ProductColab

Building an AI-augmented innovation ecosystem that helps founders, entrepreneurs, and small business owners navigate zero-to-one growth challenges through integrated consulting, educational content, and community knowledge sharing.

Focus areas: Authentic marketing strategy, AI-augmented content systems, brand development, technical marketing implementation, startup growth consulting

Co-Founder | Operating Partner | AI Acceleration, Systems & Marketing Infrastructure

ReadySetABA

Collaborates on strategic company direction, marketing initiatives, and go to market strategy for newly released services. Designed and developed our website from the ground up, incorporating no-code tools to manage processes and workflows. Contributes to content creation & video production.

Co-Founder | COO | Operations, Growth, Marketing

Wallaroo.AI

Fractional Head of Marketing

Product Marketing Alliance

Member of the PMA community, with 100s of hours' worth of product marketing presentations, tons of templates, exclusive content, mentors, and more, PMA's membership is a key for leveling up.

Pro+ Member

LeadIQ

Fractional Head of Product Marketing

Citeworthy Inc.

CastorDoc

- Founding Product Marketing: Defined and built the foundation of strategic product marketing at CastorDoc.

- Established foundational GTM framework**: Instituted a process with the Product team to ensure PMM is included in product discovery and spec processes, facilitating better product-market fit and go-to-market strategy.

- Founding Positioning & Messaging**: Created a foundational narrative around product offerings, highlighting the unique value proposition and differentiators to communicate with our target audience.

- Segmentation: Conducted win/loss analysis across all customers and deals to build comprehensive profiles of leading segments.

- Built Essential PMM Dashboards: Established the first product marketing metrics dashboard, providing visibility into key performance indicators like MQLs, SQLs, win rates, churn rates, and ROI.

- Sales Enablement and Documentation: Revamped the sales enablement assets and improved the process around product release notes, internal assets, and documentation to improve user experience, increase product adoption and win rates.

-Rebrand: Applied foundational positioning to website messaging and all rebrand assets, including development of brand identity.  

- Paired strategic thinking and creativity with a data-driven approach to deliver measurable outcomes for the business and foster a deeper understanding of our customers.

Founding Product Marketing Lead

Mode

Plan and manage GTM product launches across all tiers. Works directly with product teams to influence roadmap priorities and manage GTM releases.

Proposes and scopes core product marketing efforts, including market segment research and validation, messaging go-to-market strategy, and storytelling. Competitive research informing positioning and product strategy.

Cultivated key strategic partnerships with leaders across product and go-to-market teams to demonstrate the value of product marketing. 

Researched to build out customer personas, segmentation, and develop content tailored to customers throughout their lifecycle, to increase feature usage and grow customer organizations.

Product Marketing Manager

Knack.com

Highly collaborative, cross-functional role working with a no-code/low-code SaaS product as 3rd hire with acquisition. Coordinated with Leadership, Product, Success, Sales, Growth, and Data teams on a daily basis to drive customer education and product adoption. 

Focuses on using team and customer feedback alongside data driven insights to educate customers throughout the customer lifecycle on how Knack’s value can solve their pain points. This includes building and iterating on customer onboarding, reviewing new features and product updates for educational opportunities and copywriting needs, and creating content to support teams within Knack. 
Coordinated release milestones and messaging for all feature releases and product updates. Planned and created all customer messaging for product updates, through email, in-app messaging, social media promotional messaging, and video content. 

Leads educational initiatives such as managing the knowledge base, developer documentation and video library. Worked on strategic educational direction, defining organizational approaches and style guides defining audience profiles. Coordinated migrations and updates for the knowledge base and developer documentation to align with product overhauls. Participated in KnackCon user conferences in London and Chicago, joining teammates in running the conference and leading sessions for 50-100 person audiences.

Helps manage initiatives to build data driven insights in the company processes. Contributed to defining our foundational approach to data and baseline customer lifecycle reporting. Worked with initiates from building strategic approaches for data to building SQL reports. 

Coordinates and leads initiatives on the Growth team to drive strategy and create content collaborating directly with the Head of Marketing & Leadership. Creates content such as blogs, marketing copy, social media and videos. Reviews, edits and publishes content and manages content provided by content writers.

