Hi, I'm MICHAEL GRANT

Product Marketing Manager

I work with B2B data management companies to

educate buyers so they ‘get it’ sooner, faster, better.

— MY APROACH —

By the time a buyer contacts a vendor, they're two-thirds through their decision. And more than 90% of the time, the vendor they call first is the one they buy from.

Said succintly, the shortlist is closing before the sales conversation opens.

You've seen the signs in competitor's marketing. The content answers questions nobody is asking. The solution is positioned to one role when three are involved buying it. The proof points don't match the doubt that's actually stalling the deal.

If you want to avoid this in our product marketing, I can help. I'll find those friction point. Then I'll build the content and tools that answer real techncal and business questions for every role at every step of the decision process.

And when your buyers feel educated they become less skeptical of you and more confident in themselves. And confident buyers click, learn, try, and buy.

I'm seeking a Product Marketing role to help you win the shortlist.

I'll help you make your solution the logical choice before the first call,

so prospects stop comparing, and start buying.

COMPANIES I'VE

WORKED FOR:

COMPANIES I'VE COLLABORATED WITH:

ANALYSTS I'VE PARTNERED WITH:

— CORE COMPETENCIES—

— RECENT WORK—

AGENCY STOPS PITCHING CLIENTS, STARTS SCORING THEM

Creative agency backs new business development program

GTM Strategy | Market Intelligence

Challenge:

I had a thesis to test: enterprise buyer enablement methodology works outside of tech. Rather than run another proof of concept on paper, I took it live. I approached Liaison Creative cold, using former-client standing to open the door. The relationship got the meeting. The data got the funding. They needed a better way to develop new business. I had a model that could deliver one. We made a deal.

Approach:

Pitched a net-new business concept cold to agency leadership, securing full internal funding within two weeks without holding an internal role.
Built a 60-point AI-enabled Buyer Impact Analysis (BIA) tool to replace subjective creative pitches with scored, data-backed diagnostic roadmaps. The AI scores publicly available buyer signals. The strategy is entirely human.
Validated the model using the agency owner's own documented frustration buying a corporate firewall — quantifying the problem before making the ask.
Designed a one-week diagnostic turnaround to generate fast insight and enable rapid pilot-to-client conversion.
Repositioned the agency as a buyer transition partner, targeting the selection phase where 80% of vendor decisions happen before first contact.

Results:

Secured full internal funding for a net-new practice after several months and a pilot proposal
Delivered 33 Buyer Impact Analyses in 90 days following launch
Converted 3 Fortune 500 strategic engagements within the first six months
Revived a major account dormant for five years

⁕ Liaison is a private company so does not report revenue nor use clients to promote its business

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TURNING RELUCTANT SELLERS INTO AI REVENUE DRIVERS

Architecting the NetApp "BI to AI" transition GTM

GTM Strategy | Product Messaging | Cross-Functional Leadership

Challenge:

NetApp's AI and analytics portfolio was ready. The sellers were not. Most avoided AI conversations in established accounts, afraid they would expose a knowledge gap or stall deals already in motion. The problem was not product awareness. Sellers had no confident path from a storage conversation to an AI value conversation.

Approach:

Diagnosed the core blocker as value translation failure, not an awareness gap, and rebuilt the GTM motion around it.
Replaced infrastructure-centric messaging with an Outcome-First model built around vertical-specific AI business outcomes for both technical and non-technical buyers.
Unified sales and marketing on shared data systems and qualification rules before scaling — eliminating the misalignment that was stalling pipeline.
Validated the narrative through two MVP iterations with select teams before global rollout, compressing risk without stalling momentum.
Activated 600 non-specialist sellers in AI deals through a targeted enablement motion with unified qualification and coverage rules.

Results:

Grew quarterly deal volume 30% in two quarters — from 75 to 97 deals
Expanded non-specialist seller participation 112% — from 283 to 600 active sellers
Held average revenue and margin per deal while volume scaled 30%

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WHEN STORAGE BUYERS CAN'T FIND YOU, THE PIPELINE DOESN'T START

NetApp's pivot from on-prem hardware provider to cloud SaaS partner

Storage GTM | Data Management Positioning | Content-Led Pipeline

The Problem:

NetApp's storage and data management portfolio had grown past what the market understood. Buyers researching hybrid cloud storage, data protection, and cloud optimization were landing on competitor pages first. The company's content spoke to IT generalists. The buyers making shortlists were storage architects, data platform leads, and infrastructure VPs with specific technical questions.

The Gap: Switch from broad storage brand messaging in a market to messaging and a buying framework that rewards precise answers

What I did: Working on a 4-person team we developed a "Reputation-to-Revenue" program that connected NetApp's storage and data management capabilities to the specific questions cloud buyers were asking at each stage.

Mapped buyer roles across storage purchasing committees (infrastructure VPs, storage architects, cloud ops leads) and identified the proof gaps at each decision stage
Created ungated technical content targeting storage-specific search intent: cloud optimization, data fabric architecture, hybrid storage economics
Helped launch "The Specialists" creative strategy, using self-deprecating humor to credibly own the cloud storage specialist position
Partnered with ESG, IDC, and Gartner to produce analyst validation assets aligned to storage and data management positioning
Built the Cloud Overspend Analyzer and ROI calculators to surface unconsidered needs and help buyers reassess decisions they didn't know were costing them.
Built a measurement framework tying content engagement to pipeline by storage product line
Expanded media to new channels — esports, podcasts, connected TV — to reach business and technical buyers outside of work hours.

Results:

$1.1B pipeline influenced by storage and data management content programs - 29% of all won pipeline and 35% of cloud ARR.
Drove 882,000 net-new site visitors (84% new to brand) with 65% year-over-year traffic growth in the first quarter.
24% ungated download rate (3x industry benchmark for enterprise storage content)