Michelle Wols

Hi 👋 My name is Michelle, and I'm a pragmatic B2B marketer with experience in SaaS and cybersecurity. I have +7 years of experience building marketing teams, working on product positioning and go-to-market strategies and orchestrating campaigns. I make decisions based on data and research, both qualitative and quantitative. Currently, I work with a marketing agency aimed at (cyber)security and IT. The target audience in this market is super tough. They don't like marketing (think it's fluff), so we have to be super careful. That's why I specialize in: 1. Product marketing. Effective positioning is crucial for conveying your message quickly in the market. 2. Privacy-first marketing. I try to avoid using cookies for tracking and to be ethical in using third-party data providers. 3. Niche campaigns. Instead of trying to target "everyone" I really pin down who a product is for to keep campaigns as small and targeted as possible. 🎯Platforms • LinkedIn and Reddit (organic and paid). • Content is of big importance, both in writing blogs, web copy and also creating videos. • SEO on Google and YouTube.

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  Building a team

  My specialty lies in building high-performing teams, particularly in the B2B SaaS sector. I've successfully joined two companies as the first marketer, leading them to expand into thriving teams of six. I love working with, and building teams where people support each other.

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  Go to market strategy

  I've orchestrated go-to-market strategies for diverse products, targeting various audience segments. My experience spans across navigating different markets, ensuring successful product launches.

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  User research

  I've conducted in-depth surveys and interviews, leveraging the gathered insights to shape successful strategies, bridging user needs and business goals.

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  LinkedIn Sales Navigator

  7 years of experience

  Using Sales Navigator for the Marketing-Sales cooperation. I've used this platform both to create the right target audiences for campaigns, but also supported sales with outreach.

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  Reddit

  10 years of experience

  I'm a frequent Redditor myself and have also used the platform for marketing - both organically and paid. My opinion is divided but I can definitely provide some advice.

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  Hubspot

  9 years of experience

  I bring over six years of hands-on experience working with HubSpot, understanding its powerful capabilities to drive marketing and sales initiatives, streamline processes, and achieve business growth.

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  LinkedIn

  10 years of experience

  Creating organic content for myself and my clients, as well as building (highly targeted) marketing campaigns that have a great conversion rate (when that was the objective).

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  Artificial Intelligence

  Like anyone, I have tested quite a few tools and implemented them in my work. Would be happy to discuss although I definitely don't claim to speak the universal truth.

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  Security

  I work for companies in the (cyber) security space, working on their product marketing and go-to-market strategies + managing the roll-out to ensure we stick to the game plan.

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  Cyber Security

  I work for companies in the (cyber) security space, working on their product marketing and go-to-market strategies + managing the roll-out to ensure we stick to the game plan.

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  Privacy

  Cybersecurity and privacy are very tightly connected and I have also worked on privacy-compliance platforms. It's a difficult industry (this target audience HATES cold outreach) so that was definitely fun.

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  SaaS

  I have worked with companies that are both sales-led and product-led, across different industries. Personally, I do like those businesses with long sales cycles more.

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  Data Visualization

  Good data is super important when evaluating the impact of your campaign. That can both be quantitative data, as well as qualitative (also super important, especially when you have few web visitors, ad visualizations, etc.).

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  Big Data

  Good data is super important when evaluating the impact of your campaign. That can both be quantitative data, as well as qualitative (also super important, especially when you have few web visitors, ad visualizations, etc.). I've had the luck to work for a data analytics company and so have learned a lot from my machine learning/data engineer/data scientist colleagues.