Product Marketing & GTM Consulting

Helping B2B companies translate complex products into stories, systems, and commercial motions that scale.

Discuss a project See selected work

About Julia

Julia Hugg

I help founders and executives of AI and B2B SaaS startups differentiate themselves, reach the right buyers, prove impact, and build GTM systems that keep working.

I work best when a company needs senior product marketing leadership without a full-time executive hire. Before consulting I built and scaled product marketing at Shopkick, WeWork, Diligent, and Sojern, and since 2024 I've partnered with PE and VC-backed teams across AI infrastructure, voice AI, data intelligence, and B2B SaaS. I live in Nashville with my family.

In-house leadership
WeWork Diligent Sojern Shopkick
Recent consulting clients
Arch Ultravox Vast.ai beehiiv Unacast Venntel Docket Anova Anatomy Financial Apprentice Wpromote

The GTM playbook has changed.

Anyone can generate content now, and as a result most of it looks and reads the same. With all of the AI-generated sea of sameness, buyers are confused and don't know who to trust. In order to differentiate yourself, and reach your target buyer, you need real customer evidence, sharp positioning, and human judgment to bring it all together. With leaner teams and competing priorities, the teams pulling ahead are building GTM infrastructure: shared context, repeatable workflows, and systems that improve every month.

The content chaosProblem
Same positioning
Same messaging
AI slop
Not useful
Who to trust? Target buyer Confused & mistrustful
No point of view
Same claims
No evidence
AI slop
Mostly looks and reads the same
✕ difficult to reach
The bridge to differentiationWhat I bring
01Customer evidenceProof, in their words
02Sharp positioningOne claim, held
03Human judgmentBrings it together
↓↓↓
The outputDifferentiated value proposition
→
I trust this partnerTarget buyerEngaged & trusting
GTM infrastructureThe enabler for leaner teams and competing priorities
Pillar 01Shared contextOne view of the customer · ICP · data
Pillar 02Repeatable workflowsTemplates · automated handoffs
Pillar 03Systems that improveLearn · adapt · optimize, every month
My flagship program

Voice of the customer, turned into growth

I interview your customers, your prospects, and subject matter experts on your team, then turn what they say into sharper messaging and positioning, product feedback, and content to help you win.

01Understand

Interviews with your customers, prospects, win/loss, churned accounts, and SMEs on your team, structured to uncover what buyers actually think.

→
02Focus

Conversations synthesized into patterns: what buyers care about, how they decide, where the product can improve, and the ICP and priorities that follow.

→
03Build

The findings become your story: positioning, messaging, and a narrative translated across sales, marketing and the product.

→
04Compound

Case studies, proof points, and interactive websites that support the customer journey and fix drop-offs in your funnel.

Handover

Built as living tools your team owns, not a deck that goes stale

Fractional monthly program

Everything is built in Claude Code as deliverables your team can own: interactive websites and case study pages, dashboards, and the workflows and systems that manage customer feedback, content ideas, and performance over time. The research compounds because the infrastructure holding it keeps working after I'm gone.

How engagements workEmbedded, usually 10 to 12 hours a week, on a monthly retainer with a three-month minimum.

What you get

Research cycles compressed from months to weeks
Clear insight into your differentiation and use cases
Strategic narrative, messaging, and positioning
Case studies and content that converts
Customer feedback that informs your product and services roadmap
Less repetitive GTM work, and a system that keeps capturing it all

Selected engagements

Six different engagements turning customer and market insight into growth.

Strategic narrative & ICP · Location intelligence

Unacast

Interviewed customers and internal voices, defined the adtech ICP, and built the strategic narrative that repositioned the company for a market in upheaval.

"The best articulation of our company that I've seen"their sales leader, on the narrative
Read the case study →
Strategic narrative · Voice AI

Ultravox

Built the strategic narrative, messaging frameworks, and content engine for an open-source voice AI platform, then translated it into a website revamp and flagship case study.

+45% qualified leadsin the first 60 days post-launch
Read the case study →
Customer insights & ICP · GPU cloud

Vast.ai

Ran the first formal customer research program for a $30M ARR GPU marketplace moving upmarket, and turned the interviews into five net new case studies, an ICP, and a lifecycle marketing plan.

5 net new case studieswith landing page views up 201% after launch
Read the case study →
Segmentation & repositioning · Travel tech

Sojern

Rebuilt hotel segmentation from an arbitrary SMB and enterprise split into five segments based on how hotels actually buy, then repositioned the platform, solutions, and GTM around them.

+30% revenuewith ICP penetration up 133%
Read the case study →
New GTM function · Enterprise

WeWork

Pitched, funded, and led a global property marketing function of 15 that repositioned WeWork against traditional landlords for enterprise buyers.

$50M incremental revenuewith total contract value up 30%
Read the case study →
Portfolio transformation · Enterprise SaaS

Diligent

Led the portfolio transformation and GTM integration of 15+ acquired products into one governance cloud solution, with a tiered launch framework and cross-sell playbooks.

+40% add-on salesand work that contributed to $500M+ in follow-on investment
Read the case study →

Beyond the flagship

The workstreams behind the situations above, available inside the flagship program or as focused engagements.

Positioning & messaging

Make the market story unmistakable.

ICP & customer research

Build around real buyer evidence.

Competitive playbooks

Win more of the comparisons that matter.

Pricing & packaging

Connect value, segments, and commercial model.

Content systems

Produce useful GTM content at operating speed.

Sales enablement

Give sellers a story they can use in live deals.

Launch & GTM process

Turn launches into accountable growth moments.

AI workflows & systems

Build compounding GTM infrastructure.

What it's like to work with me

"One of Julia's superpowers is turning complex concepts into smart, clear and compelling stories, and the impact on the business has been tremendous. She is raising the bar for smart, value-driven B2B storytelling in this organization. She's able to hold her own in conversations with leaders, ask smart questions, and generates great work."

Ana Mackay-Sim · VP of Marketing, WeWork
"

"Julia is one of the highest-performing members of the Marketing team, respected by her peers and her partners alike. She drove several strategic initiatives that have contributed to meaningful business outcomes, and built mutually-beneficial partnerships across various functions."

Indy Sen · VP of Product Marketing, WeWork
"

"She brings a lot of disparate ideas and voices into a cohesive narrative. It's the best articulation of our company that I've seen."

Sales leader · Unacast

Tell me what you're solving

Email Julia Connect on LinkedIn