B2B SaaS Product Marketing and Growth
to Support your Revenue Goals
New
Launch With Confidence
Why Clients Choose Me
Buyers, Users, Partners
I possess a versatile GTM toolkit, having successfully executed sales-led, PLG, community & event-driven motions. Across diverse audiences (technical, executives, non-IT, developers) and markets (SMB, mid-market, consumer, D2C, PLG). From enterprises to SMBs to small businesses. Across telcos, automotive, financial services, retail, hospitality and other industries.
Deep Work to Applied Learning
I formulate a strategy, roll up my sleeves to create content, execute campaigns and measure effectiveness. Repeat. On any given day, you will find me studying in-depth GTM playbooks, case studies, and books. I then put those insights and learnings into action.
Leader to a Doer
Experiencing large companies and startup journeys fundamentally changed how I approach work. I bring the scrappiness, agility, humility and hustle of a startup founder, combined with the functional depth, process expertise, and cross-functional collaboration skills honed at large organizations.
Operating Principles
Hold High standards
Strive for excellence and enjoy being held to high standards
AI First
Maximize use of AI in everything internally and for my customers
Be Curious
Unafraid to search for the truth, always asking if it is working or not
Be Human
Friendly, easy to trust, your best interest in mind always
Our Process
- Step 1: Discovery meeting and qualification
- Step 2: Showcase portfolio and case studies with all stakeholders
- Step 3: Discuss scope, deliverables, timeline and pricing for pilot engagement
-
Step 4: If I deliver on my promise during the pilot engagement, there are two options -
a growth campaign or a fractional/interim leader on a retainer
This is how I have seen others successfully engage my services
Membership Benefits
Vijay positioned us as experts. Perfect use of terminology.
HackerRank
Test the waters
Understand when your organization is ready
Top-notch quality
Expert advice & content at your fingertips whenever you need it
Flexible and scalable
Scale up or down as needed, and pause or cancel at any time
Crawl, Walk, Run
Risk-free pilot engagement to see if it is right for both
Totally async
Don't like meetings? I don't either
Recent Works
Trantor
Neque porro quisquam est qui dolorem ipsum Neque porro quisquam
Challenge:
Heads down delivery focused, internally focused vs outside in view
Shift how we are perceived and the value we add at a business impact level.
Not delivered 50 biz tix, what is the business impact. Ex: mobile app, number of downloads or ratings
Not communicating the value well.
364 days delivered but the 1 day of chaos is what remembered and talked about the most
Sales enablement: President is good but sales and delivery folks lacked this strategic communication mindset and material talking about value and impact.
Value of Solving the Problem:
Provided a framework for how we communicate
Brabara minto pyramid…risk vs on-time vs high quality
A tool used to process and structure large amounts of information to convey a story, message, or presentation without omitting important details.
Helped increase revenue through renewals and upsell with existing clients
Improved sales and engagement delivery teams’ productivity
How we solved:
Messaging docs
Pitch decks for new service offerings
Revamped web content and messaging for all their services pages
Day to day management and coaching their marketing team for an interim period
Pitch decks for different audience personas to facilitate new market launch
Hackerrank
Neque porro quisquam est qui dolorem ipsum Neque porro quisquam
Challenge:
Heads down delivery focused, internally focused vs outside in view
Shift how we are perceived and the value we add at a business impact level.
Not delivered 50 biz tix, what is the business impact. Ex: mobile app, number of downloads or ratings
Not communicating the value well.
364 days delivered but the 1 day of chaos is what remembered and talked about the most
Sales enablement: President is good but sales and delivery folks lacked this strategic communication mindset and material talking about value and impact.
Value of Solving the Problem:
Provided a framework for how we communicate
Brabara minto pyramid…risk vs on-time vs high quality
A tool used to process and structure large amounts of information to convey a story, message, or presentation without omitting important details.
Helped increase revenue through renewals and upsell with existing clients
Improved sales and engagement delivery teams’ productivity
How we solved:
Messaging docs
Pitch decks for new service offerings
Revamped web content and messaging for all their services pages
Day to day management and coaching their marketing team for an interim period
Pitch decks for different audience personas to facilitate new market launch
GoSite
Neque porro quisquam est qui dolorem ipsum Neque porro quisquam
Challenge:
Heads down delivery focused, internally focused vs outside in view
Shift how we are perceived and the value we add at a business impact level.
