Jessica Vazquez Anguiano
Product Marketing Strategist
This is a portfolio that demonstrates my skills in product marketing, sales enablement content creation,and strategic messaging
Case Study: Transitioning a Traditional Accounting Firm into a Scalable Consulting Service
Client: Accounting services agency shifting from traditional bookkeeping to process documentation consulting.
Challenge: The client had only three existing customers and no structured go-to-market (GTM) approach for the new service.
1. Offer Design & Ideal Customer Profile (ICP)
I began by designing the offer and defining the Ideal Customer Profile through in-depth interviews with both current and potential clients.
This process produced the client’s first strategic asset — a clear, benefit-driven one-liner value proposition and a detailed ICP definition that guided all marketing and sales efforts moving forward.
Original offer design (in Spanish) available in this link
Ideal Customer Profile, available in this link
2. TAM Analysis
Next, I conducted a Total Addressable Market (TAM) analysis to identify the target company types and potential market size. The analysis revealed a pool of over 5,000 qualified prospects within the desired business segment, providing the foundation for future outreach campaigns.
3. Strategic Messaging
I developed the strategic messaging framework and crafted a cold-email sequence targeting the identified prospects (attached separately).
This also included optimizing the client’s LinkedIn profile and visual identity to align with the new service positioning and increase message consistency across channels.
Outbound sequence available here
Script for Video Sales letter (VSL) available here
4. Sales Enablement
To support the client’s sales team, I designed a sales playbook that included key talking points, objection handling, and a step-by-step call guide for Business Development Representatives (BDRs).
This enabled the team to maintain consistency in their communication and accelerate the conversion of leads into meetings.
Playbook for qualification call available here
5. Dashboard & Optimization
Finally, I built a performance dashboard to monitor key metrics such as open rates, reply rates, and conversion rates.
This allowed for ongoing optimization of messaging and targeting, ensuring continuous improvement of campaign results
Dashboard with KPIs available here.
Key Results
+5,000 qualified prospects mapped
Clear ICP & messaging framework delivered
End-to-end enablement system built from scratch
Jessica L. Vázquez Anguiano
The obvious choice
Sometimes I like to think of myself as an amphibian —
a corporate entrepreneur amphibian.
I have the best of both worlds: 18 years of experience in the corporate arena, fluent in its language, goals, and fast-paced, agile style of work. I’ve managed multiple projects simultaneously, reprioritized on the go, led without formal authority, and thrived in interdisciplinary and multicultural teams. I understand organizational dynamics — in a nice way — and know how to contribute consistently within frameworks, quarterly rhythms, and tight deadlines.
At the same time, I’ve spent the past eight years as an independent consultant, mastering the art of building income from scratch. I’ve helped dozens of entrepreneurs establish their full marketing and sales systems — from designing their offer and defining their ICP and TAM to setting up metrics, cadences, and KPIs — all from the ground up, in a sustainable way. I know how to develop content that bridges both customer-facing storytelling and sales enablement, turning offers into irresistible propositions.
On top of that, I carry in my DNA a dual business lens: the strategic rigor of B2B marketing and the human-centered perspective of behavioral design — a skill set strengthened by my certification in Behavioral Economics. I know how to identify where friction lies: with the client, within teams, or between people — and remove those barriers to performance.
I bring seniority, experience, confidence, and emotional intelligence — and, at the same time, the vitality, curiosity, and humility to keep learning and evolving.
Jessica Vázquez Anguiano — the obvious choice.