Product Marketing Manager — B2B/B2C
I don't tell you what your North Star Metric should be. I show you — live, with the same tool I'd build for your team.
Product Marketing Manager · Live AI tools, case studies & growth playbooks
10+ years in B2B/B2C growth. Below: a working AI tool, not a slide about one.
See it work ↓See it work
Anyone can tell you what a North Star Metric (NSM) is. Type in a real company below and in a minute you'll watch me build its NSM pyramid — sourced, confidence-graded.
Example: Notion
Notion
Business Model
Freemium B2B SaaS — seat-based subscription (Free, Plus, Business, Enterprise tiers) for a collaborative productivity/workspace platform, increasingly layering AI features as a premium upsell.
Weekly Active Collaborative Workspaces (workspaces where 2+ members actively create, edit, or comment on shared content in a week)
Notion's monetization is seat-based (Vendr, gend.co: 'pricing is based on the number of users') and its homepage explicitly frames value as teams 'thinking together' and having 'One source of truth for teams and agents' (notion.com). The growth blueprint video also credits 'collaborative network effects inside teams' as a key growth driver, not raw signups. A workspace where multiple people actively collaborate captures real value delivery (not a vanity signup/download count), leads revenue (seat expansion and upgrade to paid tiers follow collaboration intensity), and is explainable in one phrase.
Input Metrics — pull NSM up
New workspace activation rate (workspace created + first content added within X days)
Content creation volume per active user (pages/docs/databases created or edited per week)
Multi-user collaboration actions (invites accepted, comments, shared-page edits by distinct members)
Template adoption rate (templates installed/duplicated into a workspace)
AI feature engagement (Notion Agent / AI Meeting Notes usage per workspace)
Guardrail Metrics — limit risk
Monthly logo/seat churn rate
Chasing new workspace activation or content-creation volume could inflate short-term activity while masking that a large share of workspaces churn — video source explicitly notes a '31% churn rate,' signaling this is already a known risk area.
Free-to-paid conversion rate / net revenue retention
Optimizing purely for collaboration activity (e.g., invites, comments) among free-tier users could grow the NSM without growing paid seats, since pricing is seat-based (Vendr, gend.co) and value must eventually convert to revenue.
Platform trust/security incident rate (data breaches, permission errors)
Pushing AI Agent adoption and multi-user collaboration features faster than security hardening could compromise data trust — the existence of a dedicated 'Software Engineer, Trust' role (careers page) signals this is a recognized risk to guard against while scaling collaborative and AI usage.
Real-world impact
ClickTale
Taking a behavioral analytics SaaS into 6 new CIS/Baltic markets dominated by a free competitor, via a three-pillar go-to-market (GTM) strategy: enterprise-first, partner channel, freemium bridge.
Read the full story →
SolidVisa
Fixing a leaky funnel and zero user data with a three-phase turnaround: UX overhaul, a data engine via a personal account, then segment-level targeting and lifecycle CRM.
Read the full story →Who I am
I'm a Product Marketing Manager and CMO with 10+ years building and running B2B/B2C growth functions, from Business Development Manager (CIS & Baltic) at ClickTale and PMM at SolidVisa to CMO at Walkmarketing. Along the way that's included a +35% lift in conversion and a 21% drop in Customer Acquisition Cost (CAC) on one turnaround, and Go-to-Market (GTM) launches across six new markets on another. I build the AI tools I wish I'd had for this work, rather than just writing about them. Based in Stuttgart, Germany, originally from Ukraine.
Latest writing
Let's talk
Open to a (senior) PMM/Growth role — and always happy to talk shop with founders and CMOs.
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