Outside Insight

Don't feel like B2B Marketing is working for you?

- MQLs don't convert
- Sales complains about the lead quality
- Marketing isn't telling the right story
- Partners aren't as effective as they can be

Outside Insight can tell you why and show you how to avoid these and many more pitfalls in B2B marketing.

Chief Insights Officer

N-able

Key responsibilities:
- Full budget accountability of $2.3 million for the Channel Marketing Team’s activity, through both direct and indirect channels
- Managing both, the Field team (5 people) as well as the localisation team (1 person)
- Manage external distribution partners in over 25 countries, as well as agencies to satisfy regional requirements for growth marketing activities 
- Develop business strategies that deliver expected growth
- Adjusting and improving marketing strategy for existing markets as well as creating strategies for new geographies (eg. expansion into APAC and Middle-East)
- Successfully building relationships with relevant key stakeholders internally & externally, meaning to also manage upwards & sideward
- Brand development and management - Create PR and Brand awareness strategies and campaigns to drive recognition in each of the markets we operate in
- Working collaboratively with the global PR team and local experts to establish & grow the brand globally

Key achievements / projects:
Introducing PR and Brand Awareness activities in key EMEA regions: Germany, France, Italy.
Develop the Brand story, source and appoint suitable media partners and local brand ambassadors to create strong peer-to-peer stories and educational tips. This allowed us to build content for both our distribution network as well as our direct PR, social media and paid search campaigns. Our content was published over 80 times in 10 months in Tier 1 publications and we secured two keynote speaking slots at industry leading events.

Create a full 360 degree Marketing and Brand strategy framework and implement using a multi-channel approach. This was a major shift and investment for the organisation but a much needed step. It allowed my team to focus on developing whole regions instead of only focusing on the distribution channel within that region. This step accelerated our recognition in the market and further increased our market share thus achieving 20+% YOY growth.

Head of Global Channel (Distribution) Marketing

SolarWinds MSP is now N-able

Head of Global Channel (Distribution) Marketing (MSP)

Core focus of this role is to enable our distribution partners with training, localised campaigns and localised content to be able to successfully position our brand and sell our products and services. Being a consultant to create and execute truly multi-channel campaigns (direct/indirect marketing, offline through events and workshops, online through paid search and social media campaigns) to help partners achieve their hyper growth targets. 

Key responsibilities:
- Successfully building relationships with relevant key stakeholders internally and externally
- Owning and managing Marketing Development Funds for my regions (~ 700K USD/year)
- Analysis of market situation including conversations with target customers to identify trends, gaps and new opportunities to increase demand and sales
- Develop business through optimisation of partner activities and the implementation of a holistic core program of marketing activities where possible
- Establish brand across regions / territories utilising a vast network of well-established distribution partners and local ambassadors. Sponsoring of key events in the region to get face time with key prospects and customers
- Managing development and day-to-day execution of brand assets, channels and content

Key achievements:
Developing and implementing new multi-channel marketing campaign with the key distribution partner in Germany. We realised that our established channels (mainly email) and the messaging was not working efficiently anymore. After some initial research we worked on new educational material (interactive ebook, short videos for social media, new content for blog and a corresponding microsite). We also changed the messaging from feature focus to solution focused. Then used a multichannel interactive approach to create interest then leads. This increased our lead funnel by ~15% and more importantly, generated more high quality leads with a stronger conversion rate and real interest in the solutions.

Intl. Marketing Manager (DACH & Nordics)

Franke

Successful development and implementation of new global brand and product strategy, increased Brand awareness/perception, relevant and up-to-date product portfolio, increased sales (+14% globally/over 20% locally) and growth of business/ Extensive experience in SAP and Master Data management.

Key Tasks
• Key team member (sales&marketing) for a £40m factory relocation project
• Owning and managing the global life cycle and product portfolio of three materials (over 5,000SKUs) including close cooperation with operations (three manufacturing sites plus external suppliers)
• Efficiently managing NPIs and corresponding multi million investment projects to be delivered in time and budget supporting growth of business
• Develop and implement global brand/product management and marketing strategy and ensure 
  successful implementation in the markets
• Manage external design agencies as well as cross functional teams internally
• Manage and conduct market research to identify trends and new opportunities to increase sales
• Develop business either through product portfolio extension or access to new markets

Global Product Manager Coloured Sinks

• Business Development through primary and secondary market research, and competitor analysis of influential key markets
• Providing recommendations of new strategies (improving existing strategies) according to market observations and feedback from customer and end user
• Development and introduction of new designs/products to the individual markets based on 
 research, market insights and feedback
• Development of product portfolio, positioning of product, sales stories and marketing campaigns to ensure successful introduction to markets
• Create, develop and improve marketing concepts and strategies for key markets as well as for corporate projects
• Support the development of specifications for new and existing products and liaise with customers re implementation of launches and rationalisation.
• Liaise with internal departments on all matters relating to Colored Sinks (Quality, Production, Logistics, Laboratory, Procurement and Finance) 
• Product Management/Master data management (in SAP) for three manufacturing sites throughout entire life cycle

Commercial and Product Support Officer

CEF City Electrical Factors

• Responsible for the creation and delivery of marketing strategy and communications for the German operations 
• Design and deliver affiliated marketing strategies for business partners 
• Responsible for the development of CI-Guidelines, marketing material and product portfolio to improve communications
• Development, implementation and enhancement of marketing initiatives that align with business objectives
• Successful execution of nation-wide marketing campaigns within given time scales and budgets
• Creating and monitoring yearly budget plans and advertising campaigns 
• Liaise with Sales teams to ensure delivery of integrated marketing solutions
• Business Development through defining key target audience and finding new potential customer segments to help increase acquisition
• Implement CRM strategy to enhance customer acquisition and retention 

Additional Cross-functional Projects:
• Risk and environment management (proofing and assuring the conformity in accordance to EU regulations respectively nationwide regulation (REACh and VerpackV) in order to assure compliance

Marketing Manager (Germany)

CC-IT Competence Center Information Technology

•  Travel expense report and accounting control
•  Preparation and assistance of trainings
•  Re-design of the company homepage, development and 
   design of promotional material and new slogan

Internship Marketing / Assistant GM

Ernst & Young

• Carrying out test purchases for dm-branches (German drug store)
• Auditing and customer satisfaction analysis
• Feedback conversation with employees
• Evaluating the single branches and employees in matters of service, organisation of the branch, 
customer relations and product knowledge

Mystery Shopper

KarstadtQuelle AG

• Fragrance/drug store and handbags/travel luggage department
• Customer service/Cash point
• Designing the department
• Advising customers and providing information to customers
• Conflict management and problem solving

Sales Assistant

Change is one of the few things that are certain. Do not let it cause you discomfort. Instead, embrace it, love it, and use it as a chance to create great things - over and over again!

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