Growth-stage B2B SaaS

Robbie Maltby

AI-native go-to-market consultant

About

Robbie Maltby · B2B SaaS · AI-native go-to-market consultant

I'm Robbie Maltby, a Montenegro-based AI-native go-to-market consultant. I join B2B SaaS teams at robbiemaltby.com.

The homepage covers the marketing work, including writing on agent-led growth. This page is about how I work, what else I build and what's shaped how I think.

Robbie Maltby, Montenegro-based AI-native go-to-market consultant for B2B SaaS

Why I stay small

I like being close to the work because that's where I tend to find flow.

I enjoy being able to notice something, make a change and see what happens without much distance between those steps.

The more people involved, the easier it is for that rhythm to get broken by briefs, handoffs and different priorities.

So I stay small deliberately.

Remote by choice

I left the UK for Dubai and later moved to Montenegro.

Remote work suits me because I like long stretches of uninterrupted work and decisions written down clearly enough that somebody can act on them without another meeting.

I'm not against offices. I just don't think being in one should be the default way a company proves that work is happening.

I've always liked the 37signals approach. Small teams, calm operations, and async writing to force clearer thinking instead of working things out in meetings.

Jeff Bezos' six-page memos at Amazon follow the same idea. Write first, discuss second. He was also an early investor in 37signals.

Beyond marketing

Marketing is the work I do for clients, but it isn't everything I build.

I co-founded Bitcoin Studios, a venture studio for early-revenue Bitcoin businesses.

I also mentor through MentorCruise, mostly with technical founders and developers finding their first paying customers.

I like that stage because you can change something and find out quickly whether you were right.

The kind of work I like

I read Mihaly Csikszentmihalyi's Flow: The Psychology of Optimal Experience years ago. That idea of being absorbed in work with a clear goal and immediate feedback has stuck with me.

He uses climbing as one example. The rock tells you what happened. If your balance is wrong or the hold is bad, you find out immediately.

I like work that has some of the same quality.

A campaign goes out and buyers respond. A landing page converts or it doesn't. You build something, put it in front of people and find out pretty quickly whether it's useful to them.

That's probably why I've ended up in marketing, building companies and mentoring. I like work where you can see what happened and adjust.

Influences

Seth Godin, for "people like us do things like this" and his thinking on tribes, belonging and making something for a specific group of people.

André Chaperon, for showing that you can stay small, build for a deeply engaged audience and make a serious business out of it.

Reforge, a community of some of the best growth and product marketers in the world.

Away from business, I read the Stoics, especially Seneca's Letters from a Stoic. I like how practical he is about time, perspective, hardship and fear.

I don't follow any of them as a rulebook. They've just helped me make better choices about work and how I spend my time.

Where to next

  • Writing. How the marketing works across positioning, demand generation, lifecycle, attribution and marketing engineering.
  • Agent-led growth. Findable, evaluable, actionable: the guide on buyer agents and the demand side of the acquisition engine.
  • Start a project. Fixed, scoped projects for growth-stage B2B SaaS, bought or booked on Upwork before any longer engagement.
  • Client reviews. What clients on Upwork have said, quoted in full.
  • The newsletter. Rougher notes on campaigns, code, experiments, mistakes and ideas I'm still figuring out.
  • Work with me. If you're building B2B SaaS and need a senior pair of hands on go-to-market, leave me a note.