ProductColab

Building an AI-augmented innovation ecosystem that helps founders, entrepreneurs, and small business owners navigate zero-to-one growth challenges through integrated consulting, educational content, and community knowledge sharing.

Focus areas: Authentic marketing strategy, AI-augmented content systems, brand development, technical marketing implementation, startup growth consulting

Co-Founder | Operating Partner | AI Acceleration, Systems & Marketing Infrastructure

ReadySetABA

Collaborates on strategic company direction, marketing initiatives, and go to market strategy for newly released services. Designed and developed our website from the ground up, incorporating no-code tools to manage processes and workflows. Contributes to content creation & video production.

Co-Founder | COO | Operations, Growth, Marketing

Wallaroo.AI

Fractional Head of Marketing

Product Marketing Alliance

Member of the PMA community, with 100s of hours' worth of product marketing presentations, tons of templates, exclusive content, mentors, and more, PMA's membership is a key for leveling up.

Pro+ Member

LeadIQ

Fractional Head of Product Marketing

Citeworthy Inc.

CastorDoc

- Founding Product Marketing: Defined and built the foundation of strategic product marketing at CastorDoc.

- Established foundational GTM framework**: Instituted a process with the Product team to ensure PMM is included in product discovery and spec processes, facilitating better product-market fit and go-to-market strategy.

- Founding Positioning & Messaging**: Created a foundational narrative around product offerings, highlighting the unique value proposition and differentiators to communicate with our target audience.

- Segmentation: Conducted win/loss analysis across all customers and deals to build comprehensive profiles of leading segments.

- Built Essential PMM Dashboards: Established the first product marketing metrics dashboard, providing visibility into key performance indicators like MQLs, SQLs, win rates, churn rates, and ROI.

- Sales Enablement and Documentation: Revamped the sales enablement assets and improved the process around product release notes, internal assets, and documentation to improve user experience, increase product adoption and win rates.

-Rebrand: Applied foundational positioning to website messaging and all rebrand assets, including development of brand identity.  

- Paired strategic thinking and creativity with a data-driven approach to deliver measurable outcomes for the business and foster a deeper understanding of our customers.

Founding Product Marketing Lead

Mode

Plan and manage GTM product launches across all tiers. Works directly with product teams to influence roadmap priorities and manage GTM releases.

Proposes and scopes core product marketing efforts, including market segment research and validation, messaging go-to-market strategy, and storytelling. Competitive research informing positioning and product strategy.

Cultivated key strategic partnerships with leaders across product and go-to-market teams to demonstrate the value of product marketing. 

Researched to build out customer personas, segmentation, and develop content tailored to customers throughout their lifecycle, to increase feature usage and grow customer organizations.

Product Marketing Manager

Knack.com

Highly collaborative, cross-functional role working with a no-code/low-code SaaS product as 3rd hire with acquisition. Coordinated with Leadership, Product, Success, Sales, Growth, and Data teams on a daily basis to drive customer education and product adoption. 

Focuses on using team and customer feedback alongside data driven insights to educate customers throughout the customer lifecycle on how Knack’s value can solve their pain points. This includes building and iterating on customer onboarding, reviewing new features and product updates for educational opportunities and copywriting needs, and creating content to support teams within Knack. 
Coordinated release milestones and messaging for all feature releases and product updates. Planned and created all customer messaging for product updates, through email, in-app messaging, social media promotional messaging, and video content. 

Leads educational initiatives such as managing the knowledge base, developer documentation and video library. Worked on strategic educational direction, defining organizational approaches and style guides defining audience profiles. Coordinated migrations and updates for the knowledge base and developer documentation to align with product overhauls. Participated in KnackCon user conferences in London and Chicago, joining teammates in running the conference and leading sessions for 50-100 person audiences.

Helps manage initiatives to build data driven insights in the company processes. Contributed to defining our foundational approach to data and baseline customer lifecycle reporting. Worked with initiates from building strategic approaches for data to building SQL reports. 

Coordinates and leads initiatives on the Growth team to drive strategy and create content collaborating directly with the Head of Marketing & Leadership. Creates content such as blogs, marketing copy, social media and videos. Reviews, edits and publishes content and manages content provided by content writers.

