JJ La Pata has spent over a decade shaping marketing strategy for some of the most ambitious B2B technology companies in the market. As Chief Strategy Officer, he leads the development of cohesive, pipeline-driving strategies that help tech brands cut through the noise and build sustainable growth engines.
JJ was at the forefront of integrating artificial intelligence into TSC's strategic offerings as former VP of Strategy and AI Innovation. That experience gives him a unique perspective on where AI creates real leverage in go-to-market execution and where it's just theater.
His expertise spans media strategy, digital marketing, SEM, SEO, conversion rate optimization, paid media, and account-based experience (ABX). He doesn't just build strategies — he builds the measurement frameworks that prove whether they're working.
JJ is known for his ability to translate complex market dynamics into actionable go-to-market plans. He works across the full spectrum of B2B marketing, from early-stage companies finding product-market fit to enterprise organizations repositioning in competitive markets.
Areas of Expertise
Education
BS in Marketing
Texas Christian University
Latest Insights
How to Build a Demand Generation Model That Fills Pipeline
Build a B2B demand generation model that fills pipeline. The Starr Conspiracy's positioning-first framework covers audience, channels, content, and measurement.
GuideHow to Build a Product Messaging Framework That Sticks
Build a B2B product messaging framework that converts. The Starr Conspiracy's research-first process for messaging that wins crowded markets.
GuideAI B2B Lead Generation Procedures for Risk-Aware Teams
5 step-by-step procedures for AI-driven B2B lead gen: compliance audits, pilot governance, data quality, brand guardrails, pipeline measurement.
GuideHow to Use AI in B2B Marketing
How B2B marketing teams use AI to drive demand, personalize at scale, and cut waste. A practical guide from The Starr Conspiracy. Updated 2025.
Guide12 Demand Generation Examples That Fill Pipeline
12 real demand generation examples with strategies, formats, and outcomes from The Starr Conspiracy. See what actually fills B2B pipeline in 2025.
GuideB2B GTM Strategy That Actually Gets Executed
How to build a B2B GTM strategy that gets executed, not just approved. A 7-step framework for market definition, positioning, and pipeline.
GuideHow to Use Gen AI in B2B Marketing Without Wasting Budget
A practitioner's framework for gen AI in B2B marketing from The Starr Conspiracy. Strategy, sequencing, tools, and the failure modes that waste budget.
GuideGTM Strategy for B2B SaaS: 7-Step Build Framework
How to build a GTM strategy for B2B SaaS: ICP, positioning, motion selection, channel sequencing, and pipeline measurement in seven decisions.
GuideUsing AI in B2B Marketing: What Actually Works
How B2B marketing teams are actually using AI, from demand gen to content ops. A practical guide with real use cases and sequenced implementation steps.
GuideCustomer Success Alignment Across Marketing, Sales, IT
Customer success management fails when marketing, sales, and IT operate in silos. The Starr Conspiracy's alignment framework for CS leaders who want real outcomes.
Meet the Team
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