goal

Generate B2B leads for design and manufacturing of premium wooden staircases for architects, developers and construction companies in Germany, Austria and…

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Actions
  • Lead Gen campaign targeted at the architecture and construction industry
  • Precise targeting by industry, company size and decision-making roles (Architecture, Construction, CEO, Project Manager)
  • A/B creative tests: minimalist product presentation vs. craftsmanship storytelling
  • German-language localisation, CTAs adapted to DACH business culture
Period: 2 monthsBudget: EUR 1,800/month
Results
  • Qualified leads: 112
  • CPL: EUR 29
  • Engagement rate: 5.2%
  • CTR: 3.8%
Meta Ads

Logistics fulfilment (B2B) - SE market

Cross-border lead generation for the Swedish market

Goal

Generate B2B leads among Swedish e-commerce stores interested in cross-border logistics and fulfilment from Poland.

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Actions
  • Lead Gen campaign with a Swedish-language contact form
  • Targeting e-commerce owners and managers in fashion, beauty, electronics, home & lifestyle
  • A/B creative tests: brand version (trusted fulfilment partner) vs. performance version (cost savings and faster delivery)
  • Localised creatives and messaging for the SE market (SEK currency, CTA "Få offert inom 24h")
Period: 6 weeksBudget: EUR 2,000/month
Results
  • Leads: 138 (verified B2B)
  • CPL: EUR 29
  • Engagement rate: 6.1%
  • CTR: 4.6%
Meta Ads

Custom wooden staircases (B2C and B2B) - DE market

Storytelling and lead generation in Germany

Goal

Generate B2C and B2B leads in Germany for design and manufacturing of custom wooden staircases.

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Actions
  • Lead Gen campaign targeted at homeowners, architects and construction companies in Germany
  • Interest-based segmentation: interior design, home building, joinery, architecture
  • A/B creative tests: emotional craftsmanship narrative vs. minimalist premium product presentation
  • German-language ads, CTAs: "Jetzt Angebot erhalten" and "Kostenlose Beratung sichern"
Period: 2 monthsBudget: EUR 1,200/month
Results
  • Leads: 114 (qualified)
  • CPL: EUR 21
  • Engagement rate: 5.8%
  • CTR: 3.9%
Google Ads

E-commerce fulfilment (B2B) - PL market

Performance + remarketing for a logistics operator

Goal

Generate B2B leads among Polish online store owners and managers looking for a fulfilment partner.

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Actions
  • Search Ads + Display Remarketing campaign
  • Ad groups matched to phrases: "e-commerce fulfilment", "online store warehousing", "e-commerce logistics operator", "Allegro/Amazon shipping outsourcing"
  • Ad extensions (callouts, sitelinks, lead form)
  • Continuous keyword optimisation and CTA tests ("Get a quote", "Talk to an advisor")
  • Conversion reporting in GA4 + CRM integration
Period: 3 monthsBudget: PLN 6,000/month
Results
  • Leads: 140
  • CPL: PLN 85
  • ROAS: 460%
  • CTR: 6.4%
Google Ads

Industrial hydraulics & parts (B2B) - DE market

Search + remarketing for a hydraulics manufacturer

Goal

Generate B2B leads in Germany for industrial hydraulics, pumps, motors and spare parts for industrial and construction machinery.

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Actions
  • Search Ads + Display Remarketing campaign
  • German-language keywords: "Hydraulikmotor kaufen", "Hydraulikpumpe Ersatzteile", etc.
  • Targeting: Germany (industrial regions - Bavaria, North Rhine-Westphalia, Saxony)
  • Text ads and extensions with contact number, product catalogue link and enquiry form
  • A/B tests of headlines and CTAs: "Jetzt Angebot erhalten", "Ersatzteil anfragen"
Period: 2 monthsBudget: EUR 1,680/month
Results
  • Leads: 198
  • CPL: EUR 17
  • ROAS: 720%
  • CTR: 5.9%
HOW I WORK

Cooperation process

Step by step - this is what our work together looks like, from the first conversation to measurable results.

01

Consultation & diagnosis

Free 30-minute conversation about your business, goals and current marketing. I listen, ask questions and assess whether I can realistically help.

Outcome: a clear decision - whether and how we work together.

02

Audit & strategy

An in-depth audit of current marketing activities, competitor analysis, customer personas and a strategy tailored to your industry, budget and goals.

Outcome: a strategic document with a concrete 3–12 month action plan.

03

Execution

Launching planned activities - Google/Meta/LinkedIn Ads campaigns, SEO and content, AI tools and automations. I work alone or coordinate your in-house team.

Outcome: first leads, traffic and measurable results within 4–8 weeks.

04

Optimisation & growth

Continuous analysis of results, testing, optimisation of campaigns and channels. Every month - a report with concrete numbers and recommendations for the next period.

Outcome: marketing that works better every month and a budget that pays off.

Iwona Przybylska - fractional CMO
ABOUT

About me - Iwona Przybylska

For over 20 years I've been shaping marketing for manufacturing, technical, e-commerce and healthcare companies - in Poland, Germany, Scandinavia and beyond Europe. I worked both in marketing departments of large corporations and as an external consultant for SMEs. Today I work exclusively as a fractional CMO and strategist for companies that want to operate more effectively and grow faster.

I combine classic strategy with modern tools - Google Ads, LinkedIn, SEO and AI. I'm certified in AI Fluency by Anthropic and Google Digital Marketing.

I believe that good marketing is not about a bigger budget, but about better decisions. And that's what I do with my clients every day.

