Michelle Shapiro is an advisor to senior leaders at technology and service provider firms, specializing in the development and execution of business and go-to-market strategies. With a deep understanding of the dynamics, challenges, and frustrations enterprises face when buying technology products and services, Ms. Shapiro brings a unique perspective to the implications these factors have on technology providers’ strategies and tactics. Her expertise centers on analyzing B2B technology buyer behavior and translating these insights into actionable recommendations for customer engagement, segmentation, and targeting. Her work empowers organizations to better align their offerings with evolving customer needs and market demands.
In addition to her work with technology providers, Ms. Shapiro collaborates with HR and Finance leaders on technology selection, adoption, and change management initiatives—helping organizations maximize the value of their technology investments and drive successful transformation. Her research-driven approach and practical expertise make her a trusted partner for organizations seeking to navigate the complexities of today’s technology marketplace and accelerate growth.
Ms. Shapiro brings over two decades of experience in technology and marketing leadership, with a proven track record of advising global enterprises and driving go-to-market success for leading technology providers. Throughout her career, Ms. Shapiro has demonstrated expertise in presentation skills, market analysis, segmentation, and strategic marketing—consistently delivering measurable business impact for technology providers and enterprise clients.
ASG Technologies, Product Marketing Manager, 1 years
Fiserv, Product Marketing Manager, 2 years
Great Lakes Publishing, Advertising Coordinator, Cleveland Magazine, 1 years
Hyland Software, Solution Marketing Manager, 12 years
National City Bank, AVP, Marketing Supervisor, 6 years
Oracle, HCM Product Marketing Director, 2 years
Technology Buying Dynamics
HR Technology Strategy, Transformation and Management
Marketing Channels and Content
Business Buyer Insights
Optimize Product Marketing Strategy
Saint Mary's College, Notre Dame, Indiana
BA in Mass Communications, Minor in Business Administration
HR functional buying behavior
Go-to-market strategy
Messaging, positioning and storytelling
Product marketing
Change management