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

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"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

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"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

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“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!

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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

Product Marketing Alliance

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.

Product Marketing Manager

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

I'm tired of this FALSE prevailing narrative, so I'm just going to call it out

your value ≠ your job, salary, or title
your value ≠ your physical fitness 
your value ≠ how confident you feel
your value ≠ your expertise
your value ≠ any other BS metric

you are valuable for being you. period. you don't need to justify your existence or your value. you are enough

to be crystal clear:

🚫 been laid off or fired? 
🚫 not feeling confident? 
🚫 unemployed?
🚫 business failing?
🚫 tanking your job?

yeah, you're still awesome.

I've spoken to SO MANY talented PMMs lately. so many of them feel disheartened and down, which is totally reasonable and valid, but this too shall pass

do me one favor before you tear yourself down or don't apply to a role because you feel underqualified: ask a third party to objectively evaluate you and I bet you'll be surprised by how awesome they think you are

also, spend some time with some puppies, or your kiddos

p.s. if you identify as a woman PMM, please assume you're at least 30% more qualified than you think you are and just apply to the dang job. the majority of the best PMMs I've ever worked with all identified as women and they tend to undersell themselves IME

p.p.s. I am not at all discounting how terrible things are right now (generally in the world + in the job market). I'm advocating for folks to objectively recognize (and remember) how awesome they truly are.

Jonathan Pipek 🔱

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

I've reviewed 50+ startups' GTM strategies this year and the ones that worked all nailed these 5 areas:

1️⃣ 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 – 𝘄𝗵𝗮𝘁 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗮𝗿𝗲 𝘆𝗼𝘂 𝘀𝗼𝗹𝘃𝗶𝗻𝗴?
most startups fail here because they don't highlight pain points enough. say what's broken for your prospects right now. show how you make their life easier. and explain why you're different from what's already out there

2️⃣ 𝘁𝗮𝗿𝗴𝗲𝘁 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 – 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗻𝗲𝗲𝗱𝘀 𝘁𝗵𝗶𝘀?
get specific about who has the biggest need for your product. define who would use it most and talk about it. list the exact jobs, roles, or industries where your solution fits best

3️⃣ 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 – 𝘄𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝘁𝗲𝗹𝗹 𝘁𝗵𝗲𝗺?
focus on what you do, followed by benefits and the *actual* results customers get. answer the questions and doubts your prospects actually have (use those FAQs people!). use language and stories that matter to your audience and avoid "marketing speak"

4️⃣ 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 & 𝗽𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 – 𝘄𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂𝗿 𝗼𝗳𝗳𝗲𝗿 𝗯𝗲?
make your pricing simple and easy to understand. bundle things so people know exactly what they're buying. give options like free trials or flexible plans to reduce friction

5️⃣ 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀 – 𝗵𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗿𝗲𝗮𝗰𝗵 𝘁𝗵𝗲𝗺?
go where your audience already hangs out, whether that's online communities, conferences, or social media. test channels that let you get feedback quickly, like social posts or emails. let happy customers help spread the word

skip any of these, and your GTM falls apart

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p.s. I *strongly* believe that distribution is going to be the #1 most critical aspect of GTM in the AI era (assuming #1 is already in place)

to be clear, it's not going to be about traditional channels like LinkedIn, or email, etc. it's going to be about combining *trust* with *scale*

the most successful distribution channels are going to be trusted communities + partnerships

they're the only channels that are going to be able to break through the noisy AI era. I'm calling it now. so in 12-18 months, lmk if this prediction was right!

p.p.s. what did I miss?

I'm a "show me don't tell me" kinda learner. there's something about watching it happen that makes it click way faster

that's what was so cool about Navattic's Fanattics event on Tuesday. I got to see actual use cases live from Navattic customers 

learned a ton from everyone, especially Joann Ng's product tour library walkthrough and Jonathan Paredes's Sales Engineer use cases 

it was so fun meeting Natalie Marcotullio IRL for the first time and seeing Anna Furmanov and Neil McLean!

p.s. Natalie shared this cool pro tip for events: if you ask folks for their coffee/tea order a day in advance, they're much more likely to show up!

interested in PMM consulting? then join my October PMM Consulting AMA

𝗻𝗲𝘅𝘁 𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆, 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟮𝟵𝘁𝗵 𝗮𝘁 𝟵:𝟯𝟬 𝗮𝗺 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!