Product Marketing Lead 

Participated in shaping the company and building the Customer Success team as the 3rd company hire. Supported a wide audience of customers with varying business sizes and skill sets on a robust technical SaaS product through email, chat, and scheduled phone calls. Regularly adapted messaging to target the customer’s business size (ranging from solo entrepreneurs to enterprise customers) and the customer’s skill set (ranging from little-to-no technical knowledge to customers with extensive technical knowledge as developers). Focused on finding the teaching opportunity in each customer interaction and propagating customer insights throughout the company to relevant teams. Contributed to building out the Customer Success team by screening applications, running and joining interviews, onboarding and mentoring new hires. Managed weekly Customer Success meetings and led feedback sessions with teammates. 

Collaborated with other teams and projects outside of direct Customer Success, such as documentation, growth, and product. Assisted in building and maintaining the company’s original knowledge base and developer documentation. Managed knowledge base migrations for product updates and new features. Managed product translations for multiple languages and website updates with code commits to Client and Server. Managed emergency support requests triaging issues with engineers and communicating progress and next steps with the customer. Triaged product downtime on social media. Joined the Culture Committee by teammate nomination to help craft the first official set of Knack values.

3rd Hire: Customer Success | Marketing, Content & Documentation

Uber / ZeroChaos

Community Support Representative

Fractional Head of Product Marketing | Product Marketing Strategy

I've spent 10+ years working in technical B2B SaaS companies—from employee #3 stage through Series C. I've been lucky enough to work at companies that got acquired (Knack, Mode Analytics), which taught me a lot about what actually matters when you're building for the long haul.

What I do:
I build product marketing from scratch at technical companies where "product" actually means something in product marketing. My sweet spot is complex products—AI/ML infrastructure, data analytics, developer tools, workflow automation—where you need someone who can talk to engineers and then translate that into messaging that makes sense to buyers.

I've led marketing at places like Wallaroo AI (MLOps infrastructure) and LeadIQ (sales tech). I've also done foundational PMM work at early-stage startups still figuring out their positioning and GTM strategy. Turns out I'm drawn to the messy early stages—building frameworks, setting up processes, helping teams figure out what resonates.

What I've learned:
I care a lot about cross-functional collaboration between product, engineering, and go-to-market. Too many Product Marketers forget about the "Product" in their title. I actually like working with technical teams to shape what we're building, not just marketing what gets shipped.

I'm comfortable building with constraints. I've rebuilt marketing with little-to-no budget, launched products without big teams, and figured out how to move fast with what we have. Turns out constraints make you creative.

I've gotten pretty good at translating technical complexity. Whether it's ML model deployment, data governance, or gnarly integrations, I can take technical capabilities and turn them into narratives that resonate.

I have strategic and tactical range. I've led teams and worked solo. I've built integrated campaigns and shaped company-wide positioning. I can do the high-level strategy work and also just get stuff done.

Right now:
I'm running ProductColab, helping early-stage technical companies build their marketing foundations—positioning, GTM strategy, messaging, and the cross-functional bits that connect marketing with product.

Always happy to connect about opportunities at technical B2B companies building interesting products where product-market fit actually matters.

Dani Kellogg

Blue Manta Consulting

Blue Manta Consulting is a Product Marketing consultancy for B2B SaaS startups. We help B2B SaaS startups ($10-250M) develop and execute their GTM strategy.

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐰𝐞 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩:

→ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲𝘀  
We'll lead & execute tightly-scoped product marketing projects such as a positioning & messaging, sales enablement, a product launch, or pricing and packaging.

→ 𝐅𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝗦𝘂𝗽𝗽𝗼𝗿𝘁
We'll serve as your Fractional PMM support, delivering ongoing product marketing support for a set number of hours each week.

🚀 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐠𝐞𝐭 𝐬𝐭𝐚𝐫𝐭𝐞𝐝? 
Send me a DM or book some time: https://calendly.com/blue-manta-consulting/30min

--- 

"Blue Manta Consulting’s guidance and hands-on support was pivotal in achieving our goals. 

Their GTM and Product Marketing expertise enabled both quality and urgency – allowing our business to focus on growth. I especially appreciated their agility and ability to connect at the right level with our executive team."

