Skills
Hands-on, Get-it-done Approach with Growth Mindset
• Hits the ground running to deliver immediate results in lean, fast-paced workplaces while building team
• Deep analytical capability combined with broad “M-shaped skills” of creative thinking, narratives & visuals
• Intrinsically motivated self-starter: accountable, high-energy, flexible and confident with a low ego
• Copy of resume (pdf)
Analytics and Data Engineering
• Across inbound and paid touch-points
• Drill down views instead of static reporting
• Pipeline view from 1st contact to retention
• Self-service & secure
• Customer data platforms (CDPs)
• HubSpot, Microsoft Power BI, Salesforce, Segment, SQL queries & Tableau (former employee)
• See sample analytics results (on Tableau public)
• See Gartner analyst profile (on Gartner.com)
Cross-Channel Campaigns
• Account-based marketing (ABM)
• Display ads and retargeting
• Email optimization
• Google paid AdWords
• In-product tips
• Search engine optimization (SEO)
• Social
• Videos
• Website content
• For more: Campaigns for Startups (blog)
Align People and Activity to Company Vision
• Active mentor including for diverse & dispersed teams
• Collaborates company-wide with execs, board, sales, customers, product, engineers, partners, HR and finance
• Experience managing teams from zero to 40+ staff and marketing budgets from under US$1M to $100+M
• Multinational exposure: lived in 4 countries in North America, Europe & Asia + work travel to 35+ countries
Product Marketing
• Case studies
• Customer videos
• Emotive selling
• Messaging
• Personas
• Product launches
• Sales slides
• Short 5-10 second gifs
• Storytelling
Press and Analyst Relations
• Manage in-house, agency or hybrid
• Buyer thought leadership
• Industry analysts including Gartner (former Gartner senior analyst for 5 years), Forrester and IDC
• National and local business press
• O’Reilly articles and books
• Recruiting awards from Glassdoor etc.
• Technical trade press
• For more: PR for Startups (blog)
Community Development
• Customer advisory boards
• Field events
• Joint work with partners
• Meetups & hackathons
• Online customer forums
• Product certification programs
• Webinars
Without this kind of proven product-led & cost-effective marketing approach, on many days, work on your B2B startup marketing may feel like it is "solitary, poor, nasty, brutish and short". (Thomas Hobbes, Leviathan)