Product marketing and product-led growth for self-serve B2B SaaS. Positioning, messaging, and launches, plus activation content that walks new signups to value and drives expansion. Senior work for seed to Series B, without the full-time hire.
2-week onboarding
1-2 hours per week
Who this is for
Product-led SaaS teams where people sign up on their own but stall before the aha moment. You need activation and onboarding content that walks new users to value and drives expansion, not just more top-of-funnel traffic.
Post-seed and Series A SaaS companies that have not made a product marketing manager (PMM) hire, and are not ready to spend a full-time salary on one. Positioning, messaging, and launches still need an owner.
Products that win the room in a live demo but lose people on the website and in the product. Prospects get it on the call, then the copy and the onboarding undo the work.
What you get
One shared document that locks who the product is for, the problem it solves, and the exact words that sell it. Every other asset builds on this.
Content that walks new signups to their first real outcome inside the product: launch posts and step-by-step tutorials for new features, built around the moment a user gets value.
Signup-CTA content with campaign-tracked links, so you can see which posts, videos, and case studies actually drive activated signups, not just clicks.
Product and feature launches planned end to end: the narrative, the assets, the channels, and the timeline your team can actually execute.
Posts that show the product doing the job, tied to each release. They give self-serve users a reason to come back and try what shipped.
Homepage and landing page copy that says what the product does in plain English. Written from the framework, so the site finally matches the demo.
Step-by-step setup guides that hand people the install command and get them to value with zero sales touch, including developer-first flows like connecting an agent via MCP.
A sales story your team can tell in 90 seconds, plus the deck and talk track to match. Built for real sales calls and for the sales-assist motion that sits on top of self-serve.
A free, immediately useful asset, a prompt, recipe, or template people can try right away, that pulls self-directed buyers into the product fast.
Specific, honest one-pagers on how you win against each named competitor, with answers to the objections your reps actually hear.
See the PLG content engine in action in the Venn case study: activation content, a self-serve signup funnel, and case studies that feed it.
Product marketing pairs well with the content side of the house. See our guide to thought leadership marketing for how the two fit together.
How it works
We dig into your product, your customers, and your competitors: founder interviews, customer language, win-loss notes. Onboarding runs two weeks from kickoff to the first shipped asset.
You review and lock the positioning and messaging framework. Then we ship what builds on it: website copy, the sales narrative, the competitive one-pagers.
Month to month, we plan and run your launches and keep sales materials current as the product changes. You put in 1 to 2 hours per week. Programs compound over 90 to 120 days.
Proof
Venn is a self-serve business banking platform, and product-led growth runs across the funnel. For the in-app Reporting feature launch, we wrote activation content: a launch post and a step-by-step tutorial that walks existing users to value inside the product. We built a 10-video YouTube SEO engine whose call to action is self-serve signup. And we write customer case studies that feed the self-serve funnel through campaign-tracked signup links. The messaging splits on purpose: one track activates the users Venn already has, another acquires new ones. Read the full Venn case study.
For an AI recruiting startup building an MCP-connected agent (kept anonymous at the client's request), the motion is developer-first and self-serve. We wrote a developer onboarding guide that hands people the install command and gets them connected via MCP with zero sales touch. We produce free lead-magnet content, a giveaway prompt people can try immediately, plus feature-launch and product-in-action posts. Everything points at one activation moment: see example candidates in minutes. An SEO funnel pulls in self-directed founders who want to try it themselves.
We report results the same way on every engagement: if you cannot click it, we do not claim it. Business-outcome numbers publish here once they are verified and the client signs off. Browse all our case studies.
FAQ
Yes. Product-led growth (PLG) is now a core part of this service. For self-serve and product-led SaaS, we write activation and onboarding content that walks new signups to their first real outcome, self-serve funnel content with campaign-tracked signup links, developer onboarding guides, feature-launch and product-in-action posts, and lead-magnet content. Positioning, messaging, and launches still anchor the work, and both sides share one narrative. The Venn engagement is a live example, and you can read it in our Venn case study.
Content marketing earns attention: blog posts, guides, and thought leadership that bring buyers to you. Product marketing converts that attention: it decides what your product stands for, who it is for, and how you explain it on your website, in launches, and in sales calls. We run both, and they work best when they share one narrative. If you want the attention side first, start with our guide to thought leadership marketing.
For most seed to Series B teams, yes, for a season. We do the work a first product marketing manager (PMM) would do: positioning, messaging, launches, and sales enablement. You work directly with the founder, Barbara Jovanovic, never account managers. When you are ready for a full-time in-house PMM, we hand over the frameworks and documentation so your hire starts from a running system.
Programs are custom-scoped, month to month, no long contracts. See Pricing for current rates. Onboarding takes two weeks from kickoff to the first shipped asset. After that we run a steady cadence of launch, copy, and enablement work shaped by what your quarter needs. You put in 1 to 2 hours per week, and we handle the rest.
The first asset ships within the two-week onboarding window. Positioning and messaging come first, because everything else builds on them. Expect the full program to compound over 90 to 120 days, as your website, launches, and sales materials start pulling in the same direction.
No. We work only with B2B SaaS companies, mostly seed to Series B. We do not work with B2C, e-commerce, or consumer brands.
Book a 20-minute intro call. We will look at your current positioning and tell you straight whether we can help. Programs are custom-scoped, month to month, no long contracts. See Pricing for details.
Book a callStartupCookie is an AI-native content & GTM agency for B2B SaaS. One senior founder, a maximum of six clients at a time, no account managers.