- Bradley Jones
SVP of Growth, Indeavor

---

"Jonathan brought a lot of clarity to what I offer and helped me sort out the tricky parts of my positioning, pricing, and marketing strategy. It was great to bounce ideas off him and I appreciate the time he took to learn my business.”

- Nick Civitarese
Founder, StaffGrabbers

---

“Blue Manta Consulting understands what makes your product unique and works with you to develop a tailored GTM strategy that's both sophisticated and approachable. 

They truly understand the deep relationship between your target audience, positioning, messaging, packaging, pricing, and everything else you need to go to market effectively. I highly recommend working with Blue Manta Consulting."

- Tyler Durman
CEO, Ignition Growth Consulting

Founder & Principal Product Marketing Consultant

1871

GTM mentor for all 1871 startups. I also mentor Insuretech Innovations Lab startup cohorts.

GTM Mentor

Serve as mentor to ongoing Fintech Innovation Lab cohorts as of 2025!

--

Served as a mentor for 1871's Fintech Innovation Lab Cohort starting in October 2024. Provided GTM mentorship and support to 47 founders from across the US, Canada, and Argentina.

Learn about the FinTech cohort here: https://1871.com/1871-news-and-content/the-future-of-fintech-introducing-the-2024-fintech-innovation-lab-cohort/

GTM Mentor @ 1871's FinTech Innovation Lab

Top 100 Product Marketing Influencer. Frequent contributor to Product Marketing Alliance articles, reports, and certifications.

Top 100 Product Marketing Influencer & Expert Contributor

GTM Alliance

Top 20 GTM Influencers to Watch. Frequent contributor to GTM Alliance articles, reports, and more.

Top 20 GTM Influencers to Watch & Expert Contributor

adplist.org

I mentor product marketers from across the world for free on ADPList. 

> 62+ sessions 
> 1700+ minutes
> 14+ countries

adplist.org/mentors/jonathan-pipek

Top 50 Product Marketing Mentor

Liongard

I led the product marketing function at Liongard, a technical, B2B cybersecurity SaaS platform. This included hiring, coaching, and leading a team of four product marketers. 

My team and I launched 5 major products, growing average deal size by 30%, improving customer retention, lowering our support costs, and increasing CSAT. 

In collaboration with the demand generation team, we introduced Liongard’s first comprehensive marketing campaign (focused on cybersecurity), which included surveying 300+ users, interviewing 6 companies, creating 20+ new marketing assets, and increasing click through for our product walk through by 500%.

My team also leveraged research, personas, and win/loss analysis to increase win rates and product adoption.

Director of Product Marketing

I managed the Product Marketing Department within my first 3 weeks, representing PMM at leadership meetings, overseeing company-wide initiatives, and supervising two Product Marketing Specialists during my manager’s leave. 

My proudest accomplishment is overhauling the monthly release process, transforming it into a repeatable, scalable, and consistent experience to ensure internal alignment, meet leadership’s expectations, and delight users.

Senior Product Marketing Manager

CareerBuilder

At CareerBuilder, I managed marketing for our Talent Acquisition Suite, which accounted for 90% of revenue. I established the product marketing function from the ground up, including supervising and coaching two Product Marketing Specialists, and led the company's transition from selling individual solutions to offering a Talent Acquisition Suite. 

In this role, I led a cross-functional team of 10+ members to launch several products to 40K+ users and 7K+ clients - the largest product launch generated 45% of annual company revenue.

Particularly proud of crafting and executing the marketing strategy for CareerBuilder’s Artificial Intelligence offerings, including the AI Resume Builder, AI Job Posting Tool, and AI Job Matching. This increased applications by 175% and reduced time to hire by 30% for our customers.

Assurant

After being promoted, I was tasked with running marketing strategy for a $500M+ jewelry company, in addition to the $150M+ telecom I was already managing. I coached and trained a Product Marketing Coordinator.

My favorite project was launching an enhanced watch protection product that led to a 200% increase in YOY revenue.

I also managed marketing Assurant's cybersecurity SaaS app, Pocket Geek app (SaaS). I revamped the app's positioning and messaging to increase adoption. This included I guiding an Agile team to translate the app (100K+ words) into 8 languages.

