You know digital matters. You just don't know where to begin.
The platforms keep changing. I keep you the answer.
Most B2B companies your size have nobody senior owning digital. It gets split between a marketing manager, a web developer, and an outside agency, and no one is deciding what actually matters. That is the job I own. I figure out what is worth doing across your website, how buyers find you, and the channels that bring them in, then I make sure it gets done. The role has a name most people have not heard yet: a fractional Chief Digital Officer. Think of it like a fractional CTO or CMO, but for getting your company found and chosen.
WebConnection is the practice of Michael Rosenfeld, a fractional Chief Digital Officer who leads digital strategy for B2B companies that need senior digital leadership without a full-time hire.
Who owns your digital strategy when there’s no full-time digital executive?
For most B2B companies, no one does. It gets split between a marketing manager, a web developer, and an outside agency, with no senior person setting direction or holding it together. That is the job I own. I lead your whole digital strategy: what your website says and does, how buyers find you through search and AI, and which channels, social, email, and video, earn their place. I set the direction, and I stay in it until the work ships.
One leader, coordinating all of it.
I lead. I don’t just advise.
I am not a consultant who hands over a strategy and disappears. I become your digital leader and stay. The person who sets your direction is the same one doing the work with you. So when the next disruption comes, and it always does, your guide is already in the room, not a stranger you have to scramble to find.
I sit on your side of the table.
I am not a marketing agency, and I do not have an agency’s reason to recommend the work that serves the agency. I decide whether you even need an agency at all, pick the right one, handle the terms, and hold them accountable. My recommendations answer to one thing, what is best for you. You do not get one more vendor to manage. You get the person who manages them for you.
I keep what works and drop what doesn’t.
I have led companies through every shift that rewrote how buyers find them, from the dot-com crash to mobile, to social, and now AI. That means I can tell which tactics still earn their place and which are dead weight, so your plan only carries what still works.
Who have I done this for?
I have led digital strategy through every era of the web, for global brands and small firms alike. ESPN, BBC America, PricewaterhouseCoopers, Johns Hopkins, Princeton University, and a year advising the U.S. Army on its recruiting sites. None of them called it a fractional Chief Digital Officer. That is exactly what it was. Today I do the same work for small and mid-sized B2B companies, where I see results come fastest.
Is this for your company?
I work with B2B companies that need senior digital leadership without a full-time hire, the ones who know digital is costing them opportunities and don't have anyone senior deciding what to do about it. I have led work across construction, professional services, associations, events, and more. The approach holds across industries because it is built on fundamentals, not trends.
Construction
Professional Services
Associations
Events
What does working together actually look like?
We meet in regular sessions, usually every other week. In between, I am doing the work: deciding what matters, directing whoever is building or writing or running the campaigns, and keeping it all moving. You are not handed a plan and left to execute it. I stay in it.
Do you do the work, or just tell me what to do?
Both, and which one depends on the job. Some things I direct, like a website build or an agency campaign. Some things I do myself, because handing them to a vendor would cost you more than it is worth. Either way, the deciding and the doing are on me.
Who should run digital strategy when I don’t have a full-time digital executive?
A fractional Chief Digital Officer. That is a senior digital leader who owns your strategy part-time, the same way a fractional CTO or CMO would. You get executive-level direction across your website, search, AI visibility, and channels, without a full-time hire, and one person accountable for all of it.
How do I know if my marketing agency is actually delivering?
Look at whether their work ties to real outcomes like qualified leads, not just busy activity like posts and impressions. The harder part is that judging an agency well is a skill of its own. I do that for you. I sit on your side of the table, hold the agency to what they promised, and tell you in plain terms whether it is working.
Do you only do AI work?
No. AI visibility is the newest part of a much larger role. I lead your whole digital strategy: your website, search, content, and the channels that drive people to you. AI is where I am out in front right now, not the whole of what I do.
What happens after the free AI visibility check?
The check shows you where you stand in AI answers today and where the gaps are. From there we have an intro session to talk through what it means and whether I am the right person to lead your digital strategy.
Let's talk about what you need.
Tell me what is going on and I will tell you straight whether I can help. If it makes sense to work together, we will both know. If not, you will still leave the conversation clearer than you came in.
You are a good fit if:
- You are a B2B company without a full-time digital leader.
- You know digital is costing you opportunities and nobody senior is deciding what to do about it.
- You want one senior person owning the strategy, not another vendor to manage.
- This goes straight to me. I use it only to run your check and get back to you. No list, no spam.
- I have led B2B companies through every platform shift since the dot-com era. I hold an AI certification from MIT, and I am already tracking the visits my clients get from AI tools like ChatGPT and Claude.
- I am based in the Baltimore and Washington area and work with B2B companies across the country.