Context
Tevent was a B2B SaaS virtual-events platform moving from product development into the market. It needed a clear ideal customer, positioning that could distinguish it in a crowded category, and a go-to-market system capable of generating evidence for a seed round.
Signal
The market offered plenty of opinions but little alignment. I combined more than 600 survey responses with over 160 direct conversations to understand use cases, buying triggers, objections, and the language customers used.
Decision
I used that evidence to define segments, sharpen positioning, shape packaging, and focus launch activity. The goal was not simply attention. It was a repeatable story that customers, the team, and investors could believe.
Work
- Owned product marketing from ideal-customer definition through launch execution and investor narrative.
- Led pricing and packaging decisions with the founding team.
- Managed a four-person marketing team and a £200k budget.
- Ran launch campaigns through Product Hunt and AppSumo.
- Fed customer evidence into roadmap and messaging decisions.
Outcome
- Grew from zero to more than 7,500 users within six months at a £24 customer acquisition cost.
- Supported a $2m seed raise with the go-to-market narrative.
- Reached Product of the Day on Product Hunt on 27 June 2022.
- Generated £45k in net sales through Product Hunt and AppSumo campaigns.
What this demonstrates
This work shows how I create structure when the product, market, and go-to-market motion are all still taking shape.