Turn customer insight into clear, credible messaging

I help early stage B2B tech startups uncover why their customers buy, then translate that into sharper GTM focus and messaging buyers actually recognize.

How I've helped teams

Your website isn’t saying what you think it’s saying.

You and your team know your product inside and out. But to a first-time visitor, it’s not immediately clear what you do or how you help.

🤔

Some prospects get the value instantly — others need more context.

😖

Sales ends up re-explaining what the website already tried to say.

😵‍💫

Important pages are packed with words, but light on meaning.

Buyers don’t leave thinking ‘this is for me.’

I help early stage tech startups turn customer insight into clear messaging.

My 3-phase clarity process

  • Customer insight discovery

    First, we uncover how your buyers think, decide, and justify change with customer interviews and internal stakeholder conversations.

    The output:
    A clear insight brief that captures buying triggers, decision patterns, objections, rooted in real buyer language.

  • Messaging & positioning build

    Next, we turn that insight into a sharp, differentiated narrative.

    The output:
    A structured document that defines your ideal buyer, key use cases, market category, differentiators, and supporting proof.

  • Web copy and asset creation

    Finally, we translate messaging strategy into web copy and ready-to-use assets that move deals forward.

    The output:
    We apply messaging to your homepage, key product pages, case studies, and sales enablement materials.

Teams I’ve worked with

Hi, I’m Angela.

Before consulting, I spent over a decade inside high-growth startups. These experiences have given me an appreciation for how messy growth can be, and have shaped how I work today.

When it comes to working with your team, I integrate seamlessly, ramp quickly in technical domains, and work independently without hand-holding. I ask the hard questions early, pressure-test assumptions, then move decisively once we have clarity.

Don’t take my word for it though — here’s what my clients have to say! 👇

Clients say I help them clarify, align, and execute

  • Helped us clarify a hard-to-define target customer

    “Angela did a great job of helping our team get through some very difficult issues related to understanding the target customer for a niche B2B startup.

    In this particular case, the target customer is very opaque and hard to correctly characterize and she did a very good job of continually probing to ask tough questions to make sure the team stayed focused on the key issues.

    She has a very good understanding of B2B marketing and has a great ability to step in and contribute immediately.

    Highly recommended!”

    — John Garris, Co-founder & CTO, Arise Energy

  • Relentlessly focused on understanding the customer

    “Angela helped Speedscale on a lot of marketing projects and we thoroughly appreciated and enjoyed her thoughtful approach, careful organization and customer-centric focus.

    She learned quickly and was relentless in her pursuit of understanding our market. She wasn't afraid to ask hard questions, push the founders, and keep us accountable when she was tasked with ownership.

    She is a solid addition to any team and I am confident she can boost your marketing if you're looking to have her jump in.”

    — Nate Lee, Co-founder, Speedscale

  • Professional, independent, and easy to collaborate with

    “Angela works efficiently and independently, communicates clearly, and welcomes feedback with a level of professionalism that made collaboration easy.

    We were able to throw her into a wide range of projects where she consistently delivered high-quality work. Angela helped us accomplish more than we could have done otherwise, and her impact was felt across multiple initiatives. Any team would be lucky to have her!

    — Hanna Woodburn, VP Marketing, Observable

  • A self-directed partner who delivers without hand-holding

    “Angela is a versatile marketer that quickly adapts and understands a unique ICP. What is most impressive is her self-directed approach. I feel like we can have a quick conversation and point her in the right direction and she is off and running -asking questions when needed but not requiring constant oversight to deliver great results.”

    — Sheila Stafford, CEO, TeamSense

  • Strong writer with sharp customer interview instincts

    “Angela has been a wonderful extension of our team. Her diverse writing capabilities and impressive interview skills have helped us uplevel our content across the board. No matter the topic, she knows the questions to ask, probing SMEs for their insights. Grateful to have her on our team!”

