Wes Bush

Product-led coach helping founders scale from 6 to 8-figures in product-led revenue. Author of the bestselling book, Product-Led Growth.

Over the last 8 years, I’ve worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG).

Yet, right now, the failure rate for product-led companies is still far too high.

I’m on a mission to change that because I believe the world needs more product-led companies where you can try before you buy. 

This approach builds trust faster than any sales pitch ever could—after all, 97% of buyers prefer it. But, let’s be real, PLG isn’t easy.

That’s why I’m here to help in three ways:

➡️ Is PLG is right for you?

I wrote the bestselling book, Product-Led Growth: How to Build a Product That Sells Itself, to help you determine if PLG is the right strategy for your business. 

You can read it for free at ProductLed.com/Book—my treat!

➡️ What’s the best approach to scale up PLG?

After two years of research and working with hundreds of companies, I discovered the 9 essential elements that separate PLG success stories from the rest. 

I break it all down in The Product-Led Playbook.

You can grab a copy at ProductLed.com/Playbook, or watch my free masterclass to see the entire process in action: ProductLed.com/Masterclass

➡️ Ready to scale up?

If you’re ready to scale and need hands-on help, our ProductLed Implementers are here. They aren't consultants—they are experienced PLG operators who want to roll up their sleeves and work alongside your team to help you address your biggest growth bottleneck, whether that's getting more users to sign up, upgrade, or get to value.

Since we only work with a handful of clients at a time and guarantee growth, you must apply to work with us at ProductLed.com

Let’s turn your product into a growth engine and scale your business the product-led way. 🚀

CEO & Founder

We help you build a successful product-led business.

Start with our free ProductLed Masterclass 👉 productled.com

There’s ZERO chance companies like Cursor, Lovable or any AI-native SaaS can scale at this lightning pace without PLG.

You can’t scale with AI alone. 

You need a strong product-led motion to power it.

Without a self-serve product experience and rapid time-to-value, these companies wouldn't be able to hit the growth rates we're seeing.

To put it simply,

AI is the rocket. PLG is the fuel.

Let’s look at the numbers…

Both Cursor and Lovable hit $100M ARR in under a year with explosive, largely through self-serve growth.

Could any sales-led SaaS company scale to $100M in under a year? Even with an elite outbound team?

No chance.

This kind of growth isn't possible without a product users can adopt immediately, a frictionless self-serve experience, and organic expansion loops.

AI removes friction from the product experience through faster workflows, better outputs, more intuitive interfaces. But PLG removes friction from everything else: onboarding, adoption, expansion, and monetization.

You need both.

AI-native companies that build without a PLG motion will hit the same growth ceiling that every other sales-led SaaS has hit. They'll need more reps, longer sales cycles, and heavier implementation.

All the old problems that PLG was designed to solve.

AI creates the capability.

PLG creates the velocity.

#1 PLG Partner | We Scale (and Sometimes Buy) SaaS Businesses | $1B+ Self-Serve Revenue Generated For Our Clients

If you’re a B2B SaaS debating which user recording tool to use, just go for Microsoft Clarity.

It does everything Hotjar does, but better - and it's completely free.

That sounds too good to be true, but after working with hundreds of SaaS companies, we recommend Clarity to every client at ProductLed.

Here's why…

Hotjar bogs down your website. It's clunky, it's expensive, and honestly, there's no good reason to use it anymore.

Clarity isn't just a basic free alternative.

There's real depth under the hood. You can feed it events, send user information, and run sophisticated analysis. It's a genuinely powerful tool that happens to cost nothing.

Companies default to tools they think are "industry standard" without questioning whether those tools actually work.

When you're trying to reduce friction in your self-serve funnel, the last thing you need is an analytics tool that slows everything down.

Note: This is not a paid promotion. Simply a tool we’ve been (and our clients too) loving.

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#1 PLG Partner | Scale Your Revenue, Not Your Headcount | $1B+ Self-Serve Revenue Generated For Our Clients

Blue Manta Consulting

Blue Manta Consulting is a Product Marketing consultancy for B2B SaaS startups. We help B2B SaaS startups ($10-250M) develop and execute their GTM strategy.

