About Bastiaan de Goei

Bastiaan de Goei is an all-round senior marketing executive with deep experience in Product Marketing, Growth strategies, and Go-to-Market (GTM) strategy for B2B SaaS and AI companies. At Instabase, he developed an outbound GTM motion for enterprise sales, which enabled the company to enter multiple new verticals. He built the Insurance vertical from scratch, creating a playbook that included use case development, brand building, outreach scripts, field enablement, field marketing and events, and asset development. He also developed a new Product-Led Growth (PLG) motion for inbound organic growth, focusing on Instabase's new product suite aimed at the mid-market. This included developing the full marketing technology stack (Salesforce, Pardot, Semrush, Chilipiper, Google Analytics), building SEO and content teams (primarily contractors), and creating analytics and dashboards to measure impact. In both Enterprise GTM and mid-market PLG, his objective is to drive growth and effectively position the product. Throughout his career, he has consistently built new verticals and brands from zero into market-leading positions, generating millions of dollars for both start-ups and enterprises. He enjoys working closely with Sales and Product teams, leveraging his network to bring in leads and initial conversations, and using these insights to rapidly iterate on Product and positioning. With extensive experience in the UK, Europe, the Middle East, and the United States, he holds both Dutch nationality and US permanent residency, and speaks multiple languages. He loves to travel, is always reading—whether it be current affairs, history, science, or a great novel—and is passionate about coaching new junior team members, as well as engaging in boardroom negotiations. Bastiaan de Goei is the Insurance Leader at Instabase, a global technology company specialized in intelligent automation of unstructured data. Bastiaan is a seasoned insurance professional who spent 10 years in the industry, most recently at AXA as head of AXA Next Americas – the innovation arm of AXA Group. Bastiaan de Goei started his career in strategy consultancy and completed a Ph.D. in business economics at the University of Cambridge.