MACH Alliance Co-Founder Sonja Keerl Joins The BaaS Company as Go-To-Market Director

Leoni Janssen
Expands capabilities and service offering focused on growth strategy to streamline go-to-market execution for clients

AMSTERDAM - 3 April 2023 - International branding agency, The BaaS Company, announced today the appointment of Sonja Keerl as its new go-to-market (GTM) Director and Associate Partner.

With this appointment, The BaaS Company establishes a new go-to-market practice that supports B2B tech scale-ups in sharpening their product value proposition, target audience definition and competitive analysis. Together with its branding expertise, these insights will be translated into positioning and messaging and a holistic go-to-market strategy for clients encompassing sales, channel, marketing and customer success enablement.

Sonja brings a wealth of experience and expertise in the area of digital transformation and marketing, and brings a number of new perspectives to The BaaS Company. She has led projects working with international vendors and customers around the world as a customer, implementer, in sales, product marketing and heading up marketing teams. 

Sonja’s previous roles included 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 MACH Alliance, a non-profit formed to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native SaaS and Headless. Since its launch, the MACH Alliance has grown to almost 80 member companies and has built a global community of MACH advocates. Sonja served as President until 2022 and now sits on the Advisory Board.

“For B2B Tech to tell a story that is as inspiring as it is differentiating, great branding and great product messaging have to come together,” said Sonja. “Over the past two decades in technology marketing, I have seen too often that either the product messaging or the branding fell short leading to underutilized go-to-market opportunity. Joining BaaS and working with Leoni is incredibly exciting, because together, we can inspire tech companies to deliver a product story that is authentic, differentiating and growth driving.”

“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, an world class expert in her field,” said Leoni Janssen, CEO and founder of The BaaS Company. “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. Now is a pivotal time for many international technology companies, particularly those working with modern technology that are growing fast and starting to make a name for themselves”.

The BaaS Company will also launch a new Analyst Relations Service that extends BaaS’ current service offering with experience and expertise for tech industry analyst relations, from kick-starting an AR team to ongoing coaching, incidental evaluation support to turnkey outsourcing an analyst relations practice.

About The BaaS Company

Launched in January 2022, The BaaS Company is an international branding agency specializing in B2B technology and the growing ecosystem of MACH technology vendors. BaaS (Branding as a Service) is a multidisciplinary branding service specifically aimed at organizations that want to directly build brand value but lack the expertise or bandwidth internally to do so. Now, more than ever, there is a need for business-oriented brand building. The type of brand building that directly contributes to value creation and fits with the company life cycle. Our hand-selected team of experts, delivers you BaaS - a finely tuned, orchestrated offering that unlocks the enormity of your brand’s potential.

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