Product Marketing Consulting
Product Marketing Consulting for B2B SaaS, AI & Technology Companies
Founder-led marketing gets most B2B SaaS and AI companies to their first customers; it rarely gets them past the founder's own network. As a senior product marketing consultant, I help growing teams replace ad hoc GTM with clear positioning, messaging and go-to-market (GTM) strategy, and effective product launch plans.
What I Help With
Product marketing consulting services for B2B SaaS & AI
Engagements typically begin with a review of your current GTM to agree priorities, whether that means positioning, a launch plan, pricing or ongoing fractional leadership. Recommendations give your team clear direction and practical next steps.
GTM Strategy & Audits
As a go-to-market strategy consultant, I review how B2B SaaS and AI companies reach their market: ICP, positioning, messaging, funnel and the hand-offs between teams.
When this is needed
- Pipeline is inconsistent and the causes are unclear
- Sales, product and marketing describe the product differently
- A board or investor has asked for a credible GTM plan
What's included
- Customer, sales and internal stakeholder interviews
- ICP and segment prioritisation
- Funnel, messaging and competitive audit
- Prioritised GTM roadmap with owners
What you receive: Written audit, prioritised recommendations and a GTM roadmap presented to leadership. Typically 4–6 weeks.
Positioning & Messaging
Define how your product differs from the alternatives and explain its value clearly to the buyers you want to reach.
When this is needed
- Prospects compare you to the wrong alternatives
- Win rates are strong in one segment only
- You're moving upmarket, entering a new category or repositioning
What's included
- Category and alternatives analysis
- Segment-level value propositions
- Messaging framework: narrative, pillars, proof points
- Rewrite guidance for website, deck and sales narrative
What you receive: Positioning statement, messaging framework and rollout guide for web, sales and product. Typically 4–8 weeks.
Pricing & Packaging
Align packaging, value metric and commercial model with customer value and buying behaviour, especially when adding AI or usage-based features.
When this is needed
- Discounting has become standard on every deal
- Customers churn at renewal or never expand
- Your sales team needs clearer packaging to explain the offer
What's included
- Value metric and willingness-to-pay analysis
- Tier architecture with upgrade paths
- Competitive and category pricing benchmarks
- Migration plan for existing customers
What you receive: Recommended pricing model, tier definitions, rationale and customer migration plan. Typically 4–8 weeks.
Product Launches & Adoption
Plan how to introduce your product to the right buyers and support adoption, from beta through to full release.
When this is needed
- New features are not translating into adoption or revenue
- Sales aren't confident selling new releases
- You have a major release coming and need a launch plan
What's included
- Launch tiering and go/no-go criteria
- Audience, narrative and channel plan
- Sales and CS enablement assets
- Adoption messaging and success metrics
What you receive: Launch plan with owners and dates, enablement assets and a measurement framework. Typically 6–10 weeks.
Irish Businesses
Enterprise Ireland Mentoring & Consultancy Support
I am a longstanding member of Enterprise Ireland's Mentor Network. Eligible Enterprise Ireland clients may also be able to engage me through Access Advice: Digital Discovery or Build Capability supports.
Enterprise Ireland Mentor Network
Mentoring for founders and leadership teams across:
- Product-market fit
- Positioning and messaging
- Go-to-market strategy
- Growth strategy
- Market entry and expansion
Learn more about Enterprise Ireland's Mentor Grant
Access Advice: Digital Discovery
Eligible Enterprise Ireland clients may be able to engage me for suitable digital, data, automation or AI-focused projects, including:
- CRM and lifecycle optimisation
- Digital customer journeys
- Data and analytics
- GTM automation
- Martech optimisation and AI adoption
Up to 80% of eligible project costs may be funded, to a maximum grant of €5,000, subject to Enterprise Ireland eligibility and project approval.
Learn more about Digital Discovery
Build Capability
External support to strengthen product marketing, GTM and growth capability within your team, subject to Enterprise Ireland eligibility, including:
- Product marketing roles and team structure
- Positioning and messaging frameworks your team can maintain
- GTM planning and review routines
- Launch and adoption practices
- Growth measurement and reporting
Learn more about Build Capability
How I Work
My GTM Methodology
A senior, operator-led approach built from leading product marketing and go-to-market across global technology companies, from early-stage launches through to multi-market scale.
Structured GTM Audit
Every engagement starts with a structured audit of your positioning, messaging, ICP, target segments and current go-to-market activity.
