Find your way to what’s next.

Periwinkle Agency focuses on product marketing strategy, not campaigns or content volume.

A traditional marketing agency might help you get your existing message in front of more people. We help you figure out whether it’s the right message in the first place: where to compete, how to differentiate, and why buyers should choose you.

Three things especially set Periwinkle apart:

• Senior leadership on every engagement. Rebecca Colwell, a product marketing executive with 20 years of B2B SaaS experience, leads every engagement.
• Strategy built on evidence. We start with real conversations with customers, prospects, and lost deals, combined with a close look at your competitive landscape and every meaningful alternative your buyers are considering.
• We see it through. We don’t stop at recommendations. We turn the strategy into messaging, sales tools, and training your team can use—and we work alongside your team so they know how to carry it forward.

Yes, but selectively.

Periwinkle Agency uses AI where it genuinely makes the work faster or better, such as organizing research and identifying patterns across large amounts of data, including hundreds of pages of interview transcripts or win-loss notes.

The strategic thinking and messaging come from Rebecca.

When every company asks the same AI tools the same questions, they tend to get the same answers and eventually start to sound the same. Your positioning should come from what your buyers actually told you, what the market is doing, and experienced human judgment, not from what AI is suggesting to everyone else.

And we believe in human craft beyond strategy, too. For example, every illustration on this site was hand-drawn by a local Portland artist who also happens to be my husband. :)

Here are a few signs you might be stuck:

• Win rates are dropping. A new competitor has emerged, an incumbent is undercutting you on price, deals are stalling in the dreaded “no decision phase,” and your sales reps are asking for help winning more deals.
• Price points are down. Buyers see your solution as a commodity, your pricing model isn’t built for growth, and customers skip your new capabilities to buy only the core product.
• Buyers are replacing you with AI. They’re turning to frontier AI models, competitors with a stronger AI story, or bringing the work in-house. They want to know what you’re doing with AI, whether they could build it themselves, and why they should keep paying you.
• You’ve saturated your market. You’ve won most of the available share, so the next wave of growth has to come from somewhere new. Which segment comes first? How does your product need to adapt for those buyers? Which go-to-market plan will reach them?

Recognize one of these (or all four)? Each has a root cause and a fix. I find both, then help you act on them.

Periwinkle Agency works with B2B SaaS companies from early growth through public companies. Most clients are post-product-market fit, with an established product and customer base, and are facing a growth challenge: slowing growth, a new competitor, expansion into a new market, or a need to reposition.

The common thread isn’t company size. It’s that something that used to work isn’t working anymore and you need help figuring out what’s next.

Periwinkle Agency specializes in B2B SaaS, with particularly deep experience in marketing technology (MarTech), including agentic marketing, AEO and SEO, reputation management, local marketing, SMS, marketing automation, and social media.

Rebecca has also led product marketing for legal technology, life sciences SaaS, and sales and customer experience platforms.

The approach works across B2B software because it starts with your buyers, your market, and the alternatives they’re considering—not assumptions about your industry.

Yes. Periwinkle Agency complements your product marketing team rather than replacing it.

Most in-house teams have plenty on their plates: launches, enablement, sales requests, content, and everything else that lands on the PMM desk. The strategic work that could change the trajectory of the business keeps getting pushed to next quarter.

We take on that work alongside your team, bring them into the thinking, and leave them with the strategy, tools, and confidence to carry it forward.

Absolutely. Many clients have a small marketing team or no dedicated product marketer at all.

Periwinkle Agency is hands-on. We conduct the research, develop the strategy, and help create the messaging, website copy, pitch narratives, and sales materials needed to put it to work.

You get senior product marketing leadership without needing a large team to execute the strategy.

Periwinkle Agency helps B2B SaaS companies break through growth walls at five common turning points:

• Enter: Move into a new market, segment, or geography.
• Expand: Grow beyond your core product into a broader platform or solution.
• Evolve: Reposition when your market, buyers, or technology change, including the shift to AI.
• Differentiate: Stand out when buyers see your category as increasingly commoditized.
• Disrupt: Take share from an established market leader.

