About Sanne (pronounced “SAH-nuh”)
Product marketer by role.Business-minded by nature.
I’ve never been particularly interested in marketing in isolation.
I’m a Product Marketing & GTM Lead working with B2B SaaS companies across Europe and the US. What interests me most is understanding where a business can win — and turning that into a strategy teams can actually execute.
I’ve always wanted to connect the thinking with the doing.
Before moving into B2B SaaS, I ran my own web business as a solo entrepreneur, working with more than 200 customers.
I combined marketing strategy with hands-on website creation — translating positioning, customer understanding and commercial goals into one of a company’s most important GTM assets.
It taught me to think beyond individual marketing activities and understand how the pieces work together to drive business results. That perspective still shapes how I approach Product Marketing today.
From hands-on marketing to Product Marketing lead
Since moving into B2B SaaS, I’ve worked inside international companies at different stages of growth — from building Product Marketing capability to repositioning products, sharpening market focus and bringing new propositions to market.
In-house
- Akyla
- Textkernel
- Bullhorn
Independent
First PMM
- Happeo
- AQQO
- Comprendly
I do my best work inside the business.
I like getting close to the product, customers and commercial reality — working alongside the people making the decisions, not advising from the sidelines.
I’ll challenge assumptions when the evidence points somewhere else, but I’m equally comfortable turning decisions into something Sales, Marketing or Product can actually use.
What you need as a founder is 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.
How I work today
AI-native. Experience-led.
AI expands what I can do. Experience and judgment determine what I should do.
I use AI across research, strategy and execution to move faster and bring more ideas to life. But the decisions underneath — where to focus, how to compete and what matters to customers — remain grounded in experience and evidence.
For example, I built my own tools that analyse a company’s deal history and sales calls, so decisions about where to focus start from evidence, not opinion. See how I use them
I built this website with AI too. Read how
And because I work inside your business, I help your team become more AI-native along the way.
Think we should work together?
If you’re navigating a market, positioning or GTM challenge — or simply need experienced Product Marketing ownership inside the team — let’s talk.
Sanne IJspeerd