I help B2B SaaS companies craft messaging that feels written for your customer (not any customer.)
Your busiest customer doesn't have time to figure out why you matter. I do the buyer research, rebuild your positioning, and rewrite the emails that run on it. The easiest yes shows up in the same words across every surface.
"Ben is so good at what he does that he is the first and only cold outreach I have ever responded to over the course of my 20 year career. He absolutely overdelivered on what I was expecting. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
Meru Health
Telemedic
Ayin Health
Kaiser Permanente
Dignity Health
SmartCue
SingleComm
Swyft
Penelope
Opsera
Your positioning and messaging problem isn't the website. It's what the website reveals.
These are the three sentences B2B SaaS leaders say right before they realize the positioning was never locked and the messaging was built on top of nothing.
"The first thing people do after our calls is look at our website. And it doesn't match what we just told them."
Your sales team is closing deals despite the website, not because of it. Every prospect who checks your homepage after a call sees messaging that undersells what you actually do. That gap is costing you deals you never hear about.
"I don't know what our positioning is, and I'm the founder of the company."
You close deals because you can explain the product better than anyone. But that doesn't scale past the first few hires. The positioning needs to live outside your head so your sales team, your website, and your outbound all tell the same story.
"We keep getting compared to tools that aren't even in our category."
Your buyers compare you to the wrong competitors because the positioning doesn't draw a clear enough line. When a platform with real differentiation gets compared to a commodity competitor, the problem isn't the product. It's that the messaging hasn't picked a lane.
I fix the positioning and write the messaging that matches it.
Most B2B SaaS companies have a positioning problem disguised as a messaging problem. The homepage doesn't convert because the positioning underneath it was never locked. I start with the positioning: who you are, who you're for, and why you win. Then I write the messaging that carries it: homepage copy, outbound emails, pitch decks, and sales narratives. All built from your sales transcripts, competitor teardowns, and buyer language. Not from templates.
Pick the engagement that fits where you are.
Every engagement follows the same research-first process. The difference is depth and what gets built.
Positioning and Messaging Audit
5-day diagnostic. Sales transcripts + competitive review + homepage teardown. Recorded teardown + concrete plan to fix.
Email & Positioning Sprint
Lock the positioning. Build the outbound email program around it. 4 weeks.
Email Revenue Launch
Rebuild your email sequences and strategy from scratch. Cold, nurture, lifecycle, launch, and the landing page they drive to. For teams whose email program isn't producing pipeline.
1:1 Coaching Call
One hour. Bring a question, a homepage, an email — leave with answers.
Team Workshop
Live positioning and messaging workshop for your team. Tailored to your category, buyers, and current messaging. Details after we connect.
Here's exactly what happens after you say yes.
No ambiguity. No "we'll figure it out as we go." Your project manager will thank you.
Competitor teardowns
G2 and review mining
Category mapping
Buyer language extraction
Positioning options ranked
Your team picks direction
Align on category and buyer
Lock the positioning decision
Color-coded homepage copy
Outbound email drafts
Value prop hierarchy
Every line annotated with why
Refine messaging live
Final positioning deck
Handoff to your designer
Your whole team can pitch it
Internal Positioning Deck
The exact language to describe what your product is, who it's for, the problem it solves, and why you win. Not 50 slides. Six. Everyone on the team references the same story.
Color-Coded Homepage Copy
Every section of your homepage is color coded so you can see why each line is there: problem framing, differentiator, value prop, proof point, CTA. Your designer implements it without guessing.
Outbound Email Campaign
3 to 4 emails built from the positioning, not from a template. Written in your buyer's language, targeted to their stage of awareness, with subject lines tested against the patterns that get opened in B2B SaaS.
I read every call recording and pull the exact language your buyers use to describe the problem. Not what your team thinks they say. What they actually say.
I map every competitor's positioning: their H1, their value props, their pricing page language. I find the gap nobody else is occupying.
G2 reviews, Reddit threads, LinkedIn comments, KLAS ratings. I find the exact phrases your buyers use when nobody from your company is listening.
I identify which positioning play gives you the best chance: head to head, big fish small pond, new game, or repositioning the competition.
I trace how your buyer goes from unaware to evaluation. The messaging angle changes at every stage. Most homepages write for one stage and miss the rest.
Category dynamics, buyer language by vertical, regulatory framing, buying committee structures. The stuff generic agencies spend your retainer learning.
- ✓ You're a B2B SaaS company (Seed through Series E)
- ✓ You have paying customers and active sales conversations
- ✓ Your sales team pitches the product better than the website does
- ✓ You're being compared to the wrong competitors
- ✓ You need to align your team around one story before the next raise or product launch
- ✓ You want this done in weeks, not a 6 month agency retainer
- × You're pre-revenue and still figuring out who the buyer is
- × You want someone to manage your social media or run ads
- × You need a full marketing team, not a positioning and messaging specialist
- × You're not selling software to businesses (B2C, agencies, and services firms aren't my sweet spot)
- × You want someone to just write words without fixing the positioning first
What happens when the positioning is locked and the messaging matches
Real clients. Real metrics. Real pipeline. Browse the full positioning and messaging case studies.
