Michael Fertman

Public Relations

ActiveCampaign

Salesforce

HubSpot

Campaign Marketing

Marketing

Content Strategy

Search Engine Marketing

Marketing Strategy

Branding

Growth Marketing

Product Marketing

SaaS

Business Strategy

Growth

B2B Marketing

Available for hire fromNegotiable

Contracts

B2B Product Marketing and Growth Consultant SaaS, Fintech, AI, Data Services 3x CMO / VP Head of Marketing Ex-Navy Officer, Ex-D&B |

B2B SaaS CMO with deep product marketing expertise. I transform product market fit into scalable growth engines for businesses ranging from $5M to $50M to $500M+. I'm a servant leader and player-coach who combines strategic marketing leadership with hands-on execution. Drawing on my military precision and Wharton/Booth education, I specialize in creating positioning that cuts through market noise and GTM strategies that consistently outperform industry benchmarks. The results: My teams have doubled growth rates for multiple product lines. At D&B, I took over mature product lines and doubled growth by fixing what was blocking scale: packaging, pricing, messaging, and sales alignment. At Guidepoint, I built the company’s first marketing function and drove 20% CAGR over 3.5 years in a flat market. At Apex, I launched its first SaaS product and generated a 7-figure pipeline before it even hit GA. 𝗜 𝗴𝗲𝘁 𝗶𝘁 𝗱𝗼𝗻𝗲 𝘄𝗶𝘁𝗵 𝗹𝗲𝗮𝗻 𝘁𝗲𝗮𝗺𝘀, 𝗰𝗹𝗲𝗮𝗿 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝗲𝘀, 𝗮𝗻𝗱 𝗮𝗻 𝟴𝟬/𝟮𝟬 𝗺𝗶𝗻𝗱𝘀𝗲𝘁 in AI, data, and compliance-driven categories where complexity is high and execution has to move fast.

Projects

Brand Repositioning & GTM Strategy

Doubled Sales Conversion Rates — Brand Repositioning and Go-to-market Strategy Repositioned a primary research service company, focusing on messaging and promotion of compliance, doubling the conversion rate of ABM campaign opportunities into new business. CHALLENGE Guidepoint was the second-largest player in the expert network space, trailing a five-times larger competitor. We discovered that we had lost several late-stage deals due to our competitor undermining Guidepoint's compliance platform. SOLUTION Recognizing our superior compliance platform, we launched a comprehensive brand-building, PR, and ABM campaign to showcase Guidepoint's compliance expertise with Enterprise compliance teams. TACTICS • Our general counsel delivered presentations at industry risk and compliance panels. • We published byline articles from Guidepoint in leading risk and compliance journals. • Our general counsel taught continuing education (CE) courses, reinforcing our authority in compliance. • We produced an annual State of Compliance Overview document, customized for key accounts, in conjunction with an ABM campaign quantifying the value of Guidepoint's Compliance solution. RESULTS Our targeted efforts established Guidepoint's compliance expertise as unassailable, turning previous compliance gatekeepers into internal advocates. As a result, Guidepoint's opportunity-to-deal conversion rate doubled, significantly enhancing our competitive position.See More

Eliminated Cross-product Price Cannibalization

Reversed topline revenue cannibalization of a B2B SaaS product, improving from under 14% to over 76%, by implementing new pricing and positioning strategies to halt the decline in clients' overall spending after migrating from other products. CHALLENGE I discovered that client average spending declined by 14% after migrating to the product due to lower transaction prices. This issue was reducing overall topline revenue despite the product growing at a rate of 50% annually. SOLUTION Changed the product's positioning to shift it from being perceived as a lower-value solution to a higher-value offering. Tripled the transaction prices accordingly to reflect this enhanced positioning. RESULTS After repositioning and price adjustment, the product continued to grow at the same 50% annual rate. More importantly, it delivered a 76% increase in client-level growth as customers migrated, reversing the decline in overall topline revenue and significantly boosting profitability.See More

Content Marketing - High-intent Inbound Piepeline

Generated $1 million in the pipeline for a SaaS eCommerce infrastructure solution by executing an effective search engine optimization (SEO) and content marketing strategy. I crafted enterprise-depth lead magnets, including a return-on-investment (ROI) calculator, a request-for-proposal (RFP) template, white papers, company-vs-competitor blog posts, byline articles, and thought leadership content. Tools and topics focused on key buyer decision points, signaling intent. For example, a build versus buy white paper and ROI calculator. RESULTS Seven years later, many of these pages still rank in the top 10 for their target keywords, consistently generating high-quality leads and driving engagement.See More

