Portrait of Sanne IJspeerd

Get senior PMM expertise in place quickly

Product Marketing & GTM lead for B2B SaaS

Get experienced product marketing when and where you need it. I plug into your B2B SaaS team during moments of change, to fill expertise gaps or add extra capacity. From market strategy and positioning to product launches and sales enablement.

Work with meWhat I do

Sanne

Experience with B2B SaaS teams across Europe and the US

Independent

In-house

  • 15+ years in marketing

    From building my own business to owning product marketing inside B2B SaaS companies.

  • Business-minded by nature

    Connecting market insights and product decisions to commercial opportunity.

  • AI-native GTM approach

    The speed of AI, paired with the experience and judgment to make it count.

When to bring me in

Product marketing tends to become most valuable when something in the business is moving.

  1. You need more PMM firepower

    The role has been open too long, or you need extra senior capacity for a launch, a new market or a team that’s stretched.

  2. “Why are you different?” is getting harder to answer

    As AI makes features easier to replicate and markets louder, what makes you different gets harder to explain — and sales, marketing and local teams each end up telling it their own way.

  3. You’re making a significant GTM move

    A new market, product launch or strategic shift needs more than a plan. I help turn it into a compelling market story, equip your teams and bring it to market.

  4. Moving beyond founder-led GTM

    You've found traction. Now it's time to turn what's working in the founder's head into a clear, repeatable go-to-market approach that the wider team can execute.

My approach

Good product marketing starts before the message.

Positioning matters, but it starts with understanding the market, the customers and the business decisions behind the product.

I use customer, market and commercial evidence to help teams make those choices — then carry them through into positioning, launches and GTM execution.

  1. Evidence
  2. Choices
  3. Positioning
  4. Commercial action

What I do

What I can take ownership of

From market strategy to positioning and hands-on GTM delivery, I bring senior product marketing expertise wherever your business needs it most. Whether that's across the company, a portfolio, one product or a specific market opportunity. Bring me in for one challenge or across the full journey.

  • Market & Customer Intelligence

    Know where the opportunity is

    Understand your market, customers and competitors to identify where to compete, who to target and where your next growth opportunity lies.

  • Positioning & Differentiation

    Make your value clear and compelling

    Define what makes your company, products and capabilities different, why it matters and how to communicate that value.

    • Product & portfolio positioning
    • Differentiation & value propositions
    • Repositioning & audience messaging
    • Pricing & packaging

  • Go-to-Market & Enablement

    Make it work in the market

    Turn market and positioning decisions into launches, sales conversations and marketing activity that bring your value to life.

    • GTM strategy & product launches
    • Website messaging & GTM content
    • Sales & commercial enablement
    • AI-ready product marketing knowledge

Whether you need ownership across product marketing or expertise in a specific area, I step in where I can make the biggest difference.

Explore my expertise

Experience

Experience across the moments that reshape GTM

Much of my work starts when something changes — a product evolves, companies combine, a new proposition emerges or a team needs to rethink how it goes to market.

Independent work

Happeo: Embedded Product Marketing Lead

Working as an embedded Product Marketing Lead across product, sales, marketing and leadership in an international B2B SaaS business.

My work has spanned market and customer research, ICP and segmentation, positioning, launches and sales enablement — as well as GTM work around new AI products and propositions.

Experience spanning

  • Market & ICP strategy
  • Positioning
  • New-product introductions
  • AI products
  • Launches
  • Win / loss analysis

As a founder you need someone who can challenge your thinking and walk the same path with you. Sanne has been excellent at steering that wheel together. Navigating a challenging market and helping us find what needed to be found.

Perttu OjansuuCEO, Happeo

Selected experience

Independent

  • Aqqo

    Introducing product marketing as a function and supporting the subsequent hire.

  • Comprendly

    Research, validation and positioning for a new SaaS proposition.

In-house

  • Akyla

    Repositioning a mid-office platform and supporting sales enablement following an acquisition.

  • Textkernel

    Bringing a product suite and its story together following acquisitions.

Insights

Looking beyond the GTM playbook

I share insights about the decisions underneath B2B SaaS growth — why companies win in some markets and not others, what makes positioning actually matter, and how AI is changing the assumptions GTM has been built on.

AI & DifferentiationAI is breaking the SaaS playbook. Here’s what replaces itAI is challenging the foundations of the SaaS playbook. From how products are built to how companies differentiate and grow, the old assumptions are being tested. What does it take to compete when the rules are changing this fast?
Explore all insights
Sanne IJspeerd

About Sanne IJspeerd

Product marketer by role.Business-minded by nature.

I’ve never been particularly interested in marketing in isolation.

Before moving into B2B SaaS, I spent years building and running my own web based company, growing it to more than 200 customers without a sales team or paid acquisition. When you’re responsible for making the whole thing work, you don’t think about positioning, product, marketing, sales and customer experience as separate disciplines.

More about me

Work with me

Ways of working together

I step into B2B SaaS teams when senior product marketing ownership is needed: on a scoped project or embedded in the business.

Fractional or interim · from 2 days a week

Embedded / Fractional

Senior product marketing, part of your team.

Ongoing ownership of a function or strategic workstream

For companies that need ongoing senior Product Marketing & GTM ownership during a period of growth or change. I become part of the team, help shape strategic decisions and take ownership of turning strategy into action.

Examples of embedded work

  • Moving beyond founder-led GTM
  • Building or professionalizing the PMM function
  • Supporting a business through a strategic transition
More about fractional PMM

Can start quickly

Scoped Projects

A defined challenge. A clear outcome.

Ownership of a defined challenge and outcome

For companies facing a specific Product Marketing or GTM challenge that needs senior expertise and dedicated ownership. I step in, take the lead and work toward a defined outcome.

Examples of scoped projects

  • Repositioning a product or business
  • Building a GTM strategy for a new market or product
  • Preparing a major product launch

Not a fixed menu: every project is scoped to your situation.

Start a conversationSee pricing