Morgan K. Johnston, MBA's Linkedin Analytics

I am a tech marketer who loves to build brands and market interesting products and services. I’ve held roles in marketing, product management, sales, and entrepreneurship - all of which have strengthened my skills as a marketer. Throughout my career, here’s what I’ve learned about myself: I thoroughly enjoy voice-of-customer research and go-to-market strategy: Mastering customer research was one of my favorite aspects of my MBA education because it taught me that everything in business should start with the customer. My time as a content marketing agency founder heavily relied on collecting voice-of-customer research as well as building and executing go-to-market strategies (this ended up being my favorite part of the experience!). I learned the importance of creating customer-centric content: While working at Red Hat, I built a global sales enablement program with over 200 customer engagement reports. I interviewed the sales and delivery team for each customer engagement. We highlighted the lessons learned in each of our reports (along with other information), and the reports were then circulated as a sales enablement effort. This customer-centric content ultimately helped our sales teams win deals that resulted in over $.3 million in revenue growth YoY for three years. I’ve learned that leveraging data in marketing is key to success: I’ve had the opportunity to work in a variety of roles throughout my career, each focusing on different ways to measure data. While at Red Hat and NetApp, the number of deals closed as a result of marketing/sales efforts were key KPIs. While at Lowe’s, we heavily relied on data to understand poor search performance on Lowes.com and I developed a user story to test clickthrough rate, bounce rate, and purchases. My time as an entrepreneur allowed me to test everything that I learned with each of these roles, ranging from building and executing go-to-market strategies and sales plans, improving website analytics, and creating customer-centric content for my clients. I am excited for my next opportunity in marketing and plan to make a big impact. Outside of work, you can find me spending time with my family, traveling, and flying my drone.