Ties Morskate is a B2B marketing strategist with over 15 years of experience helping industrial and professional services companies grow through focused, account-based approaches. He is a co-founder of Sqrl and Merkelijkheid, where he works with mid-market companies that sell complex, high-value solutions — from precision components and high-tech sub-assemblies to legal, financial, and IT advisory services. His client roster includes organisations such as Aalberts Industries, NTS, KPMG, Van Lanschot Kempen, and Royal Ahrend, giving him a grounded understanding of the sales dynamics and long buying cycles that define serious B2B markets.
Ties is also the author of Merkarchetypes: het geheim van sterke merken, a practical guide to applying brand archetype theory in B2B contexts. That background in brand positioning directly informs how he approaches ABM: not as a media-buying exercise, but as a discipline that connects a company’s positioning, its target accounts, and its sales team into a single, coherent growth strategy. He writes about ABM specifically for Dutch and Western-European SEM+ companies that have difficulty applying frameworks that were built for US enterprise budgets and enterprise-sized teams.
