Liza Cichowski
December 13, 2023

5 Reasons to Bring a Fractional Product Marketer Onboard for Your SaaS Startup

5 Reasons to Bring a Fractional Product Marketer Onboard for Your SaaS Startup

By Liza Cichowski, Fractional Product Marketer

So you're running a SaaS startup, and you’re having a hard time differentiating your product offering and telling a compelling story. Perhaps you already have a “jack-of-all-trades” marketer on your team, but they’re stretched thin and could use some help to get more strategic projects across the finish line. There’s a big product launch coming up and you’re considering hiring a product marketer but you’re not sure you need another full-time marketer.

The big question is: Do you hire a full-time product marketer, or is there a smarter, more flexible way?

Enter the fractional product marketer – a pro who can make a big impact without being on your payroll 24/7. Here are five reasons why you should consider bringing a consultant or fractional product marketer onboard:

1. Top-Notch Expertise without Breaking the Bank

Imagine having an experienced product marketer on your team, someone who's been around the SaaS startup block and knows the ropes. Sounds expensive, right? Not with a fractional product marketer. You get all that valuable expertise without the hefty price tag, making it a cost-effective choice. Save on recruiter fees, equity, time, and of course, save on full-time salary and benefits.

2. Immediate Impact from Day One

Do you want a product marketer to start in 4 months or 4 days? Startups move at the speed of light. The good news is that fractional product marketers do too. They're accustomed to diving in headfirst and getting results. With their knowledge and experience, they can hit the ground running with almost no ramp-up time, so you can reach your marketing goals faster.

3. Flexibility to Match Your Needs

SaaS startups can be a rollercoaster of demand. Some months you're launching a new product, and others you're fine-tuning your marketing strategy. Fractional product marketers give you the flexibility to scale up or down based on your current needs. It's like having an on-demand marketing expert whenever you need them.

4. A Fresh Set of Eyes on Your Business

Ever heard of the saying, "You can't see the forest for the trees?" Well, that's where a fractional product marketer shines. They come in with fresh eyes, free from any internal biases, and spot opportunities and areas for improvement that you might have missed. Their unbiased perspective can be a game-changer for your product's messaging and positioning.

5. Let Your Team Focus on What They Do Best

Your core team has a ton on their plate, from product development to sales. By enlisting a fractional product marketing expert, you free up your in-house talent to concentrate on what you hired them to do. Your fractional product marketer can take the reins on:

  • Researching and refining customer personas
  • Developing sales narratives
  • Writing value-based messaging and positioning
  • Conducting competitive research
  • Creating new sales decks and collateral
  • Developing sales enablement packages
  • Securing case studies
  • Brainstorming and writing content 
  • And much more

Running a startup is a balancing act. You need to make the most of your resources and ensure your product gets the attention it deserves. A fractional product marketer offers a budget-friendly way to access expert guidance, stay agile, see your product with fresh eyes, and let your core team shine. They bring immediate impact to the table and give you a strong foundation to build upon if and when you decide to hire a full-time product marketer in the future. So, consider the benefits of a fractional product marketer and set your startup up for success.

Liza Cichowski is a Fractional Product Marketer who runs Last Word MKTG, a B2B marketing consultancy that helps tech startups jumpstart their go-to-market and convert more sales pipeline into revenue. To work with Liza, visit or email her at