Product Marketing
Launching Pulse — From Zero to Market
Seven months. One product. As the sole marketing hire, I built a complete go-to-market foundation from scratch — ICP, brand, website, collateral, employee advocacy kits, and customer testimonials before launch day.
Year :
2024
Company
Pulse
Background
When I joined as Director of Marketing — via Marketing by Maya — Pulse had a powerful product and zero market footprint. No brand, no website, no positioning, no defined ICP.
Pulse is an AI-native database resilience and optimization SaaS platform that helps engineering teams eliminate database management overhead and focus on building.
Over seven months, I built the entire GTM foundation from the ground up: working closely with the founder, aligning with sales and product leadership, and partnering with early design partners to pressure-test messaging before spending a single dollar on paid.
A product launch is only as strong as the infrastructure underneath it. I built that infrastructure so Pulse could enter a highly technical market with instant credibility, clarity, and proof.
What I Built - The Strategy and Positioning
No marketing function existed when I arrived. I built the strategic foundation first — because without knowing exactly who we were selling to and why they should care, everything else would be noise.
ICP and Buyer Personas: I partnered with sales and product leadership to continuously pressure-test and sharpen the Ideal Customer Profile — company size, geography, spend thresholds — alongside detailed buyer personas spanning infrastructure, cloud, data, software, DevOps, and R&D functions.
Positioning and Messaging Guide: Built a unified, high-impact guide for internal sales reps, SDRs, BDRs, and external contractors. I anchored all Pulse messaging around one high-stakes reality: engineering teams silently hemorrhaging time, money, and operational sanity to complex database issues that standard monitoring tools completely miss.
What I Built - Sales Enablement: Full Collateral Suite
I armed the sales team with everything they needed to run sharp technical discovery and close from day one — no scrambling, no gaps.
Email Sequences: End-to-end copy for outbound prospecting, user onboarding, and multi-stage nurture — written to convert at every stage of the funnel.
Pitch Deck: Built the full corporate and product deck in lockstep with the founding and sales teams — from problem framing to differentiated value.
Battle Cards: Designed an easy-to-reference guide to handling complex sales objections, giving the team instant, field-tested answers to clear roadblocks and maintain deal momentum.
2-Pager: A tight, high-impact two-pager, bridging technical proof and business case in one read — so the sales team always walked out of meetings with something that kept working after they left.
What I Built - The Social Proof
There is nothing more important to the credibility of a new product than social proof. Securing formal B2B testimonials before a product has officially launched is genuinely hard. I did it anyway — because entering a technical market without social proof is a losing game.
By building real relationships with Pulse's earliest users, I secured explicit, attributed testimonials from credible technical buyers before launch day. Those quotes didn't just go on the website — they became the backbone of outbound campaigns, sales conversations, and investor materials. Proof that the product worked, told by the people whose infrastructure depended on it.
What I Built - The Website
The Pulse website was the cornerstone of the product launch — one source of truth for leads, sign-ups, partners, and investors alike.
I led the full build in close partnership with a designer and developer, owning the information architecture, UX wireframing, and all copywriting from concept to deployment — while staying tightly aligned with sales and product throughout to make sure every page reflected where the business was headed.
What I Built - Amplification & Employee Advocacy
I built an organic content engine designed to turn the launch into a highly coordinated, company-wide viral moment.
Employee Advocacy Playbook: Built a plug-and-play internal guide with pre-written social blurbs, graphics, and sharing prompts — so the entire team could activate their personal networks simultaneously rather than sporadically.
CEO Launch Blog & Social Posts: Drafted the cornerstone launch blog and executive social posts positioning the founders as credible voices in the database reliability space from day one.
The Results
Pulse entered the market with polished positioning, a complete collateral suite, and attributed customer proof — skipping the scrappy early-stage phase most startups can't avoid.
The employee advocacy playbook turned a small team into a unified launch channel, driving organic reach across LinkedIn without paid support.
Every sales conversation from day one was backed by validated customer outcomes — giving the team something real to stand behind in early prospect meetings.
