Success Stories

How VirtualTerms Built a Marketing Engine from Zero and Repositioned for Product-Market Fit

The product existed. The vision was clear. But there was no audience definition, no positioning, and no system driving growth. Everything was founder-led and ad hoc.

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The problem

When VirtualTerms came to me, they didn’t have a marketing problem. They had no marketing function at all. The product existed. The vision was strong. But growth relied on:

A basic website
Mailchimp email marketing
Founder-led, ad hoc activity

There was no defined audience, positioning or strategy, and without those, everything else was guesswork.

For an early-stage SaaS product, this is where most fail. Without clarity:

Messaging doesn’t resonate
Content doesn’t convert
Paid and organic channels underperform
Product-market fit becomes harder to identify

The risk was building momentum in the wrong direction. As such, my role was to build the foundation from the ground up. They needed a complete marketing system, anchored in positioning, audience clarity, and a long-term growth strategy.

The plan

1. Define the audience (ICP and buyer personas)

2. Clarify the value proposition and messaging

3. Build the Go-To-Market strategy

4. Develop a content engine (Endless Customers model)

5. Launch strategy and early growth channels

6. Build the marketing infrastructure

Hear from the client

"Tom brings a rare combination of strategic insight and hands-on execution. He’s not only skilled at identifying overall strategy, but also highly capable when it comes to rolling up his sleeves and getting things done."

Arthur Swanson - Founder/CEO, VirtualTerms

The transformation

Before

No defined marketing function

Unclear audience and positioning

Founder-led, inconsistent activity

Limited visibility into what was working

After

Strong, differentiated positioning

Full go-to-market strategy and roadmap

Early-stage traction and validated messaging direction

Real-time visibility into deals, campaigns, and revenue

Key outcomes

Most early-stage companies think they need more leads. VirtualTerms needed something more fundamental: Clarity.

Once the audience, positioning, and strategy were in place, everything else became easier. Content had direction, messaging resonated, and channels had purpose.

Target audience

Defined and validated core target audiences

Positioning defined

Clear positioning built around speed, simplicity, and trust

Marketing strategy

Full GTM strategy aligned to $10M+ growth trajectory

Content plans

Content and channel strategy supporting long-term demand generation

Insight

Enabled scalable operations across sales, delivery, and finance

Start here

Ready to build your marketing engine from the ground up?

If your growth relies on founder activity and ad hoc effort, you do not have a marketing engine; you have a dependency. Book a call to discuss what a properly structured foundation would look like for your business.

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