Product Marketing Lead 

Participated in shaping the company and building the Customer Success team as the 3rd company hire. Supported a wide audience of customers with varying business sizes and skill sets on a robust technical SaaS product through email, chat, and scheduled phone calls. Regularly adapted messaging to target the customer’s business size (ranging from solo entrepreneurs to enterprise customers) and the customer’s skill set (ranging from little-to-no technical knowledge to customers with extensive technical knowledge as developers). Focused on finding the teaching opportunity in each customer interaction and propagating customer insights throughout the company to relevant teams. Contributed to building out the Customer Success team by screening applications, running and joining interviews, onboarding and mentoring new hires. Managed weekly Customer Success meetings and led feedback sessions with teammates. 

Collaborated with other teams and projects outside of direct Customer Success, such as documentation, growth, and product. Assisted in building and maintaining the company’s original knowledge base and developer documentation. Managed knowledge base migrations for product updates and new features. Managed product translations for multiple languages and website updates with code commits to Client and Server. Managed emergency support requests triaging issues with engineers and communicating progress and next steps with the customer. Triaged product downtime on social media. Joined the Culture Committee by teammate nomination to help craft the first official set of Knack values.

3rd Hire: Customer Success | Marketing, Content & Documentation

Uber / ZeroChaos

Community Support Representative

Fractional Head of Product Marketing | Product Marketing Strategy

I've spent 10+ years working in technical B2B SaaS companies—from employee #3 stage through Series C. I've been lucky enough to work at companies that got acquired (Knack, Mode Analytics), which taught me a lot about what actually matters when you're building for the long haul.

What I do:
I build product marketing from scratch at technical companies where "product" actually means something in product marketing. My sweet spot is complex products—AI/ML infrastructure, data analytics, developer tools, workflow automation—where you need someone who can talk to engineers and then translate that into messaging that makes sense to buyers.

I've led marketing at places like Wallaroo AI (MLOps infrastructure) and LeadIQ (sales tech). I've also done foundational PMM work at early-stage startups still figuring out their positioning and GTM strategy. Turns out I'm drawn to the messy early stages—building frameworks, setting up processes, helping teams figure out what resonates.

What I've learned:
I care a lot about cross-functional collaboration between product, engineering, and go-to-market. Too many Product Marketers forget about the "Product" in their title. I actually like working with technical teams to shape what we're building, not just marketing what gets shipped.

I'm comfortable building with constraints. I've rebuilt marketing with little-to-no budget, launched products without big teams, and figured out how to move fast with what we have. Turns out constraints make you creative.

I've gotten pretty good at translating technical complexity. Whether it's ML model deployment, data governance, or gnarly integrations, I can take technical capabilities and turn them into narratives that resonate.

I have strategic and tactical range. I've led teams and worked solo. I've built integrated campaigns and shaped company-wide positioning. I can do the high-level strategy work and also just get stuff done.

Right now:
I'm running ProductColab, helping early-stage technical companies build their marketing foundations—positioning, GTM strategy, messaging, and the cross-functional bits that connect marketing with product.

Always happy to connect about opportunities at technical B2B companies building interesting products where product-market fit actually matters.

Dani Kellogg

✨ Custom projects for website copy and messaging ✨

“We needed a neutral third party to validate messaging for our website update, and I knew that Ekaterina gets stuff done from our work together for AMA Triangle. Observations made by Ekaterina triangulated with our internal interviews, and we got the information we were hoping for. Ekaterina fit in nicely as a virtual extension for the project, used our tool stack to do the outreach and the interview analysis, and did what she said she would.” — Ron Carson, Chief Marketing Officer, Advisor, Investor, and Entrepreneur

“We’ve narrowed down on a customer segment that we really want to go after and needed a copywriter to help us speak to our new segment in a fun way. Ekaterina was able to make suggestions and take the lead which made life so much easier for us.” — Polly Wong, Marketing Executive, Float Cash Flow Forecasting


✨ Website audits to uncover conversion rate optimization opportunities✨

“I needed help auditing a website with a focus on data and reading Hotjar, and remembered that Ekaterina loved doing the data part of audits. I reached out, and the client was very happy, they especially loved the ideas for their pricing page. Would absolutely recommend for anyone who needs an audit with a focus on the user’s behavior on the page.”  — Kaleena Stroud, Freelance Conversion Copywriter & Brand Voice Strategist for SaaS & DTC

✨ Consult calls ✨

“I was really pleased to see how structured Ekaterina was, very rational, very efficient, yet fun to work with. A very unique mix! The experience of working with Ekaterina was absolutely fantastic. She provided so much value that I ended up booking extra hours because her work was very clean and streamlined.” - Nelio Leone

Conversion copywriter and strategist for growing SaaS startups

GrowthMentor

Helping startup founders construct better copy,evaluate conversion rate optimization opportunities and make sense of customer data.