Karis Health: 56% open rate on a cold broker campaign. In December.
729 brokers reached. 16% click rate. Multiple first meetings and a lunch and learn before January enrollment season.
Read the full story →Tomorrow Health: Condensed a complex story into a deck that closed a funding round.
A home based care platform with multiple stakeholders and a short window. One narrative that held.
Read the full story →Bristle: 33% conversion uplift from messaging changes alone. No design changes needed.
Positioning, landing page rewrite, and customer segmentation for an oral health diagnostics startup.
Read the full story →"We were challenged with condensing a very complex pitch into a short, distilled summary pitch deck. Ben was responsive, creative, and collaborative in helping us shape the right message."
"Couldn't recommend working with Ben more. He was a patient and clear guide to supporting Altitude at a critical inflection point in our commercial growth. The team loved working with him!"
"Every piece had a clear strategy behind it. You weren't just creating content, you were creating it with purpose. Your writing always felt fresh and creative, never cookie cutter, and you helped us stand out while still staying true to our brand."
"Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers and prospects, and our needs. He delivers emails with a strong CTA which has led to higher clicks, opens, and deals."
"Ben has a natural talent for storytelling and an incredible ability to take our ideas, sometimes half formed or overly technical, and turn them into compelling, clear narratives that resonate with both our prospects and clients."
"You were so very responsive and willing to dive into a complex environment. You spent the time to understand what we do and the problems we are trying to solve for our customers. Your insight and fresh set of eyes allowed us to move forward further and faster."
"Ben helped us update our marketing website copy and his suggestions and feedback were nothing short of exceptional. I enjoyed our weekly syncs and appreciate the thoughtfulness he gave to help us convey our message better to potential customers."
"Working with Ben elevated our brand's messaging, thanks to his narrative crafting and understanding of our goals. The collaboration was seamless and impactful. We wholeheartedly recommend Ben and This is Copy to anyone looking to enhance their messaging; their work truly speaks for itself."
"Ben stands out because he is someone who truly cares about his craft. He eats, sleeps, and breathes copywriting, and it shows in the final product. I would highly recommend anyone looking for a copywriter to work with!"
"Ben Watkins is an incredible copywriter who understands the art of persuasion. He helped us with CRO and all things copywriting, offering suggestions and improvements that made a huge difference. He does an incredible job."
"I really enjoyed working with Ben on a 2 week sprint to help us write our new website copy as we repositioned our brand and product offering. Ben brings all the good vibes and positive energy to conversations and isn't afraid to ask questions to really understand what he is writing about!"
"Ben's advice on emphasizing our unique selling proposition and strategic call to action placement significantly clarified and enhanced our site's appeal. His focus on specificity and measurable impact set our offerings apart. His insights are highly recommended for anyone aiming to refine their web presence."
Before you schedule
What makes you different from a marketing agency?
Agencies hand your project to a junior team after the pitch. I do the work myself. Every call, every transcript review, every line of messaging. I've spent a decade in B2B SaaS. I already know your buyers, your competitors, and the category language that matters. You're not paying for a team to learn your industry on your dime.
We're early stage. Are we ready for this?
If you have paying customers and you're actively talking to new prospects, you're ready. You need enough sales conversations for me to pull signal from. If you're still figuring out who your buyer is, it might be too early. I'll tell you on the first call.
How do I sell this internally?
Tell them this: three hours with the product and sales team, and you get a positioning deck the whole company can reference plus homepage messaging that actually matches what you sell. The ROI math is simple. If clearer positioning closes even one more enterprise deal a year, the engagement pays for itself many times over.
Can't I just use AI to do the positioning myself?
You could feed a positioning book into Claude and get a generic output. But positioning isn't a template exercise. It's knowing which sales call transcript to pay attention to, which competitor comparison is actually costing you deals, and which category frame gives your buyers a reason to choose you over the status quo. AI helps me work faster. It doesn't replace the judgment that comes from doing this hundreds of times across B2B SaaS.
How does scoping work?
Every engagement gets scoped per project. After the first call, I send a proposal that maps the work to the problem, the stakes, and what you need delivered. Audit, sprint, or full email rebuild — the shape of the engagement gets matched to where the gap actually is. If the fit is wrong, I'll tell you on the call.
Do you do the design too?
My strength is the messaging and the psychology of how buyers move down the page. If you have a designer, I work with them. If you don't, I have contractors I partner with. Either way, you get messaging that's color coded and structured so any designer can implement it.
What does the first call look like?
15 minutes. You tell me what's going on. I ask a few questions to understand where the positioning breaks. If I can help, I'll tell you which engagement fits. If I can't, I'll tell you that too. No pitch. No deck. Just a conversation.
Your buyers check your website after every call.
Make sure what they find matches what you just told them.