Marketing Director Demand Generation

ED LANE

Santa Cruz, CA 831-***-**** ***************@*****.*** linkedin.com/in/edlane/

MARKETING DIRECTOR: account-based marketing demand generation

Accomplished and forward-thinking Marketing Director with 16 years of success driving innovative marketing strategies, campaigns, and initiatives across diverse industries. Over the past four years, I have consulted with several growing tech companies to develop and implement ABM frameworks that complement traditional outbound efforts. I am now seeking a full-time, permanent role as a Marketing Lead, focusing on Demand Generation, Account-Based Marketing, and scaling for growth.

CORE COMPETENCIES

Account-Based Marketing Demand Generation Market Research KPI Metrics Analysis Content Marketing SEO & SEM

Integrated Marketing SaaS AI Tools Live & Virtual Event Management Campaign Execution

Customer Journey Brand Management Functional Alignment Copy Writing Client & Agency Relations

PROFESSIONAL EXPERIENCE

CONSULTING ACCOUNT-BASED MARKETING DIRECTOR, Remote March 2021-Present

Clients include Vendavo, Paystand, Donor Three-Sixty

As a Consulting Marketing Director for B2B Saas organizations, I align marketing initiatives with sales objectives to cultivate deeper relationships with high-value accounts, boost conversion rates, and maximize revenue. By utilizing intent and predictive data, I segment and prioritize outreach efforts, while analytical insights enable the development of personalized, data-driven campaigns to effectively engage key stakeholders within target accounts.

Primary responsibilities:

Drive Brand Awareness and Revenue Growth by developing and implementing a comprehensive revenue marketing strategy, focusing on demand generation, Account-Based Marketing (ABM), and pipeline development.

Collaborate Cross-Functionally to ensure alignment between marketing, sales, and customer success teams, and facilitate the execution of strategies that effectively address the unique needs of target accounts and enhance overall customer engagement and satisfaction.

Lead and Nurture a Dynamic Team of revenue-driving marketers, providing strategic guidance and support.

Liaise with Team Leaders to identify mutual goals, priorities, and shared OKRs.

Oversee All Demand Generation Tactics and Channels, including ABM, partnerships, sales enablement, content marketing, paid & organic social media, SEO, Email, field, virtual, and onsite events.

Develop Modern Martech to enhance operational efficiency, focusing on driving user adoption and team productivity.

Account Selection and Segmentation: Prioritize high-value, in-market accounts by focusing on ideal customer profiles (ICPs), intent and predictive data, and strategic value.

Execute Data and Intelligence-Driven Campaigns: Utilize comprehensive engagement and predictive data for relevant, personalized outreach.

Use Data Analytics and Enrichment Tools to precisely target audiences, understand behavior, measure campaign effectiveness, and continually refine our approach for better results.

Continuously Monitor and Optimize Campaigns to maximize ROI. Analyze data for actionable insights.

Brand ID and Messaging: Develop the external narrative and messaging strategy to build brand awareness and credibility; Direct the execution of new creative assets for ads and promotions.

Average Results:

Deal Size: 208% average increase in revenue via ABM-driven programs.

Engagement: Average 50% increase in engagement among target accounts.

Conversion Rate: Average 36% higher conversion rate than traditional demand generation efforts.

Win Rate: >2x increase in win rates among target accounts.

Ad Spend: >600x-800x ROI on ad spend.

Customer Retention: Average 82% increase in customer retention rates.

ED LANE

Page 2 831-***-**** ***************@*****.***

HITACHI VANTARA, San Francisco, CA 2016-2020

Senior Manager, Global Demand Generation Account-Based Marketing

Successfully spearheaded the implementation of a comprehensive marketing infrastructure tailored to enhance cross-functional alignment while effectively engaging and converting high-value accounts. In my first year, I achieved a 50% increase in engagement from target accounts and a 35% rise in conversion rates, resulting in a 40% boost in revenue from Lead Generation and Account-Based Marketing efforts. Over my five-year tenure, I drove significant growth, culminating in a 150% increase in qualified leads, a 60% lift in customer retention rates, and the launch of over 200 multi-channel marketing campaigns. Additional highlights:

Shaped vision and direction for account-based marketing, including planning and executing programs that generated new prospects and advanced existing opportunities for the sales team within specific, targeted accounts.

Collaborated with sales to refine strategies, content, and resources to improve overall campaign effectiveness.

Maximized results from all marketing programs through real-time tracking, testing, and frequent optimization adjustments.

Held regular meetings to share data and foster continuous collaboration, ensuring sales and marketing work towards common goals and maximize conversion rates.

Utilized Marketo, DemandBase, SFDC, Lean Data, VidYard, and MS Office.

Wrote and edited content for emails, blogs, infographics, and ebooks.

KEYNOTE SYSTEMS, San Mateo, CA 2013-2016

Senior Digital Marketing Director

Oversaw global campaign management for this technology provider to measure, test, and improve the performance of websites, online content, and applications. Supervised, mentored, and led the marketing team.

-Delivered persona marketing, digital media, paid social media marketing, paid search campaigns, content syndication, blog article writing, and agency management.

-Reduced average cost of qualified leads by 20% by focusing on high-value, in-market accounts, and customizing campaigns to ensure the right content was received by the right person at the right time.

-Produced more tailored, timely, and relevant campaigns by introducing 2nd-party intent data via ZoomInfo and Bombora and increased funnel velocity by 15%.

-Utilized Marketo, SFDC, Silverpop, Google Analytics, Adwords, EventBright, and BrightTALK.

EARLY CAREER HISTORY

Marketing Agency Owner, BAY AREA MARKETING PROS, 2010-2013

-Managed a team of 20 to deliver a broad scope of marketing services, including brand management, demand generation, content syndication, and paid social & search, to small and mid-sized tech companies.

Marketing Communications Director, TEGRITY, INC., Santa Clara, CA, 2008-2010

-Increased conversions by 17% through improved messaging, tailored assets, PPC optimization, and lead processing for this leading provider of lecture capture technology and SaaS solutions targeting higher education institutions.

ACADEMIC BACKGROUND

Bachelor of Arts in Humanities California State University, Chico, CA

Certificate in Technical Writing California State University, Chico, CA

Certified Sommelier, Level II International Culinary Center, Campbell, CA

TECHNICAL PROFICIENCIES

Marketo, HubSpot, DemandBase, 6sense, SFDC, Lean Data, Vidyard, Sendoso, Drift, Asana, Outreach, Gong,

Silverpop, Google Analytics, Adwords, EventBright, BrightTALK

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