Hey! I’m Mike…
A curious marketer who loves design & product development.
I’m currently building the Americas marketing engine at Q-SYS. In the dark hours, I visualize marketing principles and make stuff with my plotter.
Currently building: Artifacts of Influence
Things I've built
A book and educational content ecosystem I co-authored with Stijn Hendrikse. T2D3 teaches fundamental go-to-market methods, frameworks, and approaches to help early B2B software companies take their products from MVP to product-market fit, then scale.
A podcast that teaches marketing strategies and tactical plays to SaaS founders and marketing leaders in snack-sized 30-minute episodes. Downloaded over 35,000+ times across 47 episodes.
A website theme for SaaS companies on HubSpot’s CMS—including the core building blocks for a high-performing software product website. Atlas is the second most popular theme in the HubSpot Asset Marketplace, with 15,000+ installs.
A web application that helps software marketing leaders build, manage, and report on their go-to-market motions.
Marketing concepts (T2D3)
Illustrations and writings that simplify marketing models for software marketers. These illustrations helped form the basis for certain chapters of the T2D3 book.
Things I've written
50+ B2B SaaS growth lever examples for your marketing strategy
Here’s a collection of B2B SaaS growth lever examples you can borrow for your leadership team's strategic growth planning exercises.
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Competitive B2B positioning strategies to communicate your value proposition
Markets are competitive and many products solve similar problems. This framework will help you find the best value propositions to set your product apart.
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How to use Ansoff’s Growth Matrix to guide your SaaS go-to-market strategy
This exercise forms the basis for your entire go-to-market strategy. Here’s a step-by-step guide and template for facilitating a growth planning exercise with your team.
The five skill groups every software Marketing team needs to fill
As your company grows, your marketing function will require different types of skills. Here's a framework for building your early-stage software company’s marketing team.
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How to build SaaS landing pages that actually convert
Landing pages pay dividends when you get them right. Here's my approach to building the core elements of software product landing pages so they get results.
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How to create your ideal customer profile (ICP) [with template]
An ICP is an outline of your ideal customer—the ones you want more of. Create an ICP to better focus your resources on great-fit companies. Here's a framework to help you create your own.
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How to match your OKRs with the maturity of your B2B SaaS marketing team (w/ examples)
Striking the balance between speed and scale on your B2B SaaS marketing team's OKRs is tough. Here's a framework we built to help you dial them in.
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How should you define an MQL?
What qualifies as an MQL? This is one of the most important questions your sales and marketing teams need to answer as you ramp up your marketing efforts. Here's how I like to define it.
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50+ B2B SaaS marketing OKRs examples for your go-to-market team
Sometimes it's nice to just have some sample OKRs as a starting point. Here are 50+ pre-categorized B2B SaaS marketing OKRs you can borrow for your team.