B2B SaaS Marketing Strategist | Fractional CMO | Founder and CEO of KJMH Digital 👩‍💻
Michelle is great! It was very clear from the get-go that Michelle is an expert in her field. She took the time and care to answer our questions in a clear and concise manner, and highlighted some of the areas that we needed to work on in our SEO and content strategy plan. Despite being a short meeting, my team and I gained a lot of value from her insights, and she really shows her care and consideration by telling us to follow up with her after implementing her advice. She located many of the holes in our strategy, and my team and I now have a clearer vision of the direction we need to go towards. If you're a B2B Saas company, I would highly recommend chatting with Michelle - she really knows what she's doing!
I had found myself in one of those "too many ideas" situations as it pertained to content formats to prioritize. By the end of our call, she helped me distill what that single content format is that we should probably be focusing 80% of our efforts on creating while ignoring the legacy non-effective tactics of yesteryear. Michelle's a content marketing extraordinaire.
I started the session with Michelle thinking I had one issue, but because of her expertise she quickly narrowed things down and we put the focus somewhere else. She's a total pro, friendly, and I left our sessions with tons of insights and resources. Thank you Michelle!
If you’re a founder or marketer at a B2B SaaS company, you probably know the feeling all too well... Too many browser tabs open. Endless to-do lists. A million priorities pulling you in different directions. The overwhelm is real. Honestly...it doesn’t have to be this way. I specialize in helping B2B SaaS companies and Series A-B startups in the MarTech and Health & Wellness spaces cut through the noise, clarify their marketing strategy, and build systems that work. With 8+ years of experience in B2B SaaS marketing (plus a strong pulse on what actually works for scrappy teams), I bring a mix of big-picture thinking and tactical advice you can act on immediately. Here’s what you can expect after chatting with me: 🌟 Clarity and direction: I’ll help you prioritize your efforts so you know exactly what to tackle next. 🌟 Actionable strategies: Walk away with tailored, step-by-step advice to level up your marketing without adding to your stress. 🌟 Creative inspiration: Marketing doesn’t have to feel like a chore. I’ll show you how to inject creativity into everything you do. Whether you’re looking to launch a content marketing engine, refine your messaging, or optimize your GTM strategy...I’m here to make the process simpler, clearer, and more aligned with your goals. 💡 Let’s make marketing work for you. Book a session with me to cut through the noise, get unstuck, and create a roadmap that sparks growth and confidence.
I specialize in helping B2B SaaS companies build their content marketing foundation. Everything from content strategy, content calendar, production frameworks, copy + design direction (website, blog, social media, case studies, etc), metrics & reporting templates, and more. Let me know how I can be of help!
I've built email marketing programs that range from newsletters to drip campaigns. My focus has always been on quality vs. the number of emails in the nurture program. In my past, I've ran experiments for copy, design, timing, etc so if you're working on certain tests and running into issues let me know!
I've helped founders and marketers unblock the internal/psychological barriers that are preventing them from reaching their full potential. They have been able to see a clear path forward and feel confident to take the next steps needed to grow their business and improve their marketing.
I've build local and global advertising campaigns within LinkedIn and Google that serves different points of a buyer journey. I know what it's like to run ads on a tight budget so I will be able to share my tips and hacks on how to lower your CPL while getting quality leads.
I'm currently building my own productized services and as a voracious reader/learner, I'm pretty familiar with the space already. Happy to brainstorm and work with you on your next product idea!
In my past, I've established social media programs on both a local and global scale that aligns with the Sales team (for social selling purposes). Now that I run my own business, I'm also familiar with personal branding on social and building an audience that'll convert.
As a new founder and a former in-house marketer, I understand the frustrations that come through both ends. Let me know what you're going through and I'll see if I can help you work through it if needed.
I've managed our Google Ads campaign from both North America and Global perspectives. Ask me anything about setting it up, keyword research, creating ad campaigns, implementing and optimizing ads, managing ad spend.
I've project managed both local and global marketing campaigns through Asana that also involved cross-functional teams. I'm familiar with setting relevant tasks up for various marketing functions so the campaigns can run smoothly and efficiently.
I've used Buffer to manage all of our social channels, create content, schedule posts, track analytics, and make informed decisions based on the data presented.
I've managed, strategized, executed, and optimized Facebook social content and company pages throughout my career. So I'm quite familiar with the ins and outs of the platform.
