B2B SaaS marketing that connects to pipeline.
Not just awareness.
Most B2B SaaS companies at the growth stage have a version of the same problem. Marketing is either spread too thin, not connected to revenue, or stuck producing activity with no clear line to pipeline. The strategy exists somewhere. The execution is inconsistent. And nobody has full visibility of what's working.
I'm Carolina Duran MCIM. I work with B2B SaaS businesses to fix that. I've built marketing functions, led rebrands, built demand gen engines, and set up the ops and measurement underneath it all. Fifteen years across fintech, legaltech, and tech. UK and US markets.
If that sounds like the problem you're trying to solve, the rest of this page is for you.
Let's build.
Where I add value.
I've spent most of my career in situations where the brief wasn't fully written yet. Where the team was small, the budget was tight, and the expectations were high. That environment suits me.
I work out what the real problem is, set a direction that makes sense commercially, and build what's needed to get there. That might mean restructuring how sales and marketing talk to each other. It might mean rebuilding the brand from scratch. It might mean implementing HubSpot properly for the first time and creating reporting that leadership actually trusts.
I don't separate strategy from execution. In most of the businesses I've worked in, you can't afford to.
GTM strategy and demand generation
Defining the ICP, building the go-to-market plan, running ABM and demand gen campaigns across paid and organic, and making sure activity connects to pipeline with measurable impact on revenue.
Brand narrative and positioning
Rebrands, product positioning, and messaging architecture that reflects how buyers actually buy.
I've led full company rebrands and taken multiple product launches to market.
Marketing ops and measurement
HubSpot and CRM governance, attribution-ready reporting and dashboards . Implemented martech from scratch, introduced AI workflows to scale output without growing headcount.
Team leadership
Building teams, managing agencies, setting the operating cadence. OKRs, cross-functional rituals, and the reporting structures that keep sales and marketing aligned rather than working around each other.
Multilingual SEO
Content strategy, SEO, thought leadership, whitepapers, case studies, sales enablement. SEMrush certified. Bilingual in English and Spanish, with campaign experience across both markets.
How I think.
The stack I work with.
Marketing runs on its tools. I know which ones to use, how to implement them properly, and how to get them talking to each other. I've set up full stacks from scratch and I've inherited broken ones. Both situations are fixable.
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