The Customer Journey Maestro

If you can't beat them, join them. I have resigned from my own career as a freelance writer because AI is replacing people like me, and there's no point in waiting around for the inevitable. Now I'm focused on learning how business people can leverage AI. I don't yet have a service to offer around this, but I'm happy to discuss the practical applications of AI anytime.

B2B Strategy Advisor and Consultant

I specialize in building and executing content marketing strategies for companies seeking sustained revenue growth. My process is to create a customized messaging framework (aka, “brand story”), develop a content strategy and calendar, and execute the content strategy by building a content team and/or writing brand content.

Fractional Content Director

I love to write and create content of all kinds. My broad and deep experience across sales, marketing, and customer success gives me a unique perspective and the ability to write compelling content for just about any industry. My approach is to get the inside truth from the people behind each story, and I don’t believe in taking shortcuts. I write and publish for your customers, to engage them, educate them, and compel them to take action. The SEO stuff comes along for the ride. Let’s talk about your freelance writing/content needs.

Freelance Writer

I help B2B companies build and execute modern marketing strategies focused on customers.

B2B Marketing Advisor

Hire me on a full-time or part-time basis to up-level your go-to-market strategy. And it won’t cost you an arm and a leg.

Go-to-Market Strategy Advisor

Your customers have their own Journey that may not match your Funnel or Flywheel. If you want to understand their journey and be there when they need you, that takes work. Designing a customer experience that builds trust, now that's another level entirely. I'm here to help - on your journey.

Customer Journey Guide

On-demand expertise in marketing strategy, demand generation, content marketing, social media marketing, product and customer marketing, sales and marketing alignment, and customer success.

Fractional CMO/VP Marketing

CMO for Hire

Are you in transition? Starting from scratch or making a pivot to a new revenue growth strategy? My Virtual CMO services provide proven expertise to help you jumpstart sales, marketing, and customer experience prior to hiring executives and staffing departments. It's a low-cost, low-risk way to get the strategic advice you need.

Virtual CMO

Riptide Business Press

Ed Marsh and I have written a book, titled Common Sense Revenue Growth, that helps CEOs understand the digital and consumer disruption facing them today and develop plans to grow in spite of those challenges. Buy the book at www.commonsenserevenuegrowth.com.

Author, Podcaster and Consultant

Kuno Creative

Co-owned one of the first and most successful inbound marketing agencies, Kuno Creative. Grew the agency from a handful of talented marketers and designers to a 50+ person agency with clients ranging from national healthcare and technology companies to international consortiums and manufacturing giants. Specialized in marketing technology and sales enablement - helping companies fix leaky funnels and sales pipelines via strategy, marketing automation and optimized CRM utilization. Please visit Kuno's website, www.kunocreative.com for more information, or follow me on LinkedIn.

EVP and Co-Owner

Awakening Technology Company

Developed corporate websites from scratch using HTML/CSS, then created a proprietary CMS for creating client sites backed by a SQL database using ASP.net and later, Ruby on Rails.

Web Developer

Zydeco Energy

Independent oil and gas exploration company in Houston, TX. No longer in business.

Executive Vice President and CTO

INEXS

Exploration Geophysicist

Raytheon - GeoQuest

Product Marketing Specialist

Shell

Research professional working in electron microscopy for Shell Research and in geophysical interpretation research for Shell Exploration and Production.

Research Geoscientist

B2B Marketing Strategy Advisor With Company, Agency, and Freelance Chops

I retired in 2017 from a 40-year career, mostly in sales and marketing, for a variety of energy, manufacturing, and software companies. My penultimate position was co-owner of Kuno Creative, a digital marketing agency and one of HubSpot's first agency partners. My contributions continue as I seek to help other agency owners, professionals, and free-wheelers navigate their way through gnarly challenges in business and life.

John McTigue

B2B Product Marketing Consultant | Positioning​ =​> Demand

I help B2B Software leaders turn product positioning into a direct revenue growth lever.

Most companies treat product marketing as a support function — launches, slides, feature messaging.
And most revenue intelligence stops at dashboards and reports.

That’s why growth stalls.

Sustainable B2B growth happens when Positioning is informed by what Revenue is already telling you.
Not opinions. Not workshops in isolation. Not more tactics.

I work with founders, CEOs, CROs, and CMOs to:

→ Use revenue signals to understand what the market actually values
→ Translate those insights into clear positioning and messaging decisions
→ Align product, sales, and marketing around a single revenue-driving narrative

My belief is simple:

Product marketing isn’t branding.
When done right, it’s strategy — and it compounds growth.

B2B Software/SaaS founders and leaders I worked with:

☑️ Grew +60% MRR in 2 months
☑️ Cut their sales cycle in half
☑️ Got +15% cold email reply rate in 48h
☑️ Increase their inbound leads from 5 to 30+ /month
☑️ Got from 0 to 60+ leads /month from content
☑️ Clarified their GTM and got quoted by all competitors
☑️ Closed 3 enterprise deals in 6 weeks with a brand new product
☑️ Succeeded their GTM expansion to the US market
☑️ Nailed their SLG to PLG switch, without killing momentum


So if you’re a B2B Software leader trying to:

→ Increase revenue without endlessly increasing spend
→ Fix misalignment between product, sales, and marketing
→ Make fewer growth bets — but better ones

You’re thinking about the right problems,

And I'm open to have a conversation about it.

Gaspard Pastural

To start 2026, it's time I reveal... I've actually started working with yxir a few weeks ago, as a freelance product marketer!

I was looking to learn more experience selling to enterprise, so this great opportunity arrived right on time, early December:

Yxir is a B2B SaaS - in the QMS platform category.

It enables Quality Management teams at industrial companies centralize and leverage their data related to non-conformities.

(Yes, I had no clue about this sector a month ago)

Their difference is being AI-native, which allows awesome capabilities - lmk if you want to learn more ;)


Thank you Rebecca TOTH TOBLER and Clémence Choury for the opportunity, and the whole team for the warm welcome!

(cc Clarisa Donnet, Claire Mostermans, Jordane Macé, Nicolas LHOSTE)

Excited to join the EDF group and to help grow yxir :D


ps: dw it's a part-time role, I'm still available if you need me ahah

Revenue-Led Product Marketing | Turning positioning into a revenue growth strategy for B2B Software/ SaaS

Been struggling with LinkedIn since December.

The thought of repeating myself again felt exhausting.
Pointless, even.

Then, quite cliché, but it hit me:

My fun with each post doesn't matter.
Having software leaders read my ideas does.

"Learn to say one thing, a thousand different ways."
—is a saying I only now start to grasp.

So 365 posts on "product marketing for revenue growth"?
Fine, I'll do it.

That's how you earn a positioning anyway.

(again the irony of my personal challenge being positioning, jeez)


First epiphany of the year!

Sales might be better storytellers than Marketers.

I've always thought Marketing did:

- the characters (=personae)
- the main plot (=narrative)
- the story (=messaging)

But I've come to realize Sales make the story live:

- repeat it to every new prospect
- reinforce it in each account
- adjust it to make it land

They're real "vision-casters"
(heard that term from Jen Abel on Lenny Rachitsky's podcast)


So maybe Marketing is the storyteller,

But it's Sales who help customer reach the happy ending.

taplio

The Battle

John McTigue

Gaspard Pastural

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taplio

The Battle

John McTigue

Gaspard Pastural

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gaspard Pastural's LinkedIn Performance

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Performance ScoreGaspard Pastural's LinkedIn Performance