I'm able to help you analyze the data within GA and make informed decisions. Also, I can point you in the right direction when it comes to measuring what actually matters for your business.
I've managed social media accounts through Hootsuite while creating the actual content and scheduling them as well as fielding comments and inquiries via all social channels.
I've worked deeply in Hubspot on the CMS side where I produced content and landing pages that helped drive our marketing campaigns. I'm also famliar with working alongside web developers to resolve backend issues together and providing design recommendations.
I've used JIRA in various capacities - from both as someone who needed to project manage through the platform and also as a user who placed requests to different marketing functions.
I've managed, strategized, executed, and optimized LinkedIn ads, social content, and company pages throughout my career. So I'm quite familiar with the ins and outs of the platform. At one point, I was able to reduce CPL on certain marketing campaigns by at least 50%.
I've established email programs within Marketo both from a static and dynamic front. The dynamic programs were aimed at target accounts where we curated personalized content that would nurture them through the funnel.
I'm familiar with the Pardot interface as I worked with our Marketing Operations team to set up and input content from various email marketing campaigns. I'm also able to navigate around to figure out information about our qualified leads.
I've passed their PPC Fundamentals Exam and Advertising Toolkit Exams. In my past, I've used SEMrush to help with keyword research, competitive analysis, ad copywriting, project management, so if you need help navigating the platform, let's chat!
I've project managed events marketing campaigns through Trello that also involved external stakeholders. I'm familiar with setting relevant tasks up for various marketing functions so the campaigns can run smoothly and efficiently.
I've managed, strategized, executed, and optimized Twitter social content and company bio throughout my career. So I'm quite familiar with the ins and outs of the platform.
I've project managed both local and global marketing campaigns through Wrike that also involved business units from different world regions along with external stakeholders. I'm familiar with setting relevant tasks up for various marketing functions so the campaigns can run smoothly and efficiently.
I've worked with B2B SaaS companies in both the public and private sectors. I've strategized and executed marketing campaigns locally in North America and globally.
I've worked as an in-house marketer for several years and have been the go-to person to source and implement marketing technology software. Deeply embedded within the MarTech community, I'd be happy to share software recommendations and make intros where applicable.
Throughout my career, my focus has been in the B2B space as it's much more effective to design marketing campaigns that target a small batch of accounts vs. tens of thousands. I'm familiar with and have executed account-based marketing playbooks for B2B SaaS companies. I also adapt the methodologies for other industries as the essence can be universally applied.
After being an in-house marketer at several B2B SaaS companies, I have made the leap and started my own marketing agency, KJMH Digital. Within a short time frame, I've familiarized myself with the industry and can confidently help others navigate the ins and outs. Happy to also make intros where applicable!
​Toronto TCM Walk is a cozy educational and social series where a small group of founders, solopreneurs, and creatives learn about Traditional Chinese Medicine (TCM) through interactive experiences, explore local herbal stores in Chinatown, and mingle with other like-minded professionals in a relaxed setting.
​Toronto Café Walk is a cozy social series where a small group of founders, solopreneurs, and creatives explore hand-picked café spots across different neighbourhoods, slow down a little, and meet each other in a way that actually feels human.
🏗️ Building and scaling marketing foundations for early-stage B2B SaaS startups. 👩‍💻👨‍💻Best suited for founders and marketing leaders in the MarTech, Health & Wellness, or Project Management sectors. 🎯 When you have a solid marketing foundation (systems, processes, templates, and tools) in place, you'll be able to: ✔️ Accelerate the customer acquisition process ✔️ Lower customer acquisition costs ✔️ Increase sales velocity ✔️ Experiment with different marketing channels effectively ✔️ Capture the right data and make strategic decisions ✔️ Experience less stress and more zen 👋🏻 Let's connect: https://www.kjmhdigital.com/
Providing 1:1 Content Marketing/Demand Gen/ABM coaching through OneGuide, an expertise platform that connects high-growth B2B software companies with experienced functional advisors.
