I view marketing as a revenue-generator. As such, tools for marketing attribution and metrics monitoring are critical for assessing the value of different tactics and subsequent marketing ROI. The process of establishing the right marketing mix requires a certain degree of testing/failing/continuous improvement – and patience. I mention this because ultimately, my budget is your budget and I take that accountability seriously.
In my experience, outstanding marketing is that which is personalized and produces increased levels of engagement. This is where voice of the customer (VOC) research, concept testing, and exercises in segmentation/persona development matter. I go for building measured, engagement-based momentum that is sustainable versus flash in the pan tactics (marketing hacks) that wear down the team with unqualified opportunities. Another point I feel strongly about in the SaaS demand generation recipe is that client “land and expand” revenue/retention strategies should warrant as much attention as net new customer acquisition campaigns. You never want to be in a churn mode. Better yet, happy customers make great marketing partners!
Product-specific automated workflow campaign with lead scoring.
Please review the Portfolio Samples page for some examples of demand generation assets I’ve created and the following case study that resulted in significant market expansion:
Pam Bednar 