Marc Blakeney Resume-Presentation for Product Marketing sand Demand Creation
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21-Oct-2014 -
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Transcript of Marc Blakeney Resume-Presentation for Product Marketing sand Demand Creation
Hello, I’m Marc William BlakeneyHello, I’m Marc William Blakeney
Results drivenmarketing executiveResults drivenmarketing executive
Product Marketing • Technology products and services• Enterprise software in the cloud• Pricing, positioning and sales enablement• Pragmatic marketer
Demand Generation• Direct and channel led• Buyer centric• Socially engaged
Rounded backgroundRounded background
8 years Demand
Generation
10 years Product
Marketing
3 years Bus. Dev.
How I’ve moved the needleProduct marketingHow I’ve moved the needleProduct marketing
• 25% revenue growth for $100M flagship cloud service
• 2x annual revenue goal in 9 months for new cloud service launch
• 3x first year revenue booking goal for enterprise cloud service launch
• Defined and launched mid-market cloud software service that beat revenue goal by 3x in one year
How I’ve Moved the NeedleDemand creationHow I’ve Moved the NeedleDemand creation
• 18% bookings growth to $350M+ for global marketing program (Cisco)
• 3x lead pipeline growth in 8 months to 1800+ leads/month for SMB cloud service
• 4x lead conversion rate improvement based on Marketo and Salesforce.com analytics
Experience big and smallExperience big and small
10+ years in global corpora-
tions
8+ years in small/start-
up com-panies
Experience big and smallExperience big and small
Large global companies
Small/early stage
OPi Software(OutPurchase.com)
Technology products and services experienceTechnology products and services experience
Launched numerous hardware products • 5 laptop PCs with P&L responsibility• Digital video business unit• Network security appliance • PC game controller
Led global marketing programs for Cisco and WebEx
• Cisco UC, TelePresence and Applications• WebEx Services (Professional Services, WebEx University,
Customer Success)
Cloud experienceCloud experience
• I was in it before we ever called it “The cloud”
• Developed a SaaS business model for SMB e-procurement adjacent to Ariba (OPi Software, 1998)
• Early adopter of Salesforce.com (1999)
• Developed and implemented recurring revenue models at five different companies
• Built cross-sell and upsell campaigns to increase revenue per user
• Driven Salesforce.com app integration three times
Integrated marketing campaigns that include:• Email nurture and targeted list acquisition• Search engine marketing (SEM)• Content syndication and lead purchase• Social media and community outreach• Press and byline coverage• SEO through effective content distribution • Targeted direct mail to highly valued enterprise prospects• Global campaign/content localization (EMEA, APAC, LatAm)
Passion for demand creationPassion for demand creation
Demand campaignsDemand campaigns
Integrated campaign example
Effective at driving demand in the channelEffective at driving demand in the channel
To-partner • Campaign strategies and tactics• Enablement assets and program offers• Training and incentives
Through-partner• Turn-key demand generation in-a-box• White-label assets and offers• Partner supported demand efforts (blitz days, lead
qualification programs, co-branded activities, etc)
Creating demand in the channelCreating demand in the channel
Play Brief
Campaign Implementation Guide
Event in a Box incl PPT
Direct Mail
Landing Pages
Online Banner Ads
Campaign At a Glance
Social Media Guide
Whitepapers & 3rd party Reports
Competitive Info
Case Studies Video Montages
Partner Campaign Content Example
Call Guide/FAQs
Budget and metricsBudget and metrics
• Owned and influenced P&L in numerous roles, with forecasting, margin and lifecycle ownership
• Pragmatically engage with product management to establish, refine and measure key goals
• Leverage metrics to identify trends, make strategic and tactical recommendations, adjust course and optimize
• Track and measure seats, units, revenue, margins, leads, opportunities, bookings, conversion rates, costs and more
• I learned the value of metrics early-on as a teaching assistant for upper division cost/managerial accounting
Thought leaderThought leader
I find ways to:
• Lead the conversation
• Gain analyst and press support
• Create relevant content
• Amplify key messages
Marketing authorMarketing author
Experienced at developing compelling content• White papers and reports• Infographics• Blog posts• Sales/partner playbooks• Demand generation content• Advertisements (AdWords, display ads, print)• Websites, webpages and microsites
Marketing authorMarketing author
Example: I authored these guides to act as a base for Intermedia Exchange Thought Leadership
Experienced presenterExperienced presenter
• Delivered more than twenty public in-person seminars and speaker panels
• Presented and/or moderated more than forty webinars (average score of 4 out of 5)
• Produced and featured-in five Cisco TV episodes
• Led numerous 200+ in-person university lecture sessions
Know when to listenKnow when to listen
• I always listen to customers, partners, sales, product management, engineering, colleagues and peers
• Seek critical input
• Act on what I learn
I’m a collaboratorI’m a collaborator
• Many projects and programs need a village where I have been:
a villagervillage creatorthe village leader
• Build cross functional teams and alliances• Manage vendors• Engage with partners• Listen to and influence customers
…and…always have a plan
Team player and leaderTeam player and leader
• Understand how my work contributes to overall team objectives and common goals:
Vision, Strategy, Execution and Metrics
• Prioritize tasks, projects and goals to best meet objectives and leverage limited resources
• Manage direct and cross functional teams, agencies and contractors
Always learningAlways learning
• Technology curve will never go flat
• The role of marketing to deliver business results is more important than ever
• Vital to keep up with industry trends, techniques and technologies
Recognition receivedRecognition received
• WebEx Award of Excellence – new service launch
• Cisco Appreciation Award – recognized three times for program/project leadership
• Distinguished Speaker – California Society of Enrolled Agents (Equitas Capital)
• Product markeing leadership award (NEC)
• Top five percent of MBA class (based on GPA)
• Teaching Assistant of the year – out of 130 TA’s
Oh, and I like to blow bubbles for funOh, and I like to blow bubbles for fun
I want to learn how I can move the needle for youI want to learn how I can move the needle for you
www.linkedin.com/in/marcblakeney
www.slideshare.net/marcwblakeney