Account-based Marketing - Enterprise CIOs

Generated 125 meetings with CIOs of 500 largest target companies for D&B. SITUATION: As VP of Product Marketing for D&B's Marketing Data Solutions, we replatformed and relaunched our $150 million business. A key component was to rebrand and reposition with the office of the Chief Information Officer. ACTION: We delivered a highly customized campaign, referencing past interactions, an ROI estimate based on prior activity, and half of a golf putter. The other half to be delivered upon meeting. It wasn't my idea, but when I heard it, I knew we had to run with it! RESULT: 125 meetings with regional sales leaders and CIOs over a 3-month period and air cover that increased our growth rate from 6% to 12%, resulting in an increase from $9 million to $18 million.See More

Work History

Chief Marketing Officer (CMO)

B2B Marketing GroupJan 2014 - Jan 2020 • 6 yrs 1 mo➤ Served as fractional CMO for 12+ VC-backed B2B SaaS and Fintech companies ➤ Built $8M pipeline in 4 months for crypto exchange through strategic marketing overhaul ➤ Tripled organic traffic for SaaS e-commerce platform through content strategy and SEO execution

VP of Product Marketing

Apex Fintech SolutionsJan 2023 - Jan 2024 • 1 yr 1 moApex is the retail investment infrastructure provider powering Ally, Sofi, and dozens of leading apps. ➤ Established company's first Product Marketing team for $400M B2(B2C) investment infrastructure provider ➤ Developed business case and GTM strategy for first SaaS product, generating seven-figure pre-launch pipeline ➤ Created SaaS packaging framework that increased guaranteed ARR across client base

Vice President of Marketing

ApifinyJan 2020 - Jan 2022 • 2 yrs 1 mo➤ Built marketing function from zero to IPO-ready for seed-stage institutional crypto trading platform ➤ Led cross-functional GTM strategy for multiple product launches, generating institutional demand ➤ Secured coverage in major financial media including Reuters, CNBC, and Yahoo Finance

Chief Marketing Officer | CMO

Guidepoint GlobalJan 2010 - Jan 2013 • 3 yrs 1 mo➤ Recruited as first CMO to scale growth, driving company expansion from $30M to $50M during flat market ➤ Built lean marketing function supporting two-sided marketplace across US, UK, and APAC ➤ Increased lead generation 4x through integrated digital campaigns in 10 languages

Vice President Product Marketing

Dun & BradstreetJan 2003 - Jan 2009 • 6 yrs 1 mo2003-2009 Led progressively larger P&Ls – $8mm, $50mm, $200mm, and $500mm. After joining as an individual contributor, I led 10-person teams that doubled the growth rate of multiple product lines. 2007-2009 ➤ Led global 10-person team responsible for $500M ARR portfolio across US and UK ➤ Doubled ARR growth rate from $14M to $30M annually through strategic pricing initiatives ➤ Generated $23M incremental revenue by simplifying and relaunching global subscription product

Vice President Product Marketing, Sales & Marketing Solutions

Dun & BradstreetJan 2006 - Jan 2007 • 1 yr 1 mo➤ Led team of 11 supporting $200M Sales & Marketing product portfolio ➤ Repositioned and relaunched $150M Data Services business, doubling growth rate to 12% ➤ Transformed struggling $30M Market Insight platform from -5% to +10% growth through retention strategy

Senior Director of Product Marketing, Risk Products

Dun & BradstreetJan 2003 - Jan 2006 • 3 yrs 1 mo➤ Drove 50%+ YOY ARR growth while increasing profit margins for SaaS Risk Solutions ➤ Tripled transaction prices by repositioning product as premium solution ➤ Accelerated implementation from 9 to 5 weeks, increasing first-year revenue by 8%

Director of Product Management

LivePerson (LPSN) & Screaming MediaJan 2000 - Jan 2003 • 3 yrs 1 moLaunched early SaaS products for two pioneering technology companies

Associate

Booz & CompanyJan 1997 - Jan 1999 • 2 yrs 1 moDeveloped growth strategies for Fortune 500 consumer products companies

Education

The Wharton School

Bachelor's Degree, Finance (Cum Laude)

The University of Chicago Booth School of Business

Master of Business Administration (MBA), Marketing (High Honors)

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