Evan Dunn

ServiceBell

Head of Marketing

GTM Partners

GTM Ambassador

Syncari

Director of Growth Marketing

Airwallex

- Deployed PMF Testing Framework to identify lowest-friction industry/company-size fit for Airwallex’s SMB offering. 
- Led SDR team of 1 (on a PIP) to 5 meetings per day per SDR using validated cold calling. 
- Managed channels for multiple product launches in the US, including
- Identified major revenue leakage points in top funnel traffic and collaborated with global marketing org to resolve.
- Responsible for US strategy and execution of web, paid, SEO, content, social, SDR. Reported skip-level to CEO.

US Growth Marketing Lead

Convoy Inc

- Cross-functional role leading web strategy (56% growth in traffic), advertising (225% growth in qualified leads), and SEO (233% growth). Their current flagship page for acquiring carriers even two years later is "Load Boards Introduction" - see Media. 
- Built project management infrastructure for entire marketing org (35 FTEs). 
- Double daily carrier signups to free app with a simple tweak to on-site widgets.
- Led organic and paid search to become 2 highest contributors of sales opps behind sales outreach. 
- Led advertising strategy and execution, earned 3X budget increase into a $1.2M portfolio. 
- Managed massive 800-page website cleanup project, bringing site audit score to 93%, preparing site for Core Web Vitals update, coordinating 5-person vendor team and 4 dotted line reports. 
- Developed and implemented tracking and funnel frameworks, in collaboration with Marketing Ops and Sales. Pioneered multi touch attribution modeling.

Senior Digital Marketing Manager

Resonance AI

Led company-wide product strategy for Resonance AI, culminating in a massive product launch and the first real customer traction. Oversaw product vision, roadmap, weekly planning and prioritization, as well as product marketing and branding. Honed focus from multi-vertical to single-vertical (media) and infused productive discipline into dev team.

VP Product

Led customer communications as the load-bearing link between product 	development and sales, including customer-facing materials, product demos and co-marketing partnerships. On consultative engagements, directed a team of business 	analysts in support of our customers’ ambitious growth initiatives.

Director of Customer Success

Led consultative efforts with multiple Fortune 1000 customers to support and train digital marketing teams. The wide array of project types included go-to-market 	strategy, sales collateral development, marketing optimization, multivariate testing, competitive intelligence and brand strategy. Created most of these capabilities from scratch.

Digital Marketing Practice Lead

In my own free time

Wrote and performed original Spoken Word poetry to dozens of different crowds of 10 to 500 audience members, in an effort to engage the community in difficult but important conversations; competed in 2012 Grand Poetry Slam in Seattle; organized and emceed Poetry Slam community event in May 2012; speaker at arts workshop; performed as artist advocate for documentary on sex trafficking in Seattle; performed at 2009 "Take Back the Night" event at Univ. of Wash. raising awareness of sexual assault.

Performance Poet

Marketeering Group

Rebuilt the social media services offering from the ground up, including workflows, pricing, and marketing materials, and oversaw its execution and optimization end-to-end. Led a team of social media marketers to deliver exceptional customer value to approximately 100 concurrent customers.

Head of Social Media Product

MetaPhorYou Social Marketing

- Marketing Solutions Strategist, Brand Manager, Social Media Manager, Web Developer & Content Administrator, Book Writer / Editor / Publisher, Web Designer. 
- Implement Innovative, Cost-Effective Solutions for Startups, Entrepreneurs, and Small Businesses.

Digital Marketing Consultant + Trainer + Strategist

Asian Counseling-Referral Service

Organized and conducted Real Relationships Program in 6 Seattle School District schools, in an effort to prevent dating violence. Attained desired program outcomes in attendance and learning. Planned and presented at community events. Developed, modified and implemented life skills curriculum. Used social media to engage students. Evaluated student/parent/school satisfaction. Worked with parents, teachers, and service providers of students to attain sufficient wraparound for student support.