Not delivered 50 biz tix, what is the business impact. Ex: mobile app, number of downloads or ratings
Not communicating the value well.
364 days delivered but the 1 day of chaos is what remembered and talked about the most
Sales enablement: President is good but sales and delivery folks lacked this strategic communication mindset and material talking about value and impact.
Value of Solving the Problem:
Provided a framework for how we communicate
Brabara minto pyramid…risk vs on-time vs high quality
A tool used to process and structure large amounts of information to convey a story, message, or presentation without omitting important details.
Helped increase revenue through renewals and upsell with existing clients
Improved sales and engagement delivery teams’ productivity
How we solved:
Messaging docs
Pitch decks for new service offerings
Revamped web content and messaging for all their services pages
Day to day management and coaching their marketing team for an interim period
Pitch decks for different audience personas to facilitate new market launch
Scope of work
Product Positioning & Messaging
Value prop that resonate with your target audience
Customer Insights
Bring Voice of Customer into your product marketing and development
Sales Enablement
Enable to sell the product effectively
New Product Launch
Value prop that resonate with your target audience
Market Expansion
Derisk new industries or geographies launch
Product Content
Improve sales conversions, enhance user experience
Product Adoption
Increase product usage and customer satisfaction
Customer Expansion
Upsell, cross-sell and increase LTVe
This is what they are
saying ...
I was very impressed with Vijay’s work on our positioning and messaging for our new v1 product.
The messaging doc is helping in our partnership with a leading cloud services provider.
Cereen Vergheese
Chief Product Officer, Caresoft
Membership Levels
Starter
One request at a time. Pause or cancel anytime.
What's included
1 Deliverable. Pick any
Foundation
- Product Positioning &
- Product Messaging Doc
- Product Manifesto
- Product Marketing Strategy
By buying journey *
- POV Thought Leadership blog post, e-book
- Webinar Deck
- Product Web Page
- Product Demo Video
- Product Pitch Deck (Storytelling)
- Product Tours
- Product Explainer Video
- Onboarding guide
* I can handle the creation myself, with my partners or if you prefer I can work with your wider marketing team/agencies. I will see it through!
Billed monthly, monthly commitment
Growth
Campaign to move a Product KPI
What's included
Pick any product campaign
- Product Launch Campaign
- Product Awareness Campaign
- Product Adoption Campaign
- Product Expansion Campaign
- Product Testimonial Campaign
- Product Case Study Campaign
- Customer Insights Campaign
You get
- Campaign brief (Goals, Audience-Content-Channel-Metrics Hypotheses)
- Campaign Content
- Quarterback the launch of campaign
- Monitor campaign performance, analysis and recommendation for next iteration
Weekly status for review
- Quarterback, develop and launch the campaign
*Billed monthly
4-month commitment*
Pro
Fractional PMM leader
What's included
- Product level PMM Program Audit and Roadmap
- Annual PMM Strategy
- PMM Strategy and Roadmap execution
When this makes sense
- Deliver the best possible customer experience and outcome across all channels
- Collaborate across the entire business
- Strong voice for the team
- KPIs setup and reporting, funnel conversions
- Quarterback new product/new market launch
- New GTM experiments for brand, demand creation, demand capture(ex: POV, podcast, content strategy, customer advisory board, PLG, community, thought leadership, LinkedIn following)
3-month commitment*
Champions of Product Marketing
With the wrong team, your internal struggles are going to inhibit growth. They become more important than the market, the customer, and the product...
...I made the mistake of not hiring a senior product marketer after Lessonly’s Series A, it hurt us in the long-run.
Kyle Lacy, CMO- Jellyfish
I’m biased, but I’ve seen this movie enough times to have high confidence that you will rarely go wrong by making your first marketer a product marketer...
Product marketing should help you build what you sell and sell what you build. And it requires a specific type of individual. One that’s expected to wear many hats and be a jack of all trades.
Zachary DeWitt, Partner, Wing VC
Frequently Asked Questions
