Product Marketing Portfolio

I’m Margo Carroll — a Product Marketing Manager specializing in GTM strategy, messaging, competitive intelligence, and sales enablement for SaaS-style and productized solutions in risk- and compliance-sensitive markets.

Since 2016, I’ve helped clients across finance, SaaS, tax and accounting, insurance, legal compliance, healthcare, marketplace apps, and B2B analytics translate complex offerings into clear buyer-facing narratives that drive adoption and revenue. My work is grounded in voice-of-customer research, competitive landscape analysis, win/loss-style insights, and objection-handling frameworks that equip sales teams and reduce buyer friction.

Selected results include:

• 57% lift in paid conversions in 30 days for a client campaign through lifecycle optimization and positioning improvements

• Multiple product launches and repositioning efforts that became clients’ highest-performing or best-selling offers

Additional samples and confidential artifacts are available on request.

Featured Case Studies:

Confidential Client

Industry: Insurance / Risk Analytics
Product: Confidential B2B analytics platform (SaaS-style)
End user: Risk-focused stakeholders and decision makers
My role: GTM storytelling, stakeholder research, executive-ready collateral

PROBLEM

A confidential client in the insurance and climate risk space was developing a B2B analytics platform to support high-stakes decision-making. The challenge was translating technical model outputs into buyer-relevant narratives that business stakeholders could understand and act on—while aligning product communication to real stakeholder needs in a trust-driven, risk-sensitive environment.

APPROACH & IMPACT

I supported adoption and GTM readiness by translating complex technical outputs into executive-ready messaging and outcomes-based narratives. I facilitated stakeholder feedback loops to identify usability friction and clarify decision criteria, then packaged findings into executive-ready materials (briefings and presentations) that supported internal alignment and rollout planning.

Due to confidentiality requirements, detailed internal artifacts and examples are available to discuss in interviews only.

Zeel

Industry: SaaS Marketplace / Mobile App
Product: Two-sided on-demand services marketplace
Buyer: Consumers + provider network (B2B2C)
My role: Provider research, product storytelling, recruitment enablement content

PROBLEM

Zeel is an on-demand massage app with thousands of contracted therapists nationwide. As the platform scaled, they needed to grow their provider network and strengthen trust with proof-point storytelling—especially in preparation for a nationwide recruitment campaign targeting licensed massage therapists.

APPROACH

I built a provider enablement and product storytelling initiative focused on real outcomes. I designed therapist surveys, conducted interviews, and translated findings into case-study style narratives and whitepaper assets that helped prospective providers visualize the benefits of working with Zeel. The work supported both recruitment goals and brand storytelling across Zeel’s owned channels.

PROBLEM

Sam Vander Wielen sells attorney-prepared digital legal templates. While the brand had strong market credibility and consistently positive customer sentiment, the onboarding and nurture journey was underperforming relative to demand—especially in lead-to-customer conversion.

APPROACH

I led an end-to-end optimization initiative focused on lifecycle onboarding and conversion. I conducted customer discovery through surveys and interviews, reviewed qualitative VoC data from customer feedback channels, and completed competitor intelligence research to identify differentiation opportunities. I defined funnel requirements, mapped an improved lifecycle journey, prioritized changes across touchpoints, and owned execution from strategy through implementation. I was later retained for a longer optimization engagement incorporating win/loss-style scoring to guide ongoing improvements to positioning, objection handling, and conversion outcomes.