You out-build your competitors. They out-market you.
I'm Vlad Bisceanu. I embed with founder-led technical B2B companies and build the GTM system they're missing: positioning your buyers get, a cadence that ships, instrumentation you can read. Built in your tools, on your accounts. Yours forever.
The symptoms bingo card.
Congratulations. You have a marketing problem.
The good news: none of this is a talent gap. The product compounds because you built machinery for it. The pipeline doesn't, because nobody built a system. That is the whole reason growth feels random.
In production, this gets someone fired.
No owner, no monitoring, no deploy cadence. So why does marketing get away with it? Marketing is your growth service: the one that turns strangers into pipeline. And it usually runs exactly like the board says: gut feel instead of tests, whoever picked it up last instead of an owner, a deck two rounds old because nothing forces it to change.
The fix is not more marketing. It is running the function the way you run everything else: owned, instrumented, reviewed, iterated weekly.
You don't need a remove-marketing toggle.
Sentry's homepage ships a literal toggle that strips the marketing off the page. Their buyers are engineers. The allergy is earned.
But it is an allergy to bad marketing: hype, vagueness, TikToks aimed at people who will never buy. Good marketing for technical buyers reads closer to documentation. Claims you can check. Benchmarks with a method section. Comparisons that concede tradeoffs. A price on the page. It assumes your buyer has already done the research, because they have, and it answers why-you before they ask.
Engineers don't hate marketing; they hate being marketed at.
Unlock hypergrowth with revolutionary AI-powered full-funnel marketing solutions! We leverage best-in-class synergies to take your brand to the next level and deliver game-changing ROI at scale! 🚀
(Toggle it back. Please.)
The makings of a good marketing system.
Positioning first, because positioning only counts if other people repeat it: the claim your product can defend, in your buyers' words, everywhere they look.
Then the machine that ships it weekly: comparison pages, benchmarks, the answer when a prospect asks ChatGPT who solves this, a founder voice that sounds like you. Ship, measure, keep or kill. AI agents do the production work, so the first 30 days ship what a new hire needs a quarter to reach.
All of it lands in your accounts, your repos, your name. An agency can't hand over the assets; the handover would end the retainer. Here the handover is the product. If we stop tomorrow, nothing stops.
The spec sheet.
When do you need this?
The signal is not team size. You might have a marketer or two already; what's usually missing is commercial direction. If nobody owns why buyers pick you, what ships next, and what it produced, that is the gap I fill.
Founder-led companies in Europe, seed to Series B, still selling founder to founder: the GTM is you, and you have a company to run. I work with two or three of them at a time.
Mostly, I do this because I like cool tech.
My whole career is products with datasheets, docs, and changelogs: industrial tech, developer tools, technical SaaS. I read the docs before the first call. I can sit in your standup without a translator.
I'm the kind of marketer who builds: the agents, the dashboards, this site included. That habit turned into Growth Path AI, where the systems I run for clients become products.
I'm not an AI evangelist. I'm a growth marketer who uses AI where it beats the alternative, and I'll tell you when it doesn't.
The part where testimonials would go.
Twelve years running growth for technical companies, industrial 3D printing to developer tooling. Engineers buy from people who understand what they're building.
Client stories land here when they carry numbers I can defend. Until then, this page makes claims you can verify in a first call, and no others.
meanwhile, from the CV:
UltiMaker3D printing · marketing director
Verifonepayments · head of growth services
Flow Moneyfintech · through to acquisition
SeedBlinkinvestment fintech · 3 market launchesTell me what you are building.
Two or three sentences is plenty: what you sell, who buys it, where pipeline comes from today. If the fit is wrong, I'll say so.
The least engineered system in the company is the one that pays for all the others.