Product Marketing Consultant helping B2B tech startups communicate clearly and attract the right customers
Marianna was amazing, she was able to understand my problem with ease and actually gave me some great advice on what to do. She really went above and beyond for me and did a deep dive into what I could do with marketing efforts. If you are looking for help, please do not hesitate to reach out to Mariana. We will be reaching out to here again for more insights.
Had a great session with Mariana. She was very kind, listened to my situation, and provided some tactical suggestions on a process around sales enablement that could help alleviate some of the pains I'm feeling. It was clear she had both reviewed the specifics of my request and came to the call prepared with appropriate suggestions.
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It really helped to have a discussion with Mariana, especially to unblock me in my current challenges and find the new perspectives. She is very patient and she is really trying to be in your shoes and understand the your situation. I can highly recommend.
For 12+ years I've been helping B2B SaaS startups (pre-seed to Series B) stop wasting money on random marketing tactics and start building strategic foundations that actually drive growth. Whether it's defining your ideal customer profile, crafting positioning that differentiates you from competitors, or building GTM strategies that work, my goal is to turn your complex product into compelling messages that consistently attract the right customers. I've worked across industries like developer tools, productivity software, data analytics, and event management—helping teams transition from what I call "Marketing Bingo" (throwing money at random tactics) to confident, strategic growth. * First marketing hire at multiple startups * My sweet spot is pre-seed to Series B stage * Built product marketing functions from zero * Contributed to Zenhub's $10M Series A through strategic repositioning * Expert in developer tools and technical products * End-to-end GTM strategy for both sales-led and product-led growth Good positioning doesn't just help you communicate better, it signals to investors, customers, and the market that you know exactly who you are and where you're going. There's nothing more satisfying than watching a startup finally articulate their value in a way that makes prospects say "we need this now" instead of "interesting, let me think about it." If this sounds like something you're struggling with, I'd love to chat!
I hired, trained, and managed an in-house team, as well as contractors and agencies outside the company, to meet strategic goals and business objectives while staying within budget. During my time at Zenhub, the marketing team grew from one to 10 people.
At ZenHub I increased organic blog traffic by 63.9% in Q2 2020 vs Q1 2020. I also developed and published 2 eBooks. In June 2021, relaunched Project Management for Teams in GitHub eBook which was downloaded over 635 times in 1 month, average downloads were 170 a month.
I worked for 2 years at CARTO as part of the Demand Generation team where I was tasked to improve our lead nurturing processes. I mapped, planned, and developed the CRM customer lifecycle strategy across all customer touchpoints. This effort increased the demo conversion rate by 20% with nurturing programs by industry and use cases.
Designed and executed go-to-market strategies for both product-led and sales-led motions. At Zenhub, I coordinated the strategic launch of Zenhub Sprints alongside their $4.7M seed funding announcement, creating a compelling narrative around automation that drove significant user adoption. At Tinybird, I developed end-to-end sales enablement including messaging frameworks, sales deck narratives, and training materials that improved deal conversion rates across globally distributed teams.
As the only marketer in-house, I helped Zenhub secure it's first $4.5M seed round through content strategy and distribution, experimenting with new channels for user acquisition, and setting the foundation for the marketing engine.
I help startups validate product ideas and positioning concepts through structured customer interviews, market research, and rapid testing approaches. This includes defining target personas, testing messaging frameworks with real prospects, and using launch metrics to validate market demand before scaling marketing investments.
I optimized the onboarding experience for Tinybird's product-led growth (PLG) strategy by implementing personalized nurtured emails that helped users stay engaged and return to our platform. This involved designing targeted communication workflows and leveraging data-driven insights to deliver relevant content to our users.
At Tinybird, I implemented a process for product launches that streamlined our go-to-market strategy and prioritized our feature releases according to a tiered approach. This framework allowed us to efficiently launch three new products during my time at Tinybird. Additionally, I standardized the messaging briefs for feature launches, which helped our sales team better understand and sell our products to potential customers.
