TalkToTheo

Builder

Fractional CMO & Growth Consultant

uman

Head of Marketing

Marked

After a few years working as online marketeer in different industries and being active as online marketing freelancer (side business) I decided to take the leap and focus myself on my own business. 

♦ Online marketing strategy development 
♦ Optimizing and monitoring campaigns in Google AdWords
♦ Conversion optimization
♦ Performing SEO optimisations to boost online visibility. 
♦ Performing keyword researches for specific industries
♦ Visualise data in presentations & keynotes. 
♦ Analyse data from Google Analytics and formulate suggestions for optimizations. 
♦ Google Tag Manager & Google Analytics for conversion tracking & data analysis.
♦ Set up highly effective social media campaigns on LinkedIn, Facebook & Twitter. 

✉ Feel free to send me a message. I love networking!

Founder & Head of Growth (exited may 2024)

Birdhouse

Birdhouse Partner - Go to Market & Growth Strategy

Freelance growth marketer

Authority BVBA

Freelance Paid Advertising Specialist

GBL Studio

GBL Studio is a full service marketing agency where online marketing takes on an increasingly important role. For many B2C & B2B customers from various industries (construction, retail, food, etc.) I do the following:

♦ Google Adwords - Search, Display & Remarketing campaigns
♦ SEO Optimisation
♦ Linkbuilding 
♦ Content Marketing
♦ Social Media Management 
♦ Social Media Advertising + Remarketing
♦ CMS Management - Drupal & Wordpress
♦ Copywriting - Website content, Ad copy, SEO Copy
♦ Conversion Optimization for websites & webshops
♦ Comprehensive analyzes and reports 
♦ Marketing Automation
♦ Wireframing
♦ Email Marketing 

Tools & Systems used: Mailchimp - Flexmail - Ahrefs - AWR - Screaming Frog - Sharpspring - MockFlow - Google Analytics - Hotjar - Adwords Editor - SeoQuake - Google Tag Manager - Google Data Studio - Drupal - Wordpress 

Clients I'm working for: Tui - Oxygen Fitness - LVD Group - CBS Beton - Sociaalste School - Benedict Huysentruyt - Westlease - Deiso - Promarket/Publibon - Alpha Works - ABC Labels - Rijschool Merelbeke - Hyboma - Semperfi-Devos - Van Den Bossche Interieur - Vandatax - Gelis - MR Group

Online Marketeer

XMarketing

Online marketing freelancer (Sidejob)

♦ Optimise and monitor campaigns in Google AdWords, and track KPIs in Google Analytics. 
♦ Perform SEO optimisations (MOZ tool) to boost online visibility. 
♦ Perform keyword research in Google Keyword Planner. 
♦ Visualise data in presentations & keynotes. 
♦ Interprete data from Google Analytics and formulate suggestions for optimisations. 
♦ Implement Google Tag Manager & Google Analytics for conversion tracking & data analysis.
♦ Set up highly effective social media campaigns on LinkedIn, Facebook & Twitter.

Freelance Online Marketeer (Sidejob)

Glorious Cars

♦ Car photography
♦ Social media management
♦ Content management
♦ Google analytics analysis for optimisation
♦ Google Adwords campaigns
♦ Event organisation
♦ Partnership deals
♦ Emailmarketing
♦ Influencer marketing
♦ Website optimisation (SEO)
♦ Social Advertising

Digital Marketeer

Guiding B2B SaaS Companies to unlocking Revenue-Driven Success. Founder & Head of Growth @ Marked.

Over the past decade, I've dedicated my career to helping B2B SaaS companies focus on revenue-driven marketing operations that result in tangible growth. 

As the former founder of Marked, a respected agency in Belgium, I have worked with over 50 clients worldwide, providing sustainable growth solutions.

My mission is to empower B2B SaaS businesses by setting up revenue programs that generate consistent and sustainable growth. My approach is centered around practical strategies that drive real results. Nothing fluffy, real action.

