PRODUCT MARKETING CONSULTANCY
‍

POSITION YOUR PRODUCT AS THE OBVIOUS CHOICE

We help B2B SaaS startups sharpen their positioning and messaging to attract the right buyers, stand out from competitors, and own their space in the market.

BOOK A CALL

Trusted by high-growth startups backed by leading investors
‍

The problem

You'VE BUILT AN AWESOME product, but TAKING IT TO MARKET IS HARD.

You’re unsure which buyers you should (and shouldn’t) target

It takes too long for buyers to understand your product value

You're trying to stand out in a competitive market

OUR SOLUTION

EXPERT POSITIONING THAT GETS THE RIGHT CUSTOMERS TO BUY NOW

POSITIONING

GET CLEAR ON YOUR ICP AND COMPETITIVE DIFFERENTIATORS

Together we’ll explore the components of your ideal customer profile and guide you on the building blocks to differentiate your positioning. All to help you narrow down which buyers to target, and spell out your unique place in the market.

Defined ICP
Competitive differentiators
Category selection

MESSAGING

SPOTLIGHT THE PRODUCT VALUE BUYERS CARE ABOUT

We'll walk through your customer research options and use feedback to map customer jobs, pains and needs to your awesome product features - so we can identify the specific value that matters most to your buyers.

Headline messaging
Product messaging
Key taglines

copy

BRING CLARITY AND EMPATHY TO YOUR MESSAGING

We’ll write your website copy with a personality that connects with buyers emotionally, brings clarity to your product capabilities, and helps you stand out from competitors. Because awesome B2B tech shouldn't sound confusing or boring.

Website copy
Homepage wireframe
Messaging guide

testimonials

Why our clients love working with us

"Craig brought real clarity to our ICP and positioning, and it’s had a measurable impact across the business. Since going live with the new positioning, inbound leads are up 120% YoY, and we’ve seen a 160% year-on-year increase in inbound opportunities converting to closed won. He helped us articulate what sets us apart in a way that actually resonates with the people we want to reach."

Maddy Clark

VP, Strategy and Customer Experience

"Working with Craig on both our US and EMEA positioning and messaging initiatives has been a truly valuable experience. The outcome provided us with a clear strategy, unified foundation that aligns our cross-functional teams and sets us up for long-term success. We now have a strong platform to build on, and we’re grateful for the insight, structure, and ongoing support."

Mariela Madzharova Lavric

Senior Director, Product Marketing

"Craig's work on our positioning and messaging moved the dial. He got the whole team aligned on narrowing our target segments and ICP, and nailed down our value props with a clarity and brand voice that really connects with buyers."

Paul Teather

CEO

"Craig cut through the bs and woke us up to what we were really doing. We got rid of the vague product positioning and pivoted to focus on the right buyers with on-point messaging that made our value clear. Not only did conversion skyrocket, but we’ve since hit profitability."

Kiran Mathur Mohammed

Co-Founder

"Craig was fantastic. We really appreciated the lengths he went to ensuring we got our vision and our product marketing right.

Matt Wilkerson

Co-Founder & CEO

"Craig brought clarity and focus to some key positioning and messaging challenges we’d been facing for weeks. Well structured frameworks helped to get to the important and hard questions we should have been asking much earlier. It was like a shot of ginger for the brain."

Jeet Mukerji

Co-Founder & CEO

Previous slide

Next slide

PRICING & SERVICES

THREE WAYS WE CAN SHARPEN YOUR POSITIONING

FOUNDATIONAL POSITIONING
‍

positioning & MESSAGING
SPRINT

A high-impact sprint to help your product stand out in a crowded category. You’ll get clear on your ICP, sharpen your differentiation, and craft messaging that resonates with the right buyers at first glance.

FROM £5,000

(FROM $6,750)

Ideal for startups needing sharper GTM focus, a clearer ICP, and differentiated messaging that instantly resonates.

BOOK EXPLORATORY CALL

Positioning & messaging audit
Internal interviews
Positioning workshop
Positioning canvas
Messaging house
Messaging guide (applying messaging)
Homepage wireframe & copy
2x quarterly check-ins (6 months)

‍

‍A leaner, discounted package is available for early-stage VC-backed startups. Get in touch to find out more.

POSITIONING FOR SCALE
‍

FULL-SCALE
REPOSITIONING

A comprehensive engagement to redefine your narrative, segment your buyers, identify new growth opportunities, and build the foundation for category leadership as you prepare to accelerate growth.
‍

FROM £16,500

(FROM $22,000)

Ideal for growth-stage startups launching new products, entering new markets or evolving as they scale.

BOOK EXPLORATORY CALL

Full GTM audit
Internal interviews
Positioning workshops (x2)
Buyer / customer interviews (x10)
Competitor research
Market opportunities research
Positioning canvas
Strategic narrative
Multi-layered messaging framework
Message testing
Messaging rollout & enablement
Messaging guide (applying messaging)
Homepage copy & wireframe
3x quarterly check-ins (9 months)

‍

GTM STRATEGY & EXECUTION
‍

FRACTIONAL PRODUCT MARKETING

Hands-on product marketing leadership baked into your team, driving GTM strategy, execution, and mentorship as an embedded fractional PMM to build you a world-class go-to-market engine.
‍

BASED ON SCOPE

Project-based or ongoing fractional

Ideal for growing startups ready to scale their GTM and in need of on-demand product marketing leadership.

BOOK EXPLORATORY CALL

Positioning & messaging refinement
New product / feature launches
Pricing & packaging strategy
Competitor intel
Jobs-to-be-done customer research
Sales enablement
Marketing & sales alignment
GTM strategy & team mentorship
GTM systems & experimentation

WORK WITH CRAIG BROWN, AN EXPERIENCED PMM IN B2B SAAS

Craig was a founding PMM for several SaaS startups backed by investors like Index Ventures, EQT, and M12, and was one of only 350 product marketers in the UK when he co-founded the country's first PMM meetup group in 2018.

He launched Troubadour as the UK's first product marketing consultancy in 2021, and now works with a growing number of VCs, accelerators and startup networks to run workshops and advise founders on product positioning and GTM.

FOLLOW CRAIG ON LINKEDIN

WHY TROUBADOUR

THE UK'S FIRST PRODUCT MARKETING CONSULTANCY FOR B2B TECH

We bring the experience, clarity, and executional support to help startups overcome their product marketing challenges.

GROUNDED IN VC-BACKED STARTUP EXPERIENCE

We’ve worked inside high-velocity SaaS startups backed by top VCs like Index Ventures, EQT, M12, and Antler, so we know what world-class really looks like.

Enterprise-grade product marketing

We’ve sold complex B2B SaaS products and understand both SMB and enterprise sales, so we'll tailor positioning, messaging, and GTM plans to your model.