b2b saas growth,
built end to end.
Fractional growth marketing. I join your team to build the marketing engine, run the ads, and get you found in AI search. Strategy and hands-on execution, from the same person.
three ways to
work with me
Take the whole engine, or just the part you could use a hand with.
fractional growth
The whole marketing function in one person. Strategy, execution, and all the operational work that holds it together. A good fit if you have no marketing team yet, or a team of one who could use the backup.
- growth strategy & icp
- demand generation
- hubspot & marketing ops
- content & seo
- linkedin thought leadership
fractional ads
I look after your paid channels: LinkedIn, Meta and Google. The strategy, the build, and the weekly optimisation that keeps it honest. Ad budgets from €3k to €50k a month, and I scale with you.
- linkedin, meta & google
- full-funnel ad strategy
- multi-market funnels
- retargeting & light abm
- ad concepts, copy & creative
fractional aeo
Your buyers ask ChatGPT before they ask Google. AEO is the work of making sure your product shows up in that answer. Same discipline as SEO, just a different machine doing the reading.
- ai visibility audit
- prompt & mention tracking
- comparison & alternatives pages
- schema & structured data
- content llms actually cite
good company,
literally
Technically speaking, I was Anna's client, but it felt more like working together as one team than outsourcing a part of our marketing efforts to her.
Anna was the first marketer in the company and had to figure out things really fast. She set up many of the marketing processes we didn't have before.
She grew Lumoa online marketing from non-existence to the first page of Google search. I guess her motto is: never stop learning.
She was entirely in charge of lead acquisition via paid and organic channels. An independent thinker who can drive projects forward while improving them.
During her time with us she showed a complete mastery of online advertisement and team management. She also has a great capacity to listen and show empathy in any situation.
We worked together at Advance B2B and did some sales calls together, where she talked with customers on how to take their marketing to a new level. Fun times together!
She introduced lead generation tools we're still using and helped build assets and automations for us. A professional who can both give strategic advice and isn't afraid to roll up her sleeves.
Anna worked with me for a year building Digital PR and doing outreach for Droppe. Anna is an excellent collaborator and communicator. I'd be happy to work with Anna again.
the shortlist gets
built before
anyone talks
to you.
B2B funnels stopped being funnels. Buyers loop, lurk, ask their peers, and quietly assemble a vendor list long before anyone fills in a form. By the time they reach your pricing page, the decision is mostly made.
already have a vendor list on day one, before researching properly.
end up buying from that day-one list.
start by asking a peer, not a search engine or a salesperson.
of deals go to vendors already on the buyer's day-1 shortlist
Bain, 6sense, LinkedIn B2B Institute and Gartner buyer studies, 2024–2026get on the list,
in four steps
We agree the direction early, so building can start almost straight away. Then it loops, because step four feeds straight back into step one.
define
Messaging, audience, ICP. Who we're talking to, what problem we solve, and why anyone should care. Everything downstream gets easier once this one is settled.
build
Funnel design from problem-aware to product-aware. Lead magnets, content, ad concepts, nurture sequences, the pages they land on. The part where things actually get made.
distribute
Find where buyers search and spend time. LinkedIn, Google, Meta, AI search, your own list. Pick the channels, launch the campaigns, reach actual humans.
improve
Measure, iterate, experiment. Influenced pipeline, channel metrics, what's working and what quietly isn't. The step that never ends, in a good way.
from pre-seed to post-exit,
usually the first marketer in.
Digital Marketing @ Lumoa
Pre-seed and seed. Marketing team of one. Content, SEO, webinars, and co-marketing with people who had no business replying to me.
Marketing Manager @ AddSearch
Seed, PLG, solo marketer again. Cut cost per trial by 30% and pushed average MRR from €25 to over €400 by chasing better-fit accounts.
Growth Specialist @ AdvanceB2B
Agency side. Led a team of three per client, ran growth strategy and ads for B2B SaaS brands, presented to CMOs and C-level.
Demand Generation @ Lumoa & Netigate
Through the acquisition and into the scale-up. Owned paid acquisition on a €250k budget across five markets, plus automation and lead scoring.
Fractional Growth & Marketing
Freelance. Growth, ads and AEO for B2B SaaS across Europe, from pre-product startups to enterprise scale-ups.
numbers, and the
people behind them
All of these come from companies I worked in or alongside, and the quotes are from the people I worked with day to day.
Impressions in Google's AI Overviews and other generative surfaces. Nearly three times as many in the four weeks after the AEO work started as in the four weeks before, across the whole site rather than one cherry-picked market.
b2b saas · three languages, five marketsCustom dashboards for every client: budget pacing, per-creative performance, status changes, refreshed every morning across three currencies and eight live accounts. Knowing which ad is tiring before anyone asks is most of the job.
Paid acquisition across five European markets on a €250k yearly budget, for an enterprise platform with a six-month-plus sales cycle. Light ABM 30%, demand capture 40%, retargeting 30%, repeated per market.
enterprise sales-led · 5 marketsI had the pleasure of managing Anna directly at Lumoa and Netigate. She was entirely in charge of lead acquisition via paid and organic channels. She is an independent thinker who can drive projects forward while improving them. Any company would be lucky to have her.
