Know what buyers need to hear.
I use customer conversations, sales objections and competitor research to define who the product is for, why they would choose it and what proves the claim.
Independent consultancy · Strategy and implementation
Product marketing for complex B2B products.
I help your team sharpen positioning, launch products and give sales evidence buyers can trust. I also build the AI workflows that keep your research, messaging and sales content current.
Work directly with Sophie Jonsson
B2B product marketing
Strategy and AI workflow implementation
View LinkedIn profileA positioning project settles the message. Keeping it useful takes ongoing customer research, competitor updates and changes to the content sales uses. I work on both.
Why Twegs
Clear positioning. A way to keep it current.
Put the message to work.
I turn that positioning into website copy, launch plans and sales content, so the work reaches buyers and gives your team something practical to use.
Keep up as the market changes.
I build AI workflows that track relevant changes and prepare content updates for your team to review. You get the workflow, documentation and training to run it.
Services
Where do you need support?
Start with a specific project: positioning, a website, a launch or customer proof. If repeated work is slowing the team down, I can also build the workflow that supports it.
What buyers experience
Help buyers understand why the product matters.
Set the position, explain it on the website and back it with expert knowledge and customer proof.
- Positioning
Positioning & Product Value
Three teams, three explanations of the same product.
Give buyers a clear reason to choose the product, backed by claims the company can prove.
- Website
Buyer- and AI-Ready Websites
Buyers reach the site and still cannot tell whether the product fits.
Build a B2B website where buyers can understand the offer, check the proof and decide what to do next.
- Proof
Thought Leadership & Customer Proof
The expertise exists, but the market cannot see it.
Publish ideas and customer stories that sound like the people behind them and stand up to scrutiny.
How the team works
Keep product marketing close to what is changing.
Watch the market, organise launches and use AI to reduce repeated work without giving it the final say.
- Intelligence
Continuous Market Intelligence
The market changes faster than the team learns.
Catch buyer, competitor and market changes early enough to do something about them.
- GTM
Go-to-Market & Adoption
The launch is busy. The teams still disagree on the point.
Give Product, Marketing, Sales and Customer Success one launch plan they can actually use.
- Operations
AI Product Marketing Operations
The same product-marketing work is rebuilt every time.
Cut the repeated work in product marketing without losing the source, the reviewer or the right to stop.
Need help choosing where to start?
The Marketing Systems Audit traces the current work and picks the first fix.
See how the audit works →Insights
Notes from the work.
Guide · 12 minWhat Does a Product Marketer Do? Responsibilities & Examples
The research, positioning, launches and sales enablement behind the role, and how it differs from product management.
Argument · 14 minThe B2B buying journey is splitting in two
AI is helping buyers find answers faster, but the group deciding whether those answers are safe to act on now runs to 13 colleagues and nine outside influencers. That is the harder half of the journey to design for.
Tool assessment · 14 minn8n vs Make: why I choose n8n for product-marketing workflows
AI gets me to a runnable n8n draft quickly. The reason I stay is what happens next: inspect the failure, fix it and run the workflow again.
Workflow guide · 6 minHow to build a competitor website monitoring workflow
A workflow that saves each permitted source before comparing it, cuts duplicate alerts and asks an analyst to check uncertain changes.
2026 research report · 31 pages · free
Product Marketing in the Age of AI
The report follows the buying journey from AI research to a 2.5-vendor shortlist, then asks what product marketing should change. It ends with playbooks by market and a twelve-month plan.
94%of B2B buyers used AI in their most recent purchase
2.5vendors on the average shortlist, down from 3.2
51%start research in an AI chatbot