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐰𝐞 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩:

→ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲𝘀  
We'll lead & execute tightly-scoped product marketing projects such as a positioning & messaging, sales enablement, a product launch, or pricing and packaging.

→ 𝐅𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝗦𝘂𝗽𝗽𝗼𝗿𝘁
We'll serve as your Fractional PMM support, delivering ongoing product marketing support for a set number of hours each week.

🚀 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐠𝐞𝐭 𝐬𝐭𝐚𝐫𝐭𝐞𝐝? 
Send me a DM or book some time: https://calendly.com/blue-manta-consulting/30min

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"Blue Manta Consulting’s guidance and hands-on support was pivotal in achieving our goals. 

Their GTM and Product Marketing expertise enabled both quality and urgency – allowing our business to focus on growth. I especially appreciated their agility and ability to connect at the right level with our executive team."

- Bradley Jones
SVP of Growth, Indeavor

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"Jonathan brought a lot of clarity to what I offer and helped me sort out the tricky parts of my positioning, pricing, and marketing strategy. It was great to bounce ideas off him and I appreciate the time he took to learn my business.”

- Nick Civitarese
Founder, StaffGrabbers

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“Blue Manta Consulting understands what makes your product unique and works with you to develop a tailored GTM strategy that's both sophisticated and approachable. 

They truly understand the deep relationship between your target audience, positioning, messaging, packaging, pricing, and everything else you need to go to market effectively. I highly recommend working with Blue Manta Consulting."

- Tyler Durman
CEO, Ignition Growth Consulting

Founder & Principal Product Marketing Consultant

1871

GTM mentor for all 1871 startups. I also mentor Insuretech Innovations Lab startup cohorts.

GTM Mentor

Serve as mentor to ongoing Fintech Innovation Lab cohorts as of 2025!

--

Served as a mentor for 1871's Fintech Innovation Lab Cohort starting in October 2024. Provided GTM mentorship and support to 47 founders from across the US, Canada, and Argentina.

Learn about the FinTech cohort here: https://1871.com/1871-news-and-content/the-future-of-fintech-introducing-the-2024-fintech-innovation-lab-cohort/

GTM Mentor @ 1871's FinTech Innovation Lab

Product Marketing Alliance

Top 100 Product Marketing Influencer. Frequent contributor to Product Marketing Alliance articles, reports, and certifications.

Top 100 Product Marketing Influencer & Expert Contributor

GTM Alliance

Top 20 GTM Influencers to Watch. Frequent contributor to GTM Alliance articles, reports, and more.

Top 20 GTM Influencers to Watch & Expert Contributor

adplist.org

I mentor product marketers from across the world for free on ADPList. 

> 62+ sessions 
> 1700+ minutes
> 14+ countries

adplist.org/mentors/jonathan-pipek

Top 50 Product Marketing Mentor

Liongard

I led the product marketing function at Liongard, a technical, B2B cybersecurity SaaS platform. This included hiring, coaching, and leading a team of four product marketers. 

My team and I launched 5 major products, growing average deal size by 30%, improving customer retention, lowering our support costs, and increasing CSAT. 

In collaboration with the demand generation team, we introduced Liongard’s first comprehensive marketing campaign (focused on cybersecurity), which included surveying 300+ users, interviewing 6 companies, creating 20+ new marketing assets, and increasing click through for our product walk through by 500%.

My team also leveraged research, personas, and win/loss analysis to increase win rates and product adoption.

Director of Product Marketing

I managed the Product Marketing Department within my first 3 weeks, representing PMM at leadership meetings, overseeing company-wide initiatives, and supervising two Product Marketing Specialists during my manager’s leave. 

My proudest accomplishment is overhauling the monthly release process, transforming it into a repeatable, scalable, and consistent experience to ensure internal alignment, meet leadership’s expectations, and delight users.

Senior Product Marketing Manager

CareerBuilder

At CareerBuilder, I managed marketing for our Talent Acquisition Suite, which accounted for 90% of revenue. I established the product marketing function from the ground up, including supervising and coaching two Product Marketing Specialists, and led the company's transition from selling individual solutions to offering a Talent Acquisition Suite. 