Strategy & Positioning
From the audit, I deliver a clear, practical GTM and product marketing strategy: sharpened positioning, segment-level value propositions, messaging frameworks and a focused view of where to play and how to win.
Execution-Ready Outputs
You leave with concise, execution-ready outputs your team can run with: positioning and messaging systems, GTM strategies, prioritised roadmaps, launch plans and independent audits of existing activity.
International Expertise
Helping SaaS, AI and tech companies scale across international markets
I work with founders and commercial teams in the United Kingdom, Ireland, the United States and across Europe, sharpening positioning, improving go-to-market execution and supporting entry into new growth stages and markets.
In the UK, that includes SaaS, AI and technology companies in London, Manchester, Bristol and Edinburgh, working in UK business hours and adapting messaging for UK buyers, pricing and channel partners.
Product Marketing Consultant FAQs
Frequently asked questions about product marketing consulting
I'm Evelyn O'Keeffe, a senior product marketing consultant and fractional product marketing leader based in Dublin. I've led positioning, GTM strategy and product launches for Google, Deliveroo, Square and Personio, alongside funded SaaS and AI scale-ups across Ireland, the UK, the US and Europe.
Product marketing consultant FAQs
What does a product marketing consultant do?
A product marketing consultant defines how a company brings a product to market and grows revenue: target segments and ICP, positioning and messaging, pricing and packaging, sales and channel motion, launch plans and measures of commercial performance. My go-to-market consulting engagements usually begin with a GTM audit and deliver a written strategy with clear priorities and a practical execution roadmap for SaaS, AI and B2B technology companies.
What is the difference between a fractional CMO and fractional product marketing?
A fractional CMO provides broad, part-time marketing leadership across demand generation, brand, content and performance, and often hires and coaches the first marketers. Fractional product marketing provides focused leadership on positioning, messaging, pricing, GTM strategy and launches. The right model depends on whether you need broad marketing leadership or focused product marketing support. I offer both models.
When should we bring in senior product marketing support?
Fractional product marketing support typically fits between seed and Series B, including privately funded scale-ups, when revenue is growing but a full-time leadership hire is premature. Common triggers are a significant product launch, entering the UK or US market, slowing growth, or a founder who needs to hand off marketing strategy.
Why work with a senior consultant rather than a freelancer or an agency?
The right choice depends on the work you need and the experience of the person or team delivering it. My role is to help set positioning, pricing and GTM direction, drawing on senior in-house experience at Google, Square, Deliveroo and Personio. You work directly with me on strategy and recommendations. An agency or freelancer may be more suitable when your priorities are ongoing production or delivery against an agreed brief.
How much does product marketing consulting or fractional marketing leadership cost in Ireland?
Fractional CMO and fractional product marketing fees depend on the scope and days required each month. Compared with a full-time senior marketing hire in Ireland, fractional support provides strategic input for an agreed portion of the month rather than full-time capacity. Compare the retainer with the total employment cost, including salary, employer PRSI, pension contributions where applicable and benefits. A full-time hire may be more suitable when you need daily leadership and ongoing team management. Fixed-scope GTM projects are quoted against a written brief; advisory and mentoring starts from ~€150/hour. View the engagement models or request a tailored proposal.
How does an engagement start?
Start by defining what you need, whether that is a GTM audit, positioning work, a launch or ongoing fractional support. We then hold an initial consultation to review your goals and check the fit. Most engagements open with an audit of your current positioning, messaging, segments and GTM activity, followed by a written strategy with clear priorities and an execution roadmap.
What types of companies do you work with, and where are they based?
Privately funded start-ups and scale-ups, typically from seed to Series B, across SaaS, AI, B2B and B2C technology, plus venture capital funds, private equity investors and incubators needing portfolio GTM due diligence. I am based in Dublin and work extensively across Ireland and the UK, as well as the US and Europe, remotely with on-site workshops as needed.
Can I use Enterprise Ireland funding for product marketing consulting?
Yes, in three ways. As a member of Enterprise Ireland's Mentor Network, I can be engaged as a mentor by eligible Enterprise Ireland clients. Eligible clients may also engage me for suitable projects through Access Advice: Digital Discovery, which can fund up to 80% of eligible project costs to a maximum of €5,000, subject to eligibility and approval, or through the Build Capability support. Check eligibility with your Enterprise Ireland adviser or on Enterprise Ireland's site, then get in touch to scope the work.
Ready to work with a product marketing consultant? Get in touch to arrange an initial consultation.