Latest Content
I believe in marketing solutions to problems rather than features of products. That's what makes me a great product and solutions marketing leader. This looks different at every company, but in general, my approach is:
1. Knowing the customer as deeply as possible. I salivate about customer data and insights. Once you know what a best-fit customer looks like, everything else in the strategy comes together.
2. Being the subject matter expert. Whether this be of a buyer type, vertical/industry, market space, relevant topic, or all of the above. Deep expertise makes for great content, training, strategy, and product influence.
3. Writing great content. Product positioning. Campaign messaging. Enablement materials. Customer-facing content. Presentations. BUT not just writing content for content's sake. If sales won't use it, we won't create it just to say we did.
4. Understanding impact. How does what we deliver impact our goals?
Here are a few highlights from my career so far:
- Drove customer research, persona creation, marketing content, and sales collateral for a new buying center that grew from a few customers to $70M in revenue in 4 years.
- Launched an industry-specific, Tier 2 integration/service add-on that did ~$900k in its first year.
- Oversaw the Tier 1 launch of and multi-channel marketing campaign for a new add-on product that drove ~3000 expansion hand raises (MQLs) in its first 6 months and over $1.3M ARR.
- Created award-winning content: An IHAF Gold Award in Sales Enablement content and a CMI Award for Demand Gen content.