Come join me and get deep work done during the day or chill out with a good book in the evening at my Reading Flows: https://in.flow.club?inviteCode=Michelle165
Calm Business is Calm’s workplace mental health offering, helping 3,500+ organizations globally take a proactive and preventative approach to mental health. I supported the entire marketing department with their copywriting needs, including but not limited to the following: - customer marketing content assets - blog posts - ebooks - social media posts - landing pages (webinars and demand generation assets) - workshop resource guides - product marketing assets - full website refresh - strategic projects for customer engagement and retention
As the ABM Lead, I... - Established an account-based marketing foundation for the marketing and sales team (infrastructure, processes, templates, resources) - Revamped and rebranded the private roundtables for target accounts which saw a significant growth in registration and attendee numbers - Collaborated with a BDR team manager and developed email marketing sequences in SalesLoft which saw an increase in engagement and response rate from target clients - Managed ABM tech stack and negotiated with software vendors to ensure we get the best ROI for new software purchases
As the Market Lead for Canada, I... - Developed the Market Launch strategy and worked with cross-functional teams to boost user acquisition - Analyzed market trends, competitive activity, and marketing channels' data to find insights that uncover growth opportunities - Provided strategic recommendations on product offerings and pricing to ensure competitiveness within Canada - Presented business insights to key stakeholders by working with our data team to shape the metrics, budgets, and targets
- Devising strategic ABM campaigns and leveraging non-conventional marketing channels to achieve desired goals - Managing and executing global paid acquisition strategy which involves ABM tools, paid search, and paid social - Developed and launched an ABM lite campaign with Sales for a strategic vertical - Connected Sales with personal network and industry events to accelerate conversations with influencers and decision-makers - Researched and identified social selling optimization opportunities for BDAs and AEs - Handled several key software vendor evaluations and operationalized a few key MarTech tools - Identified external assets that served as inspirations for the Design team which helped to shape the final creatives for paid media campaigns
- Developed and implemented the Content Enablement Framework which included templates for key marketing assets (e.g. marketing campaign brief, blogs, customer stories, webinars, LPs, campaign emails, etc) and team processes (e.g. asset creations, reviews/approvals, publishing and promotions, customer stories, etc) - Researched and created the framework for a global content strategy and content style guide - Crafted and published content assets (e.g. campaign emails, organic social, webpages, etc) - Edited, copyedited, and proofread long-form content assets from freelancers prior to publishing - Created a global social strategy (inbound and ABM) and Social Enablement Framework (logistics, posting cadence, style guide, and sales enablement content) - Optimized all social channels that aligned with the GTM positioning and messaging - Researched and recommended digital brand management optimization - Assisted with global website migration, optimized webpages for SEO and translations, and led a historical optimization project for the blog - Created and executed ABM strategy (vertical campaigns) for web personalization - Developed and shared ABM strategies, frameworks, and templates with marketing executives
Responsibilities: - Led, managed, and executed the content strategy for Tier 3 ABM accounts to drive cross-sell opportunities while providing ad-hoc content assistance for Tier 1 ABM accounts - Created social selling strategy for Tier 1 and 3 accounts and executed it with AEs which saw high engagement with contacts on their social network - Assisted in ABM campaign executions for Tier 1 and 2 while creating nurture campaigns for Tier 3 in 2017 - Directed, managed, and implemented the content strategy for our 2018 user conference which includes internal and external communication (blog, social media, PR, Marketo email nurture streams, and conference website) - Managed and maintained our customer community while executing strategic plans that focus on improving UI/UX and brand perception - Managed all social channels (including paid advertising) and leveraging them for both traditional demand generation and ABM Successes: - Executed omni-channel marketing campaigns for Tier 3 accounts that drove sales opps from early stage to late stage within two quarters - Spearheaded a global content project (the Global Transit Trends blog series) which included researching and managing internal/external contributors, working cross-functionally with the NA design and web team as well as the other BUs' marketing teams - Managed and executed successful implementations of two different interactive blog posts - 9 out of 14 blog posts written are within the top 20 most viewed, two of which are also the top 2 engaged - Leveraged social media channels to engage with tiered accounts as part of our ABM strategy and over-achieved the internal success metric by 38% - Increased Click to Open Rate (COTR) by 13% for our quarterly newsletter when comparing Q1 '17 and Q4 '17 results - Decreased bounce rate on our website by 13% in 2017 - Broadened our influencer marketing program by bringing in 11 new external contributors for our blog
