01 · Insight
Customer & Market Intelligence
Bring structure to raw notes, deals, interviews and calls.
- Problem & trigger-event map
- Buying committee & objections
- Competitive / alternatives radar
GTM SYSTEMS · PRODUCT MARKETING PIPELINE
Product Marketing Pipeline Lab
How I design product marketing that compounds: insight, narrative, activation and feedback loops – wired into pipeline instead of vanity metrics.
Framework-driven
B2B SaaS & AI
Revenue-linked
End-to-End Product Marketing Pipeline
A clean pass from “we have a product” to “we have a repeatable GTM system”.
02 · Narrative
Positioning & Story Architecture
One story the whole org can repeat – founders, sales and product.
- Core promise & value pillars
- Persona- and stage-based messaging
- Proof & win story library
03 · Activation
Assets, Plays & Campaigns
Ship assets that move deals, not just slides and docs.
- Website & key landing pages
- Outbound & nurture sequences
- Sales enablement (decks, one-pagers)
04 · Feedback
Signals & Experiment Loops
Instrument the system and keep refining where it leaks.
- Signal map for pages & events
- Experiment backlog with hypotheses
- Quarterly GTM / pipeline review
Proven Marketing Frameworks
Not theory – working frameworks that have shipped product, traffic and pipeline.
Signal-First Funnel
Instead of “TOFU / MOFU / BOFU”, we track real behaviour signals and attach specific plays to each intent tier.
- Curious → active → committed tiers
- Signals mapped to content & events
- Plays triggered off each signal group
Story Spine for SaaS
A simple narrative spine every page and deck follows: context, tension, POV, mechanism, proof, next step.
- One spine across site, decks and emails
- Answers “why now / why you?” clearly
- Reusable for campaigns and product launches
Experiment Rings
Experiments layered by risk and impact so you learn fast without torching brand or pricing.
- Hygiene → optimisation → leap tests
- Guardrails for ICP, price and promise
- Quarterly “keep / kill / scale” sessions
Pipeline View – From Traffic to Revenue
A quick “bar chart” to see where Product Marketing should push first.
Visitors
100%
Engaged Sessions
35–45%
Meaningful Leads
5–12%
Qualified Pipeline
1–4%
The job is not “more leads” – it’s improving the story, assets and signals at each bar in this pipeline.
Tools & Artefacts I’d Bring In
Tools can change, but the artefacts are stable – you can plug your stack into this blueprint.
Insight
- Customer interview script & notes DB
- Win / loss tracker with tags
- Market & competitor map
Narrative
- Positioning canvas
- Message house by persona
- Proof & story repository
Activation
- Launch brief & run-of-show
- Landing page + deck checklist
- Outbound & nurture templates
Feedback
- Signal map & dashboards
- Experiment backlog
- Quarterly GTM review doc