Say goodbye to fluffy product marketing.
We’re a product marketing consultancy for early-stage startups. We help you kick-start your go-to-market engine with good product marketing. B2B SaaS and deep tech is our bread 🥖 and butter 🧈.
Product marketing is the backbone of every impactful go-to-market strategy.
From startups to scale-ups, product marketing is the ‘source of truth’ of any impactful go-to-market execution. But in the early stages of your business, it's probably not an expertise you already have in-house —that's where we come in.
In three short sprints, we can help you:
- Build your product marketing fact base
- Create your sales toolkit
- Start your marketing engine
We will help you set the right foundations and build product marketing capabilities so you can do things properly from the start. No more second-guessing. No more fluffy messaging. No more making sh*t up.
The product marketing sprints
Our Core Offering
We believe product marketing is a continuous journey. Our approach allows you to first build the foundational knowledge you need to strategically frame your product in the market and then help you build tribal knowledge that scales as you grow your team.
Each sprint is an outcome-based 3-week consulting block. They are designed to build on each other so we can effectively understand what your market really wants and build your go-to-market strategy from these insights up.
Sprint one
Sprint one
Set the product marketing foundations
Great product marketing only happens when we understand who our ideal customers are, how they perceive your product and why they buy. We build that fact base together so we can craft your product positioning and stories that your team can bring to life.
Sprint two
Sprint two
Build the sales toolkit
We will leverage the market and customer insights gathered in Sprint One to develop the first iteration of the sales toolkit to enable your GTM team to talk about the product in a way that resonates with your ICP and buyer's personas.
Sprint three
Sprint three
Start the marketing engine
We’ll put everything we learned about your ICP to the test and start the minimal viable marketing of your product. We will get real market feedback on your product positioning, messaging, and distribution channels before you scale your GTM effort.
Post — sprint support
Post-sprint support
Fractional product marketing, as needed.
All of the benefits of an experienced in-house product marketing leader without the cost of a full-time headcount. At the end of each sprint, we can provide ongoing support to help you build your product marketing function or hold the fort as you establish your go-to-market capabilities.
Minimum 1 day a week for 4 weeks, pause or stop anytime.
What makes it work
Our "Special Sauce"
One customer segment will most likely be worth more to your business than others, today. By becoming crystal clear on who they are, you can focus your GTM effort on telling one story, for the biggest impact.
We pride ourselves in our ability to understand what the market really wants and uncover important underserved needs, quickly. We love to get our hands dirty from research, iteration and execution —without the fluff or back and fourth of a 6 month project.
AltMonday is an intentionally small operation. We don't believe in farming our clients out to juniors or passing your project down a line of employees like a game of whispers. You will work directly with Angela — giving you direct access to 16+ years of product marketing experience.
testimonials
Mark Richards
CEO, Presien
And the opportunities we generated at the trade show were so phenomenal we ran out of brochures! Her expertise not only solved our immediate challenges but also equipped us with the tools and knowledge to continue refining our go-to-market strategy as we grow."
Dr. Sven Sylvester
CFO, Calumino
David Esber
Co-Founder, EnvisionVR
Sydney Demaria
Head of Strategy, Analytics & Operations, UNSW
Alex Doyle
Head of Sales, Asseti
Shashma Bonnet-Rooke
Future Students Faculty Partner, UNSW
Joanna Ross
Product Marketing Lead — APAC, Procore
Why does product marketing matter in the early stages?
The fact is — product marketing happens with or without a product marketer. If you have a product in the market, someone has already crafted your product positioning and messaging and is already telling that product story, to your prospective buyers. But do they align with how your best-fit customers think about your product? How do you drive its adoption?
One customer segment will most likely be worth more to your business than others. By becoming crystal clear on who they are, you can focus your GTM effort on telling one story, for the biggest impact.
Being everything to everyone is a recipe for a failed product launch. By understanding who your best-fit customers are, you can position your product in the right context and unlock the 'aha!' moment quickly.
What is your customer doing with your product? What problems are they solving with it? How is it better than what they were doing before? These questions hold the keys to building a customer-centric narrative.
Get everybody to understand what the product is (and isn't), who the product is for (and isn't), and why it's better than the alternatives (and isn't) means a tighter go-to-market execution for your team.
Enable sales and marketing teams to sell better, and close faster with the right set of materials that communicates the relevant value proposition with the most up-to-date product positioning. No matter how great the product is, it won't sell itself, sadly.
The market insights you gain from doing product marketing properly will give your product and engineering team an unfair advantage. It means they can confidently design solutions for the right problems, for the right set of customers, within the right context.
Pricing
Do good product marketing without breaking your runway.
Add product marketing capabilities at any stage of your startup journey, at a fraction of the cost of building an in-house product marketing team. Let us support your go-to-market execution.
Messaging Workshop
Limited spots per month.
Fractional PMM Leadership
Waitlist — next available Jan 2025
Do the work - the sprint
Limited spots per month.
Note: Prices are a guide and may change depending on an agreed scope of work and budget allocations. All pricing is in Australian Dollars (AUD) and is exclusive of GST. Payment plans are available upon request.
FAQs
Here are some answers to questions you might be thinking:
Product marketing is the strategy that defines how people are going to know, use, and talk about your product — from defining what the market is, who the ideal customers are, and the value proposition of the offering (i.e. why do they care). When done right, it puts the customer perspective at the centre of your go-to-market strategy, enabling your team to drive product adoption past its launch.
We work with startups that already have one product in the market with an active go-to-market motion.
In the super early stages, chances are you're still learning about your best-customers and are nailing the problem-solution fit of your product —which we think is best done in-house.
When you're ready to take your product to market, we can help you pull together your product landing page with a half-day Messaging Workshop, or do it alongside your team with Product Marketing Leadership.
You will work directly with Angela — which means, you have access to 16+ years of product marketing experience at your fingertips. And depending on the scope of the sprint, she may bring on other expert resources for additional bandwidth and insights so we can execute things faster, and better.
All project fee is paid up-front per sprint but we understand if you need more flexibility — so just ask about payment plans when we scope out the work. If you commit to doing multiple sprints, we also offer a discount to make it worthwhile.
We're a small consultancy — and we like to keep it that way. This means we only work with 2-3 clients at a time to ensure the quality of work and advice. We only work with one new client at a time to ensure we can onboard and learn about their business and product as quickly as possible to add value, fast. Our methodology allows us to do just that.
Yes — plenty. We are a product marketing consultancy, which means, a lot of the work we will do together is market and buyer research, strategy and experimentation.
We are not a brand agency. We are not a design studio. We are not a full-service marketing agency that will run your day-to-day marketing activities. But we know really good people and can refer you to them as needed.
Let's talk about helping you!
We can help you set the right foundations and build product marketing capabilities so you can do things properly from the start. No more second-guessing. No more fluffy messaging. No more making sh*t up.