Thoughts on
Growth,
Marketing
& Product.

Head of Marketing → Product. Writing about ecosystem marketing, creator strategies, and what actually drives growth at SaaS startups.

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Ecosystem Marketing March 21, 2026

Ecosystem Marketing: The Complete Guide for SaaS Companies

Most SaaS companies default to paid ads and outbound. But the ones building real competitive moats are investing in their ecosystem. Here's a practitioner's guide to ecosystem marketing — what it actually is, why it works, and how to build one.

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Zac Culpan

About

Zac
Culpan

I've spent my career at the intersection of marketing and product — figuring out what makes growth stick. Currently Head of Marketing at Narrative, moving to Head of Product at OneRoof (NZME).

On the side, I'm building a startup focused on ecosystem and creator marketing — helping companies grow through communities, partnerships, and creator-led channels rather than paid acquisition alone.

Ecosystem Marketing Creator Marketing SaaS Growth Product Strategy