People know me for a lot of different reasons, but the irony is that very few people know me for what I’m best at.
For example, I have an incredible network as a result of SlopeFillers. Which means that a good chunk of folks think of me as a resort marketing guy. Many others know me for my competitor email tracking side hustle, SendView, so they think of me as an email marketing guy.
But the thing I do with 95% of my time? The thing I’m strongest in? It’s not resort marketing and it’s not email marketing.
It’s software marketing.
More specifically, software marketing for smaller, niche, B2B platforms.
And this isn’t new. My first marketing job nearly 20 years ago was with TimeClick (a tiny time clock software in Utah). SlopeFillers was a blog about resort marketing but it opened the door for me to join Ryan Solutions (resort CRM software with, at the time, 10 employees). Eight years ago I began leading marketing for Inntopia (resort ecommerce software), I’ve built and grown SendView (competitor email tracking software), I’m now responsible for AthleteReg (race management software)…the list goes on.
Yet, if asked, how many of my peers would describe me the same way I describe myself?
Honestly, I don’t know if any would.
I’ve thought about this mismatch a lot the last couple of years, but in 2026 I’m doing something about it. And I’m going to use the same tool that has helped me over and over again through my life: writing.
I have a database of 500+ smaller SaaS companies I’m eager to learn from, lots of campaigns from my own career to analyze, and plenty of other experiences in this world of niche, B2B SaaS to process as part of a new category on my personal blog I’m calling “Smaller SaaS”.
When I first started writing this post I titled it, “A Career Identity Crisis”, but that’s really not what happened. Instead, for the first time in a long time I have clarity about my career identity. I’m not a resort marketer or email marketer, I’m a software marketer. A good software marketer. And now that I have the confidence to embrace it as not only my past and present, but my future as well?
Maybe, just maybe, I can turn that good into great.
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