Jon Atterbury

Atterbury Consulting

Fractional VP of Demand Generation and Operations

Leapfin

VP Demand Gen and Revenue Operations

Near

Established and built out demand generation and operations functions to revitalize the marketing organization. Architected GTM strategy to focus on key personas that were more likely to generate closed won opportunities. Partnered with sales to consistently over deliver on pipeline generation. Revamped website with new content and technical fixes for SEO. Rebuilt all marketing operations functions to increase data fidelity and simplify processes. Acted as marketing team lead reporting to the COO after the departure of the CMO.

Accomplishments
• Architected global GTM strategy.
• Grew business by 100% year over year.
• Instituted full funnel visibility and managed entire process.
• Beat pipeline creation targets, achieving 154% of goal.
• Sourced 52% of net new revenue.
• Inbound demo request 121% increase from Q1 to Q2, closing at ~50%.
• Improved site performance on core web vitals from 20 to 80.
• Increased event driven pipeline by 510%.
• Implemented first process automation on account assignment and lead routing.
• Built out Americas Demand Generation team of 4 in first 2 months.
• Developed comprehensive dashboards and reporting.
• Revamped SDR team structure, training, and objectives to better meet GTM strategy.

VP Global Growth and Demand Generation

AppZen

Built out nascent Marketing and Operations functions to support direct sales model. Established trusted advisor relationship with CRO and Sales Leadership to establish a common set of KPIs and processes. Expanded GTM strategy to focus on cross sell into existing customer base while opportunistically pursuing net new business. Rebuilt all MOPS functions to increase data fidelity and simplify processes. Enabled broader self-serve model to distribute responsibilities and expedite time to market for marketing programs.

Accomplishments
• Increased marketing driven revenue by 150% YoY.
• Built GTM strategy for direct sales, customer upsell and customer retention/conversion.
• Developed and deployed cross-sell campaign to target install base both digitally and live events.
• Pivoted live-event strategy to online focus to lower CPL and expand engagement.
• Deployed ABM strategy to focus marketing budget on accounts most likely to convert.
• Consolidated executive reporting across Sales, Marketing and Customer Success for full GTM view.
• Built owned event strategy to accelerate pipeline with existing opportunities.
• Leveraged customer advocates at 1st and 3rd party events to drive pipeline.

VP Marketing Campaigns

Illumio

Lead team in charge of all programmatic and demand generation activities for pre-IPO cyber security software company. Lead cross-functional team to align GTM strategy and KPIs. Other responsibilities include account-based marketing, marketing automation, strategy/messaging, buyer’s journey, events.

Accomplishments
• Delivered 60% marketing driven revenue.
• Built ABM technology stack allowing targeting of accounts showing in-market intent signals. 
• Created multi-track email nurture to increase top of funnel conversions by 30%.
• Oversaw global tradeshow programs achieving a 6.5x ROI.
• Optimized lead automation to simplify and refine processes saving over 100 hours/month. 
• Defined content personalization strategy to match persona and buyer’s journey stage.

Sr Director, Marketing Programs

PernixData (acquired by Nutanix)

Demand Generation
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• Created and managed global demand generation programs with media outlets and channel partners to drive over 10k leads/qtr.
• Created and deployed SEM campaigns to increase web traffic by 20% and drove over 30 opportunities.
• Collaborated with sales on account-based marketing strategy to target key verticals.
• Worked with inside sales team to implement closed-loop lead follow up.
• Provided detailed metrics and analysis to execs and board members.

Digital
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• Migrated website from 5 HTML pages to CMS-based platform and increased traffic 300%.
• Optimized webinar process to streamline production and average >300 registrations/event.
• Created and deployed online advertising yielding over $500k in revenue.
• Leveraged key influencers to generate demand and evangelize PernixData solutions.

Corporate / Field
----------------------------
• Director of PernixData corporate brand strategy including the planning, creation and implementation of all global marketing communications, branding and sales support programs.
• Develop and deploy messaging across all communications.
• Built out Field Marketing team growing from 10 to over 150 events per month, driving 150% increase in revenue.
• Recognized by CEO and Senior Management for consistently exceeding personal performance goals for major trade show events
• Member of VMware User Group (VMUG) Advisory Board

Sr. Director Digital Marketing

LSI Corporation (acquired by Avago/Broadcom)

Demand Gen / Marketing Automation
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• Increased the response rate on $1M campaign by 20%.
• Built lead scoring model to prioritize leads and focus efforts on best opportunities.
• Designed automated nurture tracks to engage early stage leads and progress them through the sales funnel.
• Integrated Eloqua and Salesforce.com to establish full-circle lead closure.
• Redesigned email templates to yield 40% increase in click-through rates.
• Standardized and segmented database for intelligent targeting.
• Implemented content marketing programs to drive thought leadership and lead generation.

