Flexera

VP of Global Growth Marketing

GTMfund

GTMramp Member

Marketing Sidekick

I’m your growth sidekick for B2B companies who need clarity + alignment + results.

Advise and provide B2B marketing strategy and execution support for companies who need demand gen, sales alignment, and scalable GTM.

Founder & Growth Advisor

Pavilion

Member

PathFactory

VP of Marketing & RevOps

HYCU, Inc.

VP, Global Demand Generation

Alyce

Then served as an advisor to Alyce prior to acquisition by Sendoso.

VP of Marketing (Head)

Avid

VP of Marketing & Business Development

Iron Mountain

OPPORTUNITY: Led marketing for target business segments & verticals. Manage a team of 15. 

RESULTS:
⇨ Contributed $60M in marketing generated new logo sales in 2019, overachieving goal by $10M 
⇨ Increased marketing-sourced pipeline to $142M, sourcing 25% of net new sales pipeline
⇨ Increased web traffic 100%+ and 20% sales increases in target markets through radio ads
⇨ Sourced BDR team that generated 2.5K new sales meetings and $18M in net new sales pipeline in 6 months.
⇨ Established growth plans for team, providing clear steps that enabled 5 direct reports to get promoted.

Director of Marketing

OPPORTUNITY: Established marketing function for SMB business unit. Operated entrepreneurially to research target market, lead segmentation, create brand messaging, and activate demand generation with $2.5M budget. Led 1 employee. 

RESULTS:
⇨ Grew net new sales from $3M to $40M
⇨ Provided a personalized SMB customer journey thru a separate SMB microsite with content including "How it Works" videos that later expanded to enterprise use. 
⇨ Launched eCommerce site and secured 250 deals within a 3-month pilot.
⇨ Drove engagement and advocacy through SMB customer community.

Marketing Manager, Small & Medium Business (SMB)

HP Autonomy

OPPORTUNITY: Led demand generation for NA cloud backup solutions. Led 2 consultants. Retained by Iron Mountain Corporate after sale to HP Autonomy.

RESULTS:
⇨ Generated $16M in marketing generated pipeline.
⇨ Achieved $5.2 in marketing generated revenue.

Demand and Content Marketing Manager, Cloud Backup

VP of Marketing @ HYCU | #5to9: Keeping Up With 2 Kiddos

My first job was bussing tables at my dad’s restaurant, where I quickly learned: it’s not just the food that keeps people coming back—it’s the experience.

Now I work in marketing, but the philosophy hasn’t changed:
Create standout experiences that make people care and want to come back for more.

I combine customer feedback, data, and a willingness to try new things (and fail) to craft programs that drive pipeline and boost retention. And I've done this for large & mid-size enterprises and scrappy startups across SaaS, tech, and beyond.

Most recently, I led marketing at PathFactory, where I oversaw the merger of Uberflip—unifying messaging, content, and teams to position the business for its next phase of growth. Before that? I led marketing at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC. I've rebranded companies, built revenue engines, and scaled teams.

I also advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and develop programs that generate pipeline.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

📣 I'm Hiring: Director of Lifecycle Marketing 📣 

We’re evolving how we think about global campaigns at Flexera —> moving from acquisition-only to a full lifecycle approach that connects with customers well beyond the first touch.

This new role will partner closely with the amazing Courtney Struthers and Customer Experience (CX) Marketing team, along with the broader marketing org, to build creative, data-informed programs that connect key moments across the customer journey.

This could be a great match if you've:
- Led a team and built both acquisition and customer programs
- Driven campaign orchestration across global initiatives, launches, and strategic priorities
- Partnered with Field and Partner Marketing to localize and package programs for regions and partners
- Love pushing for bold, creative ideas that drive results
- Thrive collaborating across teams to turn ideas into impact

At Flexera, we help companies get smarter about their technology spend and risk and there’s never been a more important time for that.

If this sounds like a fun challenge and good fit, let’s connect 👇

https://lnkd.in/e9QZWbTW

VP Growth Marketing @ Flexera || Startup & Enterprise GTM Leader || Also: toy negotiating dad

Dani Hao ✨

Podcast Host and Producer - Spend Culture Stories Podcast

Apollo.io

- Led a significant growth initiative, tripling the Apollo Community size from 2.5k members in February to 8.5k members by October of 2024
while boosting community engagement by 13.5% and driving a 1045% increase in total activity.
- Played a key role in supporting sales by sourcing customer references, contributing to $223,272 in revenue influenced during Q3 and Q4 of 2024.
- Developed and executed a comprehensive weekly community events playbook, organizing and delivering 25 impactful events that attracted 1,572 unique attendees.
- Led the launch of new product portfolios and activation campaigns, driving a 32% adoption rate for a new feature by registered users
post-event, including 52 new CI users.
- Established and launched a new Enrichment Customer Advisory Board (CAB), recruiting 130 applicants and cultivating 50 active members to guide strategic product development and customer engagement.
- Managed two direct reports, providing leadership, guidance, and performance oversight to ensure project goals and deadlines were consistently met.

