About Smartketing®

From invisible to indispensable — 30 years building B2B and B2G marketing systems that work.

The Smartketing® story

After three decades in B2B and B2G marketing across telecom, political campaigning, and consulting, one observation kept repeating: most companies invest in disconnected marketing tactics — channels, content, ads — without a coherent system that orchestrates them. The result is wasted budget, unmeasurable impact, and brands that remain invisible to the right people at the right time.

Smartketing® was born in 2020 as a systemic answer. It's a 5+1 lever framework — five acquisition levers (ReactivAction™, ReputAction™, VisibilAction™, FindAction™, AutomAction™) plus one retention lever (FidelisAction™) — that turns marketing from a cost center into a measurable system. It's now protected as a registered trademark in Switzerland (IPI 835061) and internationally (USA via Madrid Protocol, February 2026).

The full methodology is documented in Smartketing® Evolution Tome 1: Built to last (2026). Tome 2 is in preparation.

Meet the founder

Mathieu Janin is the founder of Smartketing® Group and has spent over 30 years building communication and marketing systems for B2B and B2G organizations. After founding his first publishing & communications agency at 25, he served as Director Media & Public Relations at Sunrise (2001-2007), then advised major brands as a corporate communications consultant. From 2020 to 2026 he developed the Smartketing® System through a series of operating brands — smartketing.ch, smartketing.eu, smartketing.ai, smartketingumbrellalocal.com — now consolidated under Smartketing® Group, with the full methodology documented in Smartketing® Evolution Tome 1 (2026) and still actively evolving. Past president of the Société Romande de Relations Publiques and former chairman of the Jury Western Switzerland for the Swiss Award Corporate Communications, Mathieu holds a Swiss Federal Diploma in Communication Consulting, is trilingual (French, English, German), and is based in canton of Fribourg, where he works with clients & partners across Europe, India and North America.

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Our principles

Scientific rigor

Every recommendation is grounded in research, replicable methods, and measurable outcomes. No magical thinking, no growth-hacking shortcuts.

Business pragmatism

Deliverables are designed to be executed, not admired. Clarity and ROI come before sophistication.

Systemic over tactical

The 5+1 levers of Smartketing® work together. Pulling one in isolation rarely produces durable results — orchestration is the multiplier.

Transparency and co-creation

Clients understand what they buy. No black boxes, no jargon walls. Every framework, every tool is shared and explained.

Vendor agnostic, client first

Smartketing® works with several technology partners and resells selected software. Every affiliation is disclosed openly, and tool recommendations follow what serves the client best — not what pays the highest commission.

Ready to make your business indispensable?

Let's talk about your business situation and how Smartketing® can help. Get in touch via the contact form or email us directly at [email protected].