    — Emily Henderson, Senior Marketing Manager, Kenco

  • Brings clarity before execution — then moves fast

    “I’ve worked with Angela at 3 startups now. As a marketer, she spends the time to deeply understand the business and its go-to-market challenges before diving in and executing. She asks the right questions to make sure she really understands something, and when she does, she’s off to the races.

    She has the technical acumen to work with engineers on delivering quality content, while still keeping in mind the bigger picture around business impact.”

    — Tim Liu, Head of Product, BentoML

  • Quick to contribute in technical, ambiguous environments

    “Angela was wonderful to work with. I was really impressed by how quickly she jumped into making quality technical content, providing useful feedback, suggesting new tools to support our work, and taking on new tasks.

    She is professional and organized, and always went beyond my expectations in terms of what she could deliver each week.

    Given the technical nature of our products, I felt that Angela onboarded and started contributing amazingly fast, and was not afraid to ask questions and request feedback from the team.

    It was great working with her, and I'm happy to recommend her!”

    — Allison Horst, Developer Relations, Observable

  • Handled a wide range of PMM work with clarity and care

    “Angela was an invaluable PMM consultant for our marketing team throughout her recent contract. She took on a wide variety of projects and always delivered exceptional and thoughtful work.

    We were glad to have her as an extension of our marketing team, and I highly recommend her to other marketing organizations that need a skilled product marketer and effective communicator.”

    — Tom Barnes, Demand Generation Manager, Observable

See more clients

Let’s pressure-test your assumptions

To get started, let’s have a real conversation. Share a bit about what you’re working on, and we’ll see if it makes sense to work together.

A bit more helpful info

  • I usually work with early-stage and growth-stage B2B tech companies (roughly Seed to Series C). Most are founder-led or have a small marketing team, and they’re at a point where messaging feels “off,” growth has slowed, or deals are taking longer to close.

    If you’re building something solid but struggling to explain it clearly to buyers, you’re in the right place!

  • No — and that’s intentional.

    I specialize in understanding how buyers think, how decisions get made, and how teams can translate that insight into clear positioning and messaging. That skill travels well across industries allows me to ramp up quickly in new domains.

    Over the years, I’ve worked with B2B companies across a wide range of industries, including:

    • HR tech & workforce management (e.g., TeamSense)

    • Cybersecurity (e.g., Vectra AI)

    • Energy & sustainability (e.g., Arise Energy, Urjanet)

    • Data, analytics, and developer tools (e.g., Speedscale, Observable, Liquibase)

    • Marketing technology (e.g., Hull)

    If your product is nuanced, technical, or hard to explain, that’s usually a good sign we’ll work well together.

  • Both.

    Customer discovery is how we get clarity. Messaging is how that clarity becomes usable.

    I start by understanding why customers buy, what nearly stopped them, and how they describe the problem in their own words. Then I translate those insights into positioning and writing buyers actually recognize — homepage copy, narratives for sales, and customer stories that earn trust.

  • I do! I don’t hand off writing to someone else. I find the insight carries through and there’s better continuity and consistency when I do the research, the synthesis, and the writing.

  • I typically work on a project or retainer basis, depending on the scope and level of ongoing support needed.

    After an initial conversation, I’ll propose a clear scope and fee so there are no surprises.

  • I’m tool-agnostic, but very comfortable working across modern B2B marketing, research, and collaboration stacks. I adapt quickly to whatever a team is already using and don’t require clients to change tools to work with me.

    Below is a snapshot of the tools I regularly work in.

    • Customer research: Notion, Google Sheets

    • Messaging & writing: Google Docs & Sheets

    • Websites & CMS: Webflow, WordPress

    • Design: Figma, Canva

    • Collaboration: Slack

    • Marketing automation & CRM: HubSpot, Marketo, Salesforce, Customer.io

    I also use AI tools where they’re genuinely helpful — such as organizing interview notes, accelerating synthesis, or exploring early drafts — but the thinking, judgment, and final writing are always mine.