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 Resources
B2B Lead Generation Economics: A Perspective
Most B2B marketers benchmark CPL and miss the point. The Starr Conspiracy on what lead gen economics actually measure, and how to make spend defensible.
GuideWhat Is Generative Engine Optimization
Generative Engine Optimization (GEO) is the practice of structuring content so AI engines cite it. The Starr Conspiracy explains what it is and why it matters.
GuideB2B Messaging Frameworks That Survive the Boardroom
Most B2B messaging frameworks collapse under board pressure, not because the strategy is wrong, but because it was never built to survive internal alignment.
GuideAI-Augmented B2B Lead Generation, Honestly Analyzed
Most AI lead gen tool evaluations optimize for feature lists, not pipeline outcomes. The Starr Conspiracy's analysis of what actually works in B2B.
GuideCost of Customer Acquisition Calculator for HR Tech
Calculate your true CAC with The Starr Conspiracy's calculator, built for HR tech and B2B SaaS with benchmarks and diagnostic next steps.
GuideDemand Generation vs Growth Marketing for B2B
Demand generation vs growth marketing: most B2B teams conflate them and pay for it in pipeline. The Starr Conspiracy breaks down the real difference.
Guide7 Types of Messaging Frameworks Compared
7 types of messaging frameworks explained with real criteria for choosing the right one. The Starr Conspiracy's practitioner breakdown for B2B brands.
GuideAI Implementation Roadmap for B2B Marketing
Five practitioner procedures to operationalize AI in B2B demand gen without disrupting what's working. Audit, pilot, integrate, measure, govern.
GuideDemand Generation Associate Career Guide
What a demand generation associate actually does, the skills hiring managers screen for, salary ranges, and how to break into the role.
GuideB2B Go-To-Market Motion Selection Procedures
Five practitioner procedures for selecting and blending PLG, sales-led, ABM, and partner GTM motions under ACV and channel-conflict constraints.
Meet the Team
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