What I Offer:
→ Coaching for CMOs & B2B Marketers: Tailored coaching to enhance skills and strategic thinking.
→ Fractional CMO Services: Providing leadership and expertise on a part-time basis to drive your growth.
→ Strategic Trajectories: Developing comprehensive plans that align with your business goals.
→ Building Revenue Systems: Crafting and implementing systems to ensure steady revenue growth.

Notable Clients:
I've had the privilege of working with leading B2B SaaS companies such as Mouseflow, Robovision, 6clicks, Sequesto, Froomle, and Accurat.

Key Achievements:
→ Assisted over 50 clients worldwide
→ Established Marked as a respected agency within Belgium
→ Advised startups through Belgian accelerators

If you're interested in learning more about how I can help your business grow, visit my personal site or subscribe to my newsletter for the latest insights and strategies.

Learn More:

Personal Site: xanmannekens.me
Newsletter: b2bmarketerscompass.com

Let's connect and explore how we can drive growth for your business together.

Xan Mannekens

Before you write your 2026 marketing plan, read this.

Another 50-page strategy deck won't help you
if your team can't execute it.

The #1 reason marketing plans fail isn't a lack of ideas.
It's a lack of connection to daily work.

If you want 2026 to be different,
you need to build the bridge between your plan and your team's priorities.

Here's the 5-step framework to make that happen:
1. Objectives: From vague goals to 3-5 key results.
2. Timeline: From annual pressure to weekly sprints.
3. Actions: From a long to-do list to 2-3 daily priorities.
4. Ownership: From group confusion to individual accountability.
5. Accountability: From monthly check-ins to a consistent daily rhythm.

Please don't start 2026 with another plan that is going to collect dust.

Start it with a system for execution.

What's your biggest goal for your marketing team in 2026?

I help early stage startups gain traction through smart marketing and GTM engineering | Fractional CMO

Ghostwriter & Messaging Strategist helping leaders achieve 70% opt-ins with a Microstory Journey using the 3-Minute Story Blueprint to build trust and convert hesitant prospects into eager customers.

Most businesses struggle to convert leads because they rely on forgettable downloads and meaningless discounts that fail to create an emotional connection. 

Prospects don't just need information, they need to feel valued, to trust you, and to experience genuine engagement. 

That's why I created the concept of the Microstory Journey, a 5-day emotional experience that uses the 3-Minute Story Blueprint to touch hearts, build authentic connections, and establish unshakable trust, turning hesitant prospects into eager customers ready to take action.

AWAI Verified Copywriter
Case Studies Certification
Sales Enablement Certification

WRITING SERVICES I PROVIDE:

📨 5-Day Education Email Courses
💲 Ghostwriting on Social Media Platforms
📰  Newsletters
🌐   Web Content
✍️   Blog Posting
📧   Email Marketing
🛒   Sales Pages
📱   Facebook/Google Ads 

WHOM I WORK WITH: I help executives, CEOs, founders, & coaches.

3 Simple Steps to Powerful Messaging
1. Define your goals and messaging. 
2. Develop a customized storytelling strategy. 
3. Execute and refine messaging for maximum impact.

HERE'S WHAT TO DO NEXT:
Email me at mike@mikehays.net OR
Book a call with me at https://calendly.com/ask-mikehays

Mike Hays

Most communication fails before the first word is spoken.

(And it has nothing to do with your message)

Everyone focuses on what to say.
But the real breakdown happens earlier:

↳ Wrong context makes everything irrelevant.
↳ Wrong timing destroys perfect words.
↳ Wrong audience kills brilliant ideas.

Here's where communication actually breaks down:

1. Preparation Phase

↳ You skip understanding their current state
↳ You assume they're ready to listen
↳ You ignore their emotional context

2. Attention Phase

↳ They're distracted before you start
↳ Their priorities don't align with yours
↳ You compete with 1,000 other messages

3. Reception Phase

↳ They filter through their existing beliefs
↳ Past experiences shape their interpretation
↳ Your intent gets lost in their translation

The Hidden Truth:
↳ Timing beats technique every single time
↳ Perfect words to the wrong person = Failure
↳ Average words to the right person = Success

Most people craft messages.
Masters craft moments.