Client Marketing Manager (Product Marketing)

At this insurance behemoth, I managed the client relationship and marketing strategy for a $150M+ telecom's protection products. I'm particularly proud of having led a diverse, cross-functional team to launch a protection plan for tablets. In my spare time, I also worked on projects for T-Mobile, Samsung, Xfinity, and U.S. Cellular.

Client Marketing Coordinator (Product Marketing)

Fusion, an ABC - Univision Joint-Venture

In this unique joint venture between Disney and Univision, I played a crucial role supporting the VP of Marketing to launch a multi-million dollar marketing campaign aimed at cable partners and consumers. I also crafted compelling show synopses, created presentations, and assembled monthly social media kits.

Marketing Coordinator

Inktel

In this unique leadership program, I took on diverse strategic roles encompassing account executive, operations supervisor, quality auditor, and CSR. I adeptly managed 9 clients billing over $500,000 as well as managed and trained 30+ CSRs to consistently meet target metrics and enhance the customer experience.

Leadership Development Trainee

Crafting a killer GTM strategy and executing it is much easier said than done

The right GTM approach can skyrocket your growth, but the wrong strategy will keep your B2B SaaS startup grounded

You need a partner with the GTM expertise & experience to scale your startup the right way

I’ve spent a decade+ developing & executing winning GTM strategies for B2B SaaS startups, and I want to partner with you too

𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐚 𝐁𝟐𝐁 𝐒𝐚𝐚𝐒 𝐬𝐭𝐚𝐫𝐭𝐮𝐩 ($10-250M) 𝐭𝐡𝐚𝐭:
→ Needs help defining & executing their GTM strategy 
→ Is open to new perspectives, candid feedback, and change
→ Has a leadership team that’s eager to collaborate

Then we should chat!

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐰𝐞 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩:

→ 𝐅𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐋𝐞𝐚𝐝𝐞𝐫 
We'll serve as your Fractional PMM Leader, developing & executing your foundational GTM strategy from soup-to-nuts. Think: ICP/personas, positioning & messaging, pricing & packaging, sales pitch, etc.

→ 𝐆𝐓𝐌 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧
We'll lead & execute a tightly-scoped GTM initiative such as a product launch or pricing and packaging project.

🚀 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐠𝐞𝐭 𝐬𝐭𝐚𝐫𝐭𝐞𝐝? 
Send me a DM or book some time: https://meetings.hubspot.com/bluemantaconsulting/initial-consult


Expertise
B2B Product Marketing | SaaS | Go-to-Market (GTM) Strategy | Storytelling, Positioning & Messaging | Product Launches | Cross-Functional Leadership | Team Building | Coaching, Mentorship, and Training | Market Research | Customer Journeys & Personas | Packaging & Pricing | Sales Enablement | Product Adoption | Customer Experience | Voice of Customer (VOC) | Co-marketing

Jonathan Pipek

I just read 400+ cover letters for a Sr. PMM role 🤯 

and I remember maybe 3 of them

the other 397 were some combo of: waaaay too long, way too formal, and absolutely zero personality

if you want to stand out, you can’t send the same bland wall of text everyone else is using

for years, when i was job hunting, I used a different cover letter format that consistently got interviews (it's the one in the infographic 👇)

here’s the basic structure:

𝘁𝗵𝗲 𝗶𝗻𝘁𝗿𝗼 𝗱𝗼𝗲𝘀 𝟯 𝘁𝗵𝗶𝗻𝗴𝘀:
- shows I've personally dealt with the problem they solve
- proves I understand their mission in just two words
- actually says I'm excited (most candidates never do this)

𝘁𝗵𝗲 𝗯𝗼𝗱𝘆 𝘁𝗮𝗰𝗸𝗹𝗲𝘀 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲 𝗝𝗗 𝗺𝗲𝗻𝘁𝗶𝗼𝗻𝘀 𝗶𝘀 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁:
- bullet #1: shows my background is directly relevant
- bullet #2: highlights what they called out (writing, positioning, differentiation)
- bullet #3: addresses cross-functional leadership 

