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Rutger Stronks

Fractional CMO | Embedding B2B / SaaS Marketing excellence in startups | ex-Google | ex-Twitter

Amsterdam, Netherlands (+01:00 UTC)from Amsterdam, Netherlands
Usually responds in 23 hours
Free
Price per hour
15 min30 min
Time Blocks Available
5.00
15 reviews / 35 sessions
Mon
19
Next availability

Bio

Over 15 years of international marketing experience. Started at Google and Twitter and in the past 10 years I led marketing for various start and scale-ups to their next level of growth. Exceptional track record in driving measurable results - shifting focus from output to outcomes. I have the ability to quickly identify needs and requirements for a successful marketing machine, and to convert mediocre results to predictable and impressive achievements. Some areas of expertise: SaaS growth marketing, lead generation, GTM strategy, customer journeys, marketing data metrics and optimization, product marketing, content Strategy, marketing tech stack, performance marketing / SEA, social media marketing, ABM, sales strategy and many other marketing strategy related challenges.

Expertise

  • Branding

    Brand perception is very important to acquire new customers. But where do you start? How do I build my brand reputation? Let's discuss the unique elements of your business and how to embed these into your brand.

  • Building a team

    Building a dedicated, highly motivated team is hard, but essential to scale a business. How to hire the right people? And how to manage your team successfully? Over time, I've managed smaller to medium sized teams (3-20 FTE) and learnt how empowerment, team culture, transparancy and trust are critical for team success.

  • Content marketing

    How do you make sure that your content is actually contributing to your marketing results? The quality of your content as well as the distribution channels are key to drive significant impact. I'm eager to discuss how content quality would look like for you and how you can distribute it effectively to generate more leads.

  • Customer success

    Customer success is often overlooked by marketing - but marketing is crucial to generate loyal customers and lower churn. Customer success and marketing have a very crucial, shared objective: happy, loyal customers. How do you get yours?

  • Demand generation

    How do you market your product or service in a way that customers actually come to you rather than convincing your product is the best there is? With many years of experience, I can help you unlock tactics and best practices to drive demand for your product/service.

  • Email marketing

    Relevancy is important to all marketing related activities, but email marketing can't survive without it. How do you make sure people receive your message are willing to act after opening? From past experience, I can share best practices and do's & don't to boost your CTR and conversions from email campaigns.

  • Go to market strategy

    An effective GTM strategy requires a full understanding of the market, your product / service offering and the marketing channels / tools available to reach the right audience, at the right place, at the right time. Let's discover your tactics to acquire happy customers quickly and successfully.

  • Growth marketing

    Every step of the customer journey is an opportunity to win trust from your prospects and customers. Make sure you understand what's needed to move them from on stage to the other, and facilitate what's needed. Once you know which channels drive sustainable growth, focus on those channels to scale your business.

  • Product marketing

    I consider product marketing to be the foundation of your marketing strategy. A clear value proposition will significantly help you to articulate your USPs in a simple, consistent way. All marketing related activities following the value proposition will benefit from it. Do you have a clear value proposition yet?

  • Remote work

    Remote work offers great autonomy, flexibility and freedom. But how do you deal with the counter effects like distraction, loneliness or losing focus? I've been working from home myself for the past 5 years and have learnt some great habits to keep myself productive, happy and being valued.

Toolkit

  • Confluence logo

    Confluence

    Mainly used confluence to collaborate with the product team - many of the (technical) projects were managed in Confluence and we used it as a reference to track progress on the product side.

  • Miro logo

    Miro

    I'm using Miro for many collaborative projects. Especially in a remote setup, Mira can help to communicate effectively to quickly share ideas, organise brainstorms or presenting plans.

  • monday.com logo

    monday.com

    Monday is a perfect tool to manage and track all aspects of marketing project planning. I've been using it for multiple teams to track weekly progress on all marketing activities.

