Find the truth
Buyer interviews, market research, analyst insight.
Build the story
Positioning, messaging, narrative framework.
Ship the work
Website, launches, enablement, analyst prep.
WHAT WE DO
We turn buyer truth, market research, and analyst insight into a clear story your team can repeat. We start with what’s true about your buyers, your market, and your product, then build the messaging framework around it.
Say what you do in a way buyers get fast.
DELIVERABLES
Messaging framework, positioning statement, value propositions, message pillars, audience-specific messaging, positioning & messaging canvas.
WHAT WE DO
We clarify your homepage story, value prop, and page messaging around what buyers actually care about. We structure the narrative so visitors understand what you do, how it works, why it matters, and take action.
Make the first click count.
DELIVERABLES
Homepage messaging, website narrative, page-level recommendations, core copy blocks, messaging hierarchy, website positioning brief.
WHAT WE DO
We build the launch narrative, sales assets, and customer-facing materials so every team tells the same story and the market gets it on day one.
Launch with clarity, not chaos.
DELIVERABLES
Launch messaging, launch brief, sales deck messaging, battlecards, one-pagers, customer-facing launch assets, internal messaging guide.
WHAT WE DO
We run structured buyer interviews and turn the patterns into sharp recommendations for messaging, GTM, and product. Real evidence from people who said yes — and the ones who didn’t.
Replace guesswork with buyer truth.
DELIVERABLES
Interview guide, stakeholder kickoff, live buyer interviews, transcripts/notes, theme analysis, executive readout, recommendations.
WHAT WE DO
Need to build PMM in-house? We help set the function up right — roadmap, roles, operating rhythm. Not ready for another FTE? We step in and run the work for you.
Get senior PMM firepower without the FTE.
DELIVERABLES
PMM roadmap, function design, roles & responsibilities, operating rhythm, project leadership, strategic guidance across all workstreams.
Story before stuff
We fix the story before the assets. When it clicks, everything pulls together.
Truth, not theory
Grounded in buyer truth, market research, and analyst insight — not guesses.
Strategy that ships
We don’t stop at frameworks. We ship the work your team needs.
Senior brains, less baggage
PMM leadership without the cost, ramp, or commitment of an FTE.
Martin Kievit
Founder & CEO, Greenvoltis
“Elina and her team were instrumental in our product launch. Smart, fast, creative, and just the right kind of pressure to keep things moving. I would recommend True North without a doubt.”
Meg Kendall
Head of Strategy,
The Climate Hub
“A product marketing powerhouse. Sharp thinking, deep expertise, and a talent for turning scattered ideas into a story that lands.”
Ali Hosseini
Sr Product Manager, Swat.io
“We worked on launching an AI feature for our monitoring dashboard. Their strategic positioning and clear messaging helped drive adoption and made the value of the feature instantly clear to users.”
Fabio Manfreda
Sr. Project Manager, Prewave
"True North brings clarity, structure, and a deep understanding of strategy. Always sharp, fast, and one step ahead...Their ability to quickly grasp our business & tailor guidance to our needs stood out. It felt like a true partnership, not just a consultancy."
Benedek Herman
Founder & CEO, Voovo
“Super organized, packed with ideas, and brilliant with AI. Transparent about expectations and outcomes. Just a great product marketer.”
Hubert Kucharski
Chief Commercial Officer, raicoon
“We worked on AI product launches. The experience was constructive, results-driven, and out-of-the-box. If you're looking for the right marketing team to launch an AI product, here it is.”
Schulax
Head of Sales, noreja
“We worked on solution pages. Very comfortable to work with them. Very reliable and always an open ear for feedback. Definitely worth it. The service and knowledge the True North team brings is exceptional.”
Yiorgos Nikoletakis
Founder & CEO, 100mentors
"If you’re a founder or product leader seeking not just product marketing advice, but someone who will embed with your team, amplify your message, and build with urgency and heart, look no further."
Maja Tepeh
Sr Brand & Strategic Marketing Manager, Prewave
“You think you can do it alone, but you can’t. Elina dives deep, studies your product and market, and finds an angle that makes you stand out.”
Shauna Dowling
Sr Product Manager, Autodesk
"Elina brings a lot of expertise paired with strong experience.
Go with strong opinions held loosely, be open to conversations on improvements with tried and tested methods"
Valentina Paladini
Sr Event Manager, Prewave
“Elina quickly understood our challenges and bridged the gap between product and marketing. Structured, clear, and deeply collaborative.”
What services do you offer?
Positioning and messaging, website positioning, product launch and enablement, win-loss research, and fractional PMM or function builds. Each one targets a specific part of the product marketing stack, so you can pick the engagement that fits where you are.
Who do you work best with?
B2B startups and scaleups with a strong product and a fuzzy story. Most clients are founders, CMOs, VPs of marketing, or the first PMM hire. We’re a fit when you want senior product marketing thinking without rushing into another full-time hire.
How long does an engagement take?
Depends on scope. Positioning and messaging projects typically run six to ten weeks. Website repositioning takes eight to twelve weeks. Launch engagements run four to eight weeks depending on tier. Win-loss kickoffs plus interview bundles usually land around six to eight weeks. Fractional PMM is an ongoing monthly engagement with a three-month minimum.
How do you price engagements?
Fixed-fee for project work (positioning, website, launch, win-loss). Monthly retainer for fractional PMM and function builds. Pricing depends on scope, number of audiences or products, and how much research sits inside the work. We send a scoped quote after a discovery call.
Are engagements remote or in person?
Remote by default. We work with teams across North America and Europe using Zoom/Google Meets, shared docs, and async check-ins. In-person kickoffs or working sessions are available when it helps, usually for positioning resets or cross-functional launch alignment.
What does your process look like?
Four phases, consistent across services. Discovery (interviews, materials review, market scan). Strategy (frameworks, positioning, messaging architecture). Craft (copy, narrative, assets, messaging guides). Handoff (training, rollout plan, follow-up). The mix shifts by service, but the shape stays the same.
Can you work alongside our in-house marketing or PMM team?
Yes. A lot of our work runs in partnership with internal teams. We can lead the strategy and let your team execute, run a specific workstream while your team carries the rest, or act as a senior sounding board for an in-house PMM. We shape the model to fit your setup.
Can we start with one service and expand later?
Yes. Most clients start with positioning or a website reposition because the output of that work feeds everything else: launches, enablement, analyst prep, sales messaging. Once the core story is clear, follow-on work moves faster because the foundation is already there.
How soon can we start?
Typically three to four weeks out. We take on a limited number of engagements at a time to keep the work senior-led from start to finish, so lead time shifts by quarter. If you need to move faster, flag it on your discovery call and we’ll tell you what’s possible.
What do we need to have ready before we start?
Not much. Your website, decks, any existing positioning work, customer call recordings or transcripts if you have them, and access to a few customers or prospects for interviews. If something is missing, we’ll help build it as part of the project.
Who from our team needs to be involved?
A small working group: usually the founder or CEO, a marketing lead, and someone close to product or sales. We run structured interviews with a wider group at the start (product, sales, customer success, customers), but the decision-making circle stays tight so the work keeps moving.
How do you measure success?
Different by service. For positioning, whether the team can repeat the story consistently and whether the website converts. For launches, whether the launch lands on-message, on-time, and produces the pipeline you forecast. For win-loss, whether the insights change what you ship, say, or sell. We agree on the right metrics at kickoff.