p.p.s. I'm still looking for someone to moderate the chat & kick out the bots. if that's you, lmk!

on Monday, I'm super excited to lead a GTM session for the ten AI startups in the Fall 2025 cohort of the AI 2030 Catalyst Portfolio Program!

this session will be hands-on and super practical (no theoretical BS)

we'll spend the majority of the time half digging into the GTM challenges these startups face today and actively talking through solutions 

the last 15-20 mins, we'll do a high-level overview of how to approach GTM holistically so they can think about how to evolve their approach

huge thank you to Xiaochen Z. for inviting me to host this session 🙏 

excited to meet these AI founders and talk about GTM 🔥 

p.s. if you're a startup accelerator or VC and are looking for a PMM and GTM expert to lead a session with your portcos, send me a DM!

what you do and what you say should be different

especially when your audience doesn't understand your tech

ran a GTM workshop yesterday with startup founders working through their positioning challenges

one founder was stuck trying to position his AI business operating system against ChatGPT

his messaging was a laundry list of technical features ChatGPT doesn't have

the problem is that customers don't care about the nitty gritty tech specs behind the scenes

my suggestion: flip it

instead of "here's what we do differently," show them what happens WITHOUT your solution

in his case, that means talking about:
🔓 the security risks of using consumer AI tools in the enterprise
💰 compliance violations that cost companies millions
🚫 data integration nightmares that slow down entire teams

stop listing features, start showing the cost of NOT having them

features matter, but only when customers understand the pain of living without them

p.s. don't agree? let me hear it in the comments!

your pitch keeps changing month to month

and you think something's broken

but here's what's actually happening: your customers are finding new ways to win... and your team hasn't documented it yet

𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 𝗺𝗼𝘀𝘁 𝘁𝗲𝗮𝗺𝘀 𝗺𝗶𝘀𝘀:
👉 positioning tells you why your product wins
👉 sales enablement teaches reps how to sell it
👉 use cases show buyers where it actually fits into their workflow

but without use cases mapped out your reps improvise on calls, your marketers rewrite the site every quarter, and your PMs chase feature requests that go nowhere

this is what happens when teams don't know how customers are using what they already built

your product already works, it's your job to show buyers how it fits into the problems they're trying to solve this week

luckily Zach Roberts 💀 has got you covered!

he put together the 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝘂𝘀𝗲 𝗰𝗮𝘀𝗲 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸 (free guide from Scope & Sequence ) to fix exactly this problem

in it, you'll find:
👉 5 principles that make use case pages actually work
👉 how Typeform nailed their approach (full teardown)
👉 tactical stuff you can start today

grab it from Zach Roberts 💀's profile and start nailing your use cases

p.s. what's been the most surprising use case you've ever come across?

loved breaking down our platform positioning process publicly for the first time on Elle Grossenbacher's Product Marketing Adventures Podcast with Craig Brown 🔥

we walked through how to evolve from single product messaging to a full platform story

if you've tackled this, you know it's a bear: strategic, complex, and honestly a bit messy

but when you nail it? chef's kiss  

full breakdown in the pod ⬇️

p.s. I'm curious, has anyone done the reverse? gone from a platform back to single product positioning? what was that like? 👀

I spent ~$700 and 8+ hours fixing a leak in my dining room ceiling

the plumber came back 3x, found 6 leaks, and told me we have 1 year to replace the tub 

aaaaand because I'm cursed to be a B2B PMM, I immediately thought of leaky bucket syndrome 

you heard of it?

it's this phenomenon that early stage startups experience

these startups are growing so fast they forget to build an onboarding flow & product adoption path

they sign up a ton of new customers, only to churn them a few months later 

it's like filling a bucket with water, only to lose it all because there's a leak

hence leaky bucket syndrome 🪣

best way to keep all the water in the bucket? 

building a solid onboarding flow and thinking about what ideal product adoption looks like 

i.e. how do you get customers to value asap & keep delivering it!?

p.s. I know the temptation is for founders to go after the LARGEST, juiciest opportunities from the very get-go, but it's a bad idea

your first at-bat shouldn't be at the World Series, you wanna start at Little League and work your way up

same goes for your sales + onboarding process. go after tier 2 or 3 opportunities first, refine your processes, and then go after your whale

because if you strike out at the World Series, you usually don't get another shot. same goes for your whales

practice, refine, and then go harpooning!

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