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Home » Michele Tropeano – The T-Shaped B2B SaaS Marketer: Transitioning from B2C, Simplifying Enterprise Messaging & Hiring Top Talent (TMMF #019)

Michele Tropeano – The T-Shaped B2B SaaS Marketer: Transitioning from B2C, Simplifying Enterprise Messaging & Hiring Top Talent (TMMF #019)

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“It’s not B2C. It’s not B2B it’s human to human. You always took it to human.”

— Michele Tropeano

In this episode, we dive into the world of B2B SaaS marketing with Michele Tropeano, the Head of Growth and Marketing at YunoJuno. With a diverse background spanning B2C and B2B, music and tech industries, Michele shares his unique perspective on the evolution of marketing and the importance of a human-centric approach.

We explore Michele’s transition from B2C to B2B marketing, discussing the similarities and differences in strategies and the crucial role of creativity and emotional connection in both domains. Michele shares his insights on effectively positioning against competitors as an enterprise SaaS company and the significance of simplifying messaging to resonate with target audiences.

As a mentor at Growth Mentor, Michele discusses what makes a great mentor-mentee relationship and the value of giving back to the marketing community. We also delve into his approach to skill-based hiring for marketing roles and the key attributes she looks for in candidates.

Finally, we touch upon the exciting world of generative AI and its potential impact on marketing. Michele shares his thoughts on embracing change and leveraging AI to enhance creativity and efficiency in marketing processes.

Whether you’re a seasoned B2B marketer, a startup founder, or simply passionate about the future of marketing, this episode offers valuable insights and actionable takeaways to help you navigate the ever-evolving landscape of B2B SaaS marketing.


Listen to the episode on your favorite podcast platform. Watch the interview on YouTube here.

Want to learn from another seasoned B2B SaaS marketer? Check out our interview with Andreea Cojocariu, marketing director at TestFit, where we dive into deep insights on how to make our marketing connect with other humans.

What was your favorite insight or lesson from this episode? Share your thoughts in the comments below.



  • 02:29 Career Journey: From Media to Marketing
  • 06:55 Transitioning from B2C to B2B Marketing
  • 15:00 Effective Sales and Marketing Collaboration
  • 19:14 Positioning and Messaging Strategies
  • 27:34 Challenges and Solutions in Enterprise Marketing
  • 32:17 Hiring for Marketing Teams
  • 36:27 Future Trends in B2B SaaS Marketing


  • “I always believe that really the the very fundamentals of marketing don’t really change regardless if it’s, A solo marketer, a big company, A B2B, or B2C, you need to make sure that you have a clear targeting. You need to have a tight and distinct positioning, and then drill down on your strategic objective, your strategic objectives, and understand how you’re going to measure that.”
  • “If you look at right now, the way that even performance marketing is evolving with media, with meta becoming less and less relying on, on very very targeted options and actually looking at the broad sort of the broad targeting and therefore, Pretty much relying more on the content and the messaging and the creativity.”
  • “Regardless of what type of team you’re going to work in with, you’re always going to be sharing objectives and key metrics.”
  • “The world of lead generation complex words to describe my product solution that essentially is It’s a platform that does x to solve y, and it’s coming to an end.”
  • “You need to make sure it’s, the person is ready to work for a a fast moving fast moving company.”
  • “I think I see AI, generative AI will make a huge, it will have a huge impact on marketing and on any business really. But we’re at the very early stage. That’s what we’re seeing right now is probably very little of what it’s about to come next.”
  • “I’d say like my advice to any marketer, any level is to embrace the change and embrace AI and, make sure you’re making the most of it right now. Because it’s definitely going to have an impact on On the way that we all be work, that we are working right now and will be working.”

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