The Pennock Knockdown EP 27 | How Leslie Llewellyn of Selo Studios Carves Out White Space and Elevates Brand Success in B2B and B2C Spaces

Watch or Listen to Episode 27 of The Pennock Knockdown.

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In a fast-paced digital world where trends shift overnight, marketing leaders are tasked with balancing big-picture strategy and daily execution. On a recent episode of The Pennock Knockdown podcast, host Nikki sat down with Leslie Llewellyn, founder and principal strategist at Selo Studios. Drawing from over 20 years of global brand strategy and marketing execution, Leslie shared her journey, highlighted effective B2B campaign tactics, and revealed what sets high-performing brands apart in the age of AI.

From Agency Life to Fractional CMO: Finding Purpose in the Marketing Gap

Leslie Llewellyn’s career arc began in the trenches of the advertising agency world, spanning both Canada and New York, before she launched Selo Studios about seven years ago. What started as a creative agency blossomed into a consulting practice, where Leslie now thrives as a fractional CMO for select retainer clients. According to Leslie, the transition wasn’t something she planned meticulously; rather, it was an organic evolution driven by recognizing an underserved “white space” between traditional agencies and internal marketing teams.

Clients seeking one-off campaigns or new brand identities would often discover their needs were broader, requiring holistic, forward-thinking plans stretching two to five years into the future. Leslie’s breadth of experience across agency types and client sizes allowed her to bridge the gap, guiding clients with the strategic direction and resource allocation they truly needed, rather than just executing tasks in isolation.

Key Takeaway:

Sometimes, the most impactful niches are found not by design, but by tuning into client needs and evolving accordingly.

Winning B2B Events: Standing Out By Design

One of the standout tactical lessons from Leslie’s experience centers on B2B trade shows. For a client in the design software space targeting professional designers, Leslie underscored the importance of a beautifully designed booth. At an event in the Javits Center, her team's inviting, aesthetic-forward booth (even in a less-visible location) sparked curious conversations among attendees, opening doors to authentic engagement and valuable insights far beyond initial product pitches.

While event booths can be costly, Leslie highlighted the payoff not just in direct ROI, but in learning opportunities, client testimonials, and brand awareness. Her experience reiterates that being “noticed” is the crucial first step, especially when selling to clients with a keen eye for design.

Pro Tip:

Design with your audience’s values in mind. For design-oriented customers, aesthetics are not a luxury - they’re a gateway to engagement.

Modern B2B Growth: Integrating SEO, Content, and LinkedIn

Moving beyond events, Leslie shared her formula for B2B professional services brands, where acquisition hinges on highly qualified leads, not mass reach. For a client targeting C-suite executives, Leslie’s approach blends topical, SEO-driven blog content with consistent, integrated LinkedIn activity.

Key to this strategy is immediacy: her team rapidly turns trending news into insightful blog posts, then amplifies these through both the firm’s LinkedIn page and leadership’s personal profiles. The result? Increased web traffic, greater brand authority, and conversations that matter.

However, Leslie cautions against over-indexing on social frequency. Instead, she recommends a cadence that balances awareness-building with resource management, and always positions social as a top-of-funnel brand tool. Conversion requires integrated campaigns - pairing organic awareness with search strategies and robust briefs that align all stakeholders.

Insider Insight:

Don’t mistake activity for effectiveness. Always align objectives, tactics, and resources to focus on quality over quantity.

The Bedrock of Success: Strategy, Alignment, and Human Touch

Amid all the sophisticated tactics, Leslie’s biggest peeve is when brands jump straight to execution without a solid brief or an aligned team. Clarity around objectives, a well-crafted creative brief, and consensus among leadership are non-negotiables for sustainable success. She warns that too many brands get distracted by tactics like price promos, when true value lies in emotional resonance and a clear reason to believe.

Looking ahead, Leslie predicts experiential marketing—real, in-person events—will only rise in importance. As work becomes more remote and digital channels grow more homogenous, brands that craft memorable, human experiences will stand out and remain AI-proof.

The future of marketing belongs to brands that honor both strategy and humanity, integrating purpose, creativity, and connection in everything they do.

Embracing Change, Staying Grounded

From her agency roots to her current role guiding brands as a fractional CMO, Leslie Llewellyn’s story is one of adaptation, insight, and unwavering focus on what truly moves the needle. Whether you’re a startup or an established enterprise, the lessons from this episode of Pennock Knockdown ring clear: bridge gaps, lead with strategy, and never underestimate the power of real human connection.