Frequently asked questions

I build and run go-to-market for companies that sell to engineers. That covers the full marketing function: product marketing, demand generation, content and SEO, launches, advertising, events, and analytics. I work fractionally, like a senior in-house marketer you bring on before you're ready to hire one full-time.

Yes. Rare Bird Lab is a US S-corp set up to work with clients worldwide, and I bill and work in USD. I'm American, based in Spain, with experience running marketing across EMEA and North America and working hours that span both. That means live overlap with US mornings and full-day coverage for European teams, so work keeps moving on both sides of the Atlantic.

A marketer who specializes in companies whose buyers are engineers: developer tools, observability, data infrastructure, and AI tooling. It is the same core marketing every company needs, run by someone who knows the product and the audience well enough to earn a technical reader's trust. Past and current clients include IBM, Zerve, Grepr, Steadybit, OpenMeter, and DBmarlin.

Fractional and ongoing. I embed with your team the way an in-house hire would: learning the product deeply, running the marketing week to week, and reporting against real numbers. It starts with a conversation about where your GTM is stuck. Tell me what you're building.

Most technical founders hire too late, then hire the wrong first marketer. A fractional engagement covers the gap: it puts a real marketing function in place now, from positioning and demand generation to content and measurement, so your eventual full-time hire inherits a working motion instead of a blank page.

A full spread of marketing across the functions a startup actually needs: product marketing, demand generation, content and SEO, advertising, social and community, events, and analytics. I also manage outside vendors like paid and outbound agencies, so you get one senior point of contact instead of five.

I work on a monthly retainer. The amount is based on a combination of the work itself and the time I expect it to take each month, agreed up front so you always know the number. I do not bill by the hour. One scheduling note: I work Monday through Thursday, not Fridays or weekends, so timelines and turnaround assume a four-day week.

Summer Lambert is an American marketer and the founder of Rare Bird Lab, a GTM consultancy for devtools and AI startups. She has 12+ years in B2B tech marketing and has run go-to-market inside 30+ companies, including IBM, Zerve, Grepr, Steadybit, OpenMeter, and DBmarlin. She lives in Spain and works across European and American time zones. More about Summer.