Marketing strategy consultancy
Turning your industry's complexity into strategic advantage.
Your brand, your marketing, your customer experience, and your bottom line are one connected system. Be The Good Marketing brings the outside perspective and strategic clarity turning that system into your edge.
- 15+ years
- Across B2B software, product marketing, customer advocacy, and operations.
- Three pillars
- Strategy, execution, and partnership working as one connected system.
- Built in-house
- Lumière Wedding Planner, Lumière HQ, and RecruitScope, shipped on the same playbook.
The framework
Three pillars, one connected system
Strategy
The thinking
Clarity before spend. The decisions everything else depends on.
Start with an Audit02Execution
The build
Strategy shipped. Sites, content, and product built to the plan.
See the Work03Partnership
The ongoing relationship
Senior marketing judgment on your team, month after month.
Let's Talk PartnershipSelected work
Proof, not a portfolio wall
Consumer product, built in-house
Lumière Wedding Planner
Couples planning weddings across a dozen disconnected spreadsheets and inboxes.
A live planning platform proving the strategy-to-product path end to end.
Built in-house
The founder
Fifteen years of asking better questions.
I'm Janie Windmiller. I've spent 15+ years across B2B software, product marketing, customer advocacy, and operations, learning unfamiliar industries fast and turning their complexity into language buyers act on.
Be The Good Marketing exists because brand, marketing, customer experience, and revenue are one system. Most businesses have the pieces already. What they need is an outside read and the discipline to decide.
Janie Windmiller
Founder, Be The Good Marketing
Writing
Thinking worth borrowing
January 13, 2026
Reputation Management Without Fawning
Good reputation is an operations output, not a review campaign. What Hostly taught me about satisfaction, standards, and keeping your integrity through a complaint.
ReadDecember 9, 2025
Channel Disruption Is a Relationship Problem First
When a manufacturing channel shifts, the plan that survives is the one your distributors trust. Communication, transparency, and access matter more than the announcement.
ReadNovember 11, 2025
Trade Shows Have Changed, Your Approach Probably Has Not
Expos stopped being awareness events years ago, but most booth plans still read like it. Here is how to weigh attendance, staff the booth, and run leads so the spend defends itself.
ReadStart with strategy
A paid, scoped audit beats a free discovery call every time.
The Marketing Audit reads your channels, messaging, and pipeline, then ends in three prioritized decisions with owners attached. It is the fastest way to see what is working and what is quietly costing you.