Article
Apr 30, 2026
Who's 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. 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.
When you grow into strategy - that’s where things change.
Now I build the strategic positioning & messaging narratives that help B2B SaaS companies build their growth & GTM engines.
This includes informing content & demand generation strategy, 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 enter with the necessary context that creates the buying decision.
What I love doing
Full stack PMM for B2B SaaS companies 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 -> 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 $50M 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 users 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 anything shipped 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 the organization.