They understand that communication succeeds when the audience is ready, willing, and able to receive it.

Quick Question:

What's the biggest communication mistake you've witnessed in business?

⤵️ Share your experience below
🔔 Follow Mike Hays for more communication insights

Mike  Hays

Messaging Strategist & Ghostwriter for Leaders - I help you turn short stories into trust, influence, and premium clients with my Microstory Journey using the 3-Minute Story Blueprint.

Want to Be the Most Interesting Person in the Room?
Stop Trying So Hard.

(The counterintuitive truth about charisma)

Everyone wants to captivate.
But here's what actually works:

↳ Curiosity beats performance every time.

Here's why being interested beats being interesting:

1. People Remember How You Made Them Feel

↳ Not what you said about yourself
↳ Not your accomplishments
↳ But how seen and heard they felt

2. Questions Create Connection

↳ "Tell me more" builds trust
↳ Genuine curiosity disarms people
↳ Listening creates loyalty

3. Your Ego Gets in the Way

↳ Talking about yourself = transactional
↳ Learning about others = relational
↳ Relationships drive opportunities

4. Interesting People Are Collectors

↳ They collect stories, not spotlights
↳ They gather insights, not applause
↳ They build depth through others

5. The Paradox Nobody Talks About

↳ The less you try to impress
↳ The more impressive you become
↳ Authenticity always wins

The Real Secret:
↳ Stop broadcasting. Start discovering.
↳ Stop performing. Start connecting.
↳ Stop talking. Start listening.

When you walk into a room focused on understanding 
rather than being understood, everything shifts.

You become magnetic not because of what you say, 
but because of how you make others feel valued.

Quick question:

Who's the most interesting person you've ever met  
and what made them that way?

⤵️ Share your story below
Follow Mike Hays for more insights on authentic connection

Most businesses think positioning is just marketing fluff.
(They're dead wrong)

It's the foundation of every buying decision.

But here's what they don't understand about positioning:
It's not about what you say.
It's about what your audience believes.

Facts you should know:
↳ 64% of consumers share values with brands they buy from
↳ Consistent positioning increases revenue by 23%
↳ Trust drives 88% of purchase decisions

Here's why positioning builds unshakeable loyalty:

1. Mental Real Estate

↳ You own a specific space in their mind
↳ Clear positioning eliminates confusion
↳ Customers know exactly what you deliver

2. Value Alignment

↳ Your beliefs match their worldview
↳ Creates emotional connection beyond price
↳ Transforms customers into advocates

3. Decision Shortcuts

↳ Strong positioning reduces choice paralysis
↳ Customers pick you without comparison shopping
↳ Premium pricing becomes justified

Where businesses go wrong:
Everyone has features.
Everyone has benefits.
But only positioned brands own customer minds.

Quick Question:

What position do you own in your customer's mind? Share below.

Follow Mike Hays for more communication tips

Show Up as Yourself 

Attracts Better Clients Than Any Polished Brand Voice.

If visibility feels like selling out, this is for you.
I used to hide behind my clients’ success instead of my own.

As a coach, I hated those polished, corporate-sounding posts.

Every draft I wrote sounded like a brand deck, not me.
So I stayed quiet and told myself silence meant integrity.

Meanwhile, louder voices defined what “leadership” looked like in my space.
Then a dream client said something that stopped me cold.
“I keep referring you, but your online presence doesn’t sound like you.”

They weren’t asking for a polished version.

They were begging for the real coach they met in sessions.

That day I made one rule for visibility.
I will show up as the room version, not the stage version.

↳ No perfect brand voice.
↳ Just the questions I actually ask clients, written in my voice.
↳ No glossy carousels.
↳ Just simple stories, real stakes, and clear invitations to reflect.

The result surprised me.

