Nathan Kalmakoff

I’m a product marketer with six years of experience taking B2B SaaS products to market.

I started at Benevity, owning go-to-market for its client community and knowledge base and driving adoption across Fortune 500 clients. At Dataminr, I led public sector go-to-market for First Alert, an AI-powered real-time information platform. At Upland, I brought three MarTech products to market as one offering and researched new customer segments to grow pipeline. Most recently at Ethos, I built product marketing from scratch and repositioned the platform for enterprise and government markets.

I do my best work on technical products, where the job is making the value clear to the people who buy and use them. What I enjoy most is building close relationships across sales, customer success, and product.

Where I’ve worked

Six products, from readiness training to real-time information for public safety, MarTech, and corporate giving software.

Ethos Systems

Upland Software

Dataminr

Benevity

Readiness platform

Ethos Systems

An AI-powered human readiness platform that turns documents, SOPs, and institutional knowledge into assessable training. Used by defense, life sciences, industrial organizations, and professional sports teams.

See the work →

Ethos Systems

Upland Software

Dataminr

Benevity

Readiness platform

Ethos Systems

See the work →

Ethos Systems

Upland Software

Dataminr

Benevity

Second Street, Adestra, and Mobile Commons

Upland Software

Upland’s Audience Engagement suite of products: Second Street, interactive promotions software for more than 4,000 media brands; Adestra, an email-centric customer engagement platform; and Mobile Commons, an SMS messaging platform nonprofits use to reach donors and supporters.

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Ethos Systems

Upland Software

Dataminr

Benevity

First Alert

Dataminr

First Alert, a real-time critical event discovery platform. Used by government, defense, and public safety teams, including the U.S. Department of Defense, NATO, the United Nations, FDNY, and UNICEF.

See the work →

Ethos Systems

Upland Software

Dataminr

Benevity

Corporate giving software

Benevity

Software for corporate giving, volunteering, and community investment, used by many of the world’s largest companies, including Google, Apple, and Microsoft. Since 2008, the platform has processed $16.6 billion in donations to more than 558,500 nonprofits, along with 122.9 million volunteer hours.

See the work →

What I’ve done

From positioning and market research to launches, cross-sell, and sales enablement. Head to the Work menu for more at each company.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Ethos

Ethos as a readiness layer on top of the LMS

Sales kept hearing the same objection. Prospects already had an LMS that covered about 80% of what Ethos did, and no budget for a second one. Instead of competing with the LMS, I positioned Ethos on top of it, as the readiness layer that shows whether people are ready when it counts. I tailored demos and sales narratives to 11 customer segments and backed them with new decks, a case study from a beta pilot customer, and one-pagers for each military branch, life sciences, and industrial vertical. Pilot and beta deals brought in $850K in new bookings.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Ethos

Ethos as a readiness layer on top of the LMS

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Dataminr

AI features pitched on outcomes for each audience

Dataminr’s public sector buyers didn’t care how the AI worked. They wanted to know about critical events early, like a crash or a fire on a highway, so they could get their people moving and keep the public safe. I built personas by vertical and daily workflow, separating the analysts who used First Alert from the executives who bought it, and anchored every launch on the same promise of knowing more, faster. The biggest was maritime alerting, a gap sales and customer success kept hearing about, which roughly doubled the alerts sent each day. Each launch shipped with enablement, one-pagers, and competitive comparisons, and AI feature launches lifted product adoption 17%.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Upland

A cross-sell relaunch for customers who’d tuned out

Upland had already tried cross-selling twice using generic email blasts and free trials, and customers had tuned it out. I researched each customer segment, built a target list, and ran six in-app Appcues campaigns across Second Street, Adestra, and Mobile Commons, each written for a specific industry like healthcare and banking. Because the cross-sell buyer was usually a different person on the customer’s team, I leaned on internal intros to reach them. Demo bookings went up, and cross-sell and upsell drove a 15% increase in ARR.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Benevity

A client community for Fortune 500 CSR teams

Corporate social responsibility (CSR) teams at Benevity’s Fortune 500 clients needed one place to learn the product and see how their peers ran giving and volunteering programs. I ran go-to-market and day-to-day operations for the B-Hive, Benevity’s client community and knowledge base. That meant creating content, hosting discussions on running giving and volunteering challenges, and helping clients become champions inside their own companies. It grew to 400+ pieces of content supporting adoption across the client base.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Ethos

A live competitor dashboard I designed and coded

Right after I joined Ethos, sales asked for battlecards on two competitors, and the manual PowerPoint slide process already had a backlog. I researched 12+ competitors against one framework and built a live dashboard with Claude Code, with downloadable battlecards, competitor news, and side-by-side comparisons that automatically refreshed monthly. Sales used it before calls, and customer success used it to hold pricing in renewals against a competitor about 15% cheaper. The research also showed almost no one was building for readiness, which shaped how I positioned Ethos.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Dataminr

Supporting 90+ sellers across NA, EMEA, and APAC

At Dataminr, I was one of two product marketers supporting more than 90 sales and customer success people across North America, EMEA, and APAC. I prioritized against each quarter’s revenue goals, checked in with regional teams every week or two to hear what was landing, and fed that back into messaging and product. Those teams contributed to $37M in pipeline in the first half of 2024.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Upland

New segments beyond a shrinking media market

About 90% of ARR in Upland’s audience engagement business came from newspapers and broadcasters, an industry that was consolidating and cutting ad spend. The other 10% came from banking, healthcare, and insurance customers, who had larger average deal sizes and pointed to where growth could come from. I dug into why those customers bought, validated the three industries as target segments, and shifted our go-to-market toward them, with a goal of bringing media closer to 80% of ARR. Pipeline from the newly targeted accounts grew 22% within two quarters.

Positioning: Ethos as a readiness layer on top of the LMS

Research: New segments beyond a shrinking media market

Launch: AI features pitched on outcomes for each audience

Community: A client community for Fortune 500 CSR teams

Growth: A cross-sell relaunch for customers who’d tuned out

Process: A faster release-notes cycle across teams

Competition: A live competitor dashboard I designed and coded

Enablement: Supporting 90+ sellers across NA, EMEA, and APAC

Benevity

A faster release-notes cycle across teams

Benevity’s monthly “What’s New” release notes passed through product management, product marketing, and creative, and every handoff added time. I owned the process, wrote the client-facing release email, and streamlined how each team contributed which cut each monthly cycle by 20%.

The results

$850K

New bookings from pilots and expanded value propositions

<1 day

Turnaround on sales and customer success content, down from days

12+

Competitors tracked in the intelligence dashboard I designed and coded

$37M

Pipeline contributed to by enabled teams, H1 2024

90+

Sales and customer success team members enabled

17%

Increase in product adoption from AI feature launches, FY2023

1,200+

Pieces of sales and customer feedback reviewed and acted on

22%

Pipeline increase from newly targeted accounts

15%

ARR increase from cross-sell and upsell

20%

Shorter monthly release-notes cycle across teams