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Expert B2B Content Creator To Drive Leads & Pipeline
Graham Machray
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
My background is as a product marketing manager promoting B2B software and services as solutions, for large corporates, SMEs and start-ups. The solution I have promoted include email and website management systems, enterprise systems management, regulatory and compliance systems, application packaging and support environments, policy management, third party vendor management and more. These have targeted global corporates, start-ups, and well as SMEs.
This involved me writing blog posts, as well as white papers, eBooks, brochures, website content, video scripts and similar.
My approach is to apply industry, market and customers insights to create a story that looks at an issue purely from their perspective, to inspire action, and ultimately create leads, pipeline and revenue. Adding themes based on Fear, Uncertainty and Doubt (FUD) and Fear of Missing Out (FOMO) can add emotional engagement to the mix.
This approach – in my experience – creates twice the impact of standard marketing material.
This involved me writing blog posts, as well as white papers, eBooks, brochures, website content, video scripts and similar.
My approach is to apply industry, market and customers insights to create a story that looks at an issue purely from their perspective, to inspire action, and ultimately create leads, pipeline and revenue. Adding themes based on Fear, Uncertainty and Doubt (FUD) and Fear of Missing Out (FOMO) can add emotional engagement to the mix.
This approach – in my experience – creates twice the impact of standard marketing material.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2017 - ?
job
Acting Head of Marketing & Product Marketing Manager
ClusterSeven.
A software provider of On-site and SaaS-based management solutions for global financial service and corporate customers.
Achievements:
• Initiated a series of integrated marketing campaigns, featuring performance marketing, social media, online activity, webinars and events to create over 4000 net-new leads in the last 2 years, and a significant multi-million dollar pipeline.
• Executing a global product launch targeting risk, finance and operational management in financial services & corporates, to drive incremental revenue. Delivered a fully integrated campaign, featuring thought leadership material, creative concepts, video, LinkedIn, SEO/PPC, account-based marketing, sales enablement, analyst relations, and events.
• Developed an extensive array of industry association and customer relationships in the UK & US to understand and influence market dynamics, understand buyer behaviour and provide endorsements of concepts and messages, as well as case studies. Acted as voice of the customer in the business.
• Implemented a webinar programme, with our partners, to increase webinar attendance by more than 1000%, supporting our email marketing and telemarketing campaigns.
• Implemented a corporate marketing framework to align sales, marketing and product management to deliver effective product positioning, messaging, activities and resource allocation, to maximum effect. Increased leads generated 10-fold.
Responsibilities:
• Conceiving and leading the implementation of the company marketing strategy to support the growth objectives of the business, leading a team of 3, with a $400,000 budget.
• Leading marketing strategy execution, integrating sales, marketing operations/automation, partner management, product management & development, using KPIs to maximise impact.
• Funnel development and monitoring, utilising Salesforce, Pardot, SEO/PPC & LinkedIn.
• Content creation, including whitepapers, video, brochures, webinars, persona documents, battle cards, web content, blogs - both drafting and commissioning.
• PR & AR activities, including blog posts, press articles, and briefings.
Achievements:
• Initiated a series of integrated marketing campaigns, featuring performance marketing, social media, online activity, webinars and events to create over 4000 net-new leads in the last 2 years, and a significant multi-million dollar pipeline.
• Executing a global product launch targeting risk, finance and operational management in financial services & corporates, to drive incremental revenue. Delivered a fully integrated campaign, featuring thought leadership material, creative concepts, video, LinkedIn, SEO/PPC, account-based marketing, sales enablement, analyst relations, and events.
• Developed an extensive array of industry association and customer relationships in the UK & US to understand and influence market dynamics, understand buyer behaviour and provide endorsements of concepts and messages, as well as case studies. Acted as voice of the customer in the business.
• Implemented a webinar programme, with our partners, to increase webinar attendance by more than 1000%, supporting our email marketing and telemarketing campaigns.
• Implemented a corporate marketing framework to align sales, marketing and product management to deliver effective product positioning, messaging, activities and resource allocation, to maximum effect. Increased leads generated 10-fold.
Responsibilities:
• Conceiving and leading the implementation of the company marketing strategy to support the growth objectives of the business, leading a team of 3, with a $400,000 budget.
• Leading marketing strategy execution, integrating sales, marketing operations/automation, partner management, product management & development, using KPIs to maximise impact.
• Funnel development and monitoring, utilising Salesforce, Pardot, SEO/PPC & LinkedIn.
• Content creation, including whitepapers, video, brochures, webinars, persona documents, battle cards, web content, blogs - both drafting and commissioning.
• PR & AR activities, including blog posts, press articles, and briefings.
Strategy Execution, Sales, Service, Content, Blogs, Blog, Implementation, Net, Growth, Support, Analyst, Telemarketing, Monitoring, Development, Software, Web, Campaign, Online, Framework, Social, Manager, Product Management, Social Media, Seo, MArketing Strategy, Web content, Content creation, Operations, Video, Email marketing, Budget, Marketing, PPC, Automation, Saas, Salesforce, Leadership, Linkedin, Pr, Management, Finance
2016 - 2017
job
Product Marketing Manager
Buy-side Compliance Solutions.
