# Axer Strategies > Marketing infrastructure consulting for B2B companies (50–500 employee tech). We fix the foundation before we scale the spend. Founder: David Estrada, 16 years across corporate, agency, and independent consulting. Based in Dallas, TX. Axer diagnoses and repairs the marketing systems underneath the spend — tracking, attribution, campaign architecture, and CRM — before scaling budget. Engagements are infrastructure-first and sequenced: Diagnose, then Map, then Compound. ## Services - [Marketing Infrastructure Audit](https://www.axerstrategies.com/services/marketing-infrastructure-audit): Forensic analysis of your marketing system. Data flow mapping, attribution audit, tech stack review. Fixed-scope diagnostic before scaling spend. - [Campaign Architecture & Attribution Design](https://www.axerstrategies.com/services/campaign-architecture-attribution): Rebuild your campaign tracking from first click to revenue. GA4, GTM, CRM integration. Close the loop between spend and outcomes. - [Strategy Consulting](https://www.axerstrategies.com/services/strategy-consulting): High-level strategy without execution overhead. Infrastructure oversight, methodology alignment, quarterly system audits for B2B companies. - [Interim Marketing Leadership](https://www.axerstrategies.com/services/interim-marketing-lead): Senior marketing direction while the seat is empty. We hold the line, define what the permanent role needs to be, and hand over documentation the next hire can start from. ## Frameworks - **Broken Pipes** — Stop buying more water when your pipes are broken — infrastructure problems disguise themselves as messaging problems. - **The Broken Circuit** — Agency accountability ends at the click. You own the loop from CRM to revenue — or nobody does. - **The Six Quality Scores** — Technical, user behavior, visual behavior, tracking health, content relevance, SEO authority — all six are running whether you manage them or not. - **The Compounding System** — Thirty small right things in sequence. Systems compound when the foundation is correct. - **The Four-Word Test (AUMS)** — Authoritative, Unique, Measurable, Sourced — what AI search engines need before they cite you. - **The Keyword Intelligence Flywheel** — Keyword research feeds content, content earns citations, citations build authority, authority sharpens campaigns and cleans data. - **The File** — A career-long documented knowledge base is the only competitive advantage that compounds. ## Foundation Series (methodology, in order) - [Your Messaging Is Fine. Your Foundation Is Broken.](https://www.axerstrategies.com/blog/your-messaging-is-fine-your-foundation-is-broken): Most B2B companies are pouring budget into messaging and positioning while the algorithm has already disqualified them. Here's the order of operations that actually builds a winning marketing engine. - [Stop Blaming Your Agency. The Circuit Was Already Broken.](https://www.axerstrategies.com/blog/stop-blaming-your-agency-the-circuit-was-already-broken): Most B2B companies cycle through agencies every 18 months and get the same results. That's not a coincidence. Here's the organizational gap nobody wants to name — and the feedback loop that would fix everything. - [Why AI Ignores Your Content — and the Four-Word Framework That Changes It](https://www.axerstrategies.com/blog/why-ai-ignores-your-content-and-the-four-word-framework-that-changes-it): Most B2B content gets ignored by AI search engines because it fails four basic tests. Here's the framework that gets you cited — and the honest truth about llms.txt that nobody is telling you. - [Stop Treating Keyword Research Like a Document. It's the Operating System Your Marketing Runs On.](https://www.axerstrategies.com/blog/stop-treating-keyword-research-like-a-document-its-the-operating-system-your-marketing-runs-on): Most B2B companies do keyword research once and move on. That's not keyword research — it's keyword archaeology. Here's the living intelligence framework that actually compounds over time. - [Stop Hiring Your Way Out of a Problem Your Tech Stack Could Already Solve](https://www.axerstrategies.com/blog/stop-hiring-your-way-out-of-a-problem-your-tech-stack-could-already-solve): Before you post that job description, answer one question: have you explored 100% of what your current tools can