Hankering Collective

Hankering Collective specializes in diagnosing and improving go-to-market strategies for mid-market B2B firms when their marketing efforts aren't effectively generating leads. Under the leadership of Val Schein, a fractional CMO with 15 years of experience in building marketing infrastructure and developing brands, we offer both high-level strategic guidance and practical execution assistance. We focus on businesses where dedicated marketing teams are facing challenges without a clear understanding of the cause. While these teams may execute well on a tactical level, they often find themselves losing ground to competitors, experiencing stalled deals, or unable to explain stagnant growth. Typically, the issues lie in areas such as positioning, messaging, and channel strategy. Our services encompass brand strategy and positioning, content strategy and production, mentoring and leadership for marketing teams, campaign strategy and execution, as well as demand generation and pipeline programs. We also provide fully outsourced marketing departments for those without internal resources. Most projects kick off with a Go-To-Market (GTM) diagnostic, a structured evaluation that examines eight key areas: market and audience understanding, brand positioning, messaging framework, visibility and earned media, content and digital presence, GTM tactics and channels, conversion rates, client experience, and brand governance. We evaluate each area individually, highlighting strengths and identifying gaps, and offer prioritized recommendations to help get marketing back on track for growth. From this point, companies may choose to engage us for strategy and roadmap creation with 90-day implementation cycles or ongoing fractional CMO support, where we integrate into leadership discussions, guide execution, and enhance marketing's role in driving revenue. We have successfully generated over $50 million in pipeline from integrated campaigns for one client and increased lead volume by 500% for another, with experience in marketing across 32 countries globally. Based in Virginia, we serve mid-market B2B companies around the world.