Get klear on where to start with marketing.
Fractional marketing leadership for B2B tech founders. One person builds your positioning, website, and first content motion. Strategy and execution, no handoff.
Past and current work
Your first marketing function. Built end to end.
You shipped a product. You have early signals, or confidence in what you've built. Now you need a marketing foundation: positioning that holds up, a website that converts, a content motion you can sustain, and a clear view of which specialists to bring in next. That's what this engagement builds.
What gets built
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Positioning and messaging
ICP, value proposition, category framing, and the story your buyer needs to hear before they'll engage.
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A website that converts
Copy and structure built around the positioning. Not a redesign exercise. A buyer journey that holds together.
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Your first content motion
LinkedIn, blog, or newsletter. Whichever channel matches your buyer. Set up, briefed, and running before I leave.
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Tooling and specialists
The right CRM, analytics, and automation for your stage. Plus shortlists of the specialists (paid, SEO, outbound) worth hiring later.
Who this is for
- ✓ B2B tech founders (fintech, deeptech, HRtech, SaaS, infra)
- ✓ Product is live, even if revenue or customers are still early
- ✓ No dedicated marketing lead in place yet
- ✓ Positioning either doesn't exist or is a rough first pass
Who this isn't for
- × You already have a marketing lead or team
- × B2C, e-commerce, or agencies
- × Pre-product (no MVP shipped yet)
Scope decides the engagement. Some founders need a positioning sprint and a website. Others want the full foundation plus ongoing execution. We figure that out on the call.
Most founders reach out after one of these
- Closed a round and investors are asking about GTM progress
- First customers came through the founder network, now a repeatable motion is needed
- Tried the obvious stuff: a LinkedIn post here, a landing page there, maybe a junior hire. Nothing moved the needle.
- Not sure if the problem is the message, the channel, the ICP definition, or all three
Strategy and execution from the same person. Not two separate hires.
Startups usually hire one of two things: strategists who can't execute, or executors who lack strategic context. The strategy and the build stay separated, and neither ends up doing its job. Very Klear collapses the two into one person with product marketing depth.
Strategy consultants
Deliver decks instead of results.
Expensive, slow, and then the deck gets handed off to founders who have to figure out what to do with it. The translation from strategy to shipped thing is on you.
Freelance operators and agencies
Run the channel you ask for, whether or not it fits.
Execute tactics without strategic context. Content ships, emails ship, ads ship. Nobody checks whether the positioning underneath holds up, so the signals don't compound.
Very Klear
One person. Strategy and execution. No handoff.
Product marketing depth where generalists fall short. Starts with how your buyer moves from problem-aware to decision-ready. Stays hands-on through delivery: the positioning, the website, the sales deck, the content. AI-native workflow that compounds output week over week.
The GTM dashboard
The system behind the work
Every engagement runs through a GTM dashboard built for this specific problem. ICP on one tab. Market and alternatives on the next. Messaging derives from both. Copy derives from messaging. The website, the LinkedIn posts, the sales deck, and the email sequences all tell the same story because they all trace back to the same source of truth.
It's the discipline most teams wish they had. Without it, "on-brand" is a matter of taste. With it, it's a checkable property.
From people I've worked with
"Instead of just meeting my requirements, he went above and beyond — challenging my thinking, sharpening it, and guiding me on best practices. His work always exceeded my expectations. I could be at peace about not having to edit anything before publishing."
Rahul Chawra
Founder, Decode Strategy Labs
"Kjell is extremely efficient, low-ego, and very much 'get it done' rather than 9-to-5. What makes him stand out is the real impact he brought to sales. On behalf of the entire sales team at Willow, I can confidently say he is one of those rare marketers who genuinely drives sales results."
Brent Schepers
Sales, Willow
About Kjell
I'm a B2B marketer who's spent the past decade building content systems, positioning decks, and marketing foundations for companies like ZYGO, Willow, Aspire App, and ONAH HR, and contributing to the marketing efforts at fintech scale-ups like Airwallex, Soldo, and Mercury, enterprise tech (SOFICO), crowdfunding platforms (Winwinner, The Harbour), taxtech (Accountable), cybersecurity, and venture firms (Latitud). Sometimes launching from the ground up, sometimes reigniting what had gone stale. Different categories, same gap: not enough marketing hands, or not the right person to bridge the product and the message.
I started in content and SEO, moved through CRO and product marketing, and spent the last few years on both ends of the maturity spectrum: the 0-to-1 problem for early-stage founders, and the product marketing problem for scale-ups that have outgrown their initial positioning.
Very Klear is the practice I built around both. I take on a small number of engagements at a time, close enough to the work to actually know what's going on.
Recent writing
How I use AI for B2B marketing, and why most marketers are still on Level 1
AI for B2B marketing in 2026: 94% of marketers will use it. The differentiator isn't adoption, it's autonomy. Here's the ladder, and where to climb.
How to write a startup positioning statement when you only have 3 customers
How to write a startup positioning statement with only 3 customers. A founder-friendly framework for sharp positioning before product-market fit.
Common questions
How long does an engagement last? +
Scope decides the length. A positioning sprint is shorter than a full foundation build. Some founders keep me on for ongoing execution after the foundation is in place. We agree on scope first, then map that to a timeline.
What does it cost? +
Pricing depends on scope. We go through what needs building on the discovery call. You get a clear proposal before anything starts.
I'm past the foundation stage. Do you also work with scale-ups? +
Yes. Product marketing engagements for scale-ups (positioning refreshes, sales enablement, launches, website rebrands) are a separate line of work. Reach out and we'll talk through whether it's a fit.
Will you also run our paid ads, SEO, or outbound? +
Depends. If the budget, goals, and timeline make sense and I have the bandwidth, I'll run a first iteration of paid, outbound, or technical SEO myself. Beyond that, channel-specific execution goes to specialists I help you shortlist. The foundation (positioning, messaging, website, content motion) comes first either way.
Do you work with non-tech companies? +
I focus on B2B tech. The frameworks transfer to other categories, but the depth I bring is specific to technical products and technical buyers.
How is this different from hiring an agency or a freelancer? +
An agency gives you a team that needs briefing. A freelancer gives you execution without strategic context. I give you one person who does both, working directly with you on what to build and then building it.
Let's figure out if there's a fit.
We'll talk through what you're working on, what's not clicking, and where I might add value.
Book a call or reach out to grab a coffee.