"Ekaterina was fantastic! She took the time ahead of the call to understand our sales and Google ads Strategy, which informed her recommendations for our landing page. She was flexible and communicative in the lead up, and I walked away with tactical, practical advice which I could implement immediately to improve conversions." -- Harri Thomas
 

"Wow 😭😭 So many insights from the call with Sam. I can't thank you enough.I was in the process of doing customer research interviews to inform our brand messaging, but she helped me improved the questions I was asking.Many of them were leading questions (that could lean the customer one way or another). And other questions were not necessarily at all.Highly recommend!" - Isaac Perdomo

Customer research and conversion copy mentor

Facit

Facit was planning a rebranding and a website redesign and was looking for specialists to help create a modern, converting website aligned with SEO best practices. 

At the time, the team had been attracting new customers through a combination of PLG and sales motions for its product portfolio, but it has become clear that their website had a lot of potential to both drive additional sales and attract more traffic.

As a part of the group working together on messaging, copy, web design and SEO, I helped Facit achieve a 9.45% lift in free trial signups for the PLG product plus improve their search ranking and brand authority by expanding their website and optimizing it for organic search.

With a new website launch, Facit was ready to drive traffic to their new website aligned with their brand and conversion goals. Keep reading to find out more about the project and the process.

Read more: https://ekaterinahoward.com/facit-case-study

Conversion copywriter

Float Cash Flow Forecasting

“We’ve narrowed down on a customer segment that we really want to go after and needed a copywriter to help us speak to our new segment in a fun way.

People often need to look for external help like copywriters because there’s usually a skill gap within the company.

It’s only productive to find someone who is not afraid to take the lead. Ekaterina is not afraid to ask hard questions and even role-play the “mean customer.”

I had to be very prescriptive with other copywriters and I thought that was the standard. But Ekaterina was able to make suggestions and take the lead which made life so much easier for us.

Working with Ekaterina has also helped us highlight internal gaps, and this is a very positive thing – it’s better to catch them now than later.”

— Polly Wong, Marketing Executive, Float Cash Flow Forecasting

SocialBloom

Email outreach copy for startups with outbound sales motion

“I know I can count on Ekaterina to go above and beyond to ensure that the work is as perfect as possible.

Ekaterina doesn’t just deliver copy. We also get:
    - in-depth ICP notes
    - onboarding summary
    - super clear looms and docs that my entire fulfillment team can look over and apply to their work with the client.

Basically Ekaterina’s work has become the base of our campaigns. We can always go back to the copy doc to better understand the ICP and decide on changes from there.

One of our clients booked 3 meetings in the first week of emails going out, other clients booked calls with decision-makers at Series H and publicly traded companies.”

— Caleb Sinn, Founder, Social Bloom

Email copywriter

Wonderway

“Sure, but can you actually deliver on the results” is a question that prospects will inevitably ask every startup.

Wonderway has been helping their customers effectively onboard and train sales teams – and they needed help with publishing case studies to prove it.

We’ve collaborated on publishing customer success stories that hihglighted different use cases.

Case study copywriter

Participate Learning

The global pandemic prompted Participate Learning to think about what virtual offerings could complement their existing programs. Anamaria Knight, Online Learning and Product Development Manager at Participate Learning, was looking for external support for her team to run some lean tests to guide the product development team.

Together with Sarah Sal, a hypercaffeinated Facebook ads specialist, and the Participate Learning product development team, we worked on developing various asset ideas and testing them. Once the ads were launched, we were able to track conversion and click-through rates, as well as monitor ad performance and identify the winning ideas and funnels.


“Working with Ekaterina was a wonderful experience: her unrelenting guidance came from a place of warmth and caring, while challenging us and pushing us to think differently about things.

I very much appreciated how she blended these two seemingly opposite approaches to her work, and am convinced that this was key to how much we trusted her throughout our work together.

If you want to feel like your perspective matters, while also being gently encouraged to investigate other perspectives, I highly recommend working with Ekaterina.” 

— Anamaria Knight, Manager, Online Learning and Product Development at Participate Learning


Read more: https://ekaterinahoward.com/case-study-participate-learning

Orbiit (acquired by Hivebrite)

“How can we talk about our product in a way that would attract our best customers?”

Orbiit’s product was helping companies manage active and engaged communities, but many of the prospects booking demos seemed to be a bad fit for the product.