𝘁𝗵𝗲 𝗰𝗹𝗼𝘀𝗲 𝗮𝗱𝗱𝘀 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘁𝘆:
- includes a dad joke that matches the company's vibe
- links to my portfolio
- even the sign-off ("securely yours") is tailored to cybersecurity 

is it perfect? no. I could make it stronger by adding tangible examples in bullets #2 and #3

but it's still 10x better than the average cover letter and it actually sounds like a human being wrote it (because I did & last I checked I'm human)

if you're applying to PMM roles at B2B SaaS startups, steal this structure and make it your own. lmk how it goes!

p.s. this works for startups & companies with personality...so for corporate or certain roles (accounting, law, etc.), dial the tone waaaay down. know your audience!

Jonathan Pipek 🔱

Product Marketing Consultant & Recruiter for B2B SaaS Startups | 2x Top 100 Product Marketing Influencer | Kellogg MBA

the Chicago PMM community came together like never before this week at the Chicago Product Marketing Alliance Summit!

it was absolutely incredible 🔥

saw so many friends, made some new ones, and even ate some great food too!

and it was wonderful (finally) meeting online friends IRL:

👉 Yi Lin Pei – taller than expected

👉 Michele Nieberding 🚀 – exactly as tall as I imagined

👉 Kelli Paskey – didn't have a height expectation 

always fun seeing my pals, Sid Khaitan, Michelle Zak, April Samuelson, MBA, Michelle Dieschbourg, James Montana-Pickering, Neha Mehra, Des M., Michelle Robin, Akash Agrawal, Stefanie Kall, Ph.D., Victoria Ngo-Lam, and so many more!

loved hosting dinner, will definitely do it again next year! 🍽

and obligatory shout out to the SIX MICHELLES!! 🙌🙌🙌

massive shout out to Martha Harris for doing a fantastic job organizing (as always) 👏👏👏

p.s. if you wanna keep this PMM fun train going, come to our monthly (or bi-monthly) meetups! talk to Michelle Zak!

Product Marketing Consultant | Scaling B2B SaaS Startups to $250M ARR | Top 100 Product Marketing Influencers | Kellogg MBA

I've seen five experienced product markets F this up recently so here we go:

𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 = COMPANIES fitting a specific profile that you sell to

𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀 = PEOPLE fitting a specific profile that you sell to that work at your ICP

(B2B of course)

thanks for coming to my rant 😜

p.s. is it Friday yet?

I created a no-BS framework for talking with execs after watching what happens when you get it wrong + learning what execs actually want

𝗺𝘆 𝘄𝗮𝗸𝗲-𝘂𝗽 𝗰𝗮𝗹𝗹 𝗰𝗮𝗺𝗲 𝗳𝗿𝗼𝗺 𝘁𝘄𝗼 𝗽𝗹𝗮𝗰𝗲𝘀:

#1 there was a Sr. PMM on my team that was brilliant at strategy but absolute shit at communicating with C-suite. every conversation was painful... he'd just ramble for 10-15 mins and execs had no idea what he needed or why they should care ​

#2 multiple C-suite leaders told me they actually *prefer* when you bring them recommendations instead of letting them make the decision. because C-suite makes so many high-stakes calls every single day, they have decision fatigue. so when you come prepared with a recommendation backed by clear reasoning, they friggin love it

so, in order to help my team out, I developed a simple (but very effective) 3-part framework that cuts through the BS:

1️⃣ 𝘄𝗵𝗮𝘁 𝗱𝗼 𝗲𝘅𝗲𝗰𝘀 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄?
you've got 2 minutes max to deliver a high-level overview with just enough context for them to grasp the situation. no deep dives or rabbit holes. just the essentials, please​

2️⃣ 𝘄𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝘁𝗵𝗲𝘆 𝗴𝗶𝘃𝗲 𝗮 𝘀𝗵𝗶𝘁?
this is where most PMMs faceplant. it's crystal clear to YOU why this matters, but you gotta clarify the stakes for leadership. what's the impact if we do X? what's the risk if we don't? without this piece, there's zero urgency and execs do not care

