Work

Challenge

Mark Allen Group’s Digital Resources portfolio, including the MAG Online Library, needed structured product marketing to drive institutional subscription revenue across multiple product categories and international markets.

What Prasanna did

Led product marketing across five digital product lines, owning GTM strategy, positioning, sales enablement, and lifecycle growth. Built the function from limited foundations into a structured, data-driven operation spanning 38 brands and 5+ partners.

Key actions included:

• Led 44 launches across five product lines (23 features, 10 brands, 11 products)
• Refined subscription packaging and sales enablement for institutional buyers
• Negotiated a platform integration with ResearchGate for authenticated research access
• Repositioned product and portfolio pages across 80+ properties
• Built an AI-assisted competitive intelligence system covering 19 competitors
• Built a subscription renewal prediction engine scoring 1,000+ B2B subscriptions by churn risk

Results

• Grew B2B subscription ARR by 6.7% to £2.3m; expanded into three new international markets
• Increased average contract value by 47%
• 32% increase in authenticated research access through ResearchGate partnership; 23% reduction in cost per activation
• 52% increase in high-value collection page views; reversed a three-year decline in article submissions
• BJN Inform GTM campaign won Campaign of the Year 2024 at Mark Allen, generating £30k in accrued revenue
• Scaled SEND Network from 1,600 to 6,600 members, tripled sponsorship revenue, increased personal subscriptions by 25%

Challenge

Tevent, a B2B SaaS virtual events platform, needed to establish product marketing from scratch: define positioning, build a go-to-market strategy, and scale from zero users to a credible base that would support a seed funding round.

What Prasanna did

Owned the full product marketing function as founding PMM lead, from ICP definition through launch execution to investor narrative. Managed a marketing team of 4 and a £200k budget.

Key actions included:

• Defined ICP segmentation, positioning, and launch go-to-market strategy
• Embedded voice of customer into roadmap and packaging through 600+ survey responses and 160+ direct conversations
• Ran high-impact launch campaigns on Product Hunt and AppSumo
• Crafted the product marketing narrative that supported the seed raise
• Led pricing and packaging decisions alongside the founding team

Results

• Grew user base from 0 to 7,500+ within six months at a £24 CAC
• Supported a $2m (£1.66m) seed raise with a credible GTM narrative
• Achieved Product of the Day on Product Hunt (27 June 2022)
• Generated £45k in net sales through Product Hunt and AppSumo campaigns

Challenge

Unilever Food Solutions needed deep market intelligence to inform product development and go-to-market planning for the Future Menus platform across multiple international markets.

What Prasanna did

Led a global market research programme with cross-functional teams, translating operator behaviour into actionable GTM and product strategy recommendations.

Results

• Delivered insights from a 12,000-person research study spanning multiple international markets
• Recommendations fed directly into Future Menus product strategy and GTM planning

Challenge

PlaySolar, a solar energy startup, needed marketing strategy and investor-grade materials to secure funding and win large-scale projects.

What Prasanna did

Led content and digital marketing strategy while creating investor pitch materials that communicated the company’s value proposition to funders and enterprise buyers.

Results

• Created pitch materials that helped PlaySolar raise $1m in funding
• Marketing strategy contributed to securing £10m+ in projects
• PlaySolar recognised as a top renewable energy startup by Energy Bootcamp Australia and YES Bank India, with features by Reuters