Oinas Marketing
The Demand Gen Engine for B2B tech
Oinas is your external in-house demand gen team: senior strategy plus the team to run it, turning investment into pipeline you can take to the board. No hiring, no agency to manage.
Sound familiar?
It's the same story at almost every B2B company trying to scale.
"Everything's on one marketer's plate — I don't have the execution power I need."
"We're scaling — expected to move fast, deliver, and show results this quarter."
"Every agency I bring in, I end up managing — instead of them being part of the team."
That's the gap Oinas is built to fill.
What working with Oinas looks like.
Freelancer, consultant, fractional — or Oinas.
A freelancer delivers a thing. A consultant explains a thing. A fractional builds a thing and stays until it works. Oinas goes one further — the senior head with the team already built in, so the strategy doesn't wait on hands you haven't hired yet.
| The Freelancer | The Consultant | The Fractional | Oinas | |
|---|---|---|---|---|
| What it feels like | A hired pair of hands | An outside expert | A part-time head of function | A full in-house demand gen team |
| What they own | One deliverable | The recommendation | The strategy | The strategy and the doing |
| Who does the day-to-day | Them — one task, then gone | No one (you do) | Not them — they steer, you staff it | Us — the delivery team is built in |
| Time commitment | Per project | Per project | Part-time | Part-time head, full-time delivery team |
| What they sell | Time | Advice | Senior judgment | Senior judgment, and the team to act on it |
| Accountability | To the brief | To the thinking | To the results | To the results |
| Cost | Cheap invoice — you fund the doing | Premium fee for the thinking — then you fund all of it | Senior rate for the head — the doing costs extra | One price: head and hands |
| Best when | A bounded task | You're stuck on a decision | You need a senior brain to steer | You need it steered and built |
How Oinas works.
Oinas is your external in-house demand gen team — a senior operator accountable for the strategy, and the team to deliver it, embedded in your business.
A senior operator on your strategy
An experienced senior marketer working with you and your leadership team — on what to do, in what order, and why, grounded in what actually works at your stage.
A delivery team that runs it
The team to execute across paid social, paid media, events, creators, advocacy and email — no overhead, no onboarding, no management from you.
Weekly leadership-level reporting
A live view of every channel and what it's driving, reported weekly at the level your leadership needs — plus documented playbooks for a smooth internal handover later.
Testimonials
"Erika did a fantastic job at taking our marketing programme from 0-1. She brings not only a broad range of skills and experience but also exactly the attitude that is needed in early stage startup marketing. Importantly, Erika didn't force a pre-defined playbook on us, she really listened to how we wanted to approach marketing and adapted her approach. Erika is positive, pragmatic, and all round fantastic to work with. I'd highly recommend Erika to any founders looking for help getting marketing off the ground."
"Erika provided clear, actionable insights on identifying potential clients, structuring outreach, and messaging. Her guidance on leveraging multi-channel outreach, and refining messaging was extremely practical."
"She suggested a completely new trajectory I'm very excited about."
"She opened my eyes to how to approach early-stage marketing for a B2B company."