3️⃣ 𝘄𝗵𝗮𝘁 𝗱𝗼 𝗜 𝗻𝗲𝗲𝗱 𝗲𝘅𝗲𝗰𝘀 𝘁𝗼 𝗱𝗼?
even if you nail the first two, you gotta guide execs. otherwise, they'll either offer opinions on literally everything, or just stare at you waiting for more. so, tell them exactly what you need: a decision, feedback on approach, resources, air cover. whatever it is, say it clearly

it's seriously that easy

follow this framework and your exec conversations will become shorter, sharper, and way more productive

p.s. what's your hack for communicating with the C-suite?

interested in PMM consulting? then join the last PMM Consulting Ask-Me-Anything (AMA) of 2025 𝗧𝗢𝗠𝗢𝗥𝗥𝗢𝗪!

𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄, 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟰𝘁𝗵 𝗮𝘁 𝟰:𝟬𝟬 𝗽𝗺 𝗖𝗧, 𝘄𝗲'𝗹𝗹 𝗰𝗼𝘃𝗲𝗿:
- what day-to-day consulting looks like
- how to get started
- why clients hire PMM consultants
- how I decide what PMMs to bring on to Blue Manta Consulting
+ anything *you* want to ask!

it’ll be an open discussion with stories + practical advice

so if you're considering PMM consulting or just curious about the realities behind the LinkedIn posts, come on by! 

OH, and there'll be ~40 minutes of Q&A time, so please, for the love of Gouda, come with plenty of questions

👇link in the comments 👇

p.s. if you're an experienced PMM consultant, would love to have you join and share your perspective. comment if you want to join!

every week, 5-10 companies reach out offering to get me 5-10 super duper™ qualified leads that will buy $50k of my services

they claim that:

👉 "we'd use a voice note and personalized video system to help you land high budget clients different to typical spray and pray"

👉 "let AI agents automatically research, qualify and enrich leads surfaced from social posts"

👉 "we'll find 2x more relevant leads than what you're currently getting"
you know what's ironic?

and yet, they don't personalize *any* of their emails. they're all some version of: "I can send you 5-10 qualified leads a month! Interested?"

why would I believe anything they say if their pitch is so generic? 

they talk about customization and doing all this research, but then they don't do it for their own business... so, why would they ever do it for mine? LOL

bottom line: if you're selling personalization, ya better personalize

the pitch IS the product

p.s.  if you're one of these companies and you're reading this... maybe start by actually looking at my LinkedIn profile before you send the next one? 😅 (or better yet, just don't spam me? 🙏 )

it's late and I forgot to write a LinkedIn post today

so here's a quick note of optimism instead of the typical PMM post

this too shall pass

we're in this together, y'all

stay strong, or don't, but get a helping hand from friends, neighbors, and family, (strangers too!)

p.s. we're almost to 2026 folks!

if you think your floors are spotless, think again!

just let your baby roam free and within *seconds* she will find:

- the dust mite you missed
- a solitary strand of hair
- and a tiny ball of fluff

same goes for your GTM btw

let a PMM consultant loose and they will find all the gaps and issues in your GTM

try it and you'll be surprised by what they find

p.s. did I finally go too far with this analogy?

is it too early to start talking about B2B marketing via Thanksgiving food analogies?

nahhhh, let's get into it!

𝘁𝗵𝗲 𝟯 𝘁𝗵𝗿𝗲𝗲 𝗿𝘂𝗹𝗲𝘀 𝗼𝗳 𝗺𝗮𝗰 '𝗻 𝗰𝗵𝗲𝗲𝘀𝗲 𝗮𝘁 𝗖𝗵𝗲𝘇 𝗣𝗶𝗽𝗲𝗸 (with B2B SaaS takeaways of course):

1️⃣ 𝗮𝗹𝘄𝗮𝘆𝘀 𝗺𝗮𝗸𝗲 𝗮 𝗿𝗼𝘂𝘅
it's a classic for a reason folks! just like a roux is the base of a fantastic mac 'n cheese, PMM is the base for B2B SaaS startups

make sure you have a tight ICP, clearly defined problem, sharp positioning, and a compelling narrative before anyone dumps more “ingredients” (features, channels, hires) into the pot or else your GTM sauce will break!


