Can you market yourself as a generalist or do you need to specialize?

I have a varied work history doing things like analytics, data engineering, full stack, Salesforce development, etc. Not a long history though (several years).

My goal is to go freelance someday, and I care much more about the independence than I do the specific type of technical work I'm doing or what stack I'm working in.

Have any of you who are self-employed had success marketing yourself as a generalist, or in your experience do you have to specialize in "one thing"?