For B2B tech founders selling into traditional industries.
You know your product's worth. Now let’s make it land in the right market.
I'm Rini Bankhwal, Head of Marketing at a vertical AI company, with 14 years of experience in marketing. I help B2B tech founders translate complex technology into compelling stories that resonate with buyers and drive market adoption.
Where I Can Make a Difference
Make your value clear. Make your market care.
We start with a kickoff conversation, do most of the work asynchronously, and come together for key discussions and decisions. You get the thinking, strategy and finished assets, along with a proper handover so your team can take it from there.
-
Find your edge. Give your market a reason to choose you.
I uncover what your customers value, what competitors are claiming and where your product has the strongest right to win. Then I turn those insights into a positioning and messaging framework your business can own.
What you get:
Competitor and alternative analysis.
Ideal customer profile and buyer map.
Positioning statement and messaging framework.
Core messages for different buying audiences.
-
Know whom to target, what to say and where to focus.
A strong product needs more than a launch plan. It needs a clear route to the right buyers. I turn your positioning into a practical go-to-market strategy with clear priorities and a plan your team can execute.
What you get:
Target segments and audience priorities.
Value propositions and messaging.
Channel and distribution strategy.
Launch or market-entry plan.
Prioritised roadmap with clear next steps.
-
Make your product easier to understand, sell and buy.
I translate product capabilities into buyer value and equip your team with the stories and tools to communicate it consistently.
What you get:
Product and solution messaging.
Website and landing page copy.
Sales narrative and pitch deck outline.
Competitive positioning and objection handling.
Product launch messaging and campaign briefs.
Based in Paris. Working in English and French. cross-market perspective shaped by experience across India and Europe.
Ways We Can Work Together
I. Intro Call
Let's talk about what's working, what's not, and why.
In 30 minutes, we'll get into your product, your buyers and the challenges you're facing. I'll help you identify whether you have a positioning, sales or channel problem, and where I'd focus first.
You'll leave with a clearer sense of what needs attention and whether I'm the right person to help.
III. Build the story
We get to the heart of who you're selling to, what they're comparing you against, and what makes you the better choice. Then we turn that understanding into a positioning and messaging framework your entire team can get behind.
What we'll work on:
Your ideal customer: A clear ICP and a map of everyone who influences the buying decision.
Your positioning: A compelling positioning statement and messaging framework built around one core promise and three reasons to believe it.
Your buyer messaging: The right story for every audience, from the end user to the decision-maker and budget holder.
Real-world validation: Testing the messaging with actual customers before it makes its way into the market.
II. Identify the real problem
Most positioning work starts with what you think makes your product different. This starts with what your customers actually think, need and value.
Before shaping your story, we get close to the market and understand how buyers see you, what influences their decisions, and what makes them choose you (or someone else).
Here's what that involves:
Customer conversations: Interviews with existing customers, lost prospects and your sales team to uncover real perceptions, buying triggers and objections.
A marketing reality check: A review of your website, pitch deck, product demos and sales call recordings to see what your current story is communicating.
Competitive intelligence: A deep dive into how competitors and alternative solutions position themselves, what they promise and where the gaps are.
IV. Hand it over
Good positioning is only as good as what you do with it. I turn it into the tools your team needs to take it to market. Everything is built to be used, owned and carried forward by your team.
What you'll walk away with:
Website messaging and copy: Compelling homepage and core website page copy that communicates your value clearly and gives buyers a reason to care.
A sales narrative that sticks: A clear sales story and deck outline your team can confidently deliver, without relying on the founder to tell the story every time.
A go-to-market roadmap: The channels, priorities and actions that matter most, with a clear sense of what to do first and what can wait.
A proper handover: A working session with your team, along with all the documentation they need to take ownership and put the strategy into action.
Selected Work
Mezuro | United States
AI compliance infrastructure for banks
Defined brand positioning, ideal buyer profiles and core messaging for an emerging AI compliance category.
Translated complex AI governance capabilities into a clear, differentiated value proposition for banking decision-makers.
Built the brand messaging framework and website copy to establish market relevance and credibility.
Temelion | Paris, France
Vertical AI platform for building design engineers
Built the marketing and go-to-market function from the ground up, defining the ideal customer profile and enterprise buying committee.
Sharpened product positioning and developed the enterprise sales narrative.
Created content and sales enablement assets, alongside a growth roadmap connecting marketing activity to pipeline generation.
Slice | Paris, France
Fintech platform connecting investment experts with consumer audiences
Developed a zero-to-one go-to-market strategy across the US, UK, India and UAE.
Supported the onboarding of 80+ investment experts and optimised the customer acquisition funnel.
Improved engagement by 25% and conversion by 15% through targeted email, UX and funnel optimisation.
14+ years of making business, products and ideas matter.
I'm Rini Bankhwal, a marketing leader and strategist working across consumer, fintech and B2B technology. Currently Head of Marketing at a vertical AI company, I work at the intersection of product, positioning and growth, helping businesses translate what they build into why the market should care.
Based in Paris, with roots in Delhi. Working in English and French.