Responsibilities: - Assisted in ABM campaign executions for Tier 1 which included comprehensive research on accounts, development of social media strategy plans, the creation of account plans, provision of website, design, and content inspiration on ad-hoc basis - Project managed a website refresh for 2017 that mainly focused on improving the UX/UI and changing the tone of website copy to be more customer and value-focused - Led, managed, and executed a new strategic plan while working cross-functionally in the redesign project for our quarterly newsletter - Project managed the website refresh of our newly branded user conference with a focus on UI/UX - Created content for the blog, which ranged from interactive to persona-based, and the website - Project managed and worked cross-functionally within the marketing team, various departments, and the management team to implement a multi-stage redesign project for our customer community - Managed all social channels and developed strategic plans to improve brand awareness, change brand perception, increase customer engagement, and more - Conducted competitor analysis and researched B2B companies in different industries to identify areas of improvement for our website, content, and social media channels - Provided the M&A department with potential target companies through research Successes: - Managed and implemented an interactive quiz for our blog which is within top 10 most viewed - Produced content pieces that drove significant traffic to the corporate website (six of which are within top 10 most viewed) - Produced the top-performing blog post which generated the highest blog subscription form fill in 2017 and garnered unsolicited media promotions from well-known transit publications - Created an influencer marketing program as part of the content strategy and brought in 14 new external contributors who came from various industries (VC, academia, transit associations – to name a few)
Responsibilities and Successes: - Leveraged personal social network to build brand awareness of Tilt as an accessible crowd-funding platform amongst student groups at the University of Toronto campus - Tailored marketing strategies to target audience and brought in 45+ new users which resulted in over $2k in transactions on the Tilt platform What's Tilt? It was a crowd-funding platform that allows you to pool money together with friends for things as small as a birthday gift to as big as fundraising for causes that you are passionate about. I was supposed to get people to try out the platform via a promo code (michelleuoft); instead, I gained some insights about how to market to the Asian demographic.
Responsibilities and Successes: - Created and maintained the Facebook page for ELP that reached 100% of the programs’ participants within 3 months - Designed graphics and executed marketing strategies for the first 3 events which, in total, reached 14,000+ people - Analyzed feedback to transform MyPlan, a goal tracking tool for student groups’ committee members, from an offline process into a streamlined online platform that utilized an improved set of surveys implemented with TypeForm What's the Emerging Leaders Program? It ran under the supervision of the Student Groups portfolio at Rotman Commerce. Its core focus was to develop and mentor committee members from all recognized student groups for professional and personal development.
Responsibilities and Successes: - Responsible for financial management, event management, social media marketing, and process innovation - Supervised 10 distinct student groups and over 100 events while promoting them on the Rotman affiliated social media outlets - Designed two key community development programs which included the leaders’ socials and coffee chats with student leaders Previous Roles: - Events and Marketing Coordinator, Student Groups Portfolio (June 2014 - April 2015) - Administrative Assistant, Student Groups Portfolio (May 2013 - April 2014) - All three roles that I occupied directly reported to the Associate Director of Student Groups at the Rotman Commerce Programs Office.
Responsibilities and Successes: - Recommended partnerships that increased BrainStation’s brand exposure as a leader in industry-oriented digital skills development courses; reached 200+ students in the Rotman Commerce program - Curated industry-relevant content for Instagram and LinkedIn which served as a promotional strategy to increase brand awareness What's BrainStation? It's an organization that teaches digital skills that cover topics from business, design, and technology, which are all taught by industry professionals. As a brand ambassador, I was responsible for increasing brand awareness and encouraging people to sign up for classes.
Responsibilities and Successes: - Developed and implemented a marketing strategy based on Facebook Insights that resulted in an increase in online exposure by 9% in likes with over 10k people reached - Improved our WordPress blog and updated the past corporate social responsibility blog posts which resulted in an increase of 20% in weekly readership What's Realized Worth? It's a global CSR consulting firm that works with companies of various sizes, with services ranging from designing corporate volunteering and giving programs to implementing them. I was allowed a great deal of autonomy and got the opportunity to experiment with different marketing strategies and grow their social media presence.
Responsibilities and Successes: - Conducted new business development and produced sales-prospecting plans targeted towards SMB - Managed 200+ accounts of which 40+ accounts were further nurtured for future partnerships with AIESEC while using Salesforce What's AIESEC Toronto? It's one of the chapters in the AIESEC organization, a global not-for-profit student-led organization that aims to provide university students with industry experiences and volunteer opportunities.