Digital
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• Revised content marketing strategy to increase engagement by 250%.
• Built co-marketing campaigns with ecosystem and channel partners.
• Optimized content to improve organic page rank (SEO).
• Launched social media monitoring and response initiatives to enhance perception and mitigate negative comments.
• Media and advertising planning to maximize visibility while hitting campaign KPIs.

Corporate / Events
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• Presented plans to CEO and executive council to secure funding for key initiatives.
• Optimized inside sales effectiveness by evolving messaging to focus on key care abouts.
• Managed agency and internal resources to develop campaing messaging and creative.
• Created comprehensive messaging platform to address business to product level differentiation.
• Managed team to maximize registrations and executive meetings at industry events.

Director Demand Generation and Marketing Automation

Tilera (acquired by EZ Chip / Mellanox)

Managed global marketing for pre-IPO semiconductor start-up. Focused on high performance segment of server market. Worked directly with CEO and executive staff to define messaging and positioning for relevant personas to re-enforce Tilera value proposition. Managed internal and external resources for press and analyst relations to secure an unfair share of coverage. 
     Accomplishments
	•	Deployed Account Based Marketing strategies to drive $100M in opportunities
	•	Managed all inbound and outbound marketing programs
	•	Prepared CEO and other execs for media and analyst interviews
	•	Developed differentiated messaging for business and technical press
	•	Redesigned website and collateral to simplify customer experience and update branding
	•	Established Facebook and Twitter presence. Grew Twitter followers by over 300% in less than 6 months.
	•	Achieved excellent media coverage - Company profile published by Bloomberg Businessweek, Broadcast interview on Bloomberg West Cable News, announcement covered by over 20 major media outlets
	•	Established co-marketing programs with industry partners to develop content and thought leadership
	•	Worked directly with CEO and VP of HR to create and drive employee communications strategy

Global Marketing Manager

Cypress Semiconductor

Managed global team to develop and deploy global demand generation programs including print and online ad campaigns. Managed $1.5 million budget to maximize ROI and achieve superior results. Planned and executed direct marketing initiatives focusing on key revenue driving accounts. Optimized tradeshow strategy to focus on key audiences.

Accomplishments
* Managed largest product launch in company history receiving recognition from business unit, VPs and E-staff.
* Developed messaging for key verticals global product launch.
* Deployed customer satisfaction survey and provided analysis to CEO and Board members to focus on key areas.
• Built out influencer marketing program to target key players to drive increased visibility and revenue.
* Member of ARM Steering Committee.
* Managed global team with staff in US, China, Japan and India.
 * Co-authored social media guidelines for employee interactions on forums, blogs, Twitter and Facebook.
* Developed brand guidelines for global rebranding initiative.
* Doubled CTR on banner ads from 0.101% to 0.197%.
* SEO program directly linked to television coverage on major cable network.
* Reduced bounce rate from incoming SEM traffic by 20% through better focus and keyword refinements.
* Negotiated unprecedented co-op media package to transition print advertising budget to online media with no loss of funding from channel partners. Program cost $183,000, Cypress cost $3,000.

Senior Digital Marketing/Demand Generation Manager

Cadence Design Systems, Inc

Assisted in building the Marketing Communications department, replacing previous in-house creative team. Assisted with definition of content and strategy of collateral, as well as driving adoption of progressive solutions to meet evolving organizational requirements. Managed the creation and execution of a wide variety of marketing communications program elements including national advertising campaigns, marketing collateral, trade show and event materials, online advertising, training and seminar materials, manuals, and newsletters.
      Accomplishments
	*	Reduced costs for design and printing by up to 200% with an average of 30-40% savings
	*	Worked with Y&R to develop creative and promotional campaigns focused on corporate objectives
	*	Established new model of collateral production and implemented a new web-based project management system
	*	Received 16 Spot Awards in recognition of excellent performance in first year of employment. Recognition from VPs, Group Directors, Directors, and peers. Department average was 2.5
	*	Conducted formal vendor and tier two agency reviews in order to develop a vendor database for Marcom projects
	*	Reviewed and approved all collateral produced in North America to ensure compliance with branding guidelines 	
	*	Engaged regional peers in support of their local marketing efforts, this collaborative environment

Marketing Manager

Experienced and innovative GTM leader with a proven track record of driving growth and revenue up to $80m ARR. Passionate about the creation and delivery of compelling messaging for each stage of the buyer’s journey to create an engaging customer experience. I foster a culture of innovation, embracing emerging technologies and automation to gain a competitive edge. 

Expertise includes:
• Demand Generation
• Marketing Automation 
• Content Marketing
• Customer ResearchGTM Strategy/Messaging
• Account Based Marketing
• SEO/SEM
• Metrics AnalysisSocial Media
• Field and Channel 
• Email Marketing
• Campaign Management

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