Views were smaller, but the right people started reaching out.
They quoted my messy lines, not the polished phrases.

Because leadership and coaching land when they feel human.

If you fear selling out, try this experiment for thirty days.

↳ Post as if you were recapping a session to a trusted friend.
↳ One story, one client moment, one honest insight each time.
↳ Hit publish before you smooth the interesting edges away.

Visibility is not selling out when your values hold the microphone.
What part of you are you still hiding from clients?

Follow Mike Hays for more visibility advice

The Day I Realized the Market Wasn’t My Enemy

It Was My Mind.

Most entrepreneurs struggle with the same invisible enemy:
(And it's not competition, market conditions, or lack of resources)

False beliefs about themselves.

I know because I fought these battles:
↳ Wasn't a natural communicator
↳ Struggled with confidence
↳ Came from nothing
↳ Felt "not enough"

Here's what changed everything:

1. Evidence Collection

↳ Document every small win
↳ Track progress, not perfection
↳ Your past proves your capability

2. Reframe Your Origin

↳ "From nothing" = resourceful problem-solver
↳ Scarcity taught you efficiency
↳ Your struggle is your competitive advantage

3. Confidence Through Repetition

↳ Confidence isn't innate, it's built
↳ Every post, every conversation adds up
↳ Action creates belief, not the reverse

4. Communication as a Skill

↳ Nobody is born a great communicator
↳ Clarity beats charisma every time
↳ Practice makes you powerful

The Truth:
Your false beliefs aren't facts.
They're outdated stories you keep telling yourself.

Quick Question:

Which false belief held you back the longest?

⤵️ Share below

Thank you, Holly Moe, for helping me rewrite the story I was telling myself.

I could visualize every game as an athlete.
But in business? I couldn’t see anything.

On the field, mental rehearsal was easy.
➤ I knew the plays.
➤ I knew the opponents.
➤ Everything was predictable.

Business wasn’t.

I couldn’t “see” my customers, my market, or my next move.
And it frustrated me.

Then it clicked:

Athletes visualize what they already know.
Entrepreneurs visualize what doesn’t exist yet.

So I changed my approach.

Instead of trying to see the whole future, I visualized one thing:

• One customer with one problem
• One conversation that creates clarity
• One outcome I can actually influence
• One referral from solving that problem

That’s when visualization started working again.

Because business visualization isn’t about perfection.
It’s about specificity.

Stop trying to imagine “success.”
Start imagining the next real scenario you’ll face.

Small picture → clear action → real results.

Follow Mike Hays for more leadership advice.

Authority isn’t about confidence.

It’s about language.

We often assume people follow the loudest voice in the room.
But in real conversations, especially at work
authority shows up in much quieter ways.

I started paying attention to the people who 
consistently guided discussions.

↳ They weren’t forceful.
↳ They weren’t dramatic.
↳ They simply used intentional phrasing that changed how others responded.

And once you notice it, you can’t unsee it.

Three simple shifts can instantly change 
how people perceive your authority even 
if nothing else about you changes.

1. Use words that imply direction.
Phrases like “I’d like to set the direction here…” 
or “I don’t like the direction this is heading…” 
subconsciously signal leadership.

The moment you reference direction, people look to you to guide it.

2. Frame ideas through experience.
Open with, “In the past, I’ve found…” 
or “In these situations, I prefer…”

These phrases add instant credibility
not because you’re boasting, but because 
you’re grounding your perspective in pattern recognition.

3. Set expectations clearly and calmly.
Statements like “Let’s focus on the issue at hand…” or 
“Here’s what I think we should prioritize…” 

Bring clarity to the conversation.
And clarity creates trust the foundation of authority.

None of this requires a title.
None of this requires dominance.
Authority is simply controlled direction, 
earned clarity, and consistent language.

Credit to Jefferson Fisher, whose ideas inspired this lesson.

If you want more authority, start with your words they shape the room long before your title does.

What phrase do you use to guide conversations?

