Hi, I'm Ben Watkins.

What I do

Most B2B tech companies sound the same. They lead with features. They explain what the platform does instead of what changes for the person who has to run it. Swap the logo on the homepage and three competitors could ship it tomorrow (and nobody would clock the difference).

Here's where I sit apart from most positioning help: I don't hand you a strategy deck and wish you luck. I find the positioning, then I go write the thing. The emails. The landing pages. The sales narrative. The outbound that actually gets a reply.

It all starts with voice-of-customer research, which is a formal way of saying I go read what your buyers say when nobody's performing for marketing (sales call transcripts, G2 reviews, the Reddit thread where someone vents about your whole category). I mine that language, map it across your assets, and build the messaging that carries your positioning into the market.

The verticals shift. Fintech one month, dev tools the next, then cybersecurity, healthcare tech, HR tech, vertical SaaS. The method holds, because the raw material never moves: the words your buyers already use.

How I got here

I started as a middle school teacher (I survived, the lesson plans survived, we'll call it a draw). Then I went the other direction entirely and became an EMT, on the way to nursing school, building a side business in the margins of both.

The side business was copywriting. Emails people actually opened. Landing pages that pulled their weight. Sequences that walked a cold prospect all the way to a booked call.

It kept pulling me toward B2B SaaS, which had the gnarliest messaging problems on the menu: technical products, three buyers in every deal, sales cycles you measure in quarters, and a deep instinct to narrate the feature list instead of the result.

At some point "the copywriter who keeps fixing our positioning" quietly became the entire job. So I stopped being a generalist and went all in on B2B tech (it's where the pain is sharpest, and where sharper messaging shows up fastest in the pipeline).

By the numbers

• 75+ B2B tech companies across fintech, dev tools, cybersecurity, healthcare tech, HR tech, and vertical SaaS.
• 7 published case studies (Altitude, Tomorrow Health, PromptlyCheckin, Karias Health, Sycle, and more).
• Email work that's hit a 56% open rate (Karias Health), 17% higher click-through, and an 8% revenue bump (both Sycle).
• 30+ landing pages for B2B companies, including a 33% conversion lift for Bristle and 18% more demo requests for SmartCue.
• Creator of La Vie Ben Rose, a newsletter on positioning, messaging, and B2B SaaS email.
• Former middle school teacher and EMT (which is to say: I can put a complicated thing in plain words, and I don't rattle when the room does).

Outside of work

• Family. Five kids (number six lands in November, so that count is about to be wrong). They're the reason I work the way I do, and the reason I can boil anything down to its simplest version on command.
• The outdoors. Hiking, trails, anything that gets me off a screen. Half my best positioning ideas show up a mile from the nearest laptop.
• Coffee. I take it more seriously than is strictly reasonable.
• TV with layers. Severance, Dark, Stranger Things, Welcome to Wrexham. If it makes me think (or hold a theory in my head for three seasons), I'm in.
• Writing about writing. La Vie Ben Rose is where I tear down positioning and messaging in public, one company at a time.

La Vie Ben Rose

A newsletter on positioning, messaging, and B2B SaaS email. Frameworks, teardowns, and the occasional strong opinion (sometimes a little too strong).