Accelerating Go-To-Market for Industrial and Water Tech
We build and execute strategic product marketing, messaging and positioning to drive growth for digital solutions.
Markets We Serve
We specialize in helping industries that have the biggest gap between technical innovation and market adoption.
Industrial
Legacy industrials are expanding their traditional offerings with new digital solutions. But going to market with software isn’t the same as launching industrial products. Software requires faster feedback, outcome-based messaging, and a new kind of customer journey with which the typical large, matrixed, industrial company is unfamiliar.
We help industrial teams adapt their strategy to meet the realities of modern, digital-first market motions.
Water Technology
Successfully selling innovation into the traditionally conservative water sector goes beyond understanding the industry—it’s turning your expertise into compelling messaging that resonates with operators, engineers, and decision-makers.
BlueHarbor GTM brings product marketing, technology, and water sector experience together to help you communicate the value of your solution with clarity and credibility.
SaaS for Manufacturing
Software companies thrive on driving adoption of their solutions, but when selling into manufacturing it is crucial to understanding the work. Industrial buyers, that often need to solve specialized, technical challenges, expect grounded use cases, credible outcomes, and messaging that speaks their language.
BlueHarbor GTM helps SaaS teams specify their their messaging and positioning to the right personas—turning digital capabilities into industrial value.
Practice Areas
BlueHarbor GTM meets you where you are on your journey to increase adoption and accelerate the launch of your solutions.
Go-to-Market
Drive strategic product launches that increase adoption and drive revenue.
Messaging
Stand out with clear, compelling narratives that differentiate your solution to your target audience.
Sales Enablement
Equip your sales team with the tools, content, and insights they need to close deals with confidence and consistency.
Why BlueHarbor GTM
Why choose BlueHarbor GTM?
BlueHarbor GTM is uniquely qualified to help our clients launch and scale digital innovations into new markets.
We bring a rare combination of deep experience across digital solutions, the industrial sector, and smart water — enabling our clients to establish market understanding, craft messaging that resonates with key personas, align strategy to business goals, and create content that drives adoption.
What’s the difference between product marketing and marketing?
Marketing builds awareness. Product marketing builds understanding. While general marketing focuses on visibility and brand, product marketing connects your solution to your audience with the right message, positioning, and go-to-market strategy.
How is product marketing different in industrial vs. software companies?
In industrial companies, product marketing supports physical products with long development timelines, fixed specs, and well-defined launch milestones.
In software, iteration is constant—products evolve after launch, features roll out weekly, and messaging must keep pace. That means product marketing isn’t just about launch—it’s about ongoing alignment with product, sales, and users.
BlueHarbor GTM bridges both worlds—helping industrial teams translate technical innovation into digital-ready go-to-market strategies.
Our Mission
BlueHarbor GTM’s mission is to solve a persistent challenge:
Legacy industrial companies often struggle to scale digital solutions which have vastly different go-to-market motions than their traditional products. Similarly, SaaS companies encounter obstacles when expanding into the unfamiliar manufacturing sector.
Product marketing—often defined differently in industrial and SaaS—plays a powerful role in solving this friction. When done well, it can bridge technical innovation and adoption—and be a safe harbor for companies navigating unfamiliar go-to-market waters.
With deep expertise in product marketing, we help companies close the gap between technology and the market. We ensure your value proposition is clearly defined, your messaging resonates with the right audience, and your sales strategy accelerates adoption.
Founded by Seth Werlinsky, BlueHarbor GTM builds on over 20 years of B2B marketing experience at global manufacturers and SaaS startups, including extensive time working in the smart water, general manufacturing and enterprise technology markets.
