Hill Country Advisors
Practical marketing strategy for companies that build, make, and get work done.
Helping established construction, industrial, manufacturing, and field-service companies modernize their marketing without losing what made them successful.
Led by Christian Erickson, a B2B marketing strategist and advisor with more than 20 years of experience in positioning, campaigns, customer storytelling, events, marketing organization, and growth.
How I think about marketing
We are moving from the Information Age to the Trust Age.
Information has never been easier to create. Trust remains difficult to earn.
Strong B2B marketing starts with the people doing the work, the projects they are responsible for, and the problems they are trying to solve. The product comes after that.
People. Projects. Products.
See how well your marketing connects all three AND identify the opportunity most likely to strengthen customer trust.
Calculate Your B2B Trust ScoreFeatured insights
Ideas for companies navigating change.
The Trust Age
We’re Moving From the Information Age to the Trust Age
Information is easier than ever to create. Trust is harder to earn. That changes how companies need to market.
B2B Marketing
People. Projects. Product. A Better Order for B2B Marketing
Start with the people doing the work, understand the project they are responsible for, and only then introduce the product.
Marketing Leadership
What I’ve Learned About Leading Marketing as a Team of One
How solo marketers can set priorities, use outside specialists, work across departments, and stay connected to meaningful business outcomes.
How I help
Experienced marketing guidance without unnecessary complexity.
Marketing Strategy and Organization
Plans, priorities, team structure, budgets, agency relationships, metrics, and alignment with business goals.
Positioning, Messaging and Campaigns
Clarifying the company story and turning it into coordinated campaigns that customers and sales teams understand.
Customer, Event and Industry Marketing
Customer stories, case studies, trade shows, field relationships, industry programs, and sales assets.
Marketing Leadership and Guidance
Advisory support, mentoring, hiring assistance, specialist coordination, and fractional marketing leadership when appropriate.
Engagements may range from a focused strategy or campaign project to ongoing advisory support.
Experience and perspective
Built through global marketing leadership, entrepreneurship, and more than 20 years in B2B.
Christian Erickson has worked across construction technology, software, industrial markets, agencies, startups, and global organizations.
- More than 20 years of B2B marketing experience
- Deep experience in construction and construction technology
- Worked with customers, teams, and partners in more than 35 countries
- Experience across sales, marketing, entrepreneurship, and global leadership
- Campaigns, events, customer stories, launches, and marketing organization
A trusted network
Senior guidance, with the right specialists when needed.
Hill Country Advisors is led by Christian Erickson. When a project requires additional capabilities, Christian works with a trusted network of writers, designers, public relations professionals, digital marketers, video producers, and other specialists developed over more than a decade of collaboration.
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Good marketing usually starts with a good conversation.
I’m always open to a conversation, either over coffee in the Texas Hill Country or virtually.
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