In this role, I led a cross-functional team of 10+ members to launch several products to 40K+ users and 7K+ clients - the largest product launch generated 45% of annual company revenue.

Particularly proud of crafting and executing the marketing strategy for CareerBuilder’s Artificial Intelligence offerings, including the AI Resume Builder, AI Job Posting Tool, and AI Job Matching. This increased applications by 175% and reduced time to hire by 30% for our customers.

Product Marketing Manager

Assurant

After being promoted, I was tasked with running marketing strategy for a $500M+ jewelry company, in addition to the $150M+ telecom I was already managing. I coached and trained a Product Marketing Coordinator.

My favorite project was launching an enhanced watch protection product that led to a 200% increase in YOY revenue.

I also managed marketing Assurant's cybersecurity SaaS app, Pocket Geek app (SaaS). I revamped the app's positioning and messaging to increase adoption. This included I guiding an Agile team to translate the app (100K+ words) into 8 languages.

Client Marketing Manager (Product Marketing)

At this insurance behemoth, I managed the client relationship and marketing strategy for a $150M+ telecom's protection products. I'm particularly proud of having led a diverse, cross-functional team to launch a protection plan for tablets. In my spare time, I also worked on projects for T-Mobile, Samsung, Xfinity, and U.S. Cellular.

Client Marketing Coordinator (Product Marketing)

Fusion, an ABC - Univision Joint-Venture

In this unique joint venture between Disney and Univision, I played a crucial role supporting the VP of Marketing to launch a multi-million dollar marketing campaign aimed at cable partners and consumers. I also crafted compelling show synopses, created presentations, and assembled monthly social media kits.

Marketing Coordinator

Inktel

In this unique leadership program, I took on diverse strategic roles encompassing account executive, operations supervisor, quality auditor, and CSR. I adeptly managed 9 clients billing over $500,000 as well as managed and trained 30+ CSRs to consistently meet target metrics and enhance the customer experience.

Leadership Development Trainee

Crafting a killer GTM strategy and executing it is much easier said than done

The right GTM approach can skyrocket your growth, but the wrong strategy will keep your B2B SaaS startup grounded

You need a partner with the GTM expertise & experience to scale your startup the right way

I’ve spent a decade+ developing & executing winning GTM strategies for B2B SaaS startups, and I want to partner with you too

𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐚 𝐁𝟐𝐁 𝐒𝐚𝐚𝐒 𝐬𝐭𝐚𝐫𝐭𝐮𝐩 ($10-250M) 𝐭𝐡𝐚𝐭:
→ Needs help defining & executing their GTM strategy 
→ Is open to new perspectives, candid feedback, and change
→ Has a leadership team that’s eager to collaborate

Then we should chat!

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐰𝐞 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩:

→ 𝐅𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐋𝐞𝐚𝐝𝐞𝐫 
We'll serve as your Fractional PMM Leader, developing & executing your foundational GTM strategy from soup-to-nuts. Think: ICP/personas, positioning & messaging, pricing & packaging, sales pitch, etc.

→ 𝐆𝐓𝐌 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧
We'll lead & execute a tightly-scoped GTM initiative such as a product launch or pricing and packaging project.

🚀 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐠𝐞𝐭 𝐬𝐭𝐚𝐫𝐭𝐞𝐝? 
Send me a DM or book some time: https://meetings.hubspot.com/bluemantaconsulting/initial-consult


Expertise
B2B Product Marketing | SaaS | Go-to-Market (GTM) Strategy | Storytelling, Positioning & Messaging | Product Launches | Cross-Functional Leadership | Team Building | Coaching, Mentorship, and Training | Market Research | Customer Journeys & Personas | Packaging & Pricing | Sales Enablement | Product Adoption | Customer Experience | Voice of Customer (VOC) | Co-marketing

Jonathan Pipek

the Chicago PMM community came together like never before this week at the Chicago Product Marketing Alliance Summit!

it was absolutely incredible 🔥

saw so many friends, made some new ones, and even ate some great food too!

