Nick Irmo
Nick Irmo
Services
Marketing consultingAI marketing consultingWorkshops and speakingThe IRMO Playbook
Work
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retailCreative and videoAlpha Mortgage CorporationGuaranteed RateAmplify HR ManagementGordon Law Group & Gordon TaxUnilever · Dove
Insights
Zero-click marketingAI search and AEOMarketing leadershipAI tools and stacksBrand love is not a KPIWhat a fractional CMO costs in 2026, with my actual ratesClaude chat, Claude for work, and Claude CodeFractional CMO or marketing consultant? What the titles mean, and why I use one of them
Resources
Guides and templatesTalk decksZero-click mini-courseBooks on AmazonThe 2026 AI Marketing Toolkit100 AI Prompts for ChatGPT and ClaudeWhat the F*ck Is a Fractional CMO?When You Should Vendor Out Your MarketingHow to Sell Your Story
About
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Contact
HR, PEO and B2B SaaS · marketing consultant

Marketing for PEOs and B2B SaaS: a full function from one seat.

First marketing hire at a growth-stage PEO: rebrand, a 700-page Next.js site at 98/100 PageSpeed, Salesforce and Pardot attribution, AI-assisted content operations and a marketing-to-sales SLA. Plus consulting for a cloud utility-billing SaaS serving 180+ utilities.

See pricing
What usually needs fixing

The three problems I see first.

01

A crowded category and a generic site

Every PEO and every SaaS says the same three things. Positioning that a buyer can repeat is the whole battle.

02

Sales does not trust the leads

Without shared definitions, routing rules and an SLA, marketing produces MQLs that sales ignores and the board argues about attribution.

03

One marketer, enterprise expectations

The first hire is expected to do brand, demand, content and ops at once. The order matters more than the effort.

The IRMO Playbook, applied

How the four moves run in peo and saas.

The playbook
I

Identify

positioning audit against the category, funnel and attribution audit in Salesforce or HubSpot, content inventory.

R

Roadmap

the rebrand and site plan, the lead-to-opportunity definitions and SLA, the content and paid program by quarter.

M

Market

rebuild the site for speed and search, stand up attribution and executive dashboards, launch AI-assisted content with human review, run paid search, retargeting and outbound.

O

Optimize

weekly pipeline reviews with sales, lead routing refinement, and the handoff documentation that lets the function grow past one person.

Proof

1 case study in peo and saas.

All peo and saas work
EmployerHR outsourcing (PEO)2024 – 2026

Amplify HR Management

Built a complete marketing function as the first marketing hire: rebrand, a 700+ page Next.js website, attribution, reporting and a review engine.

98/100PageSpeed score, up from 34
700+page website rebuild
Read and watch

The thinking behind the work.

Marketing a PEO cover slide
Talk deck · 12 slides

Marketing a PEO

Review the deck
Leadership · 6 minThe first 90 days as a one-person marketing departmentTwice now I have been the first marketing hire. The order you do things in matters more than how hard you work. Here is the sequence that held up both times.Strategy · 7 minWhy I rebuild websites in twelve weeks, not twelve monthsLong website projects fail for predictable reasons. The constraints that made it possible to relaunch two professional-services sites in a single quarter, and what I would cut again.AI tools · 6 minBuild a daily marketing intelligence brief with AI agentsEvery weekday at 7 a.m., an automated brief lands in the team chat: what the market is asking, what to post, what to comment on, and a question-of-the-day script. No human touches it. Here is how it is built.Strategy · 4 minZero-click marketing: why B2B visibility no longer depends on the clickMost online journeys now end without a click. What that means for B2B brands, and why the companies that adapt will capture demand first.AI tools · 7 minThe 2026 AI marketing toolkit: 20 platforms, evaluated by a working marketerA no-affiliate review of the 20 AI tools that consistently deliver value for marketing teams, and how to combine them by team size.
Questions

PEO and SaaS marketing, answered.

What should a PEO’s first marketing hire do first?
Fix measurement before making noise: define a lead and a qualified lead with sales, restore attribution, then rebuild the site. At Amplify HR that order produced a 700-page site at 98/100 PageSpeed and 400+ more pages indexed inside the first year.
Do you work in Salesforce and Pardot?
Yes, and HubSpot. I integrated Salesforce and Pardot for attribution at Amplify HR and built the Looker Studio executive reporting on top of it.
How do you align marketing and sales?
Shared qualified-opportunity definitions, lead routing with SLAs, a weekly pipeline review and one revenue target both teams own. It is a management agreement first and a HubSpot or Salesforce configuration second.
Can AI content work in a regulated HR category?
With a human in the loop, yes. The editorial pipeline I built pairs generative drafting with subject-matter review and a consistent brand voice, so coverage scales without the generic, unreviewed content that hurts rankings.
Is this a fractional CMO engagement or a project?
Either. Most PEO and SaaS work starts with the 30-day assessment, then runs as part-time marketing leadership one or two days a week, with fixed-fee builds for the site and the attribution stack.
Other industries
Mortgage and lendingLegal and professional servicesFranchise and multi-locationSenior care and healthcareE-commerce and retail
Next step

Growth-stage PEO or SaaS with a marketing seat to fill?

Send a note No pitch deck. A reply within one business day.