Product Marketing Executive

Jim Eup

Enterprise SaaS product marketing leader with 15+ years building the GTM motions, positioning frameworks, and sales narratives that turn complex platforms into pipeline. The front end of product in high-stakes deals.

jimeup@icloud.com linkedin.com/in/jimeup (317) 625-4451

Career proof points

$257M

ACV influenced at Salesforce

$100M→$1B

FSC ARR scaled at Salesforce

$100M+

Pipeline generated at Vericast

$2.5B

Acquisition value at ExactTarget

ExactTarget · 2011–2013

Launched the products that defined a category

Led product marketing for Journey Builder and Audience Builder — category-creating platforms that helped define customer journey marketing before most buyers had a framework for it. The narrative became a strategic centerpiece of Salesforce's $2.5B acquisition.

Salesforce · 2013–2023

Expanded FSC into new verticals and scaled it to $1B

Took Financial Services Cloud into retail banking, unified banking, insurance, mortgage, and investment banking — unlocking new ACV and scaling FSC from $100M to $1B ARR. In 2023 alone, influenced $257M ACV and $2B AOV.

Vericast · 2024–2026

Drove pipeline and growth for a $900M+ data-driven marketing business

Led product and growth marketing for a payments and data-driven marketing solutions business serving banks and credit unions, generating $100M in pipeline on a $1M program budget. Launched a net-new managed service offering that generated $5M in revenue in year one.

Throughout career

The front end of product in high-stakes deals

My highest-leverage work has always been in the room — alongside sales in customer briefing centers and executive meetings, making the narrative real and the decision easy. Also supported analyst relations programs that earned strong Gartner and Forrester placements. A salesperson's dream in a product marketer, according to the people I've worked with.

Case study

Salesforce · 2018–2023

Scaling Financial Services Cloud from $100M to $1B ARR

The challenge

Financial services was already a strong Salesforce vertical, but customers faced significant effort and cost to customize the platform for their industry. Financial Services Cloud changed that with pre-built industry data models and workflows purpose-built for financial institutions. When I joined, FSC had already launched for wealth management. The task was to take it into new sub-verticals — retail banking, unified banking, insurance, mortgage, and investment banking — each requiring its own narrative, buyer strategy, and GTM motion to unlock new ACV.

The approach

Led and grew a team of full-stack industry solution marketers — including recruiting the first technical PMM for FSC — deploying a $1M annual program budget across each new sub-vertical. Developed distinct messaging architectures for each financial services segment, leading with industry-specific outcomes and regulatory context rather than platform features. Created a Dreamforce Financial Services keynote that became a flagship moment for the category, drawing 3,000 in-room attendees. Led presence at InVest, Financial Brand Forum, LendIt, Digital Mortgage, and InsureTech Connect — building credibility with the buyers who mattered most.

The outcomes

$100M→$1B

ARR scaled over 5 years

$257M

ACV influenced

New sub-verticals opened

GTM philosophy

Narratives earn trust before they earn business

In regulated, high-stakes industries, buyers are skeptical and cycles are long. The narrative has to build confidence before it builds pipeline. I specialize in markets where getting the story right is the difference between winning and losing.

Product marketing belongs in the room

My highest-leverage work has never been behind a desk. I function as the front end of product in high-stakes deals — walking into customer briefing centers and executive meetings to make the narrative real and the decision easy. I don't just build the tools. I use them.

Category creation is a first-mover window

The best GTM opportunities aren't in existing categories — they're in defining new ones before competitors do. I've helped create the customer journey marketing category at ExactTarget and the financial services cloud vertical at Salesforce. That window closes fast.

AI is a new operating model, not just a tool

I use Claude and ChatGPT daily — but I see AI as something bigger than productivity gains. It's a new operating model for product marketing and GTM. As AI accelerates customer adoption and drives UX gains, PMM and GTM engines will need to match that pace to win. The teams that figure this out first will have an enduring market advantage.

What people say

Our AEs consistently rank Jim as the top presenter of the week, out of the 30+ presenters that come in to talk to them. Passionate, energetic and engaging are a few words that come to mind. His presentation style is one of a kind.

Jim is one of those rare talents that has the intellect to understand the market shifts, ability to articulate the complex reasons of why and what that means, and the delivery style that builds an audience and pushes them to action.

He is a salesperson's dream in a Product Marketing Manager. He invests the time to understand the market and willingly submerges himself in the sales process to make sure to provide the best product and truly fulfill the needs of the market.

Although I was technically Jim's manager, I think I learned as much from him as he did from me. He possesses a great combination of strategic thinking and hands-on execution.

Jim worked with me to identify my strengths and found the magic in me that could provide the biggest impact to the business. I give Jim the highest level of endorsement.

He tells the story of both the current state of our industry and the art of the possible so beautifully. I can always trust that my sales teams are in good hands with Jim.

The one word I often use to describe Jim is "inspiring." With more than 20 years experience in product marketing for SaaS and enterprise software companies, Jim is recognized as one of the most gifted professionals in Product Marketing and Sales.

Let's talk

I'm currently exploring VP and Senior Director product marketing roles at enterprise SaaS companies — ideally where there's a real go-to-market challenge to solve. Open to fractional engagements as well.

jimeup@icloud.com LinkedIn (317) 625-4451