Building Product Marketing from the Ground Up

B2B SaaS • Founding Product Marketer • TextExpander

TextExpander was a growing B2B SaaS company with strong product adoption and loyal users, but without a formal product marketing function. As the company evolved toward a more product-led growth motion and a continuous release cadence, it needed clearer positioning, stronger launch discipline, and tighter alignment across Product, Marketing, and Sales.

Impact

Built the Product Marketing Foundation

  • Established core PMM processes, frameworks, and best practices to align Product, Marketing, and Sales

  • Created repeatable launch and messaging systems to support a continuous release model

Led Product Positioning & Messaging

  • Partnered with executive and C-level stakeholders to redefine product positioning

  • Clarified differentiated value and competitive advantage in a crowded productivity market

Owned Launch Strategy & Execution

  • Designed and implemented a scalable product launch frameworks

  • Managed GTM motion across channels and cross functional partners.

Drove Product-Led Growth & Adoption

  • Built targeted adoption campaigns aligning product and marketing efforts

  • Optimized onboarding and product education to support conversion

Expanded Into New Markets

  • Conducted in-depth customer research to define buyer personas and messaging for a new vertical

  • Launched targeted GTM efforts to support market entry

Enabled Sales & Customer Teams

  • Developed product-led content and sales enablement materials including website pages, one-pagers, blogs, and white papers

  • Delivered training and messaging frameworks to support consistent value communication

Outcomes

18% increased feature engagement

Aligned launch messaging, in-product guidance, and customer education to connect new features to real workflows, increasing feature engagement by 18% within three months.

23% yoy increase in free trial–to–paid conversion

Improved trial conversion by refining onboarding, product education, and value messaging to help users reach value faster, driving a 23% year-over-year increase in free trial–to–paid conversion.

22% user growth in newly launched market

Led customer research to define healthcare buyer personas and shape go-to-market messaging, driving 22% user growth in the newly launched market within six months.