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Matium: Building the Go-to-Market Story for a Two-Sided Materials Marketplace
Consulting case study | Fractional marketing leadership and go-to-market strategy
Matium was building more than a software product. It was building a two-sided market for industrial materials, where producers, recyclers, traders, brokers, and procurement teams enter with different priorities. The marketing challenge was to make one platform relevant to each audience without turning the story into a list of features.
The strategic problem
The team needed a market narrative that could support growth, investor expectations, sales conversations, website conversion, and partner outreach at the same time. That meant deciding not only what Matium should say, but which audiences to prioritize, which channels deserved investment, and how much marketing the business could realistically execute at each stage.
What Elizabeth led
Elizabeth worked directly with Matium’s CEO and internal team to turn that ambiguity into a practical go-to-market system. The initial engagement centered on positioning, audience strategy, and a tiered plan that the company could scale as resources and priorities changed.
Built a “Good, Better, Best” marketing framework so leadership could see what to prioritize at different budget and capacity levels.
Clarified ideal customer profiles and developed audience-specific value propositions for recyclers, brokers, procurement leaders, and other participants in the materials ecosystem.
Created messaging architecture that translated Matium’s platform into buyer and seller outcomes instead of relying on product features alone.
Developed email sequences for partner outreach, prospective customers, cold leads, and network activation.
Led website messaging and content improvements to make the value proposition clearer and better aligned with search intent.
Connected marketing priorities to the larger growth plan so campaigns, content, and sales activity reinforced the same market story.
From a GTM project to ongoing marketing leadership
As the company and product evolved, Elizabeth’s role expanded beyond the original messaging project. She became Matium’s marketing lead, supporting the brand narrative across website content, LinkedIn, newsletters, blog and search content, campaign planning, and industry events. The goal has been consistency: a buyer encountering Matium at a trade show, in a founder post, through search, or on the website should understand the same core value.
How the market story evolved
Matium’s public positioning has continued to mature with the platform. What began as a digital supply-chain network is now presented as neutral market infrastructure for plastics, bringing together marketplace activity, auctions and RFQs, freight, transaction support, and market intelligence. Matium currently says its network is trusted by more than 1,000 companies.
That company milestone is not presented here as a result attributable to any one marketing program. It is useful context for the engagement: the marketing system has had to evolve alongside a product, audience, and market that became materially larger and more complex.
What the engagement demonstrates
The work shows the kind of fractional CMO support that is often hardest to capture in a simple deliverables list: defining the story, choosing what not to do, giving different audiences a reason to care, and then carrying that strategy into the everyday work of content, campaigns, web, and events.