Follow Mike Hays for more communication insights.

Storytelling isn’t a gift.

It’s a skill.

For years, I believed:

↳Some people are born with it.
↳Some aren’t.
↳Talent decides everything.

I thought charisma was the secret sauce.
And if you didn’t have it… tough luck.

Then one day, a coach told me something simple:

“You already tell great stories.
You just don’t notice them.”

That hit me.

I realized I was telling stories to my kids every night.
↳Small moments.
↳Tiny lessons.
↳Real emotion.

Those same stories worked flawlessly with clients.

The breakthrough wasn’t learning to be a storyteller.
It was recognizing that I was already one.

Most people think they need “better stories.”
They don’t.

↳They need to notice the stories they’re already living.
↳The awkward moments.
↳The small wins.
↳The passing conversations.
↳The doubts.
↳The tiny transformations that happen every day.

Consistent storytelling isn’t about creating bigger moments.
It’s about paying attention to the ones that already exist.

When you start seeing these moments, 
your storytelling muscle grows fast.

Repetition builds confidence.
Structure beats talent.
Authenticity beats perfection.

Your best stories are already happening.
All you have to do is notice them.

What’s one small moment from this week that taught you something?

Follow Mike Hays for more microstory advice.

AI Is Your Edge. Your Only Edge.

AI tools are the ultimate differentiator in today's market.

The old way:

→ Time-consuming content creation
→ Standard competitor monitoring
→ Manual research and analysis
→ Generic product positioning
→ Reactive customer service

The new way:

→ Instant content generation
→ Smart pricing optimization
→ Proactive problem solving
→ AI-powered market insights
→ Data-driven decision making
→ Customized solution delivery
→ Intelligent workflow automation
→ Strategic positioning refinement
→ Enhanced customer experience
→ Automated personalization at scale
→ Real-time competitive intelligence
→ Predictive customer behavior analysis

AI tools transform how you compete.

→ Using AI to understand and serve customers 
better creates unmatched value and loyalty.

Business leaders confirm:

AI differentiation isn't about having the technology.

It's about applying it strategically to solve real customer problems.

The tools identify patterns and opportunities humans miss.

This creates unique advantages competitors can't easily replicate.

It's not just automation, it's about delivering superior experiences.

Companies that integrate AI thoughtfully stand out and win.

Follow Mike Hays for more business growth tips.

If You're Responding to Passive Aggressive Comments…
You're Playing Their Game.

(Here's the smarter approach)

Everyone says, "defend yourself."
But strategic silence often wins.

Here's the framework:

1. Pause Before Reacting

↳ Take 24 hours minimum
↳ Emotional responses backfire
↳ Distance creates clarity

2. Assess the Intent

↳ Is it worth your energy?
↳ Will engagement help your brand?
↳ Sometimes ignoring wins

3. The High-Road Response

↳ Stay professional always
↳ Address the issue, not the tone
↳ Thank them for their perspective
↳ Redirect to productive dialogue

4. When to Ignore Completely

↳ Obvious trolling behavior
↳ No constructive point made
↳ Repeated negative patterns
↳ Protect your mental space

5. Turn It Into Value

↳ Use feedback to create content
↳ Show how you handle criticism
↳ Demonstrate your character
↳ Let your audience see your professionalism

The Key Insight:
↳ Your response defines your brand.
↳ Passive aggression seeks reaction.
↳ Strategic responses build respect.

Remember: Not every comment deserves your time.

Quick Question:

How do you handle negativity on your posts?

Follow Mike Hays for more social media strategies

Put Down the Emotional Backpack That Isn’t Yours.

It Took Me Years to Learn This

Most people carry guilt that isn't theirs to carry.
(And it's destroying their leadership)

You're not responsible for other people's emotions.

But here's what nobody tells you about boundaries:
They're not selfish.
They're strategic.