Real Relationships Prevention Facilitator

Lean Growth. Agile GTM. Test-and-Learn. Revenue-centric Marketing & Growth Leader with success leading demand, paid, web, PLG, content, & sales dev, through rapid & robust experimentation. Led AI product strategy & dev.

Head of Marketing at ServiceBell. Avid Experimenter. GTM Scientist. Conversation-First Marketer.

Announcing the SDR Relief Fund.

Giving away $20 each to the first 100 SDRs* who join our public salesfloor on Wednesday May 8 and Thursday May 9.

Why?
1. Everyone is talking about AI taking your jobs.
2. It's hard being an SDR/BDR.
3. No one even prospects you. Lame.
4. We're getting the word out about our AI parallel dialer and virtual salesfloor...

...in this case a public salesfloor.

"Add to Google Calendar" link in comments as well.

*Current US-based SDRs and BDRs based on linkedin profile (see link in comments for full eligibility requirements)

AI. Poetry. Language.

Syncari:
The brain behind great go-to-market engines.

Airwallex:
The brain behind cross-border business finance.

Convoy:
The brain behind great shipping.

Resonance AI:
The brain behind great content.

Christopher Hardy

"Oh also we're building a dialer."

When Daniel Ternyak first mentioned this to me a few months back, as I was new to ServiceBell and trying to wrap my head around positioning (Step 1 for any incoming marketing lead), I had a hard time seeing how this tied together at first.

I was puzzled - how would this (powerful, beautiful) video chat application be able to keep up with other dialers? And tell a cohesive story around having a chat platform, visitor identification, and... a dialer?

Then one thing clicked after another, and before you know it, we're going in quite a new direction with a dialer-centric GTM. And at the heart of this new version of ServiceBell are these "allbound" playbooks for integrating outbound tactics with inbound/marketing motions, glued together by first-party intent.

The question for you is - which of these have you tried? As in, really invested in and experimented with? 

If the answer is 0-1, it's really important to take another look and try 2 more. Doesn't have to be with ServiceBell. If you're not allbound-ing, you're missing out on some of the lowest hanging fruit for your GTM.

I think the biggest issue we're going to have is one of believability. But as many have said, our eng velocity is very high. So I'm not really worried.

Let’s have this debate.

Which should be the focus of your outbound efforts?

Let’s pretend “both” is not an acceptable answer.

Please comment which one you would pick if you had to pick one.

Pros and cons, first:

EMAIL

Pro:
- Lightweight to produce and send
- Asynchronous conversations are low-lift, low-friction
- Email information is cheap and easy to source
- Email validation is much cheaper than phone validation (per record: cents vs. dollars, typically)
- Training and enablement to support an email prospecting team is much less than a cold calling team
- “Everyone emails”

Con:
- Cold email infrastructure is becoming nightmarishly complex
- An email reply is much less meaningful than a live conversation
- Asynchronous sending gives the illusion of productive output when actual reply volumes and business opportunities can be very low
- Cold email strategy is becoming an expert’s laboratory and no longer a common sandbox
- Not everyone loves or responds to cold email


PHONE

Pro: 
- A connect on the phone is worth much more than an email reply
- A good cold calling program creates a ton of research insights into product-market fit, persona mapping (buyer/champion/influencer) for teams even beyond sales
- A good conversation can skip a couple stages of pipeline, eliminate the need for discovery, and… crazy idea…
- Build relationships, not just get replies

Con:
- Training a rep to succeed on the phone is much more difficult
- Phone data is more expensive to acquire and to verify
- The two popular upstream providers of phone data aren’t great
- Phone validation is a complexity unto itself
- Spam risk monitoring is difficult (we actually hunted through a half dozen APIs to find the best one for ServiceBell’s dialer)
- “I don’t like cold calls so let’s not use that tactic” is rampant thinking
- Sometimes people get mad…

What else would you add?

///

So if I HAD to pick one…

I’d pick the phone.

Time to insight is much faster.

Cost of deployment for email used to be lower but now it’s just not.

And when I can work as a marketer with a team that makes calls, we all learn together so much about our prospects needs, attitudes, roles, and stories.

Taplio

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