We also run focused research and insights sprints, including win-loss analysis, competitive landscape analysis, customer research, and message testing.

Both.

Strategy only creates value when your team can use it. Periwinkle Agency turns strategic decisions into the things your teams use every day: messaging frameworks, website copy, pitch narratives, battlecards, talk tracks, and sales training.

We can also stay on through fractional product marketing leadership to help roll the strategy out across the business.

Yes. Periwinkle Agency offers fractional product marketing leadership at three levels, depending on how much hands-on support you need:

• Strategic Advisor: Approximately one day a week of senior guidance, strategic thinking, and coaching.
• Embedded Leader: Two to three days a week of hands-on product marketing leadership.
• Interim Executive: Approximately four days a week, leading the function while you search for your permanent leader.

Every fractional engagement is led by Rebecca Colwell.

Every engagement is tailored to the challenge, but most follow four phases:

• Discovery: We interview key stakeholders and review your existing positioning, messaging, data, and business context.
• Research: We talk to customers, prospects, and lost deals and analyze your competitive landscape and other alternatives buyers are considering.
• Strategy: We turn those insights into positioning, messaging, and go-to-market decisions with your leadership team.
• Activation: We translate the strategy into website copy, pitch narratives, sales tools, and team training so your organization can put it to work.

Most clients see initial research findings within two or three weeks.

Research sprints typically take three to eight weeks, while larger strategic transformation projects typically take eight to twelve weeks, depending on scope and how quickly interviews can be scheduled.

We move as quickly as your team can.

Yes. Periwinkle Agency handles the entire interview process.

You provide a list of customers, prospects, and lost deals. We write the outreach, schedule the calls, manage incentives, conduct and record the interviews, and analyze the results.

There’s another benefit to using an outside interviewer: buyers often speak more candidly to someone who isn’t part of your company. You get more honest insight without putting another project on your team’s plate.

Yes—with an important distinction.

Periwinkle Agency develops the messaging framework and writes or works with your team on the website copy and pitch deck narrative. We also provide AI prompt guidance so your new messaging stays consistent when your team uses AI to create additional content.

Your designers typically create the final visual assets so everything fits your existing brand.

A project solves a defined challenge—such as repositioning, entering a new market, or conducting a win-loss study—with a fixed scope, timeline, and fee.

Fractional product marketing leadership provides ongoing senior leadership, typically from one to four days a week and billed monthly. It’s a good fit when you need someone to lead the function, guide a team, or keep a major transformation moving.

Many clients start with a project and transition to a Strategic Advisor relationship once the initial work is complete.

It depends on what your team needs right now:

• Strategic Advisor: You have a capable product marketing team and need senior guidance, perspective, and coaching—often after a major strategy or transformation project.
• Embedded Leader: You’re in the middle of a significant change, such as a repositioning, launch, platform expansion, or new-market entry, and need hands-on leadership.
• Interim Executive: You don’t have a product marketing leader and need someone to run the function while you search for your permanent hire.

If you’re not sure which model fits, a free 30-minute conversation is the easiest place to start.

Periwinkle Agency works on fixed-fee projects and monthly fractional leadership engagements. We scope the work after a free 30-minute consultation, so you know the investment up front—without surprise hourly bills.

Typical starting points are:

• Research and insights sprints: from $12,500
• Strategic transformation projects: from $45,000
• Fractional product marketing leadership: from $8,500/month

Final pricing depends on the scope, company size, and number of interviews involved.

Clear communication, a willingness to challenge assumptions, and an appetite to grow.

Practically, we need:

• A point person who can make decisions
• A list of customers, prospects, and lost deals we can interview
• Access to relevant CRM, win-loss, and customer data
• Existing messaging and sales materials
• A few hours of stakeholder time during the first week

We handle the rest.

Yes. In fact, that’s often a good way to start.

Many clients begin with a focused research sprint, such as a win-loss analysis or competitive landscape analysis. It’s a lower-risk way to get answers quickly, experience how we work, and determine whether a larger engagement makes sense.