Post on 25-May-2015
Summary
Responsibilities! Responsible for all marketing activities
including directing external resourcesand incorporating partner participation/ integration.
! Scope includes strategy, execution,demand generation, measurement andawareness.
! Specific duties center on messagedevelopment, advertising, press andanalyst relations, collateraldevelopment, trade show selection andexecution, direct mail, teleprospecting,e-mail and web strategy.
! Manage annual marketing budget inexcess of $2.5M
Results! Developed integrated campaigns to
deliver 50% of leads, increasingvolume by 40% over 7 quarters
! Consistently achieved >60%conversion from MQLs to SQLs —representing $356 million in pipeannually
! Reduced cost-per-lead by 35% over atwo-year period
! Moved from “Niche Player” to“Visionary” in the Gartner MagicQuadrant for Supply Chain Planning
! Won APICS magazine’s 2002 Ad QAward for Outstanding Advertising(achieved highest readership response)
! Garnered two 2003 Gold Key awardsfrom the Business MarketingAssociation
Senior marketing professional with proven track record of buildingdepartments and programs with measurable ROI in terms of closed
deals. Routinely managed 7-10 direct reports as well as 6+contractors and numerous vendors.
Work Samples
ABRACADABRA" 2002 Flat Multi-Drop
& Dimensional DirectMail to Prospects
" 33% Response Rate" $25 Cost per
Responder (fullyloaded)
" 50 MQLs" $1,813 Cost per MQL
Work Samples
INSPIRATION" 2002 Multi-Phase
Direct Mail toInstalled Base
" 37% ResponseRate
" $31 Cost perResponder (fullyloaded)
" 65 MQLs" $1,488 Cost per
MQL" Business
MarketingAssociation’s 2003Gold Key Award
Work Samples
ROBOT" 2003 Flat Direct Mail
to Prospects" 3% Response Rate" $175 Cost per
Responder (fullyloaded)
" 147 MQLs" $1,500 Cost per MQL" Business Marketing
Association’s 2003Gold Key Award
Work Samples
SHORTAGES" 2003 Direct Mail to Prospects" 2 Versions with Targeted
Messages:" Consumer" Industrial
" “Tactile” Packaging" 6% Preliminary Response
Rate" 13.4% Preliminary
Conversion Rate: Responderto MQL
" Mail file modeled against 1-to 4-month DM Respondersand Corresponding QualifiedLeads
" Variables used for list buildinclude:
" Title" Department / Job Function" Seniority" SIC" Industry Segment
" Region" State" SCF" List Source" Multi-List Source Status
Work Samples
Transition Ad – FY02 Launch Ad – FY03New Brand Ad – FY03
Winner of the APICS magazine2002 Ad Q Award for
Outstanding Advertising
Work Samples
Integrated Campaign Sample / SCM 9.0 LaunchDEMAND GENERATONLaunch Party (Invitation)Sessions at Quest Global (Schedule)SCM Telebriefing Series (total of 6)
3 co-authored white papersPush e-mailTelemarketingOnline Advertising
6 Web SeminarsPush e-mailsPostcardsTelemarketing
3 Direct Mail Campaigns2 Teleprospecting Campaigns4 Micro Web Sites
COLLATERAL8 Process Briefs4 White Papers
ADVERTISINGPrint Ad in 8 publications6 Case Study inserts
ANALYST RELATIONSNational Road ShowInternational Road Show
PUBLIC RELATIONSMessage Development9 Press Releases50 Articles in 32 Publications (90% of the top supply chain books)
Work Samples
SCM Telebriefing Campaign" Series of six events" Supported with direct e-mail" 90 minutes in length" 3 industries (2 events each)
" Industrial Manufacturers" Deloitte & Touche
" Wholesale Distributors" IBM
" Consumer Segments" Accenture
" Feature three speakers" AMR Research, Inc.
" The value of SCM" Industry Partner (see above)
" Vertical pains" J.D. Edwards
" Product fit" 70 registrants per event" 50% conversion to attendees" 3% lead rate" $2,250 CPL
Work Samples
SCM 9.0 Launch TeleProspecting Campaign" Training of partner firm on new messaging took 1.5 days
" Campaign launched on July 7, 2003" Campaign expected to wrap on November 24, 2003" Variables used for list build include:
" Title" Department / Job Function" Seniority" SIC" Industry Segment
" Contributors to campaign included:" 1 Hardware Partner" 1 Services Partner" Technology Foundation" 2 separate Verticals
" As of October 27, 2003:" Campaign is 74% complete" 96% of MQL goal has been achieved" Campaign on track to exceed MQL and CPL goals by 30%" Campaign has generated the second highest conversion rate to SQL (behind DM)" Campaign has generated the highest estimated average deal size
" Region" State" SCF" List Source" Multi-List Source Status
Work Samples
SCM Micro Web Site -- www.peoplesoft.com/goto/scm_micro
DEMAND GENERATON“Call to Action” for
direct response adsdirect marketing
Landing Page capturesVisitor InfoUnique VisitorsReferring URL# of DownloadsTime SpentPages Viewedetc.
Telemarketing follow-up
COLLATERAL7 Process Briefs23 White Papers9 Self-running Demos11 Enhancement Docs5 Pre-recorded WebinarsCustomer Case Studies
AlphabeticallyBy IndustryBy Product