Erika Hakala

Demand engine builder for scaling B2B SaaS | Founder & board advisor | ex-Onfido, Speechmatics, Tinybird

London, United Kingdom (+00:00 UTC) English, Finnishfrom London, United Kingdom
Usually responds in 18 hours
Free
Price per hour
30 min
Time Blocks Available
5.00
26 reviews / 50 sessions
Thu
16
Next availability

Bio

I'm most useful to founders and commercial leaders at scaling B2B startups: you've found product-market fit and you've just raised or are about to. The product works. What's missing is a demand engine. (And if you're that first marketer in a tech startup — trying to turn a pile of tactics into a system while making big calls on your own — I've been exactly where you are. Come say hi.) We'll have a good call if any of this sounds familiar: "We're scaling and don't have a real demand engine yet." "Our marketer is drowning and making big strategic calls alone." "Our channels are random experiments — nothing repeatable, nothing that compounds." "Leadership can't see what marketing is doing, or why." "If the next 6–12 months of pipeline doesn't show up, we miss our targets." On a call I can help you pressure-test your demand model against your revenue target, work out which 1–2 channels are actually worth your budget at your stage, spot where your funnel is leaking, and give your marketer senior direction so they're not guessing alone. Probably not the right fit if you're still hunting for product-market fit, pre-revenue, or not yet ready to invest in Marketing. And if you want deep hands-on career coaching, there are brilliant mentors here better suited than me. Book in and bring your messiest marketing question. Let's make it a system.

Expertise

  • Demand generation

    This is the core of what I do. I've taken teams from chasing scattered leads to running a demand engine that produces pipeline you can forecast against a revenue target. On a call we can map your model (revenue goal → leads → MQLs → meetings → opps), pick the 1–2 channels worth your budget at your stage, and get tracking in place so you can actually see what's working. Best for teams past product-market fit with budget to invest.

  • Go to market strategy

    I've built GTM motions that hit pipeline targets by aligning positioning, audience and channels before a pound is spent. If you're launching, entering a new segment, or sales and marketing are pulling in different directions, I can help you structure it so everyone's rowing the same way.

  • Growth marketing

    I treat growth as a system, not a stack of hacks. What compounds at your stage isn't a clever tactic — it's the right channels, wired to your funnel, with the feedback loop to double down on what's working and kill what isn't. On a call we can look at where your growth is actually coming from today, and how to turn that into something repeatable that doesn't depend on luck. Best for post-PMF B2B SaaS teams ready to move from scattered activities to a motion that scales.

Toolkit

  • LinkedIn logo

    LinkedIn

    9 years of experience

    I’ve run LinkedIn ads and organic programs for years—sometimes hands-on, sometimes managing agencies or teams. I know what works, how to optimise targeting, and how to track real impact. If you need help making LinkedIn a true growth channel, I can guide you.

Experience

  • Oinas Marketing

    Founder & Marketing Engine Builder
    •oinas.co/

    Through Oinas Marketing, I work with B2B tech companies to build marketing engines that scale. The focus is always on practical strategies that create predictable, measurable growth. 🔍 Marketing Maturity Baseline - Uncover the gaps holding back your pipeline. - Get a clear, step-by-step plan to fix them. - Build the foundation for a scalable marketing engine. 👩‍💼 Fractional Marketing Leader - Senior expertise without the cost of a full-time hire. - Ongoing direction to keep marketing focused on revenue. - Guidance and coaching for junior marketers or small teams. 🧭 Founder & Board Advisor - A strategic sounding board for growth decisions. - Refine GTM plans and avoid common pitfalls. - Independent perspective to support confident leadership. ⚡ Plug & Play Marketing Team - Access trusted specialists without multiple freelance contracts. - Led and coordinated to deliver impact fast. Flexible support that scales with your business.

    Marketingdigital marketingLead generationlead managementPersonal brandingSEOSocial Media AdvertisingSocial Media MarketingConsultingFREELANCE

  • Maze

    Fractional Head of Marketing
    •mazehq.com/

    AI agents that investigate and resolve cloud vulnerabilities. Series A - $31M raised.

    Cyber SecurityArtificial Intelligence

  • Cydea

    Fractional Head of Marketing
    •cydea.com/

    Cydea’s platform helps businesses take a risk-led, data-driven approach to cyber security, making it easier to identify, measure, and communicate cyber risks. Fully bootstrapped and independent, Cydea has built a platform that provides clear, actionable insights to support informed decision-making and compliance. Designed for teams of all sizes, it helps organisations stay secure, resilient, and confident in managing cyber risk.

    Cyber Security

  • Speechmatics

    Head of Demand Generation
    •speechmatics.com/

    Speechmatics is an industry leader in speech recognition technology, providing one of the most accurate and inclusive speech-to-text solutions available, supporting a wide range of global accents and dialects. $62 million Series B funding to further develop its AI-driven capabilities.Speechmatics is an industry leader in speech recognition technology, providing one of the most accurate and inclusive speech-to-text solutions available, supporting a wide range of global accents and dialects. $62 million Series B funding to further develop its AI-driven capabilities.

    Speech RecognitionArtificial Intelligence

  • Tinybird

    Head of Demand Generation
    •tinybird.co/

    Tinybird enables businesses to process and analyse real-time data at scale, turning large streaming datasets into fast, efficient APIs. Designed for developers, the platform simplifies complex data engineering tasks, helping organisations make data-driven decisions instantly. In 2022, Tinybird raised a $37 million Series A.

  • Productboard

    Head of Marketing, EMEA
    •productboard.com

    Productboard is a product management platform that helps organisations prioritise development based on customer needs. It centralises feedback and aligns teams to ensure the right features are built at the right time. The company became a unicorn following a $125 million Series D funding round, reaching a valuation of $1.725 billion.

  • Onfido

    Head of Field Marketing, Northern Europe
    •onfido.com

    Onfido provides AI-powered identity verification solutions, helping businesses streamline customer onboarding while ensuring security and compliance. Its biometric technology is used by companies worldwide to verify identities remotely. In April 2024, Onfido was acquired by Entrust in one of the largest UK tech acquisitions in recent history.

  • Jaggaer

    Marketing Manager - UK, Nordics, Benelux & APAC
    •jaggaer.com

    JAGGAER is a global leader in spend management, providing SaaS-based procurement solutions for sourcing, supplier management, contract lifecycle management, and spend analytics. Serving 1,850+ customers across industries, JAGGAER helps organisations streamline procurement and optimise spend.

    ProcurementSaaS
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