2️⃣ 𝘆𝗼𝘂 𝗠𝗨𝗦𝗧 𝗵𝗮𝘃𝗲 𝗺𝗼𝗿𝗲 𝗰𝗵𝗲𝗲𝘀𝗲 𝘁𝗵𝗮𝗻 𝗺𝗮𝗰 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗿𝗲𝗰𝗶𝗽𝗲
good rule of thumb: 1.3 lbs of cheese / 1 lb of mac

and btw, you can use the 1.3x cheese rule for your GTM too...

always spend 30% more time understanding your customers vs. building your product and not only will you build a better product, but you'll sell more of it too!


 3️⃣ 𝗶𝘁'𝘀 𝘀𝗮𝗰𝗿𝗶𝗹𝗲𝗴𝗶𝗼𝘂𝘀 𝘁𝗼 *𝗻𝗼𝘁* 𝗮𝗱𝗱 𝗰𝗼𝗽𝗶𝗼𝘂𝘀 𝗮𝗺𝗼𝘂𝗻𝘁𝘀 𝗼𝗳 𝗽𝗮𝗿𝗺𝗲𝘀𝗮𝗻 𝗰𝗵𝗲𝗲𝘀𝗲 𝗼𝗻 𝘁𝗼𝗽 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗺𝗮𝗰 '𝗻 𝗰𝗵𝗲𝗲𝘀𝗲
cheese on cheese, baby! it's the best customer experience

make sure your user onboarding experience, path to value, and cross-sell/upsell motion are clear, compelling, and great, so after you land a customer, they keep growing with you!

---

p.s. what's your go-to mac 'n cheese recipe? extra points if it's NOT oven baked 👀 

p.p.s. featured below is the Thanksgiving meal my wife and I made a few years ago!

your outbound is failing because every prospect gets the same generic pitch with fake personalization slapped on top

- "saw your post about X."
- "noticed you recently raised funding"
- "congrats on the new CMO hire!"

the issues is that (1) everyone has these signals and (2) they're irrelevant because none of them answer the only question that matters: w𝘄𝗵𝘆 𝘄𝗼𝘂𝗹𝗱 𝘁𝗵𝗶𝘀 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗻𝗲𝗲𝗱 𝘆𝗼𝘂 𝗥𝗜𝗚𝗛𝗧 𝗡𝗢𝗪?

luckily, my buddy Josh Fryszer just launched Slingshot GTM to solve this!

𝗵𝗲 𝗳𝗶𝗻𝗱𝘀 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝘂𝘀𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗻𝗼𝗯𝗼𝗱𝘆 𝗲𝗹𝘀𝗲 𝘁𝗵𝗶𝗻𝗸𝘀 𝘁𝗼 𝘂𝘀𝗲:
→ government databases
→ regulatory filings
→ compliance violations
→ permit data
→ license expirations

these combinations reveal companies in actual pain, not "might be interested pain," but "would sign a contract this month" kinda pain

then he builds messaging that either mirrors back their situation OR delivers standalone value

the result is that your emails actually get replies because they're relevant, not faux "personalized"

oh and if you want a taste of what Josh is building, you can grab a free Why Now Signal Audit

𝗵𝗼𝘄 𝘁𝗵𝗲 "𝗪𝗵𝘆 𝗡𝗼𝘄?" 𝗦𝗶𝗴𝗻𝗮𝗹 𝗔𝘂𝗱𝗶𝘁 𝘄𝗼𝗿𝗸𝘀:
1️⃣ you submit a short form with some details about your company (𝘧𝘰𝘳𝘮 𝘪𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘤𝘰𝘮𝘮𝘦𝘯𝘵𝘴)
2️⃣ within 48 hours you get 3 hidden data signals specific to your company that reveal prospects experiencing urgent pain right now

no prompt to run, he just does it for you

if your pipeline's gone quiet, grab it!

p.s. what's the most ridiculous "faux personalization" you've ever seen?

if you've ever wanted to be a product marketer, this session is for you, friends

on Friday, join me and an amazing crew, Kay Akinbode, Julian Dawkins, and Olajumoke Adigun this Friday, Nov 28th as we discuss how to break into PMM in 2026

you'll get a variety of perspectives from B2C, B2B, and Consulting!

wanna join? check out the link in the comments 👇👇👇

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