Key Takeaways:
- Greenfire Strategy expands capabilities by acquiring 21b Consulting, enhancing HubSpot implementation and revenue operations.
- The acquisition strengthens mid-market growth strategies with integrated brand, content, and demand generation expertise.
Greenfire Strategy, a Cleveland-based B2B marketing and revenue growth consultancy, has acquired 21b Consulting.
The move brings together two HubSpot-native teams to deliver mid-market companies a more complete path from strategy to execution— combining Greenfire’s brand, content, and demand generation expertise with 21b’s deep HubSpot implementation and revenue operations capabilities.
Founded by Noelle Hatfield, 21b Consulting built a reputation for turning complex operational challenges into competitive advantages, helping mid-market companies leverage HubSpot and its ecosystem to align teams, streamline workflows, and unlock measurable efficiency and revenue gains.
Why Greenfire Strategy Pursued the Acquisition
Greenfire Strategy will continue to serve both existing and 21b client rosters under the Greenfire brand. Hatfield, with over 25 years of business experience and a solutions-architecture approach grounded in how real organizations actually operate, will remain involved in the transition to ensure continuity for 21b’s clients.
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“We’ve always believed that good growth starts with empathy — for your customers, your team, and the real challenges standing between where you are and where you want to be,” said Tracy Graziani, Owner & CEO, Greenfire Strategy, in a statement. “When I saw how Noelle and the 21b team approached their work, I saw that same belief in action. This acquisition isn’t about getting bigger. It’s about getting better for our clients.”
Benefits for 21b Consulting Clients
Greenfire Strategy, formerly known as Graziani Multimedia, rebranded in 2025 to reflect its evolution from a digital marketing agency to a full-service B2B growth consultancy built on strategy, psychology, and technology. The acquisition of 21b Consulting represents a natural extension of their mission — bringing together two complementary teams united by a people-first philosophy and a shared commitment to driving meaningful, measurable results for clients, according to Graziani.
Current 21b Consulting clients will benefit from Greenfire’s expanded capabilities in content strategy, brand positioning, demand generation, and revenue operations — all integrated within the HubSpot ecosystem both firms have built their practices around.
“Building 21b was about helping mid-market companies get the most out of their HubSpot investment — not just the technology, but the strategy and the team adoption that make it actually work,” said Hatfield. “Joining forces with Greenfire means our clients get a fuller picture: the right message, the right systems, and the right execution to grow. I’m proud of what we built, and I’m excited about what we’ll build together.”