A provider of buy-side and sell-side software solutions to the top 2000 global financial institutions.
Achievements:
• Systematic analysis of the institutions that form the global asset management industry, to identify the optimal positioning and audience of the solution.
• Comprehensive competitor research, to generate go-to-market options, to help select the optimal marketing strategy for the business.
• Extensive research with users, customers and prospects about the core issues facing the asset management sector, including how they selected their options and how their decision-making processes were applied.
• Developing a comprehensive go-to-market strategy for the solution, covering thought leadership material, digital campaigning capabilities, events, webinars and association relationships.
Responsibilities
• Content creation: brochures, sales battle cards, slide decks, whitepapers, persona documents, buyer journey and customer newsletters.
• Campaign management: Working with the sales team to identify initiatives and campaigns, per country and account, to build profile, leads and pipeline.
• Maintaining relationships with industry analysts in UK & US, as well as industry publications and associations.
Achievements:
• Systematic analysis of the institutions that form the global asset management industry, to identify the optimal positioning and audience of the solution.
• Comprehensive competitor research, to generate go-to-market options, to help select the optimal marketing strategy for the business.
• Extensive research with users, customers and prospects about the core issues facing the asset management sector, including how they selected their options and how their decision-making processes were applied.
• Developing a comprehensive go-to-market strategy for the solution, covering thought leadership material, digital campaigning capabilities, events, webinars and association relationships.
Responsibilities
• Content creation: brochures, sales battle cards, slide decks, whitepapers, persona documents, buyer journey and customer newsletters.
• Campaign management: Working with the sales team to identify initiatives and campaigns, per country and account, to build profile, leads and pipeline.
• Maintaining relationships with industry analysts in UK & US, as well as industry publications and associations.
Marketing, MArketing Strategy, Content creation, Research, Leadership, Management, Asset Management, Sales, Content, Software, Campaign, Go, Processes, Manager
2011 - 2016
job
Assistant Director, Product Marketing Manager
Moody's Analytics.
A provider of Enterprise Risk Management software solutions for the global financial services sector.
Achievements:
• Created a marketing pipeline of over 7000 leads, and multi-millions of dollars marketing pipeline, sales pipeline and revenue.
• Launched multiple new products and upgrades to existing and new customers, helping to drive new revenue streams for the business.
• Created a library of digital content, covering whitepapers, briefing notes, brochures, videos, on-demand and live webinars, focussed on addressing risk-based business issues.
• Developed a programme of sales support and sales training initiatives, to educate and equip sales teams about our risk management solutions, the issues they addressed, the key persona involved, as well as objection handling and competitive issues.
• As a team leader, I lead a team of eight, to implement an integrated programme of events, webinars, digital marketing, SEO/PPC, content and compelling themes that extended our market engagement into additional segments, institutions and countries.
Responsibilities:
• Content creation: brochures, sales battle cards, slide decks, whitepapers, videos, persona documents, and customer newsletters.
• Market analysis: Used 'Know Your Customer' and desktop research to analyse competition, the buyer journey, decision-making processes, persona, and market sizing.
• PR, AR & Association relationships: Maintaining relationships with industry analysts in UK & US, including IDC, Gartner, and Forrester, as well as publications and associations.
• Campaign management: working with the sales team to identify initiatives and campaigns, per country and account, to build profile, leads and pipeline.
Achievements:
• Created a marketing pipeline of over 7000 leads, and multi-millions of dollars marketing pipeline, sales pipeline and revenue.
• Launched multiple new products and upgrades to existing and new customers, helping to drive new revenue streams for the business.
• Created a library of digital content, covering whitepapers, briefing notes, brochures, videos, on-demand and live webinars, focussed on addressing risk-based business issues.
• Developed a programme of sales support and sales training initiatives, to educate and equip sales teams about our risk management solutions, the issues they addressed, the key persona involved, as well as objection handling and competitive issues.
• As a team leader, I lead a team of eight, to implement an integrated programme of events, webinars, digital marketing, SEO/PPC, content and compelling themes that extended our market engagement into additional segments, institutions and countries.
Responsibilities:
• Content creation: brochures, sales battle cards, slide decks, whitepapers, videos, persona documents, and customer newsletters.
• Market analysis: Used 'Know Your Customer' and desktop research to analyse competition, the buyer journey, decision-making processes, persona, and market sizing.
• PR, AR & Association relationships: Maintaining relationships with industry analysts in UK & US, including IDC, Gartner, and Forrester, as well as publications and associations.
• Campaign management: working with the sales team to identify initiatives and campaigns, per country and account, to build profile, leads and pipeline.
Management, Manager, Processes, Enterprise, Campaign, Software, Support, Content, Sales, Digital Marketing, Pr, Risk Management, PPC, Training, Research, Content creation, Seo, Marketing
My education
The University of Newcastle
Bachelors, Economics
Bachelors, Economics
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