Go-to-market for B2B SaaS, IT and FinTech
From GTM strategy to conversations with the right customers.
Together we decide who you should approach, and with what story. I also do the work that goes with it: audience research, LinkedIn lead generation, email campaigns, practical use of AI, and follow-up in your CRM.
You do not need to replace anything. I work with the tools you already have, such as Pipedrive, HubSpot or ActiveCampaign.
You can hire me for one part, or for the whole:
From audience to conversation
- AudienceWhich customers fit best, and why?
- MessageWhat gives them a reason to respond?
- ReachLinkedIn and email, written and carried out.
- Follow-upWho picks up the conversation, and when?
- InsightSee what works, and adjust.
Does this sound familiar?
No clear audience
A lot of outreach, but no clear choice about which companies and decision-makers come first, or what you say to them.
LinkedIn produces little
Plenty of connections and messages, but few conversations with people who actually fit.
Email without a story
Separate campaigns and newsletters, without a story that moves leads on or gives sales a signal.
AI is used in isolation
Everyone tries something, but there is no way of working that saves time and protects quality.
Follow-up leaks
Replies and leads sit still because it is not clear who does what, and the CRM does not help.
Strategy stays on paper
There is a plan, but nobody has time to carry it out. That is where I help.
Five specialisms, one aim: more good conversations
You can hire me for one specialism or for the whole. In every case I help shape the approach and carry it out.
01
GTM & commercial strategy
Who will you approach, with what story, through which channel, and in what order?
- I design
- Ideal Customer Profile (ICP) and segments; proposition and message per segment; channel choice and priorities.
- I do
- Audience and market research; build and prioritise account lists; map decision-makers and their role in the purchase.
02
LinkedIn lead generation
Building lists is the easy part. The point is that the right people have a reason to respond.
- I design
- Which accounts and decision-makers you approach; which trigger and which story you use; the role of profile, content and direct messages.
- I do
- Research accounts and decision-makers, for example with Sales Navigator; write connection requests and message sequences; sharpen profiles and content lines.
03
Email marketing & lead nurturing
A good nurture sequence is not a series of reminders. It is a series of reasons to keep talking.
- I design
- Which segment gets which story; moments in the buying journey that justify an email; when sales takes over.
- I do
- Write email copy and subject lines; design and build nurture and follow-up sequences; set up segments and test contacts.
04
AI & marketing automation
AI is not the goal. It is a way to make research, writing and follow-up faster and more consistent.
- I design
- Where AI saves time or improves quality, and where it does not; which steps you automate and which stay human; agreements on review, and on which data may go into tools and which may not.
- I do
- Account and audience research with AI; prompts and working instructions for your team; first drafts of messages and emails that we sharpen together.
05
CRM & commercial processes
Strategy and campaigns only pay off when follow-up does not leak.
- I design
- Stages and qualification criteria; ownership and the handoff from marketing to sales; which data you actually need.
- I do
- Set up fields, pipelines and segments; clean and import data; automate tasks, routing and notifications.
Strategy and delivery
Many advisers hand over a plan. I also do the work that follows. For example:
- Research audiences and markets
- Build and prioritise account lists
- Develop commercial messages per segment
- Write LinkedIn messages and connection requests
- Design content lines for LinkedIn
- Write email copy and nurture sequences
- Set up and test campaigns
- Create AI prompts and working instructions for your team
- Organise lead generation with a fixed follow-up
- Improve the handoff between marketing and sales
- Set up or clean up your CRM
- Build reports that show what works
Your CRM does not have to change
You can hire me for strategy, LinkedIn, email or AI without changing your systems. I work in the tools you already have.
If follow-up gets stuck in your CRM, I can fix that too. I work with Pipedrive, HubSpot and ActiveCampaign, and I do not recommend new tools unless they are needed.
Pipedrive
Overview and consistent follow-up for sales teams. Official Pipedrive Partner.
More about CRMHow we do it
Intro call
We talk about where your commercial approach gets stuck, and whether I can help.
Analysis and plan
Audience, message, channels and follow-up: what comes first?
Delivery
I write, build, research and organise, together with your team.
Measure
We look at what replies and conversations produce.
Adjust or hand over
We continue, we sharpen the work, or your team takes it over.
Experience from sales and marketing
I am Jeroen Fiene, founder of North Star Marketing. I have 7+ years of experience in business development, commercial management, and sales and marketing operations. I have made the calls, run the campaigns and managed the CRMs. That is why I know what a strategy has to look like in practice.
At WorldView Investment Management, an international asset manager, I work on go-to-market, institutional lead generation and prospecting, market and account segmentation, marketing automation and CRM.
“Meets commercial targets with creative solutions. An asset for organisations that want to grow.”
Founder, EUSA PR
“Brings structure to complex situations quickly. Understands both the business and the execution, and works independently at a senior level.”
Marketing Specialist, B2B SaaS
How we work together
Strategy only, delivery only, or both: we decide that together. I work on a defined project or with ongoing support, remotely from Valencia, in Dutch or English. You work directly with me.
Rate: from €100 per hour, excluding VAT.
How many hours a project needs depends on the scope. We set that together after the intro call. You receive a proposal in advance, with the work, the deliverables and an estimate of the hours.
Where do you want to start?
Strategy, LinkedIn, email, AI or your CRM: in a free intro call we decide what has the most value.