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Our Story
I'm JC, Jacquelyn Cowardin.
I used to be (and still am) a great B2B marketer. But between new campaigns, omni-everything initiatives, and all the numbers... I took a step back and realized it was the people and the teams I really loved all along.
Yes, I still get excited about spreadsheets and models — but we’ve got AI for that now. The real work? It’s in how teams think, how they communicate, how they build ideas together — and how those dynamics shape the work that comes next.
That’s why I started FuelB2B.
After 20 years in performance-driven marketing roles across the US and Australia — working in high-growth agencies and complex in-house teams — I decided to flip the script. Instead of offering siloed consulting or one-size-fits-all strategy decks, I wanted to build something more embedded. More human. More helpful.
FuelB2B isn’t about handing over a playbook. It’s about walking with your team through the tough stuff — the messy middle, the strategic reset, the “how do we get unstuck?” moment — and making real progress, together.
From Labs and audits to planning sprints and leadership coaching, our services are designed to meet you where you are. We don’t work for your team. We work with them. Because marketing performance is never just about the campaign — it’s about the team at the heart of it.
Let’s fuel that.
Our Team
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JC
Principal Consultant | Marketing Momentum & Team Performance
Helping marketing & agency teams move from busy to better.
Matt
Director of Operations | Systems, Finance & Sanity
Keeping FuelB2B (and our household) running behind the scenes — so strategy, creativity, and momentum stay front and center.
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🐾 Harry & Elsa
Chief Barking Officers | Energy, Walks & Good Vibes
Bringing balance, joy, and mandatory outdoor breaks to the FuelB2B ecosystem — one bark at a time.
Our Approach
Hands-on. People-first. Performance-focused.
We don’t believe in one-size-fits-all strategies or consulting from the sidelines. At FuelB2B, we embed within your team — working across people, process, and planning to reset how things get done and rebuild momentum where it matters.
Whether you’re leading an in-house marketing team or running an agency, our approach is always the same:
1. Start with What’s Real
We begin by listening — to your team, your data, and your direction. We look at the current state of play, what’s working (and what’s not), and what’s holding you back from moving faster.
2. Build with You, Not for You
You won’t get a strategy deck and a wave goodbye. We co-design everything with your team — from KPIs and planning to workshops and workflows — so the work is embedded, understood, and easy to action.
3. Create Momentum That Sticks
Our goal isn’t just improvement — it’s progress that lasts. We set you up with the tools, rhythms, and confidence to keep performing long after we’ve wrapped. And when you need a fresh boost, we’re right here.
4. Work How You Want to Work
We know your team moves fast — and sometimes, you just need the right tool now. That’s why we created our DIY toolkits, templates, and planners: instant downloads packed with strategy, structure, and clarity to help you keep momentum without needing a full engagement.
All the smarts and frameworks we bring to client sessions, now built into ready-to-use resources to fuel your team — anytime you need them.