Greenfire Strategy Acquires 21b Consulting to Boost Mid-Market Capabilities

Greenfire Strategy Expands Through Acquisition

Greenfire Strategy, a Cleveland-based B2B marketing and revenue growth consultancy, has acquired 21b Consulting, according to Demand Gen Report. The acquisition integrates 21b's expertise in HubSpot implementation and revenue operations with Greenfire's brand, content, and demand generation capabilities to strengthen growth strategies for mid-market companies.

Details of the Acquisition

The move brings together two HubSpot-native teams, allowing Greenfire to deliver a more complete path from strategy to execution for mid-market clients. Founded by Noelle Hatfield, 21b Consulting has focused on turning complex operational challenges into competitive advantages by helping companies leverage HubSpot to align teams, streamline workflows, and achieve efficiency and revenue gains. Greenfire Strategy will continue to serve both its existing clients and 21b's client rosters under the Greenfire brand, with Hatfield remaining involved in the transition to ensure continuity.

Reasons Behind the Acquisition

Greenfire Strategy pursued the acquisition to enhance its capabilities, as stated by Tracy Graziani, Owner and CEO, who noted that the deal aligns with their belief in empathy-driven growth and aims to improve services for clients. Previously known as Graziani Multimedia, Greenfire rebranded in 2025 to reflect its evolution into a full-service B2B growth consultancy emphasizing strategy, psychology, and technology. This acquisition represents an extension of that mission by uniting the firms' complementary expertise and people-first philosophy, according to Demand Gen Report.

Benefits for Clients

Current 21b Consulting clients will gain access to Greenfire's expanded capabilities in content strategy, brand positioning, demand generation, and revenue operations, all integrated within the HubSpot ecosystem. Hatfield highlighted that the partnership will provide clients with a fuller picture, including the right message, systems, and execution to drive growth, as both firms have built their practices around HubSpot. This development deepens support for mid-market companies, according to Demand Gen Report.