The best B2B firms don’t sell services. They sell the reason to trust them.
For B2B companies in complex markets, national and international, marketing is a driver of pipeline and trust. That is the work.
How I think about this →
THE PROBLEM
Too many still see marketing as decoration. It is the engine.
For years, marketing was treated as the brochure, the campaign, the presentation. Something that made the business look good from the outside.
Today it does the real work: it doubles leads, reads the data, understands the buyer and who actually decides. It measures, it converts, it turns every action into growth. It does not support the business. It moves it.
Marketing is not what makes you look good. It is what makes them trust you, and buy.
How I work
Before I build anything, I listen.
Most marketing problems are not marketing problems. They live in how the business decides, how sales and marketing talk to each other, and how well a company really knows who buys from it and why.
So I read the business first, then build the strategy on top of it. That is the difference between marketing that decorates and marketing that drives growth.
01
Advisory
Ongoing strategic counsel for leaders who need marketing to behave like a growth engine, not a cost center.
02
Workshops
Working sessions with your marketing and sales teams to align on who you are really selling to, and why they buy.
03
Speaking
Talks and masterclasses on how B2B buying actually happens, for communities, associations, and internal events.
Visibility & trust
Being found is now part of being trusted.
B2B buyers research you long before they speak to you, and increasingly they ask an AI to do it. I make sure the right buyers, and the tools they now use, find you and understand why you are credible.
Behind the work
Germán Inostroza
Fifteen years. Thirty-plus markets. Six continents.
I have built and advised B2B marketing for organizations headquartered in the United States, Switzerland, Ireland, and Spain, with delivery across North America, Europe, APAC, India, and the Middle East.
From hospitality and architecture to law firms, engineering, and education, the method is the same. It does not depend on your sector. It depends on understanding your business.
Memberships, affiliations & teaching
Marketing Association of Spain (AMKT); member of the B2B Marketing Committee. Former President of SITE Spain and Vice President of Foro MICE.
Invited to teach as a guest lecturer at ESADE Business School, the University of Barcelona, INSA, and Berklee Valencia.
15+
Years across B2B markets
30+
International markets
6
Continents of delivery
Selected experience
Across in-house roles and global agencies, I have worked with and for organizations including:
- Cacao Studio, architecture and construction firm, Washington DC
- Grup Soteras, hospitality and catering group, Spain
- Hard Rock International, global hospitality and entertainment brand
- MCI Group, global experiential marketing and engagement agency
- Ovation Global DMC, worldwide destination management
- Royal Caribbean International, global cruise line
- Valle Nevado, Andean ski and mountain resort, Chile
- Walt Disney World, resort and theme park destination, Florida
Ideas
I publish the thinking behind the work, every week.
Frameworks like the Buying Committee Map. What Spain’s AI law really changes for B2B. What most marketing still misses. No content for the sake of content: the reasoning, in the open, in English and Spanish.
The quietest person in a B2B buying decision is often the one who decides it.
Questions
The questions buyers ask first.
What does a B2B marketing strategist actually do?
I make marketing a driver of pipeline and trust. That means deciding who you are really selling to, why they buy, and how the work earns its place in the deal.
Why does most B2B outreach fail?
Because it reaches the wrong people. B2B decisions are made by a buying committee of four to seven people, and most outreach never reaches the ones who actually decide.
What is a buying committee?
The group of four to seven people inside a company who together decide on a purchase. Each one reads your message for a different reason, so a single pitch rarely lands with all of them.
How is marketing a driver of pipeline, not just reporting?
When it is built to create demand, align with sales, and earn trust before the conversation starts. Then it produces pipeline you can defend, not activity you have to explain.
How do B2B buyers find and evaluate a consultant today?
They research you before they ever speak to you, and increasingly they ask an AI to do it. Being legible to search engines and AI tools is now part of being trusted.
Contact
If this is the kind of marketing you want, let’s build it.
For advisory, a workshop with your team, or a conversation about a market you are trying to crack.
That is the work.
GAIN Marketing Lab 