Helped Stashpad pivot from a note-taking app to Stashpad Docs by identifying their ideal user persona through customer discovery and market analysis. Positioned it as a 'minimal Google Docs alternative with markdown support' which immediately resonated with developers. The launch generated 22K docs created, 14K searches, and 3.2K docs shared, hitting #9 on Product Hunt and earning TechCrunch coverage - proving strong product-market fit from day one.
I led Zenhub's comprehensive repositioning and rebranding initiative, transforming market perception from a GitHub extension to a full project management platform. This included developing new messaging frameworks, coordinating with design agencies, and implementing the rebrand across all touchpoints. The repositioning was a key contributor to Zenhub's successful $10M Series A funding round and helped capture market share beyond GitHub users.
Established Zenhub’s foundation for SEO success by developing a keyword-based content plan and editorial calendar. This content plan has produced a 76% increase in organic non-branded keywords in Top 20 search results and increased organic blog traffic by 63.9% in Q2 2020 vs Q1 2020.
I use Wynter to validate messaging and positioning with target audiences before launching campaigns or updating website copy. This helps me gather unbiased feedback from real prospects to ensure messaging resonates with the intended audience and identifies potential confusion points before going to market.
SEO tool I used for keyword research, monitoring competitors, and building an editorial content calendar that helped to position Zenhub in search engines.
I first started using Hubspot at CARTO in 2016. Since then I used it at every company I worked at. I also implemented Hubspot at two companies: Zenhub and Localistico.
SEO tool I used for keyword research, monitoring competitors, and building an editorial content calendar that helped to position Zenhub in search engines.
Extensive experience marketing to developer audiences across productivity platforms, project management tools, and data infrastructure products. At Zenhub, I repositioned the platform from a GitHub extension to a comprehensive project management solution for software teams. At Tinybird, I crafted messaging for complex data infrastructure that resonated with technical buyers. I understand both the products developers use and how they evaluate and adopt new tools.
I've helped productivity platforms like Zenhub and Stashpad articulate their value to users seeking efficiency gains. My experience spans project management tools for software teams and document collaboration platforms, focusing on positioning that emphasizes time savings, workflow optimization, and reduced friction in daily work processes.
12+ years specializing in B2B SaaS marketing across early-stage to growth-stage companies (pre-seed through Series B). I've built product marketing foundations for technical products sold to business buyers, understanding both complex sales cycles and the need to communicate ROI, efficiency gains, and competitive differentiation to decision-makers and technical evaluators.
Part of the demand generation team at CARTO, a location intelligence and data visualization platform, where I developed lead nurturing programs and webinar strategies. I understand how to reach technical audiences in the data space, creating targeted campaigns by industry and use case that convert prospects into qualified leads for complex data visualization products.
Worked with Let's Do This, an event registration technology platform for endurance events, helping position them from a marketplace to a comprehensive registration provider for event organizers. I developed B2B messaging and sales enablement materials that communicated the platform's value in streamlining event operations, increasing revenue, and creating better participant experiences.
Initially joined as interim product marketing support to cover a maternity leave, focusing on maintaining business continuity through product launches and sales enablement. As I integrated with the team, I expanded into strategic work including implementing ActivTrak's updated positioning and messaging strategy across solution pages, competitive intelligence, and core marketing materials.
"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 Let's Do This is the leading consumer marketplace and technology platform built for mass participation endurance events. We help Event Organizers attract, convert and retain their customers through one seamless, user-centric experience.
"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 Tinybird is a data infrastructure product that helps developers build data applications or data services using SQL and the freshest data possible.
Zenhub is a project management and collaboration platform for software teams and organizations looking to scale and get more done.
CARTO is the world’s leading Location Intelligence platform, enabling organizations to use spatial data and analysis for more efficient delivery routes, better behavioral marketing, strategic store placements, and much more. Data Scientists, Developers, and Analysts use CARTO to optimize business processes and predict future outcomes through the power of Spatial Data Science.