I build the marketing function for B2B tech companies.
Seven years in B2B marketing, most of it at the messy early stage where nobody has decided what the product is for yet. I work as a fractional lead, I speak about AI and marketing, and I write about both.
Past and current work
Fractional marketing
I build the marketing function for B2B tech companies: positioning, website, and a content motion that keeps running after I leave.
How the engagement works →
Speaking and lecturing
Talks, workshops, guest lectures and moderation, mostly on what AI actually changes in day-to-day marketing work.
Topics and formats →
Writing
Marketing, the craft of writing, AI, and the occasional personal detour. Some of it going back to 2020.
Read the articles →
From people I've worked with
"Instead of just meeting my requirements, he went above and beyond — challenging my thinking, sharpening it, and guiding me on best practices. His work always exceeded my expectations. I could be at peace about not having to edit anything before publishing."
Rahul Chawra
Founder, Decode Strategy Labs · previously Brand Lead at Aspire
"Kjell is extremely efficient, low-ego, and very much 'get it done' rather than 9-to-5. What makes him stand out is the real impact he brought to sales. On behalf of the entire sales team at Willow, I can confidently say he is one of those rare marketers who genuinely drives sales results."
Brent Schepers
Sales, Willow
About Kjell
I'm a B2B marketer who's spent the past seven years building content systems, positioning decks, and marketing foundations for companies like ZYGO, Willow, Aspire App, and ONAH HR, and contributing to the marketing efforts at fintech scale-ups like Airwallex, Soldo, and Mercury, enterprise tech (SOFICO), crowdfunding platforms (Winwinner, The Harbour), taxtech (Accountable), cybersecurity, and venture firms (Latitud). Sometimes launching from the ground up, sometimes reigniting what had gone stale. Different categories, same gap: not enough marketing hands, or not the right person to bridge the product and the message.
I started in content and SEO, moved through CRO and product marketing, and spent the last few years on both ends of the maturity spectrum: the 0-to-1 problem for early-stage companies, and the product marketing problem for scale-ups that have outgrown their initial positioning.
That's the practice I've built around both. I take on a small number of engagements at a time, close enough to the work to actually know what's going on.
Recent writing
Copywriting techniques that make web copy work harder
Positive framing, power words, headline formulas and the two words to delete from your mission. The copywriting techniques I keep using, with examples.
Customer research for copy: where to look and what to ask
Where to find the customer language that makes copy work, plus the questions worth asking on a customer call and how to turn a transcript into copy.