do? Most B2B companies are using 20% of what they pay for. Here's the capability audit that changes that — and the hiring framework that comes after. - [The 8:53 Conversation — What Seven Years of Doing It Right Taught Me About Why It's So Hard](https://www.axerstrategies.com/blog/the-8-53-conversation-what-seven-years-of-doing-it-right-taught-me-about-why-its-so-hard): A founding-era marketing advisor reflects on the moment a 7-year engagement ended in 8 minutes and 53 seconds — and what the layers that formed between expertise and authority taught him about why good marketing is so hard to build inside a growing company. - [You Have Six Quality Scores Running Right Now. Most B2B Companies Are Only Looking at One.](https://www.axerstrategies.com/blog/you-have-six-quality-scores-running-right-now-most-b2b-companies-are-only-looking-at-one): Google Ads Quality Score is the symptom. Your marketing stack generates five other diagnostic signals every day that explain why it's low — and what to fix first. Here's the six-layer system and the sequence that actually works. ## Essays & Perspectives - [The Ledger 01: Negative Keyword Discipline](https://www.axerstrategies.com/blog/the-ledger-01-negative-keyword-discipline): A real B2B SaaS paid search audit found its single biggest wasted click was a competitor's brand name that never went through a keyword at all. Here's the discipline that catches it, and the rule for deciding where to block it. - [Before You Hire a Consultant, Read This](https://www.axerstrategies.com/blog/before-you-hire-a-consultant-read-this): I'm a Scientist/Sage with Warrior as my Anti. That shapes what kind of consulting relationship produces real results — and what kind quietly wastes both parties' time. Two engagements that ended in the same month finally clarified the pattern. Here it is, plainly stated. - [Build Your File.](https://www.axerstrategies.com/blog/build-your-file-its-the-only-competitive-advantage-that-compounds): A pitch that doesn't convert isn't a failure. It's your accumulated experience surfacing a mismatch faster than twelve months of bad work would. The case for building and querying a career-long knowledge base as the only moat that gets deeper over time. - [The Same Leak in Three Different Businesses](https://www.axerstrategies.com/blog/the-same-leak-in-three-different-businesses-the-learning-files): I ran marketing for a 70-year-old apparel brand, a B2B data integration platform, and a solo law firm in the same stretch of time. Three businesses with nothing in common. The exact same leak in every one. Here is what seeing it three times taught me that no single client ever could. - [Your Conversion Problem Isn't a Traffic Problem. It's a Measurement Problem.](https://www.axerstrategies.com/blog/your-conversion-problem-isnt-a-traffic-problem-its-a-measurement-problem): B2B teams respond to flat pipeline by buying more traffic. But the conversion problem is usually hiding in the data itself: optimizing for form starts instead of completions, attribution noise masking the real story, and landing pages that leak qualified buyers at the last step. - [You're Optimizing the 30% You Can See](https://www.axerstrategies.com/blog/youre-optimizing-the-30-you-can-see): Up to 75% of B2B marketing leaders say their measurement approaches underperform. The instinct is to buy better attribution tools. The problem is that 67% of the buying journey is structurally dark — and no tool makes dark funnel data visible. The reckoning is different from what the vendors are selling. ## Key pages - [Services overview](https://www.axerstrategies.com/services) - [About David Estrada](https://www.axerstrategies.com/about) - [Frameworks](https://www.axerstrategies.com/frameworks) - [Foundation Series](https://www.axerstrategies.com/foundation) - [All writing](https://www.axerstrategies.com/blog) - [Contact / qualification](https://www.axerstrategies.com/contact) ## Contact - Email: info@axerstrategies.com - LinkedIn: https://www.linkedin.com/company/axerstrategies ## Notes - Engagement model: Diagnose → Map → Compound. - Not offered: channel execution of any kind. Axer does not run ad, email, CRM or analytics platforms. It diagnoses, specifies and verifies; the client's team or chosen specialist implements. - Also not offered: social media execution, one-off creative.