  • HubSpot logo

    HubSpot

    I've used Hubspot at multiple companies. Depending on the size I used it as the full CRM tool, while at somewhat larger sized companies we tend to use it for the more marketing related aspects (and Salesforce as our CRM)

  • Marketo logo

    Marketo

    I've used Marketo at multiple companies. Depending on the size I used it as the full CRM tool, while at somewhat larger sized companies we tend to use it for the more marketing related aspects, e.g. lead gen, email, etc (and Salesforce as our CRM)

  • Notion logo

    Notion

    I've used Notion as the go-to space for all kinds of information. I also use it to log processes, maintain (marketing) calendars and anything else that's relevant to the team.

  • Salesforce logo

    Salesforce

    Salesforce has been used at multiple companies I worked for - mainly the somewhat larger sized companies did invest in Salesforce as their CRM. I have experience in data reporting and tracking with salesforce.

Experience

  • LeadSplash Marketing

    Founder & Fractional CMO

    Lead and execute marketing and GTM initiatives for B2B SaaS startups and scale ups, with clear ownership of pipeline and revenue outcomes. My work focuses on designing and executing GTM strategies across product led growth (PLG) and sales led growth (SLG), working closely with product, sales, customer success, leadership teams, and board stakeholders. I also partner with private equity and venture capital firms to support their SaaS portfolios with on demand marketing leadership, focused on accelerating traction and reducing go to market risk across investments. I easily balance strategy and execution, helping companies turn limited resources into predictable pipeline, ARR growth, and scalable marketing foundations. Engagements range from interim or fractional leadership to project based work, depending on company stage and needs. Core expertise • Go to market strategy and execution across PLG and SLG • Data driven decision making and performance measurement • Demand and pipeline generation tied to revenue impact • Product marketing, including positioning, narrative, ICPs, and differentiation • Marketing alignment across product, sales, customer success, leadership, and boards • Building, leading, coaching, and scaling international marketing teams (5–30 FTE)

  • Beside Partners

    Founder & Consulting Partner

    Helping startups and scale ups enable AI in ways that are useful, practical, and tied to real business outcomes. I support teams in navigating the AI landscape and making informed, sustainable decisions based on effort versus impact. Co-host of Beside Ourselves, sharing practical insights, trends and guidance for smart AI adoption.

  • Moralis

    VP of Marketing

    - Managing the global marketing team: content, SEO, email, performance, DevRel, product marketing - Establishing a solid data driven marketing foundation for B2B SaaS (data tracking, targets & OKRs) - Responsible for all marketing programs to boost MRR in self-serve, mid-market & enterprise segments - Design & implementation of PLG motion (self-serve) and go-to-market (mid-market/enterprise) strategies - Representing marketing at all executive & board meetings

  • Stream

    VP of Marketing

    - Management and coaching of the global marketing team; - PLG, SLG, product marketing, DevRel, content, operations, SEA/SEO, brand, partnerships, community & events - Building pipeline through lead & demand generation programs in enterprise, mid-market and self-serve - Driving growth by continuously improving PLG motion (through lead gen & conversion optimisations) - Set up sales enablement initiatives with the sales team to scale the mid-market and enterprise GTM - Worked with product team on roadmap, NPIs, value propositions, ICPs and product positioning - Expanded Stream’s activities in developer community & partnerships - Representing marketing at executive meetings, board meetings and industry events

  • Stream

    Director of Marketing

    - Leading Stream’s Growth marketing and Performance marketing departments - Building the Product marketing function at Stream from scratch

  • Ultimaker

    Global Director of Product Marketing

    - Leading Ultimaker’s global product marketing team - Lead shift from product to solution, positioning Ultimaker as market leading platform player - Provided structure & processes to maximize product marketing impact - Delivered process & strategic approach for all product & solution launches (NPIs) - Established & implemented Ultimaker’s go to market strategy framework - Established various value propositions on both product and (industry) solution level - Sales enablement: delivered global sales packages to effectively empower sales force - Sales & partner training: provided various global training sessions - Represented Ultimaker as keynote speaker at various industry leading events - Streamlined client and partner input for product roadmap development - Established competition framework to sharpen product, solution and company USP’s

