Mariana
Racasan
MESSAGING & POSITIONING FOR B2B TECH COMPANIES
I make tech products easy to understand and sell
With 12+ years of experience, I've established product marketing functions from the ground up and helped many others strengthen their go-to-market foundations.
I help you identify exactly who your product is for, translate features into actual value, and create messages that make the right people want to learn more.
I can help you with
Telling a more impactful story
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What got you here won’t get you there. I can help you stand out from competitors with a clearly differentiated and defensible positioning and messaging which is audience-based and answers “why buy, why buy now”.
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Marketing and sales need to rally around a single story. I can craft a clear and simplified company narrative that everyone can relate to and share.
Building a scalable
GTM Engine
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Devise an impactful GTM strategy based on insights into the problems you solve for your customers, your competition, and your unique strengths.
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Build an integrated customer acquisition, expansion, and retention plan aligned to your yearly and quarterly revenue goals.
Being an extension of your team
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As a fractional marketer, I can research and launch a new strategic or growth initiative allowing your team to stay focused on their existing priorities and set of deliverables.
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As a mentor for your marketing team members, I can help them grow in their current roles while assisting you and the organization to grow.
Teams I've worked with
Some kind words from kind people ❤️
"Mariana was an outstanding marketing partner for me as a CRO. She did an excellent job corralling our various stakeholders across the company to align on a messaging framework, and she used that to produce very effective sales collateral that enabled our team to win new business."
Yotam Yemini
Former Chief Revenue Officer at Tinybird
"Mariana has brought a transformative change to how our sales team and event organizers engage with our product. Her content has not only elevated the level of understanding for our sales team regarding the intricacies of our product, its features, strengths, and nuances but has also facilitated our event organizers in using our product more comfortably and autonomously."
Jessie Scelzi
Former Chief Revenue Officer at Let's Do This
"Working with Zenhub was really easy, and a lot of that was due to the groundwork Mariana laid. I was impressed with the materials she created that helped us quickly understand the company's problems, who their competitors were, and what made them special, which ultimately allowed us to develop a successful branding strategy."
Alejandro Quinteros
Co-Founder and Creative Director at Pivot & Pilot
"Mariana was amazing in helping us with our product launch and rollout. Launches can be a bit hectic, but she was incredibly helpful. With her messaging briefs, Mariana helped our team take a step back and really think about the direction we should be going. Her smart approach to strategy and systems saved us a lot of time that we would have otherwise spent going around in circles. We all became more confident in working together towards the same goal and growing our brand."
Jess Cooper
Former Senior Manager of Marketing at Zenhub
Common Questions
What is a Product Marketing Consultant?
As a Product Marketing Consultant, I provide both strategic leadership and hands-on execution on a flexible, part-time basis. I bring product marketing expertise to B2B SaaS companies without the cost and commitment of a full-time hire, helping with everything from strategy development to tactical implementation.
Why should I work with a Product Marketing Consultant when I can use AI for market research and positioning?
While AI is a powerful tool for gathering and synthesizing information, strategic positioning requires nuanced understanding and interpretation that only human expertise can provide. Through customer interviews and collaborative workshops, we uncover insights that aren't documented anywhere - like how customers actually make buying decisions and what unstated problems they're trying to solve. More on this topic on my FAQs page (link below).
What are the benefits of hiring a Product Marketing Consultant versus hiring in-house?
Working with a consultant offers significant cost savings as you get senior-level expertise without the full-time salary and benefits commitment. You gain immediate access to proven experience, accelerating your time-to-market without the delays of recruiting and training an in-house employee. Additionally, I bring an objective outside perspective while offering the flexibility to scale marketing efforts up or down based on your needs.
What types of companies do you typically work with?
I specialize in working with B2B SaaS startups, particularly those in Series A or B stages. My expertise spans productivity tools, developer tools, workforce analytics, data analytics, and event registration technology sectors.
Let's talk
Fill out this form, and I'll get back to you within 1 business day. Sometimes I respond right away 🙂