MACH Vendor Specialist Hires, Launches New Division

In Amsterdam, international branding agency The BaaS Company has appointed Sonja Keerl as Associate Partner and Director of a new go-to-market practice (GTM). This will help B2B tech scale-ups with their product value proposition, target audience definition and competitive analysis.

Launched just over a year ago, the company specializes in B2B technology clients, especially the growing field of MACH vendors (microservices-enabled, API-first, cloud-native, headless technology). The new practice will combine and expertise to advise on GTM issues from positioning and messaging to sales, channel, marketing and customer success enablement. The firm will also launch an Analyst Relations Service, advising clients who want to set up and coach their own AR team, or turnkey outsource the function.

Keerl brings in-depth experience in digital transformation and marketing, from roles including Head of GTM and Alliances and Head of Product Marketing at Contentstack, and VP Product Marketing and Senior Director Analyst Relations at Bloomreach. In 2020 she co-founded the non-profit MACH Alliance, which has now grown to almost 80 member companies, and which she led as President until last year.

Leoni Janssen, CEO and founder of The BaaS Company, comments: 'I've been inspired by Sonja's industry knowledge, accomplishments and general wisdom for over a decade now and we've worked extremely well together in multiple forms. She is a fire starter in the industry, a world class expert in her field. Sonja will work closely with clients and experts in our team to smartly execute on the agency's Branding as a Service concept with a particular focus on helping growth-driven B2B tech vendors with product-market fit to fully achieve their potential'.

Web site: www.thebaascompany.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.