The Builder's Dilemma
There once was a founder who was very good at moving fast and building things. The type of dev who could make a computer sing.
So when he saw something broken in the world, he did what came naturally. He built an elegant solution to fix it.
For months he architected and refined. Obsessing over edge cases. Building something technically pristine that would make engineers nod with genuine respect.
And when it was finally time to launch, he knew the playbook:
Post on LinkedIn. Submit to Product Hunt. And email everybody.
Then he leaned back, with the analytics dashboard open, waiting for the floodgates to burst.
But they never burst.
Instead, a slow trickle. A few early customers. Sharp folks who understood the value. They loved it.
But the rest of the world was noisy. Being courted by inferior products with superior megaphones.
That’s when this founder learned that building was only half the equation.
The other half? That's where I come in...
You need someone who speaks both languages. Technical depth and marketing fluency.
Someone who combines the unique ability to understand your ideal customer with the tactical skills to actually reach them.
For years I've worked with growing startups and investors to develop marketing strategies that actually resonate with your target audience.
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Three signs we're not aligned: You have a full pipeline but need help closing (sales). You're seeing heavy complaints and churn (customer success). Or you just raised a big round and want to pour it into paid ads (performance marketing).
I don't do sales for you. I believe in the early stages founders should be closing deals. You need to be talking to as many customers as possible. But I can help with sales enablement. The language, positioning, and materials that help you close deals yourself.
No amount of positioning will fix a leaky bucket. Driving more traffic to a broken experience just accelerates the damage. However, good product marketing can help reduce bad fit customers down the road.
That's great! But I'm not your guy. I focus on organic growth, positioning, and go-to-market strategy. If you want to pour money into paid channels, you need a performance marketer or an agency. I can help you nail the messaging before you amplify it, but if the plan is "raise money, buy ads," we're not aligned.
Translating what your product does into why your market cares. Positioning your technical capabilities into customer demand.
Testing whether people will actually pay for what you've built. Before you waste months scaling something the market never asked for.
Put your product in front of buyers before your competitors do. Because great products don't win markets, great distribution does.
I'm not sitting around a campfire drumming up half-baked s'mores... I mean ideas. You need a clear strategy.
I also don't specialize in TikTok, Instagram, or Graphic Design. You can hire all these people cheaply, hell, I'll even help you find them. But I am not a one-stop-shop.
I provide strategic guidance to your marketing based on qualitative and quantitative insights.
I work best with technical founders who've nailed the product but are struggling with distribution.
Typically $1–3M ARR, no marketing team, and tired of watching competitors with inferior products win. Engineers who need strategic clarity, not a junior marketer learning on their dime.
If your pipeline is full and you need help closing. You're seeing lots of customers complain and churn. Or you just raised a big round and want to pour it into paid ads.
I'm not your guy. Product marketing isn't sales, customer success, or PPC.
But I have seen good positioning close more deals, increase conversion rates, and attract fewer bad-fit customers in the first place. It's the foundation, not a layer you bolt on later.
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What is technical product marketing?
Technical product marketing bridges the gap between what your product does and why your market cares. Without having to dumb it down or resorting to empty buzzwords. It requires understanding both the technical depth of the product and the business outcomes buyers actually want.
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When is it time to hire a product marketer?
The best time to nail your positioning is before you scale. Not after you've spent months sending the wrong message, potentially confusing or losing prospects. First impressions matter.
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When is too late to hire a product marketer?
If you're past $3M ARR, you should probably hire a full-time marketing lead who can own the function long-term. My sweet spot is founders in the $1–3M ARR range who don't have an in-house team yet. Early enough that positioning still matters, late enough that you have real customers to learn from.
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What does a typical engagement look like?
Project-based: One-time work like ghostwriting, audits, or positioning exercises. I estimate based on my hourly rate.
Retainer: Ongoing strategic partnership in 3 tiers. 40, 60, or 80 hours per month.
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What does the first month look like?
Day 0 - First call: I learn about you, your product, and your market.
Week 1 - Research phase: audit your current messaging, analyze online reviews, schedule customer calls, and do competitive research.
Week 2 - Recommendations: I deliver strategic recommendations and marketing tactics worth investigating.
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Why not just hire someone full-time?
A full-time marketing hire is expensive. Salary, benefits, equity, onboarding, and the risk of a bad fit. You're also competing with bigger companies for talent. A freelance consultant gives you experienced, strategic marketing leadership without the risk or ramp-up.
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Can't I just figure this out myself?
You could. But marketing has its own learning curve, just like engineering. Most technical founders try the DIY route and spend months sending the wrong message to the wrong audience before realizing they've burned runway and time. The question isn't whether you're capable of learning marketing. It's whether that's the highest-value use of your time when you could be building product or closing deals. I've spent 6+ years doing this for technical products. Skip the learning curve.
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