Building Fincent's product marketing
As Senior PMM at a 4.7-star bookkeeping startup, I built the product marketing foundation from the ground up: positioning, web presence, feature pages, self-serve tools, content engine, and a scalable demo program.
Fincent is an AI-powered bookkeeping platform combining automated software with human bookkeeper oversight for US small businesses. When I joined in March 2023, the product had 80 to 100 customers, no mobile presence, and acquisition running almost entirely on direct outreach and word of mouth. There was no product marketing infrastructure: no feature pages, no positioning, no self-serve discovery, no content engine.
The category made this harder than it looks. Bookkeeping SaaS is dominated by QuickBooks and Bench, buyer awareness is low, and switching providers is high-effort and emotionally fraught. The job was to build a marketing foundation that could work in a high-trust, high-friction category, where every touchpoint either builds confidence or erodes it.
Lead Generation, Messaging, and GTM
Built platform and feature messaging across customer categories, expanding on existing ICP and value mapping foundations. That messaging became the through-line for every customer communication during my tenure.
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Web Infrastructure
Pricing page, product overview, self-guided product tour, 6 individual feature pages each with a product video, and 3 competitor alternative pages targeting prospects actively evaluating Pilot and Bench.
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iOS App Launch
Led the v1.0 launch end to end: messaging, launch page, email campaign, and in-app notification sequence. Targeted existing customers first to build review credibility before broader promotion. Downloads grew from 23 to 60 within tenure, representing 60 to 75% of the customer base activating on mobile.
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SEO Content
7 how-to guides targeting small business owners at specific high-intent moments: filing deadlines, tax credits, runway management, business credit. Published in a 27-day burst in November and December, timed for peak financial planning season.
How-To Guides:
Deal Velocity
Redesigned one-on-one demos into group sessions of 5 to 10 prospects, built around a talk track that led with the prospect's problem before showing the product. Owned the full program: invitation copy, landing page, registration flow, slide deck, and post-demo follow-up sequence. Across 5 sessions, 24 prospects were demoed and 3 converted at 12.5%, matching one-on-one conversion rates while dramatically increasing throughput.
Product Adoption
Led product GTM end to end for all new launches and feature releases, owning feature messaging, positioning, and customer communication from announcement through adoption. Built and maintained the product knowledge base to serve three functions simultaneously: CS deflection, onboarding supplement for new customers in their first week, and feature education to drive adoption of advanced functionality. Reached 300 monthly views across 80 to 100 customers, roughly 3 to 4 visits per customer per month.
Foundational and Scaling Work
Built the knowledge base as a scalable system, not just a set of articles, with a process and structure that could be handed off and added to as the team grew. Established feature messaging documentation and positioning frameworks that gave future launches a repeatable starting point. Maintained ongoing reporting across marketing channels to keep the team oriented on what was working.
In just over a year I built Fincent's product marketing function from scratch: positioning, web infrastructure, feature pages, self-serve discovery, a content engine, a scalable demo program, and a knowledge base. Every initiative was designed for a category where trust is the product. The iOS launch, the competitor pages, the how-to guides, and the demo program were all expressions of the same underlying bet: earn confidence before asking for the sale.