VEON

Target markets: Tier 2
Areas exp: B2C, Telecomunications

Product Marketing Manager | Growth Product Manager | B2C

TheWays

Mentor

bioniq

Target markets: UK || CIS || Tier 2
Areas exp: SaaS products, MedTech services

Product Marketing Manager | SaaS Experiences | B2C

ЛУН

Bird (Mobile App) 
70% growth of app installs in a 2 month period, raising from 60,000 (achieved in a launch year) to 100,000 downloads, that allowed the product to “flush” onto a 2 place in the AppStore (Lifestyle Category)

Performance Marketing Manager | Growth Marketer | B2C

MacPaw Inc.

Target markets: Tier 1 || Tier 2 || WW
Areas exp: SaaS products, software promotion

Performance Marketing Manager | SaaS Experiences | B2C

IT Company

PPC Account Manager

Depositphotos

4shared.com

Target market: US Market
3 projects - 4Sync, HostingNitro, Epom

Sayu Limited

Target market: UK Market 
- team management 5+
- in charge of all client reports and client base 80+ small to middle-size business.

PPC Team Lead

PPC Specialist

Top Product Marketing Voice || Growth Haсker || Performance Marketer || SaaS || Tier1 markets

Switzerland || Permit S ||

4+ years experience as a Product Marketing Manager
8+ years experience as a Performanсe Marketing Manager

10+ years experience in performance marketing;
5 years experience in SaaS
5+ years experience in management of 10+ people;

Markets exp: Tier 1 (USA, Great Britain, Canada, Australia, EU markets), Tier 2 (Argentina, Brazil, Mexico, CIS)

Areas exp: SaaS products, MedTech Startups, Software development, Telecommunications

Skills
• Growth Marketing
• Digital Marketing
• Lifecycle Marketing
• Lead Generation
• Google Ads, Facebook Ads, LinkedIn Ads, Bing Ads, Yahoo
• Search Engine Optimization (SEO)/ SEM 
• Content Strategy
• Agency Management
• Marketing Automation
• Leads Generation
• A/B Testing

Contact information:
lena.trump@gmail.com
+38066 2033181
+410799002597

Olena Ivashchenko

Upleadium

I help SaaS companies grow with Marketing & GTM strategies.

SaaS GTM & Marketing Advisor

Marketing Mentor

M1-project AI

GTM & Marketing Advisor

DataFlik

- Managed and marketed three core SaaS products, each with distinct GTM strategies and unique positioning.
- Scaled and led a high-performing cross-functional team (content, PPC, design, video production).
- Built a scalable content ecosystem spanning social media, blog, email, webinars, and case studies.
- Oversaw high-budget paid campaigns for real estate investor audiences across Google and Meta.
- Directed a complete rebranding of DataFlik, including visual identity, website, and repositioning in the market.

Marketing Director

Digital Lead

Coupler.io

- Revamped our market approach with a new go-to-market strategy and compelling product messaging, resulting in a significant boost in market impact.
- Implemented monthly OKRs, consistently achieving targets and propelling team performance.
- Developed and executed sales and marketing strategies aligned with company goals, driving revenue growth.
- Led a 14-member sales and marketing team, fostering their development 
- Influenced the product roadmap, prioritizing features, and optimizing product development.
- Conducted customer development and market research, shaping data-driven decisions and market expansion
- Achieved 2x growth in MRR in 6 months and a 15% increase in website conversion rates.
- Launched data dashboard templates project.

Head of Product Marketing and Sales

Railsware

Head of Product Marketing

Smarter Contact

Fractional CMO | Marketing Advisor

iGMS

Chief Executive Officer

Chief Marketing Officer

Creatio

Product Marketing Manager

Nissan Motor Ukraine

Head of Advertising,  Advertising Coordinator

Chief Marketing Officer | SaaS Marketing Strategist & Advisor | Startup Consultant

I work with early-stage and scaling B2B SaaS companies to bring structure to messy go-to-markets: clear ICPs, sharp positioning, and websites that actually convert.