A new product launch, ads only, €4k of budget. 5% lead-to-meeting blended and 15% on LinkedIn. Getting the ICP right was the whole trick.
new product launch · ads onlySix months as the solo marketer. Paid LinkedIn plus thought leadership content touched half the open pipeline before sales ever picked up the phone.
sales-led · solo marketerAnna was the first marketer in the company and had to figure out things really fast. She set up many of the marketing processes that we didn't have before and got us on great speed through that. She was great to figure things out when confronted with a new marketing problem, as well as networking with other marketers outside of the company.
Technically speaking, I was Anna's client, but it felt more like working together as one team than outsourcing a part of our marketing efforts to her. She will turn every stone to get something to work, but once all stones have been turned, she immediately turns her attention to the next thing to move the needle.
Took over an existing ad account at a PLG brand mid-repositioning. Kept the channels that worked, rebuilt the rest around a new ICP, and found a scalable route to the new audience.
plg · inherited accountWorking with Anna in the same Growth team has been a pleasure. Her ability to create relevant, and a high volume of, leads for our SDR team has been of great help to reach and exceed our common goals quarter after quarter. Anna is very proactive, collaborative and always ready to help.
Her approach to marketing can only be likened to Harry Potter masterfully playing Quidditch. Her strategic and innovative campaigns have significantly increased the flow of high-quality marketing qualified leads, setting a new standard in lead generation that consistently results in valuable opportunities.
One of her strongest contributions was an account-based marketing campaign on LinkedIn. She led the setup and ongoing optimization, aligning closely with the sales team to incorporate feedback continuously. She knows how to take ownership when the scope and goals are clear.
Paid LinkedIn aimed at exact accounts and titles rather than broad reach. Nearly half the live pipeline had already seen the brand on their own account before anyone from sales got in touch.
b2b saas · enterprise, beneluxAn enterprise buyer sat through three thought-leadership sessions over four months. Sales closed them the week the budget opened, and they turned up live at the next one as a customer. Marketing built the room, sales closed the deal.
b2b saas · enterprise buyerA scale-up with no marketing investment for three years and a dead inbound funnel. First campaign back, €2.5k on tools and ads, one webinar.
scale-up · zero prior marketingAnna is a professional whose passion, and hobby, is marketing. You can trust her to reach out to top influencers for a joint article or webinar, the type you would be a bit hesitant to even ask yourself. She grew Lumoa online marketing from non-existence to the first page of Google search.
Anna is a hardcore marketing professional who took Lumoa's marketing game to the next level. She is also amazing at working with HubSpot, and I can't even count how many times she guided me in how to use the CRM efficiently.
Anna recruited me as a digital marketing trainee and I reported directly to her. Anna took me under her wing and taught me everything about B2B marketing. If she finds a problem, she will always find a way around it while making sure the solution is sustainable and scalable.
Worked with Anna on some focused demand gen projects. It was fun and productive. We achieved what we set out for, and Anna delivered beyond expectations and with good communication and approach.
An exceptional marketing professional who excels in lead generation within B2B SaaS, with a strong focus on growth through paid social and paid search. Her expertise and strategic approach have consistently yielded remarkable results.
She is exceptionally talented and brings strategic thinking and a results-driven mindset to everything she does. Whether it's optimising digital campaigns or refining SEO strategies, she has a deep understanding of how to engage audiences and drive impact. 10/10, I'd work with this person.
Anna and I worked together at an agency, where she regularly showed her aptitude for adapting to different client demands and a wide skill set in order to deliver on their needs and guide them on the best path forward. She was always ready to take on new challenges and test new things. A great contributor, and a fun person to have on the team.
marketing is better
with other marketers
Most marketers I meet are the only one in their company. These two exist so that's less lonely: a community in Finland, and one-to-one sessions with anyone who wants to talk something through.
Events, an active Slack, and a yearly salary report for the Finnish market. One of the things I'm most proud of.
awesomemarketers.fi
Ads that aren't working, a first marketing hire, a funnel leaking somewhere unclear, or what to do next when you're the only marketer in the building. Half-formed questions are welcome.
book on growthmentorShe was incredibly patient and got straight to the point. Even when a specific technical detail wasn't immediately on hand, she dove right in, logged into her own campaigns and found the answer. A great second pair of eyes to have looking over my ads.
She reviewed all my numbers within my Google Ads and gave advice on how to proceed. Highly approachable and experienced, and gave valuable advice. I'd recommend a call with Anna if you need help with Meta or Google Ads.
Very knowledgeable B2B marketer and mentor. I really appreciated that Anna was honest with me and even recommended a different mentor for me to speak to.
so, what are
we building?
I'm taking on fractional clients at the moment. If you're a B2B SaaS company and you need a pair of hands that can also do the thinking, say hi.