  • WoodWing

    VP Global Marketing

    - MT member & leadership of the global marketing team - Leadership of product marketing, content, multichannel & marketing operations teams - Leadership of regional marketing (NA, EMEA, APAC, LATAM) teams and activities - Delivered strategic approach for all product and solution launches (NPIs) - Established & implemented Woodwing’s go to market strategy framework - Lead product to solution transformation, including messaging, positioning & processes - Lead analysts strategy, (i.e. Forrester and Gartner) - Improved lead quality and quantity through online (SEO/SEA/Social) and offline campaigning - Lead the organisation of two large company events - Initiated & delivered various co-marketing activities with technology & solution partners - Developed & implemented numerous successful demand generating lead campaigns - Lead client and partner input for product & solution roadmap - Management of PR and creative agency relationships - Management of global marketing budget, P&L responsible

  • Macaw

    Solution Consultant

    - Created numerous strategic propositions & solutions to extend Macaw’s product portfolio - Delivered various digital solutions (websites & mobile apps) to large enterprise clients - People management: lead developers & UX designers to desired output - Provided various internal & external workshops on digital marketing & online strategy

  • Twitter

    Senior Account Executive

    - Twitter’s first Dutch employee, onboarding clients on the organic & advertising platform - Consulted clients about organic & paid social media strategies and campaign management - Partner- & client account management, including numerous agency- en C-level client visits - Developed and implemented Twitter’s first 'go to market' strategy for the Netherlands - People management: mentored & coached 10+ new hires, acting team lead for Dutch team

  • Google

    Online Media & Account Strategist
    •google.com

    - Project lead: designed a model to turn reactive support into proactive and relevant account consultation within the Google Ads customer success team - Recruitment & people management: 50+ recruitment interviews / mentored 25+ new hires - Marketing point of contact for all AdWords resellers in the Benelux - Represented Google at 10+ recruitment- en client events in the Benelux - Promoted in October 2011

  • Google

    Online Media & Account Manager
    •google.com

    Responsible for SMB account development and ROI improvement by consultation in the Benelux market, including Google AdWords (SEA, search, display and retargeting tactics), Google search (SEO), Google Analytics, Youtube, Google+ en mobile media opportunities.

  • Gemeente Leiden

    Internet/Intranet consultant

    - Part of the project team: responsible for development & implementation of a new website - Training content contributors on new CMS - Guided content migration process

  • Breeduit! Marketing Communicatie en PR

    Freelance Marketeer

    - Development of media and PR strategies for clients - Designing off- and online visual content - Optimisation of AdWords (search and display)

  • Hogeschool Leiden

    Planning Coordinator

    - Responsible for planning of lessons, exams, including classrooms, teachers & workshops - Managing quarterly exams planning for 1000+ students - Daily management of people planning: sick leave, classrooms, etc.

  • ENGIE Services Nederland NV

    Assistant Business Unit Manager

    - Assistant for business unit manager, helping with: - Business data analysis to optimize business activities - Competitive analysis - Managing the ISO-9001 certification for 2007 - Training employees on new business system

  • KLM Royal Dutch Airlines

    Internship - KLM Engine Services

    - Creation of business model to identify malfunctions in the primary process, using Six sigma - Provided ability to identify largest bottlenecks & recommendation plan to remove them - Recommendations have been presented to KLM Engineering and Maintenance MT - Final grade: 9 (out of 10)

  • ENGIE Services Nederland NV

    Internship

    - Marketing plan for lift and escalator industry, including market entry strategy - Identification of product/market fit - Competitive landscape - Final grade: 9 (out of 10)

  • Work & Travel

    Australia

    Work & Travel trip through Australia

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