Sr Manager - Community & Customer Marketing

Common Room

Advisor

TACK ⛵️

Proud to partner with TACK GTM - team of B2B go-to-market experts with a combined 150+ years of leadership and operating experience. We've been there done that. 

Our team of On-Demand GTM experts to help you start and scale. Experts at People-first GTM, the TACK Crew can help you find the right course for nearly any go-to-market challenge at any stage of a company.

Crew Member

Rippling

Launched two inaugural communities for the Rippling team, including their Rippling Customer Community which I brought from 0 > beta, custom-built using salesforce community cloud and collaborated across multiple departments and stakeholders. I also helped launch the Rippling Alumni Community program which helps connect ex-employees with the business to build employer branding initiatives and a place for alums to connect with senior leadership and company news.

Community Lead

Mutiny

(Layoff end of June 2023 affecting 30% of company, including myself. Was promoted during the first year I was there)

 
- Launched a new revenue channel (events) from scratch through in-person conferences, exec dinners, happy hours and online events which drove over 790k in new pipeline and 27% of all pipeline in the first quarter of launch, total $3.1M pipeline in 1 year
- Launched our very first community (M2 Community) from 0 > 1000 senior B2B marketing leaders in high growth SaaS companies.
- Led comarketing initiatives with adjacent B2B SaaS brands and agency partners
- Created our very first set of in-person conference playbooks and led our field marketing strategy at SaaStr, Forrester B2B, B2BMX and 6sense Breakthrough 
- Launched the largest CMO gathering ever at SaaStr with over 80+ CMOs and marketing executives in attendance
- Pulled together our very first virtual summit called Second Lever with had over 1200 attendees within three weeks 

Mutiny is a no-code AI platform that helps marketers convert their top of funnel demand into revenue, without engineers. Mutiny gives marketers everything they need to drive revenue and prove it — from data and analytics to AI-powered recommendations and content writing. We are backed by Sequoia Capital, YCombinator and CMOs from some of today’s fastest-growing tech companies including AngelList, Carta, Gong, Hopin, Salesforce and Snowflake.

Community & Events Lead

Lumen5

The Supercharge Marketing podcast is for B2B marketers that believe in the power of brand and storytelling. Who believes thought leadership is beyond just buzzwords. 

Subscribe Now - https://pod.co/supercharge-marketing

----

Hosted by Dani Hao (Communications Manager at Lumen5) and Mike Cheng (CEO & Co-Founder of Lumen5), this podcast features no-B.S conversations from the best marketing leaders in the industry who dare to do things differently.

Supercharge Marketing - Podcast Co-Host and Producer

Wearing many hats as a full-stack marketer - demand gen/content strategy/PR & community/customer marketing.

Currently building a community around how B2B marketers can turn thought leadership videos to drive real value and engagement.
--
Lumen5 is a B2B video maker made by marketers, for marketers.
Use our AI platform to make eye-catching videos in under 20 minutes simply by copy and pasting your article or blog post!  Check us out starting with a free trial >> www.lumen5.com

Communications & Community Manager (but really wearing many hats) 

ImmiSearch

- Coaching and advisory on overall marketing strategy, positioning, ICPs, lead qualification process, KPIs, executive alignment, and partnerships
- Advise on-demand generation and revenue-generating ideas to help generate new business
- Strategic advisory on lead nurturing and qualification, content & brand strategy


ImmiSearch makes complex immigration journeys safe and simple. We maximize your chances of getting your desired immigration status by connecting you to licensed immigration consultants who have experience in similar cases and have the best case-specific fit. On our web platform, you can search, browse, and book the perfect licensed immigration consultant for your case.

Procurify

- Created and executed Procurify’s very first online/offline events strategy averaging 150 leads/session, attendance rate 55% 
- Launched an influencer marketing strategy to drive awareness and retention, including an executive council of customers, linkedin leaders, and thought leaders
- Established major content and community partnerships with professional associations, consultancy firms and other SaaS products to amplify pipeline and drive referrals
- Managed organic social budget and strategy and our third party agency and contractors 
- Launched the Spend Culture Stories podcast which became an iTunes top 20 management podcast, featuring top guests from Drift, Unbounce, Zapier, Softbank VC, the Editor in Chief at Inc, and Guy Kawasaki

We are creating the industry’s most engaged community of finance, operations and procurement leaders that can call each other friends and not just colleagues. 

Finops & procurement are too often seen as "back office functions", but in reality, are importance business partners to the organization and the CEO. To bring these functions to light, we run a series of roundtables and panel events for the advancement of the field and for leaders to connect and just have fun! 

Spend Culture Chats has now launched over eight events in both U.S & Canada, stay tuned when we visit your city! :)

Your company culture might attract talent, but your Spend Culture will make or break your company.
Spend Culture Stories is a female-hosted and produced podcast that helps finance leaders learn the tactics, strategies, and processes to build a proactive Spend Culture.
Learn how to pick the right tools, implement the most efficient processes, and how to develop the right people to transform the Spend Culture of your organization for the better.


