Why Periwinkle Agency is different
Every engagement is led by Rebecca Colwell, a product marketing leader with 20 years of experience helping SaaS companies break through growth walls.
We dig deeper.
Through rigorous analysis and candid conversations with customers, we answer the questions that matter most:
“Rebecca listens to customers closely enough to spot the pattern hiding in their requests, and that pattern usually points to the right direction.”
We find differentiation, even in commoditized markets.
No matter how crowded your market, customers always have a reason for choosing one company over another, and it's rarely price. We find the thread that makes your company matter and turn it into a story your market can understand and remember.
“Rebecca can take even the most mundane challenge and find the story in it, turning it into something compelling, memorable, and human.”
We connect strategy to execution.
Recommendations only matter if your teams can use them. We turn the strategy into messaging, sales narratives, pitch decks, website copy, analyst and thought leadership content, executive communications, and sales enablement, and we can stay on to help roll it out.
“Rebecca is a brilliant strategist who executes. I’ll sum her up in two words: ridiculously effective.”
We keep you grounded in turbulent times.
When everything around a team feels like it’s shifting, we bring structure, momentum, and a clear path forward. We’ve spent our careers helping companies navigate transformation: entering new markets, launching new products, repositioning businesses, responding to AI, and changing the way an entire company goes to market.
“Rebecca is especially strong at leading teams through change, ambiguity, and large-scale transformation.”
We get results.
Testimonials
Working with Rebecca
Periwinkle Agency is led by Rebecca Colwell. Here’s what leaders and teams say about working with her.
“Rebecca turns competing priorities into clear product strategy. She listens to customers closely enough to spot the pattern hiding in their requests, and that pattern usually points to the right direction.”
EVP, Chief Data Officer, Yext
“If you want product marketing pros who know how to make complex products clear, compelling, and effective, Rebecca and her team are the real deal. They bring the strategy, execution, and creativity to make product marketing magic happen and, most importantly, deliver results.”
CEO, Lemonade Education
“Rebecca is one of the best messaging and positioning minds I’ve worked with. She can take even the most mundane B2B SaaS challenge and find the story in it, turning it into something compelling, memorable, and human.”
Director of Marketing Programs, Yext
FAQ
Frequently asked questions
Don’t see your question? Book a free 30-minute consultation and ask Rebecca directly.
Book a free consultation →
How is Periwinkle Agency different from a typical marketing agency?
Periwinkle Agency focuses on product marketing strategy, not campaigns or content volume.
A traditional marketing agency might help you get your existing message in front of more people. We help you figure out whether it’s the right message in the first place: where to compete, how to differentiate, and why buyers should choose you.
Three things especially set Periwinkle apart:
- Senior leadership on every engagement. Rebecca Colwell, a product marketing executive with 20 years of B2B SaaS experience, leads every engagement.
- Strategy built on evidence. We start with real conversations with customers, prospects, and lost deals, combined with a close look at your competitive landscape and every meaningful alternative your buyers are considering.
- We see it through. We don’t stop at recommendations. We turn the strategy into messaging, sales tools, and training your team can use—and we work alongside your team so they know how to carry it forward.
Do you use AI in your product marketing work?
Yes, but selectively.
Periwinkle Agency uses AI where it genuinely makes the work faster or better, such as organizing research and identifying patterns across large amounts of data, including hundreds of pages of interview transcripts or win-loss notes.
The strategic thinking and messaging come from Rebecca.
When every company asks the same AI tools the same questions, they tend to get the same answers and eventually start to sound the same. Your positioning should come from what your buyers actually told you, what the market is doing, and experienced human judgment, not from what AI is suggesting to everyone else.
And we believe in human craft beyond strategy, too. For example, every illustration on this site was hand-drawn by a local Portland artist who also happens to be my husband. :)
How do I know if my company is stuck?
Here are a few signs you might be stuck:
- Win rates are dropping. A new competitor has emerged, an incumbent is undercutting you on price, deals are stalling in the dreaded “no decision phase,” and your sales reps are asking for help winning more deals.
- Price points are down. Buyers see your solution as a commodity, your pricing model isn’t built for growth, and customers skip your new capabilities to buy only the core product.
- Buyers are replacing you with AI. They’re turning to frontier AI models, competitors with a stronger AI story, or bringing the work in-house. They want to know what you’re doing with AI, whether they could build it themselves, and why they should keep paying you.
- You’ve saturated your market. You’ve won most of the available share, so the next wave of growth has to come from somewhere new. Which segment comes first? How does your product need to adapt for those buyers? Which go-to-market plan will reach them?
Recognize one of these (or all four)? Each has a root cause and a fix. I find both, then help you act on them.
What size companies does Periwinkle Agency work with?
Periwinkle Agency works with B2B SaaS companies from early growth through public companies. Most clients are post-product-market fit, with an established product and customer base, and are facing a growth challenge: slowing growth, a new competitor, expansion into a new market, or a need to reposition.
The common thread isn’t company size. It’s that something that used to work isn’t working anymore and you need help figuring out what’s next.
What industries do you specialize in?
Periwinkle Agency specializes in B2B SaaS, with particularly deep experience in marketing technology (MarTech), including agentic marketing, AEO and SEO, reputation management, local marketing, SMS, marketing automation, and social media.
Rebecca has also led product marketing for legal technology, life sciences SaaS, and sales and customer experience platforms.
The approach works across B2B software because it starts with your buyers, your market, and the alternatives they’re considering—not assumptions about your industry.
Do you work with companies that already have a product marketing team?
Yes. Periwinkle Agency complements your product marketing team rather than replacing it.
Most in-house teams have plenty on their plates: launches, enablement, sales requests, content, and everything else that lands on the PMM desk. The strategic work that could change the trajectory of the business keeps getting pushed to next quarter.
We take on that work alongside your team, bring them into the thinking, and leave them with the strategy, tools, and confidence to carry it forward.
Can you work with a lean marketing team?
Absolutely. Many clients have a small marketing team or no dedicated product marketer at all.
Periwinkle Agency is hands-on. We conduct the research, develop the strategy, and help create the messaging, website copy, pitch narratives, and sales materials needed to put it to work.
You get senior product marketing leadership without needing a large team to execute the strategy.
Need help? Let’s talk.
Book a free 30-minute consultation.