2017, London 🇬🇧
AI
Mario Moscatiello
Head of Growth, Fluidstack
Results
Revamped brand, messaging, positioning, and website
Clear content strategy across LinkedIn and SEO
Hundreds of qualified opportunities generated via paid search
Overview
FluidStack is an early-stage distributed computing platform offering on-demand GPU and CPU power to AI startups and enterprises worldwide.
With seed backing from prominent angels, it aims to democratize access to high-performance computing (HPC) for AI training, inference, development, and fine tuning — at prices far below traditional hyperscalers like AWS, Google, or Azure.
By pooling underutilized server resources, FluidStack delivers an elastic, pay-as-you-go model that appeals to startups and enterprises seeking advanced compute without hefty overhead. Its unique differentiators include decentralized architecture, transparent pricing, and a 10X faster customer service compared to emerging players like NScale and Nebius.
When their Head of Growth approached me, they needed a product marketing expert to strengthen their message, revamp their branding and website, and solidify a go-to-market strategy across content and performance marketing.
This support was crucial in positioning FluidStack as an agile, cost-effective alternative to competitors in the race for the ever-crowded market of high-performance compute solutions.
Scope
During my collaboration with FluidStack, I delivered a comprehensive set of product marketing, positioning, and content marketing assets, tailored to refine their messaging and drive demand through optimized marketing channels.
Month 1: Personas and Product Marketing Messaging
Developed detailed customer profiles, including demographics, psychographics, roles, and firmographics, to sharpen targeting and engagement strategies.
Crafted product marketing messaging focused on customer pain points, clear value propositions, key benefits, and differentiation.
Conducted a competitor analysis, benchmarking FluidStack against Coreweave, Ori, LambdaLabs, MosaicAI, NebiusAI, TogetherAI, Runpod, NexGen, and Hyperstack to identify unique positioning opportunities.
Built a strategic positioning framework to deploy messaging consistently and align with the desired market perception.
Created an investor pitch deck for fundraising purposes by integrating deep market, competitor research, as well as new positioning.
Month 2: Website Revamp
Designed low-fidelity wireframes and created compelling content for key website pages, including the homepage, pricing page, case studies, and the "Why FluidStack" page.
Hired and managed a trusted design partner to ensure the visual and structural enhancements aligned with FluidStack’s brand identity.
Month 3: Performance Marketing and Content Strategy
Developed a paid search strategy, including in-depth keyword research, campaign structuring, and the creation of targeted ad copy.
Hired a trusted performance marketing partner to hand-off campaign managment, tracking, and scale
Created a LinkedIn content strategy for the founder, establishing content pillars, formats, distribution channels, and an advised publishing cadence.
Optimized the founder’s LinkedIn profile to improve conversions and enhance visibility among FluidStack’s target audience.
This engagement resulted in a refined market presence, cohesive messaging, and an actionable marketing strategy, positioning FluidStack for scalable growth and improved conversions in the competitive B2B SaaS landscape.
Impact
These efforts positioned FluidStack for scalable growth, enhanced conversions, and a stronger foothold in the competitive B2B SaaS landscape.
Enhanced website and content: Designed new wireframes and created high-conversion copy for key pages, including the homepage, pricing page, and "Why FluidStack" page.
Targeted paid search strategy: Launched keyword-optimized campaigns with compelling ad copy, driving measurable engagement and conversions.
Optimized LinkedIn presence: Revamped the founder’s profile and established a LinkedIn content strategy to increase visibility and attract target audiences.
This case study highlights how a strategic focus on messaging, positioning, and content can drive impactful results and position B2B SaaS startups for sustained growth.
