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Maria Jonsson

Product Marketing Consultant
Wednesday, September 2
When Baseline Quality Becomes a Competitive Advantage. Part One
Baseline Does Not Mean Equally Well Delivered Does it make sense to use baseline product quality as a point of differentiation and part of your positioning? And if so, under what conditions?
Friday, February 21
Stand out offer - with value for a customer
How do you make your offer stand out—and truly memorable? No flashy body curves. No adorable babies, luxury villas in Tuscany, or infinity pools, bold red fonts, trending memes, or viral news hooks. Yet, a week ago, I saw something that completely won me
Thursday, February 6
Communicating with customers: motivating or pushing?
How do you motivate clients and potential customers? I’m talking about the tone of your messaging — how you communicate with them. Recently, I came across a post from a colleague who had just finished a free live session and signed off with: "You missed it. It was really valuable. So close, yet so far..." That made me pause. Why? What’s the goal of this message? It triggered a wave of thoughts, which I’m sharing here.
Tuesday, December 17
Additional jobs in Jobs-To-Be-Done framework
Take a look at two pictures. What's the connection between these two things? Except that they're both kids’ goods? For me, these are two products that, aside from performing their main jobs, do additional ones. * In the Jobs To Be Done (JTBD) framework, a job is a task for the product to perform.
Saturday, September 21
How to find your ideal client :)
A couple of months ago, I read a marketer’s advice regarding customer search that left me stumped and caused a lot of indignation. Some person: How I should find my customer? That marketer: 1. You need to design a portray of your ideal customer 2. Then identify its pain points and needs Me: What do you guys mean?
Maria Jonsson,
Hands-on Product Marketing Manager
Helping small and medium-sized B2B businesses bring more structure to marketing and make better decisions based on real market, customer, competitor, and product insight.
I work across market and customer analysis, positioning and messaging, go-to-market, sales support, and marketing optimisation — combining research with hands-on execution rather than stopping at recommendations.
I strongly believe in data-informed marketing: not messaging, channels, or visuals “because we like them”, but decisions grounded in what is actually happening in the market and what customers need.
Over the years, I’ve worked on 100+ projects, across 80+ products and 55 geographical markets.
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