Michael Cusden – B2B Marketing Director | Toronto, ON

michaelbcusden @ gmail.com | Toronto, ON

https://www.linkedin.com/in/michaelcusden/

Scaling B2B SaaS Growth Through Demand Generation, ABM, and AI-Driven Strategy

I’m a strategic B2B marketing leader with 10+ years of experience helping SaaS startups and IT service providers generate demand, build pipeline, and modernize their marketing systems. I specialize in campaign strategy, marketing operations, and bridging the gap between execution and business outcomes.

Whether I’m launching an ABM playbook, setting up HubSpot, or guiding early-stage AI adoption, my focus is always the same: drive measurable growth without the fluff.

 What I Bring to the Table

  • Go-to-Market Strategy & Execution
  • ABM and Revenue Marketing Campaigns
  • Lead Generation & Pipeline Growth
  • HubSpot, Salesforce & Marketing Automation
  • AI/ML Applications in Content and Campaigns
  • Cross-Functional Team Leadership
  • SEO Strategy and Website Optimization
  • Partner & Sales Alignment
  • Data-Driven Decision Making

Recent Experience

Growth Marketing & AI Consultant – Independent
Providing hands-on strategic guidance to startups and SMBs.

  • Improved lead generation and customer acquisition through clearer messaging and optimized campaigns
  • Implemented HubSpot and streamlined marketing operations
  • Helped businesses apply AI tools including ChatGPT and Claude to scale content, automate tasks, and explore LLM workflows

Director of Marketing – WatServ (Cloud & IT Services)
Led a full marketing transformation for a $50M provider.

  • Increased MQL-to-SQL conversions by 35% and grew pipeline by 30%
  • Partnered with C-level executives to align GTM strategy and pipeline goals
  • Built and led a team of 4 marketers and 3 agency partners
  • Introduced campaign ROI tracking and customer segmentation that improved retention and lifted NPS to 69%

Senior Demand Generation Manager – The Maru Group (SaaS)
Owned demand gen for a global SaaS research platform.

  • Launched 200+ ABM campaigns, driving a 25% increase in qualified leads
  • Partnered with sales and product on social selling and GTM alignment
  • Created a global marketing playbook for cross-region consistency

Tools I Use Often

HubSpot • Salesforce • Marketo • Google Analytics • SEMrush • Notion • WordPress • ChatGPT • Claude • 6sense • Surfer SEO

Let’s Connect

📍 Based in Toronto – open to remote or hybrid roles
📧 michaelbcusden @ gmail.com
🔗 linkedin.com/in/michaelcusden