- Management top 50 Apple Podcasts

Telling the story of how your Spend Culture impacts your organization. Your company culture may attract talent, but your Spend Culture will make or break your company. 

- Creating and telling stories that captivate our target audience through working and corresponding with media, publications, journalists and PR consultants
- Secure Procurify as a thought leader in the space of "Spend Culture"
- Forming organic, meaningful partnerships that are win-win with other industry leaders aligned with the same values and goals through webinars, events, and content collaboration programs 
- Seeking, hiring, mentoring and developing a network of rising talent that aid us in our efforts to reach our communication goals 

Procurify is reinventing the way companies spend by providing them with a platform to manage, track and approve organizational spend - giving visibility and peace of mind to all users. Our investors and advisors include the likes of Mark Cuban, Xero's Jamie Sutherland, and Hootsuite's Ryan Holmes. We have been featured on Forbes, Accounting Today, Accounting Web, Entrepreneur, Techcrunch, Vice, CIO, and Fortune. 

www.spendculture.com

Head Of Communications

Global Council for the Advancement of Women in Procurement

The Global Council for the Advancement of Women in Procurement provides an information exchange, a discussion forum and a voice for all women involved in the professions of procurement, sourcing and supply chain. While the objectives of the organization are to provide insights, counsel and awareness for the purpose of improving career opportunities, eliminating gender unfairness and mistreatment in the profession, we recognize in order to improve and change the outcomes we must begin with a conversation and discussion that includes all genders and excludes none.

Director - Western Canada

Elev8 Marketing

- Creating a comprehensive content, digital and branding strategy for clients in health, real estate, and beauty
- Paid social for google, facebook, and Instagram display ads 
- PPC strategy for google adwords and keywords 
-  Oversee other contractors and freelance designers and aligning overall strategies and goals 
- Optimizing client website copy and keywords to drive increased conversion rates
- SEO/SEM 

Clients I currently work with : 
Joanna Keller Beautique 
Me and Yogi 
Top Agent Internet Marketing Inc. 
Pursuit Magazine Ltd.

Principal

Turning Connections > Conversions✨ | Ex-Community @ Mutiny |

I help companies turn customers into advocates through strategic community building. With over 9+ years in B2B marketing, I’ve launched and scaled thriving communities at high-growth companies like Apollo, Mutiny, and Rippling, driving measurable growth in engagement, retention, and revenue.

Beyond my 9-5, I’m a top 100 iTunes podcast host, a viral TikTok creator, and a proud rabbit mom (always exploring new ways to connect and create)! My philosophy? Prioritize authentic connections over transactions. That’s how I build communities that don’t just grow...they thrive. 

Through my business, Spark Inc., I consult with ambitious founders and customer-focused companies to craft community-led strategies that boost retention, revenue, and loyalty.

Ready to launch a B2B community or customer marketing strategy from scratch? Let’s chat—DM me to get started. 💞

Mark my words: by 2026, the highest impact in-person events won’t be panels or parties. They’ll be tactical, hands-on "how to use XYZ product" workshops and local, small scale community-run meetups.

We’ve already seen the shift start in 2024-2025. Post covid years and years of overwhelmingly boring webinars, everyone had the itch to get together again in person, and it’s been amazing to see in-person making a comeback.

But if you’ve been paying attention, you’ll notice what’s actually working is changing fast.

→ Traditional field happy hours and big-budget conference booths? Starting to feel tired.  Will people still do them? Absolutely, but more of a brand visibility play imo. 
 → Localized organic meetups, intimate, utility-first gatherings? Already picking up steam. I've seen more and more of them in all industries and many different formats come to play. 
 → "3rd space type" events? Also a greenfield opportunity, especially paired with content creation and influencer marketing. I'm personally excited to see completely new experiences pop up. 

Spicy take: I’ve literally NEVER bought software from a vendor I met at a massive conference. Nor have I bought anything from the follow ups afterwards.  🤷‍♀️ 

 The way people gather and 'buy' is evolving....and vendors need to get way more intentional about how they show up in those spaces. 

TL;DR, your audience can tell the difference between something built for pipeline... and something built FOR them in mind.

With more GTM teams shifting focus from just net-new to also retention and expansion (cause let's be real everyone's feeling the pressure of churn and this tough market), the biggest unlocks will come from education, activation, and customer experience. 

People aren’t going to expand their contract if they don’t know how to use your product.
They’re not going to advocate if they don’t feel successful.
They’re not going to show up if it feels like another forced networking event.
The future of field or event marketing isn't dead but it is going to look completely different. 

#b2bmarketing #community #marketing #events #fieldmarketing

Community & Customer Marketing @Apollo | Ex-Mutiny & Rippling | Connections ​> Conversions✨|

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Dani Hao ✨

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The Battle

Pete Lorenco

Dani Hao ✨

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Pete Lorenco's LinkedIn Performance

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