Over the years, I’ve led marketing and growth across multiple startups — building teams, launching new products, fixing broken funnels, and turning vague “we need more leads” into actual strategy.

I like fast-moving environments, founder energy, and getting things out the door that make a difference.

Inna Shevchenko

Your hero section has one job.
Make a stranger understand what you do in 5 seconds and care enough to stay.

Most SaaS sites:
“𝘕𝘦𝘹𝘵-𝘨𝘦𝘯 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘵𝘰 𝘦𝘮𝘱𝘰𝘸𝘦𝘳 𝘮𝘰𝘥𝘦𝘳𝘯 𝘵𝘦𝘢𝘮𝘴 𝘢𝘯𝘥 𝘶𝘯𝘭𝘰𝘤𝘬 𝘵𝘩𝘦 𝘱𝘰𝘸𝘦𝘳 𝘰𝘧 𝘴𝘰𝘮𝘦𝘵𝘩𝘪𝘯𝘨.”
Cool. But what is it?

Then you go to something like GSAP and it is painfully obvious:

“𝙋𝙧𝙤𝙛𝙚𝙨𝙨𝙞𝙤𝙣𝙖𝙡-𝙜𝙧𝙖𝙙𝙚 𝙅𝙖𝙫𝙖𝙎𝙘𝙧𝙞𝙥𝙩 𝙖𝙣𝙞𝙢𝙖𝙩𝙞𝙤𝙣 𝙛𝙤𝙧 𝙩𝙝𝙚 𝙢𝙤𝙙𝙚𝙧𝙣 𝙬𝙚𝙗.”
“𝘼𝙣𝙞𝙢𝙖𝙩𝙚 𝙖𝙣𝙮𝙩𝙝𝙞𝙣𝙜.”

Category, ICP, job to be done.
All clear in 2 lines.

And then the best part: the page itself proves it.
Everything is moving, stretching, bouncing.
You do not need a paragraph about “innovation”, your brain just goes
“Ok, these people know animation.”

In a year where every second homepage feels the same, this hero does three things really well:

• 𝘐𝘵 𝘴𝘢𝘺𝘴 𝘸𝘩𝘢𝘵 𝘪𝘵 𝘪𝘴 𝘪𝘯 𝘱𝘭𝘢𝘪𝘯 𝘭𝘢𝘯𝘨𝘶𝘢𝘨𝘦
• 𝘐𝘵 𝘴𝘩𝘰𝘸𝘴 𝘸𝘩𝘢𝘵 𝘪𝘵 𝘥𝘰𝘦𝘴 𝘳𝘪𝘨𝘩𝘵 𝘢𝘸𝘢𝘺 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘢𝘯𝘪𝘮𝘢𝘵𝘪𝘰𝘯
• 𝘐𝘵 𝘴𝘵𝘪𝘤𝘬𝘴 𝘰𝘶𝘵 𝘪𝘯 𝘵𝘩𝘦 𝘴𝘦𝘢 𝘰𝘧 𝘴𝘢𝘮𝘦𝘯𝘦𝘴𝘴 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘯𝘦𝘦𝘥𝘪𝘯𝘨 𝘢𝘯𝘰𝘵𝘩𝘦𝘳 “𝘳𝘦𝘷𝘰𝘭𝘶𝘵𝘪𝘰𝘯𝘪𝘻𝘦 𝘵𝘩𝘦 𝘸𝘢𝘺 𝘺𝘰𝘶 𝘸𝘰𝘳𝘬” 𝘴𝘦𝘯𝘵𝘦𝘯𝘤𝘦

You do not need to be as fancy visually as GSAP.
But the logic is the same for any SaaS.

If your current hero could sit on any random SaaS website once you remove the logo, that is your sign to rewrite it.

💡And if you need a hand with this - DM me and we will make it happen :)

#saas #marketing #website

Product Marketing Leader & CMO 🟢 9+ Years in SaaS Marketing 🟢 Helping SaaS companies fix what’s blocking growth

WebSummit is over and… I’m actually impressed.


