Trusted by high-growth startups backed by leading investors
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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
- Defined ICP
- Competitive differentiators
- Category selection
MESSAGING
SPOTLIGHT THE PRODUCT VALUE BUYERS CARE ABOUT
- Headline messaging
- Product messaging
- Key taglines
copy
BRING CLARITY AND EMPATHY TO YOUR MESSAGING
- 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."
"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."
"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."
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"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."
"Craig was fantastic. We really appreciated the lengths he went to ensuring we got our vision and our product marketing right.
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"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."
PRICING & SERVICES
THREE WAYS WE CAN SHARPEN YOUR POSITIONING
FOUNDATIONAL POSITIONING
GTM AUDIT
In-depth analysis of your GTM strategy to pinpoint whatˇs working and whatˇs not, with recommendations on positioning & messaging next steps.
Ideal for startups that have traction, but signs of GTM misalignment, like slow pipeline growth, low conversion, or high deal loss.
- GTM audit report
- Positioning & messaging scoring
- Opportunities analysis
- Positioning recommendations
- Final walkthrough call
POSITIONING FOR SCALE
MESSAGING SPRINT
A focused sprint to turn your positioning into clear, compelling messaging that instantly clicks with your ICP and helps you stand out in the market.
Ideal for growth-stage startups who know their ICP and core differentiators, but need sharper messaging to connect with buyers.
- Company & product messaging framework
- Homepage wireframe and copy
- Messaging strategy workshop
- Messaging copy guide
- Positioning canvas
- 2x quarterly catch-up sessions
GTM STRATEGY & EXECUTION
POSITIONING
Define or refine your positioning through deep market research and testing to help you carve out a more focused, differentiated position to lead.
Ideal for growth-stage startups needing sharper ICP focus, category differentiation and market validation to drive GTM strategy.
- 10x customer interviews
- Customer Jobs-to-be-Done analysis
- Competitor research & battlecards
- Market testing & validation
- Internal alignment workshop
- ICP & persona profiles
- Core value propositions
- Positioning framework
- Final positioning presentation
- 2x quarterly catch-up sessions
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.
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.
On-demand, embedded PMM expertise
Whether you’re launching a product, refining messaging, or doing sales enablement, we plug in where you need us and scale to support bigger projects.
Strategic without the overhead
You don’t need a big agency—you need fast, focused support from people who’ve been PMMs before, know what works, and can hit the ground running.
LET'S position YOUR PRODUCT TO INSTANTLY CLICK WITH THE RIGHT BUYERS.