Article
Apr 30, 2026
Who is Mike Savoff
Mike's story
I’m a B2B startup product marketer to the core - the founding and sole marketer in a team of devs who found a way to grow out of the Bulgarian scene and start my global career.
After 10+ years in startups, I went through every marketing role possible - from content & paid ads to demand gen, GTM and product marketing - all in the PLG context.
I learned everything the hard way - and I mostly learned it myself, without any marketing mentorship or leadership. Bulgaria is one of the last places to find anything like that.
It’s been a long journey, but a worthwhile one.
A generalist, full stack marketer like me can be confused with someone who dabbles in everything, but is not an expert in anything.
When it comes to execution only - that is naturally the case - with or without AI, you can never be an expert in everything, and you should never be one.
But there is greater value in having played around with everything because now you know what kind of attention each function needs, and what kind of support different types of marketers need.
When you grow into strategy - that’s where things change.
Now I build the strategic positioning & messaging narratives that help B2B SaaS companies unlock real growth and start scaling.
This includes informing content, demand generation, and GTM, as well as the full PLG funnel - acquisition, onboarding, activation, conversion, and retention.
I make B2B customers go from “I get it” to “I want it” before even going into the product so they can enter with the necessary context that leads to buying decisions easier.
What I love doing
Full stack PMM for B2B SaaS companies with taste that know what they’re doing and who they’re doing it for.
I work with founders, growth, and marketing leaders who built a product with PMF but lack the impactful story that differentiates them and takes them to market.
I create the messaging that helps B2B SaaS go from 0 to 1 and up
My deepest expertise is tied to PLG, content and, demand gen-driven acquisition, and GTM motions that build the foundation for enterprise sales functions.
Biggest impact so far:
My biggest achievement so far was growing out of one of the worst places to be a product marketer - the Bulgarian software scene - into the global B2B game with 10+ years of marketing experience.
- Led as a founding marketer at SMSBump - exited in less than 10 months in record-breaking $37M deal - the biggest exit deal in Bulgaria’s software history.
Main skills: Demand gen, Email marketing, PLG
- Led as a founding marketer at Vanga AI - 0 to 1,200+ active Shopify merchants and 30% MoM MRR growth in less than 8 months in the most fierce Shopify app niche - upsell apps (700+ competitors).
Main skills: Positioning & messaging, Performance marketing, influencer marketing, strategic partnerships
- Helped get Tactiq from 300k to 1M+ users, founded the enterprise sales GTM function that led to 7-digit sales revenue in the first year, helped drive 400K+ monthly website visitors in organic traffic.
Most Product Marketers are either about strategy or execution. I’m both.
I’ve spent years in the ambiguity between product, engineering, lack of any marketing or growth function, as well as existing content & organic inbound functions. I know you can’t get any strategy going without executing yourself.
After 10+ years deep into execution across almost all marketing functions, I now have the strategic thinking and high-level overview of the role PMM has to play inside startups across all stages - from early-stage to growth and scale-up.