Project Description
Wearing Multiple Marketing Hats Through to Exit
I was the first marketing hire (employee #3) at a fledgling IT security startup that later identified a strong growth path selling a security service and trustmark to ecommerce merchants. It took about 18 months to iterate our positioning and messaging into a thing of marketing beauty. From there, it was about 3.5 years of excitement and late nights. McAfee acquired ScanAlert in 2008.
Through the journey, I did pretty much everything a startup requires of marketing to get attention, create interest, generate demand, support sales and minimize SaaS subscription churn. I was the first Global Director of Business Development where I managed a white-label security service delivered by Visa International in the LATAM and PacRim regions. I also headed channel marketing for the first two years, building a network across Europe, Asia and South America.
As the company grew and our corporate and product marketing needs expanded, wearing three hats became a little too frantic. I handed off Biz Dev and Channel to others, concentrating solely on keeping the company’s profile high and ensuring our target market knew about the ROI of our service. McAfee’s acquisition was the end of a hell of a ride.
COMPANY
ScanAlert
IT security services
ELEMENTS
Corporate/product marketing
Go-to-market
Demand generation
Sales enablement & engagement
Revenue maximization
Business development & channel marketing
Customer support optimization
RESULTS
Led ScanAlert’s thought leadership; speaking at Search Engine Strategies, etc.
Content marketing: Produced The Digital Window Shopping Report
BD: Negotiated/managed Visa International partnership
PR lead: Generated >200 media placements
Events: Increased ROI of $300K budget YoY
Pirates of the Caribbean” promotion at IRCE highlighted by Exhibitor Magazine as lead gen genius
60% of Internet Retailer Top 500 sites became customers
Acquired by McAfee
Over 500 Leads for Under $2,000
A Marketing Opp for Partners
“Always committed to the Big Picture, comfortable in fast-paced, collaborative team environments, yet able to thrive independently. An extremely fast learner with excellent interpersonal skills, he can easily build networks of business contacts and resources. If you’re looking for someone to plan and execute go-to-market activities, generate brand awareness, and start revenue flowing, he is an “out of the box” marketing pro who will make it happen.”
Inject Some Creative Magic Into Your Marketing
DO YOU KNOW WHAT YOUR MARKETING OPPORTUNITIES REALLY ARE?
Is there a nagging voice in your head wondering whether your marketing ROI could be, well, higher? Perhaps you need an outsider to analyze your lead scoring, tweak your in-bound nurturing logic, or update what you’re saying and whom you’re saying it to.
