Product Marketing Executive

Jim Eup

I build narratives that open markets and close deals — the kind that actually hold up when sales takes them into the room to win the business.

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

Career proof points

$257M

ACV influenced at Salesforce in 2023

$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 whose narrative defined 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. Generated $100M in pipeline on a $1M program budget — and 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, translating technically complex products into something real and easy to act on for the people who actually sign. It takes a specific kind of mind to bridge the gap between what a platform does and why a skeptical executive should care. That's the work I was built for.

How I'm wired

I lead with Influencing. CliftonStrengths measures 34 talent themes across four domains — Executing, Influencing, Relationship Building, and Strategic Thinking. My top 10 are shown below, ranked in order of strength. People who lead with Influencing take charge, sell ideas, and move others to action.

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 all sub-verticals. 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

FSC ARR growth New vertical launched

$100M→$1B

ARR scaled over 5 years

$257M

ACV influenced in 2023

New sub-verticals launched

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. That means more than naming a category. It means shaping how the market thinks about the problem, what they believe is possible, and where they choose to invest. I've done it twice: customer journey marketing at ExactTarget and financial services cloud at Salesforce. That window closes fast.

AI is a new operating model, not just a tool

I don't wait for purpose-built AI solutions — I build what I need, learn from it, and make it systematic. I built jimeup.com under deadline pressure with no dev team: a Claude API chatbot with a serverless backend and an agent that refreshes context before every interview. That same instinct shapes how I'd build a PMM function. I've already built PMM/OS — a growing library of document templates designed to run on Claude Cowork, built on Pragmatic Marketing and PMA frameworks — so the function operates at higher velocity from day one. The teams that treat AI as infrastructure, not a feature, 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.

POV

Product marketing is a revenue function. These are the arguments I'm willing to make in public — grounded in two decades of practice and what I'm seeing in the market right now.

LinkedIn Article · April 2026

AI Is Making Your PMM Team Faster. It's Also Making It Less Strategic.

The real risk isn't that AI produces bad content. It's that it produces convincing content that keeps your team too busy to understand the market it's supposed to serve.

Read on LinkedIn

Ask me anything

Jim Eup

Product Marketing Executive — ask me anything about my background

I'm Jim Eup — I build narratives that open markets and close deals. 15+ years doing it for some of the most complex platforms in enterprise software. Ask me about my background, how I work, or what I think about your market.

About this portfolio

This site was built and deployed by me — no dev team, no agency. It runs on a single HTML/CSS/JS file deployed via GitHub to Netlify, with a serverless backend function powering the AI chatbot. The chatbot uses Anthropic's Claude API with a custom system prompt I wrote and maintain, including company-specific positioning for every active opportunity in my job search. It was launched in a matter of hours and has been continuously updated since.

It's a proof point. I don't just market AI products — I build with them. If you're hiring a product marketer to lead your AI narrative, this is what hands-on looks like.

Let's talk

I build narratives that open markets and close deals. I develop high-performing teams that execute with precision and velocity. And I'm an AI-first operator who brings PMM/OS — my own AI-augmented operating infrastructure — built to deploy on day one. Looking for the next one — VP or Senior Director PMM at an enterprise SaaS or AI company where the go-to-market challenge is real and the category isn't decided yet. Open to fractional engagements.

LinkedIn (317) 625-4451