LinkedInAI Fluency by AnthropicGoogle Digital MarketingPL · EN · DE

In short

  • Sectors
    technical, industrial, logistics, e-commerce, public health and more
  • Markets
    Polish and global
  • Background
    corporate and SME
  • Core competencies
    strategy, multichannel campaigns, lead generation, brand development
  • Track record
    many delivered projects with a focus on analytics, content and process automation

Industries I've worked in

Experience across diverse sectors - from heavy industry to real estate and healthcare.

  • Industry & manufacturing
  • Cryogenics & industrial cooling
  • Logistics & transport
  • Automotive
  • Construction & installations
  • Carpentry & wooden stairs
  • Real estate & apartments
  • Healthcare & medicine
  • Technology & IT
  • Events & entertainment
  • Consulting & B2B services
  • Art & culture
WHY ME

Why me?

I studied Management & Marketing and Economic Analysis & Controlling at the Poznań University of Economics. That mix lets me combine strategic marketing thinking with an analytical view of efficiency.

After many years inside corporate structures, I decided to focus on supporting SMEs in their growth. What sets me apart is a human, individual approach and a practical view of business.

If you're looking for someone who can take care of your entire marketing - from strategy through campaigns, design, SEO and your website - you're in the right place. You get marketing under one roof, where every activity works towards the same goal.

Marketing is my passion. Combining traditional approaches with modern technology and AI tools keeps inspiring me to grow and to make my clients' projects better every day.

Top 5 strengths from the Gallup test

  • 1. Achiever
    Unwavering motivation and an inner drive to deliver results every day.
  • 2. Analytical
    Decisions based on numbers, data and logic - no guesswork.
  • 3. Learner
    Constant growth, learning new tools and technologies - especially AI.
  • 4. Individualization
    Individual approach to every company and team I work with.
  • 5. Developer
    I grow people, brands and processes - thinking long-term, not just here and now.

Training and certifications

Continuous learning - new tools, channels and approaches to marketing and AI.

2026
  • Google Skills of Tomorrow AI 3.0 (by Google, SGH)
  • AI Fluency (by Anthropic)
  • Creative Marketing (by KreatywnyMarketing.com)
  • Online Marketing - Advanced Course Level II (by PARP)
2025
  • AI_marketers - 5-module programme (by Digitalk)
  • LinkedIn Marketing Strategy (by LinkedIn)
  • Project Management (by Perspectiva Solutions)
  • SEO with Semrush (by Semrush)
2024
  • Google Digital Marketing & E-Commerce - 7 courses (by Google)
2023
  • Google Ads 2023 - PPC Marketing Fundamentals (by Google)
  • Google Ads - Measuring Ad Performance (by Google)
  • Google Analytics 4 - Web Analytics Basics (by Udemy)
  • Social Media Pro Online Agency (by Proway Partner)
  • Effective LinkedIn Advertising (by Digitalk)
2021
  • LinkedIn Sales Navigator - 4 training blocks (by LinkedIn)
2018
  • Analytics & Advertising Basics: Google Analytics, Google AdWords, Facebook Ads and Social Media (by Marketing Online)
2011
  • Strategic Marketing (by French Institute of Management)
2008
  • Product Management (by Integra)
TOOL STACK

My tool stack

A curated set of platforms I use daily to plan, execute, measure and automate marketing across design, web, paid, analytics, SEO and AI.

Design

  • InDesign
  • Canva
  • Figma
  • DFirst
  • Higgsfield
  • CapCut
  • HeyGen
  • Midjourney

CRM

  • MS Dynamics
  • Livespace
  • HubSpot

Prospecting

  • Sales Navigator
  • Apollo

Web

  • WordPress
  • Lovable
  • Webflow
  • Breakdance
  • Framer

Paid Ads

  • Google Ads
  • LinkedIn Ads
  • Facebook Ads
  • Meta Ads
  • TikTok Ads

Analytics

  • Google Analytics (GA4)
  • Google Tag Manager
  • Google Search Console
  • Google Looker Studio
  • GoMarble

SEO

  • Semrush
  • Surfer SEO
  • Semstorm

E-mail

  • GetResponse
  • ActiveCampaign

Projects

  • Monday
  • Notion

Automation

  • Make
  • Zapier

AI

  • Claude
  • Gemini
  • ChatGPT
  • Manus AI
WHO IT'S FOR

Who I work best with

Marketing is an investment that requires the right fit. Let's see if we operate at the same pace.

We'll work well together if...

  • Your company wants to grow, enter new markets and win new clients
  • You operate in B2B or B2C and want to build coherent marketing
  • You see marketing as an investment, not a cost
  • You want someone who looks at the whole picture, not just one channel
  • You are open to modern tools - including AI
  • You are looking for a long-term partner, not a one-off contractor

It probably won't work if...

  • You are looking for an 'agency for everything' for PLN 1,500/month
  • You want results in 2 weeks without strategy
  • You don't want to share sales and customer data
  • Marketing is your last priority, not your first
  • You are only looking for 'someone to post on social media'
FAQ

Frequently asked questions

Everything worth knowing before our first call.

I work in three models: one-off project (e.g. strategy, audit), monthly retainer (fractional CMO, ongoing marketing leadership) or an advisory hours package. Pricing is always individual - after the first consultation.

Want your marketing to finally start delivering results?

Fill out the short form below - it helps me prepare for our call. I'll get back to you in 1-2 business days. No pressure, no sales pitch.

I don't collect personal data. Your details are used only to reply.

Prefer email? ip@ip-marketing.pl