Build Your Demand Gen Strategy With a Full-Funnel Expert

I help B2B SaaS and Marketing teams of all sizes generate qualified leads, streamline processes, and get the most out of Salesforce, HubSpot and Marketo.

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Ramp up your marketing capabilities while freeing up your team. As a demand generation and operations expert, I can take on both strategy and hands-on execution, helping you reach your marketing goals and build a foundation for growth.

Get More Things Done

Explore new projects while staying focused on core priorities. I’ll do the execution end-to-end, acting as an extension of your team.

Improve Lead Quality

Get more meetings with automated scoring, nurturing, and sales hand-off. Follow up with the right leads at the right time.

Streamline Processes

Leverage automation and reporting with your CRM platforms. Automate workflows and gain actionable insights.

Expertise

Paid Media

Planning and management of paid digital channels, helping you drive top-of-funnel growth and maximize results from your ad spend.

Search, social, content syndication, display

Continually optimize and improve campaign performance

Track and evaluate campaign metrics – what’s working and what’s not

Email Nurturing

Design and implementation of email campaigns and lifecycle programs. Nurture prospects at each stage of their journey with targeted messaging.

Implement automated, personalized sequences (e.g. thank you, follow-up, onboarding, re-engagement)

Optimize engagement and conversions

Segment audiences by attributes, interest and intent

Webinars & Events

Run successful digital and in-person events that engage your prospects and contribute to pipeline.

Planning, logistics, promotion, execution, reporting, and lead follow-up process

Integrate webinar and CRM platforms to ensure a smooth customer experience

Re-purpose content to maximize lead gen value

Account-Based Marketing (ABM)

Develop and execute ABM strategy focusing on target accounts, helping you generate qualified meetings.

Setup and manage ABM platforms (e.g. 6sense, Terminus) along with CRM integration

Deliver personalized, multi-touch campaigns to key personas

Align Marketing & Sales efforts and share insights on campaign performance and account engagement

Lead Scoring & Processes

Automate your lead qualification to prioritize high-value prospects while ensuring no leads are left behind.

Lead scoring based on attributes and behavioral data

Define and implement lead statuses, lifecycle stages and sales hand-off processes

Re-engage cold prospects and inactive customers

Data Cleanup & Segmentation

Clean up your contact database and gain more accurate targeting, campaign efficiency and reporting clarity.

Remove inactive contacts, duplicates and junk data

Standardize and clean up your data fields, ensuring consistent data between systems

Implement audience segments for email marketing and reporting

Implementing AI

Leverage AI to expedite processes, save time and enhance your productivity

Accelerate content creation and copywriting

Streamline data operations

Assist in brainstorming and drafting campaign plans, allowing for more strategic focus

Reporting & Analytics

Gain visibility of campaign performance and understand the impact of marketing activities on pipeline.

Reports and dashboards in HubSpot and Salesforce

Track performance of channels, campaigns and lead stages (e.g. MQL, SQL, SAL)

Identify conversion gaps and optimize efforts

Certifications

Salesforce Administrator
(In Progress)

HubSpot Marketing Hub

Adobe Marketo Engage

6sense ABM Next-Gen Marketing

Pragmatic Product Marketing

Why Work With Me

Strategy + Implementation

Experienced with owning projects end-to-end. From campaign assets to backend setup, I’ll roll up my sleeves – no punting things back or dealing with agency overhead.

B2B Experience

Background in B2B SaaS technical audiences in highly regulated industries (healthcare, gov, finance, tech). I’ll develop an understanding of your target audience and messaging.

Tech Stack Expertise

Proficient with CRM, Marketing Automation and integrated tools (e.g. Clearbit, 6sense, Outreach, Google Analytics). I’ll ensure your systems are aligned to drive clear insights and action.

Testimonials

“Mike was the go-to person for so many things on the ActiveState marketing team. During the two years we worked together he contributed a great deal to the overall success of the marketing organization, both with individual projects and with helping people across various departments successfully deliver their work.”

Zak GreantCo-Founder & CMO, BigFilter

“I enjoyed working with Mike as he was one of the true collaborators between sales and marketing. This included campaigns to generate and nurture leads, as well as collaborating with us on the evolution of our lead scoring system. I would recommend him to any organization that needs a dedicated and web savvy marketer to grow their business.”

Angie HirataVP Sales, Jetson

“Mike was instrumental in the turnaround of marketing at Absolute Software…he led the effort to build analytics and true ROI into Absolute’s marketing. He mapped clever CRM processes and marshalled sales and operations to bring those processes to life. He is a valuable team player and someone I would recommend strongly to any marketing organization.”

Craig ClarkChief Growth Officer, Nitrogen

Mike is an excellent product marketing manager who I managed at ActiveState. He took the initiative on numerous projects including advertising campaigns, a monthly live video series and others. Mike is very detail oriented and always had a plan for things I hadn’t even thought of.

Brent SmithurstSenior Product Manager, Wind River

About

Mike Kanasoot

Demand Gen & Marketing Ops Consultant

Hi, I’m Mike.

For over 15 years, I’ve helped B2B software companies develop full-funnel marketing programs that convert interest to revenue.

I’m passionate about driving the lead lifecycle, from initial form fills to nurturing prospects through their journey, along with connecting tools to automate processes, track performance and optimize results.

In my previous roles, I’ve led enterprise demand gen focused on technical decision-makers, ran B2D for software dev tools, and owned operations projects including segmentation, lead scoring, stage definitions and attribution reporting.

I’m excited to help companies solve their marketing challenges and enable scalable growth. Whether you’re looking for a fractional manager or assistance on a per-project basis, I’m happy to discuss your needs and build a plan that works for you.

Let’s work together!

Generate qualified leads, streamline your processes and optimize your CRM. Book a call and let’s get started.

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