Bertrand Hazard
B2B POSITIONING EXPERT
FOUNDER & PRINCIPAL CONSULTANT
Clarity, alignment, and impact that fuel growth — built on decades of product marketing leadership and a proven methodology.
It’s crowded out there. Differentiation is everything. You may be different — but if no one sees it, growth stalls.
I’ve seen this play out again and again across my 20+ years leading product marketing: the root cause isn’t the product, it’s the lack of clarity. Without sharp positioning and a story teams and customers believe in, companies waste spend, missed deals and struggle to scale.
That’s why I started Lipion Consulting: to help B2B tech companies sharpen their positioning, craft compelling sales narratives, and align product, marketing, and sales behind a clear and differentiated story.
My approach is rooted in April Dunford’s proven frameworks — codified in her books Obviously Awesome (for positioning) and Sales Pitch (for narrative) – and sharpened by decades of hands-on experience. I’ve built product marketing from scratch in startups, scaled it in high-growth companies, and led global teams of 20+ at enterprises like SolarWinds. That mix of scrappy and enterprise experience means I know the realities of execution, not just the theory
At the core of it all is a simple belief: clarity + alignment + impact = growth.
HOW I CAN HELP
"I would recommend Bertrand to any CEO looking to sharpen their story
and get the whole team behind it."
YORI LEITERSFORF, CEO, SOLID
“I strongly recommend Bertrand to any of you looking for experienced perspective on matters of accelerating high-quality growth, and/or gaining efficiencies in
your route to market discipline”
GREG DAVIS, CEO, BIGLEAF NETWORKS
"I can’t recommend Bertrand enough for any team looking for a seasoned product marketing leader who can step in, build trust, and deliver results”
CLARE CORRIVEAU, VP MARKETING, TEKMETRIC
"The ActiveDraft pivot and adoption of product led growth would not have happened without you! I am thankful for everything you do and am thrilled to continuing our partnership together."
TOM JACKSON, VP PRODUCTS, ACTIVEDRAFT