and it was wonderful (finally) meeting online friends IRL:

👉 Yi Lin Pei – taller than expected

👉 Michele Nieberding 🚀 – exactly as tall as I imagined

👉 Kelli Paskey – didn't have a height expectation 

always fun seeing my pals, Sid Khaitan, Michelle Zak, April Samuelson, MBA, Michelle Dieschbourg, James Montana-Pickering, Neha Mehra, Des M., Michelle Robin, Akash Agrawal, Stefanie Kall, Ph.D., Victoria Ngo-Lam, and so many more!

loved hosting dinner, will definitely do it again next year! 🍽

and obligatory shout out to the SIX MICHELLES!! 🙌🙌🙌

massive shout out to Martha Harris for doing a fantastic job organizing (as always) 👏👏👏

p.s. if you wanna keep this PMM fun train going, come to our monthly (or bi-monthly) meetups! talk to Michelle Zak!

Jonathan Pipek 🔱

Product Marketing Consultant | Scaling B2B SaaS Startups to $250M ARR | Top 100 Product Marketing Influencers | Kellogg MBA

I've seen five experienced product markets F this up recently so here we go:

𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 = COMPANIES fitting a specific profile that you sell to

𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀 = PEOPLE fitting a specific profile that you sell to that work at your ICP

(B2B of course)

thanks for coming to my rant 😜

p.s. is it Friday yet?

I created a no-BS framework for talking with execs after watching what happens when you get it wrong + learning what execs actually want

𝗺𝘆 𝘄𝗮𝗸𝗲-𝘂𝗽 𝗰𝗮𝗹𝗹 𝗰𝗮𝗺𝗲 𝗳𝗿𝗼𝗺 𝘁𝘄𝗼 𝗽𝗹𝗮𝗰𝗲𝘀:

#1 there was a Sr. PMM on my team that was brilliant at strategy but absolute shit at communicating with C-suite. every conversation was painful... he'd just ramble for 10-15 mins and execs had no idea what he needed or why they should care ​

#2 multiple C-suite leaders told me they actually *prefer* when you bring them recommendations instead of letting them make the decision. because C-suite makes so many high-stakes calls every single day, they have decision fatigue. so when you come prepared with a recommendation backed by clear reasoning, they friggin love it

so, in order to help my team out, I developed a simple (but very effective) 3-part framework that cuts through the BS:

1️⃣ 𝘄𝗵𝗮𝘁 𝗱𝗼 𝗲𝘅𝗲𝗰𝘀 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄?
you've got 2 minutes max to deliver a high-level overview with just enough context for them to grasp the situation. no deep dives or rabbit holes. just the essentials, please​

2️⃣ 𝘄𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝘁𝗵𝗲𝘆 𝗴𝗶𝘃𝗲 𝗮 𝘀𝗵𝗶𝘁?
this is where most PMMs faceplant. it's crystal clear to YOU why this matters, but you gotta clarify the stakes for leadership. what's the impact if we do X? what's the risk if we don't? without this piece, there's zero urgency and execs do not care

3️⃣ 𝘄𝗵𝗮𝘁 𝗱𝗼 𝗜 𝗻𝗲𝗲𝗱 𝗲𝘅𝗲𝗰𝘀 𝘁𝗼 𝗱𝗼?
even if you nail the first two, you gotta guide execs. otherwise, they'll either offer opinions on literally everything, or just stare at you waiting for more. so, tell them exactly what you need: a decision, feedback on approach, resources, air cover. whatever it is, say it clearly

it's seriously that easy

follow this framework and your exec conversations will become shorter, sharper, and way more productive

p.s. what's your hack for communicating with the C-suite?

interested in PMM consulting? then join the last PMM Consulting Ask-Me-Anything (AMA) of 2025 𝗧𝗢𝗠𝗢𝗥𝗥𝗢𝗪!

𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄, 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟰𝘁𝗵 𝗮𝘁 𝟰:𝟬𝟬 𝗽𝗺 𝗖𝗧, 𝘄𝗲'𝗹𝗹 𝗰𝗼𝘃𝗲𝗿:
- what day-to-day consulting looks like
- how to get started
- why clients hire PMM consultants
- how I decide what PMMs to bring on to Blue Manta Consulting
+ anything *you* want to ask!

it’ll be an open discussion with stories + practical advice

so if you're considering PMM consulting or just curious about the realities behind the LinkedIn posts, come on by! 

OH, and there'll be ~40 minutes of Q&A time, so please, for the love of Gouda, come with plenty of questions

👇link in the comments 👇

p.s. if you're an experienced PMM consultant, would love to have you join and share your perspective. comment if you want to join!

it's late and I forgot to write a LinkedIn post today

so here's a quick note of optimism instead of the typical PMM post

this too shall pass

we're in this together, y'all

stay strong, or don't, but get a helping hand from friends, neighbors, and family, (strangers too!)

p.s. we're almost to 2026 folks!

is it too early to start talking about B2B marketing via Thanksgiving food analogies?

nahhhh, let's get into it!

𝘁𝗵𝗲 𝟯 𝘁𝗵𝗿𝗲𝗲 𝗿𝘂𝗹𝗲𝘀 𝗼𝗳 𝗺𝗮𝗰 '𝗻 𝗰𝗵𝗲𝗲𝘀𝗲 𝗮𝘁 𝗖𝗵𝗲𝘇 𝗣𝗶𝗽𝗲𝗸 (with B2B SaaS takeaways of course):

1️⃣ 𝗮𝗹𝘄𝗮𝘆𝘀 𝗺𝗮𝗸𝗲 𝗮 𝗿𝗼𝘂𝘅
it's a classic for a reason folks! just like a roux is the base of a fantastic mac 'n cheese, PMM is the base for B2B SaaS startups

make sure you have a tight ICP, clearly defined problem, sharp positioning, and a compelling narrative before anyone dumps more “ingredients” (features, channels, hires) into the pot or else your GTM sauce will break!


2️⃣ 𝘆𝗼𝘂 𝗠𝗨𝗦𝗧 𝗵𝗮𝘃𝗲 𝗺𝗼𝗿𝗲 𝗰𝗵𝗲𝗲𝘀𝗲 𝘁𝗵𝗮𝗻 𝗺𝗮𝗰 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗿𝗲𝗰𝗶𝗽𝗲
good rule of thumb: 1.3 lbs of cheese / 1 lb of mac

and btw, you can use the 1.3x cheese rule for your GTM too...

always spend 30% more time understanding your customers vs. building your product and not only will you build a better product, but you'll sell more of it too!


 3️⃣ 𝗶𝘁'𝘀 𝘀𝗮𝗰𝗿𝗶𝗹𝗲𝗴𝗶𝗼𝘂𝘀 𝘁𝗼 *𝗻𝗼𝘁* 𝗮𝗱𝗱 𝗰𝗼𝗽𝗶𝗼𝘂𝘀 𝗮𝗺𝗼𝘂𝗻𝘁𝘀 𝗼𝗳 𝗽𝗮𝗿𝗺𝗲𝘀𝗮𝗻 𝗰𝗵𝗲𝗲𝘀𝗲 𝗼𝗻 𝘁𝗼𝗽 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗺𝗮𝗰 '𝗻 𝗰𝗵𝗲𝗲𝘀𝗲
cheese on cheese, baby! it's the best customer experience

make sure your user onboarding experience, path to value, and cross-sell/upsell motion are clear, compelling, and great, so after you land a customer, they keep growing with you!

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p.s. what's your go-to mac 'n cheese recipe? extra points if it's NOT oven baked 👀 

p.p.s. featured below is the Thanksgiving meal my wife and I made a few years ago!

if you've ever wanted to be a product marketer, this session is for you, friends

on Friday, join me and an amazing crew, Kay Akinbode, Julian Dawkins, and Olajumoke Adigun this Friday, Nov 28th as we discuss how to break into PMM in 2026

you'll get a variety of perspectives from B2C, B2B, and Consulting!

wanna join? check out the link in the comments 👇👇👇

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The Battle

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Jonathan Pipek

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The Battle

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