The Raw Truth:
↳ Clarity creates healthier relationships than caretaking
↳ Their emotional state isn't your assignment
↳ You can't control how someone reacts

Here's why this matters in leadership:

1. Emotional Ownership

↳ Each person owns their internal experience
↳ Your job is honesty, not emotional management
↳ Protecting feelings often prevents growth

2. Decision Paralysis

↳ Fear of upsetting others kills momentum
↳ You can't lead effectively while people-pleasing
↳ Strong boundaries enable stronger communication

3. Energy Allocation

↳ Managing others' emotions drains your capacity
↳ Your focus belongs on vision and execution
↳ Empathy without ownership is the balance

The Hidden Power:
You can be compassionate without being responsible.
You can care without carrying.
You can lead without managing everyone's comfort.

I spent years trying to control reactions.
It made me hesitant, unclear, and exhausted.

Now I deliver truth with kindness and let people process their own responses.

The leaders who scale aren't the ones 
who make everyone happy.

They're the ones who communicate clearly and 
trust others to handle their emotions.

Are you leading or caretaking?

🔔 Follow Mike Hays for more leadership strategies

Before: Brilliant but Invisible. 

After: Visible, Trusted, In-Demand.

The most talented professionals often remain invisible in their industries.

(And it's not because they lack expertise)

It's because of three limiting beliefs.

But here's what they don't realize about visibility:
It's not about ego.
It's about impact.

The Hidden Barriers:
↳ "My credentials should speak for themselves"
↳ "Good work will naturally be discovered"
↳ "Self-promotion feels arrogant"

Here's why these beliefs sabotage success:

1. The Service Reframe

↳ Sharing knowledge isn't bragging. It's helping
↳ Your expertise solves real problems for people
↳ Staying quiet deprives others of solutions

2. The Credential Trap

↳ Qualifications open doors, but stories close deals
↳ People connect with transformation, not titles
↳ Your experience matters more than your degrees

3. The Discovery Myth

↳ Exceptional work happens behind closed doors
↳ Visibility requires intentional communication
↳ Talent without promotion equals missed opportunities

The Part You Can’t Ignore:
Your expertise sitting in silence helps no one.
Your knowledge locked away serves no purpose.
But your voice sharing wisdom changes everything.

The experts who break through don't abandon humility, they channel it into service.

They understand that hiding their light isn't noble; it's selfish.

Quick Question:

What's one piece of expertise you've been keeping to yourself that could transform someone's business?

Follow Mike Hays for more leadership insights.

The Simple Clarity System I Guarded for Years

Now I’m Finally Sharing It

My career has been defined by high-stakes decisions and ticking clocks.

One thing kept me from burning out.

Clarity.

When the pressure hits, your brain 
wants options, not decisions.

More meetings, more messages, 
more browser tabs pretending to be progress.

Early in my career, I played that game.
I was always busy, rarely moving the needle.

Then higher roles raised the stakes even further.

Clients waited on my calls, revenue hinged on my calendar.

That pressure forced a hard truth on me.

Clarity isn't a nice-to-have.
Clarity is survival.

So I built a simple productivity system my career could trust.

Here is the system I use every single day:
→ Decide what you want.
→ Write it down where you will see it.
→ Each morning, choose the ONE task that moves you closest.
→ Block time and do that task before anything else.

No inbox.

No scrolling.

No “quick favors” that hijack your day.

This is how I rebuilt myself, again and again.

I have started companies, sold franchises, and pivoted careers.
Every reinvention began with one clear daily priority.

Most people confuse movement with progress.

Their calendars are full, their results are thin.

You win when your day serves your direction.

Tonight, will you pick tomorrow's one non-negotiable task?

Follow Mike Hays for more leadership advice.

taplio

The Battle

Xan Mannekens

Mike Hays

Followers

Posts

Engagements

Likes

Performance ScoreXan Mannekens's LinkedIn Performance

Performance ScoreMike Hays's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Xan Mannekens

Mike Hays

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Xan Mannekens's LinkedIn Performance

Performance ScoreMike Hays's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreXan Mannekens's LinkedIn Performance