The Product-Led Geek

Advising B2B SaaS startups in all things PLG, Product, Growth, Strategy

Advisor (PLG / Product / Growth)

neptune.ai

Advisor

Reforge

Appearing as a featured guest in Reforge live programs (Growth Leadership, PLG)

Featured Program Guest (PLG, Growth Leadership)

Supporting content development for Reforge PLG program

Program Council Member (PLG)

TryHackMe

Gearset

CyberArk

Bleach Cyber

Beyond Identity

Panaseer

Helping B2B SaaS founders win with PLG | Snyk, CloudBees | Follow me to learn how to scale your startup with product-led growth and product-led sales.

I spent 20+ years building, nurturing and scaling high-performing product and cross-functional growth teams.

I now help founders and product growth leaders at developer tool and other B2B SaaS companies to create sustainable, defensible growth through PLG and PLS.

My expertise, experience and proven growth systems across acquisition, retention and monetisation levers allow me to help you with

→ Defining and improving activation and engagement as inputs to better retention
→ Layering on a PLG motion to bring GTM efficiency to existing sales-led business
→ Establishing and scaling Product-Led Sales (PLS) to increase close rates and ACVs
→ Creating effective user onboarding to minimise time-to-value
→ Developing growth and/or product strategy
→ Identifying, documenting, standing up and quantifying growth loops
→ Building qualitative and quantitative growth models
→ Developing improved product and growth leadership muscle
→ Starting and scaling growth teams
→ Designing and implementing growth process
→ Implementing appropriate data and analytics infrastructure
→ Establishing experimentation (A/B, multivariate) programs
→ Selecting and implementing effective product & growth platforms & tools
→ Implementing product management process and best practice
→ Cultivating and coaching high-performing teams

If you want to get weekly advice on the systems behind product-led success, you can join my newsletter:

→ GO HERE: plg.news

If you wan't to explore an advising engagement visit my site:

→ GO HERE: plgeek.com

Twitter: @theplgeek
TikTok: @theplgeek
Instagram: @theplgeek
YouTube: @theplgeek

Ben Williams

Fleequid

Disrupting the bus trading market. Think "eBay for buses".

General Manager France & BeNeLux

Xantopia

I provide hands-on executive management and board advisory services to B2B tech and SaaS companies. Whether acting as CEO, CRO, or independent board advisor, I help drive customer-centric go-to-market strategies — aligning and managing product, marketing, sales, customer success, support, and service operations to accelerate growth and scale sustainably.

Board advisory mandates have included:
	•	StoryChief (since 2017)
	•	Parkd (2017–2023)
	•	Officient (2019–2020)
	•	Apideck (2019–2023)

Other executive assignments are listed separately.

Owner (& Freelancer)

journy.io

B2B SaaS platform to identify signups most likely to buy, to expand or to churn; and engage with them through best-performing sales and CS playbooks. Enables product-led growth.

Co-founder/CEO

Bolt

Bolt is the first online energy platform in Belgium that makes it possible and easy to choose your local, green energy producer yourself. Decided not to step in as co-founder.

Co-founding Chief Revenue Officer (Xantopia)

StoryMe (Video + Video Strategy)

Video production company, organized as a B2B SaaS venture.

Chief Revenue Officer (Xantopia)

Teamleader CRM

European Expansion — NL & DACH (Xantopia)

Cryptzone

Encryption platform for email and storage. Acquired by Medina Capital.

Vice President Europe (Xantopia)

Nivis

Secure open-standard wireless technology (IEEE 802.15) for best-of-breed sensor- and smart-object applications for the IoT. Acquired by Data Control System.

Managing Director EMEA (Xantopia)

Amplidata

Scalable storage infrastructure. Acquired by Western Digital.

Vice President EMEA (Xantopia)

DigitalPersona

DigitalPersona, Inc., is the leading provider of fingerprint identity solutions for consumers, enterprises and custom application developers.

Director Business Operations EMEA

Co-founder/CEO at journy.io, the end-to-end integrated PLG platform

Global business leader with an active track record in successfully running tech ventures across Europe/EMEA. Holding senior (CEO-/MD-level) leadership positions to build and lead product, marketing, sales, CS and services teams towards meeting strategic objectives and ultimately increasing revenue and shareholder value.

 - Start-ups, scale-ups and turn-arounds; high-growth environments.
 - Leading organisations to achieving product/market fit, building value proposition, defining and executing go-to-market strategy, optimising customer journey and -retention.
 - Strong technical affinity; easily assess new technologies and convert into sound strategic business models.
 - P&L accountability; in both traditional licensing- & SaaS/subscription revenue models.
 - Structuring corporate organisations (hierarchical, matrix, team-based...) to meet growth and EBITDA objectives.
 - Driving International/EMEA expansion, opening offices, hiring key personnel.
 - Conducting due diligence; creating investor plans and assisting in M&A processes.

Industries: B2B & B2C SaaS (PLG/PLS, martech, salestech, CStech, ERP), IT security, IoT, Big Data, Virtualization

taplio

The Battle

Ben Williams

Yves Delongie

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?