✅ Organization was on a very high level
✅ The concentration of interesting humans was insane
✅ Networking opportunities felt endless

Rain was bad news, but it didn’t spoil the experience.

Some takeaways from walking the floor, talking to founders, and getting spammed by every possible “AI for X”:


1️⃣ Humans are not “leaving the chat”

AI is everywhere, obviously.
Everyone slapped “AI” on their banners, in the pitches, in the talks.
One thing is clear, we are not going back to the world before AI.

But the most memorable moments were human.
Tools are scaling, trust is not. Human connection matters more, not less.


2️⃣ Raw > perfectly polished

People are tired of overly smooth, generic “we are revolutionizing X” messaging.
The brands that felt fresh were the ones that allowed some edges.
Clear opinions. Imperfect but honest stories.
Same for personal brands.


3️⃣ Storyline is the new moat

With AI, everyone can generate decent copy, visuals, landing pages, even products.
If your story sounds like everyone else, you are invisible.

Some booths nailed the offline experience and made the brand stick in my head. Brand experience is vital.

A sharp point of view and a distinct narrative about why this product exists are not nice to have, they are survival.


4️⃣ Yes, AI is killing some jobs

You could feel the anxiety in a lot of conversations. Some roles are already shrinking.

At the same time, new roles are appearing around orchestration, judgment, strategy. We are in a messy middle. Anyone who says they know exactly how this will end is lying.


5️⃣ Brand is the experience, not just the website

The products I remember are the ones where the experience, message, and product story connected in a simple way.


Thank you Web Summit , for the inspiration!

No alternative text description for this image

I think I found my favorite booth at Web Summit   

The Contentful team nailed it: their booth is actually interactive and on-brand.
They created AI-generated fun portraits experience for attendees.

Love seeing when a brand brings creativity and experience together, not just brochures and buzzwords in tagline.

If you’re at the summit, definitely stop by their stand.

#WebSummit #SaaSMarketing #BrandExperience #Lisbon

Who else is going to #Websummit this year? 

If you’re around and want to chat about SaaS, GTM, or marketing, hit me up.
 Always happy to meet cool people, talk marketing strategy, or just grab coffee and exchange ideas.

See you there ☕️

Your visitor moves through 5 mental stages.
Your copy talks to 1.

Most SaaS funnels look like this:

• Traffic from different channels
• Mixed levels of awareness
• One generic message trying to “convert” everyone

𝗥𝗲𝘀𝘂𝗹𝘁:
• You over-serve the 5% who are ready to buy
• and lose the 95% who are not there yet.

𝗕𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝘁𝗼𝘂𝗰𝗵 𝗮𝗻𝘆 𝗰𝗼𝗽𝘆, 𝗮𝘀𝗸:

👉 “𝘞𝘩𝘪𝘤𝘩 𝘢𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴 𝘴𝘵𝘢𝘨𝘦 𝘪𝘴 𝘵𝘩𝘪𝘴 𝘢𝘴𝘴𝘦𝘵 𝘳𝘦𝘢𝘭𝘭𝘺 𝘧𝘰𝘳?”
If the answer is “all of them,” 𝘁𝗵𝗮𝘁 𝗶𝘀 𝗮 𝗽𝗿𝗼𝗯𝗹𝗲𝗺.

I made this 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀-𝗙𝗶𝗿𝘀𝘁 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗖𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁 to fix it.

For each of the 5 stages (from “unaware” to “most aware”) it shows:

• What they are actually thinking
• Your real goal at that stage
• How to talk to them
• Typical assets (posts, homepage, pricing, ads)
• One example message you can steal
  
𝗨𝘀𝗲 𝗶𝘁 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂:

• Rewrite your homepage
• Plan a launch
• Map funnel content
• Brief an agency or copywriter

Save the checklist for your next copy sprint.

#saas #messaging

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The Battle

Olena Ivashchenko

Inna Shevchenko

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Inna Shevchenko

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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);}Inna Shevchenko's LinkedIn Performance

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