About Christian Erickson
Practical experience. Global perspective. Straightforward marketing advice.
I’m Christian Erickson , a B2B marketing strategist who helps established companies modernize their marketing, earn trust, and connect their products to the people and projects they serve.
My deepest experience is in construction and construction technology, with additional work across industrial, manufacturing, software, and field-service markets.
A career built across markets
From sales and entrepreneurship to global marketing leadership.
I began my career in B2B sales, calling on Austin businesses during a period of rapid workplace technology change. It was a practical introduction to how customers make decisions, how salespeople build trust, and how difficult it can be to change an established way of working.
I later moved into technology marketing, earned my MBA, co-founded an early browser-based business, and built an education company called Biz4Kids. Those experiences gave me a practical understanding of entrepreneurship, limited budgets, product development, sales, and the realities of building something from the ground up.
My career eventually led me into construction technology, where I spent more than a decade marketing software to engineers, fabricators, contractors, and other construction professionals. I later moved to Finland to lead global marketing programs and teams, working with customers, partners, agencies, and colleagues across Europe, the Middle East, Asia, and North America.
Over the course of my career, I have worked in more than 35 countries. That experience taught me that markets and cultures differ, but the fundamentals remain consistent: understand people, respect their work, solve meaningful problems, and earn their trust.
How I approach the work
Marketing in the Trust Age.
We are moving out of the Information Age and into the Trust Age. Information is abundant and easy to produce. Trust remains scarce.
My approach starts with three priorities:
People. Projects. Product.
Start with the people doing the work. Understand the projects they are responsible for and the problems they are trying to solve. Only then should the product enter the story.
Hill Country Advisors
Practical guidance, tailored to the business.
I created Hill Country Advisors to provide experienced marketing guidance without unnecessary layers or complexity.
I advise companies on marketing strategy, positioning, campaigns, customer programs, events, marketing organization, and growth. Engagements may range from a focused project to ongoing advisory support.
When a project requires additional capabilities, I work with a trusted network of writers, designers, public relations professionals, digital marketers, video producers, and other specialists.
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