To solve this challenge and start converting more of the best-fit customers, the team worked with me on voice-of-customer research for the website rewrite – as well as building out use case pages to showcase Orbiit’s capabilities.



    “Ekaterina gave our product a voice when it had none and offered us solutions to problems we didn’t even know we had.

    During our work together, Ekaterina was incredibly personable, and professional.

    She turned our words into imagery, and her process was so precise that she was able to get content we didn’t even know how to ask for.” 

— Charles Cook, Demand Generation Marketing Manager

Security Journey

As the HackEDU (now Security Journey) marketing team was getting ready to update the website and marketing collateral, they realized that existing sales & marketing messaging was inconsistent and based on team members’ perception of ICPs’ pain points and priorities, rather than customers’ JTBD.

Some of the questions we needed to answer:
>> What are the outcomes that ICPs hope to achieve — and how do they make purchasing decisions?
>> What are the hesitations they have — and how can we address them?
>> How do customers perceive the brand, which features do they perceive as the key differentiators — and why?
>> Finally, what information is missing from the current website — and how can we improve conversions with optimized copy? 

Finding answers to those questions would mean going from assumptions to research-based data with the power to inform decisions around funnels, website structure updates, content planning, features hierarchy for different ICPs and more.

“I think the understanding we gained about our buyers and what motivates them to buy was incredibly enlightening and debunked internal myths. Working with Ekaterina has given us the data to back up the changes we need to make to our messaging to drive effective lead gen.” 

— Amy Baker, CMO at HackEDU (now Security Journey)

Read more: https://ekaterinahoward.com/case-study-hackedu

Conversion copywriter and messaging strategist (HackEDU)

ClickGUARD

ClickGUARD has been consistently publishing content educating readers about click fraud and related topics since 2016. Some of the content pieces, including the What is click fraud (or WICF) long-form blog post, were ready for an update. For WICF, the goal of the update was to bring in more organic visitors and convert them to prospects.

Both traffic volume and the time on page increased over the testing period, and the page got a 16% lift in free trial conversions from organic traffic landing on the page.

Read more: https://ekaterinahoward.com/case-study-clickguard

I help B2B SaaS startups find message-market fit and optimize their copy to convert and retain more of their best-fit ICPs

I’m a conversion copywriter working with B2B SaaS startups to convert more of their best customers once they find product-market fit. I’ve worked with growing tech startups in cybersecurity, sales enablement, fintech, event management and CRM space.

Some of the problems I’ve helped my clients solve:
✅ “How do we explain what we do so that we attract more of our target ICPs?”
✅ “What do we need to change to on our website to get more demos?”
✅ “Is changing the way we talk about our product to talk to this new audience the right call?”
✅ “How can we improve our product and industry pages to increase signups?”
✅ “How do we get more conversions from our blog posts?”
✅ “What do we need to do change to have our landing pages convert better?”
✅ “How can we tell our brand story in a way that changes our audience’s mind?”
✅...and more

My superpower is making sure that every page is optimized to align with ideal customers’ goals and JTBD. I do this by grounding copy decisions in customer research and conversion copy best practices.

Some of the results I can share are:
🔥 16% higher free trial signups from a long-form blog post page
🔥 3x average industry conversion rate for a landing page
🔥 25% sales sequence conversions for warm subscribers

With 7+ years of conversion copywriting work experience, I’ve shared my copy tips in presentations at events like Hotjar’s HOTSAUCE in NYC and MicroConf Remote, as well as contributed written guest blog posts for RevGenius and Indie Hackers. You can also hear me talking shop about B2B SaaS copy on podcasts like Marketing Spark and Better Done Than Perfect.

“We were spending money on social ads that drove to the same general webpage and needed help developing lead gen pages to support ads. Ekaterina turned everything (and more) around quickly, and delivered lead generation copy that felt strategic and on-brand. From setting clear expectations to providing value beyond the specific ask, I really enjoyed working with Ekaterina and will certainly recommend Ekaterina to folks that ask me for copy help.” 
— David Annis, Founder at Parallax

“When Ekaterina reached out, I didn’t even look at other freelancers. Although we haven’t used freelancers much, this was definitely worth it. Working with Ekaterina was very easy — she took responsibility for the whole process. Ekaterina is very competent and gets the job done to a high standard.” 
— Bowen Moody, CEO & Co-founder, Wonderway

If you’re looking for help with optimizing your copy for higher conversions, reach out: https://calendly.com/ekaterina-howard-copy/30-minute-meeting

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Dani Kellogg

Ekaterina (Sam) Howard

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