Content that drives pipeline, without the full-time hire
I help B2B SaaS companies turn content into pipeline through strategy, production systems, and distribution.
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From zero to $1.1M in closed-won revenue in 2.5 years
Case Study: Leap Tools, B2B SaaS
Closed-won revenue
$1.1M
Pipeline influenced
$5.2M
Search sessions
3.5x
Top-10 rankings
4.4x
Social impressions
10x
Content built on systems, not whims
Most B2B SaaS companies between $2M and $50M ARR produce some content. But without a system behind creation, distribution, and attribution, the content rarely impacts revenue.
I build and run that system, working with marketing, sales, and product teams to turn positioning, customer insight, and internal expertise into content that converts.
Strategy and systems
Editorial strategy, market and competitor research, messaging and positioning alignment, workflow design, attribution, and reporting.
Content production
Case studies, sales enablement, landing pages, technical content, whitepapers, reports, email sequences, video, blog posts, and social content.
Distribution
Search engine optimization (SEO), AI search optimization (AEO/GEO), email marketing, media relations, LinkedIn, Reddit, and community management.
Who I work with
Most of my clients are B2B SaaS and technology companies at $2M–$50M ARR, and I'm often the first dedicated content hire. I can help build an internal team or bring in writers, designers, and videographers from my network.
How I work
Understand content performance, positioning clarity, ICP, and how sales is actually using content.
Define editorial direction, messaging framework, and channel strategy.
Set up production workflows, onboard collaborators, and establish a consistent publishing cadence.
Track performance, connect content to pipeline and revenue, and refine the system based on results.
"Tom is one of the best marketers I've worked with, hands down. He was instrumental in building a strong content machine that integrates seamlessly across all key channels, driving results and adding real value to the business in brand awareness, leads, pipeline value, and closed/won revenue."
"Tom is a joy to work with. Growth-oriented and strategic, he built the content marketing engine from scratch, turning it into a key driver of pipeline and revenue. He is smart, focused, creative, and an excellent writer and communicator. I loved working with Tom and would recommend him in a heartbeat."
About Tom
I'm a fractional head of content with over a decade's experience building content programs for B2B SaaS companies.
I started my career as a brand copywriter, working in-house and agency-side with Adidas, Budweiser, DoorDash, Telus, Bell Media, Major League Soccer, GE Appliances, Bank of Montreal, A&W, el Jimador, and Otsuka Pharmaceuticals.
Later, I moved into content leadership for B2B SaaS, working with high-growth technology companies in fintech, real estate, and home decor.
I work fractionally because most companies at this stage don't need a full-time VP of Content. They need director-level experience and ownership: the strategy, the systems, and the editorial standards, without the headcount cost.
Drive pipeline and revenue with a content system built around your business
Book a free strategy call and we'll map out what your content program needs.
Book a free strategy call