GEORGETOWN UNIVERSITY CONTINUING EDUCATION

DIGITAL MARKETING

FIVE LESSONS FROM THE MARKETING

TRENCHESLisa P. BonannoSeptember 16, 2016

LISA P. BONANNO

Lisa P. Bonanno recently served as the Vice President, Marketing at Brivo a IoT security company. As a technology marketing veteran, Lisa sets the marketing vision and direction, builds brand equity and drives revenue growth. Prior to joining Brivo, Lisa was the VP, Corporate Marketing at Tahzoo, a digital agency start-up, where she repositioned their brand and drove millions of dollars in opportunity value for the business. Prior to Tahzoo, she was the Senior Director, Global Corporate Marketing at Genesys, which acquired Angel, a subsidiary of MicroStrategy. She led the product marketing integration while simultaneously driving revenue growth for the SaaS business unit. Lisa holds a Bachelor of Science Business Administration (BSBA) degree in marketing from American University and a MBA from Marymount University. Follow her on Twitter and connect with her on LinkedIn.

DEVELOP A GOOD EDITORIAL STRATEGY Lesson #1

EDITORIAL STRATEGY Develop an editorial strategy to tell your brand’s story Must know long-term strategy of the company to do this well Create the story arc for the year Support this story with blogs, PR pitches, email nurtures,

webinar topics, event themes, and social media which drive demand generation

DISCUSSION How have you used content to drive a digital marketing

campaign? What are your top three go-to channels when building out your

editorial calendar and why? Who are your top three writer/contributors in your organization?

COLLABORATE WITH KEY STAKEHOLDERS Lesson #2

COLLABORATION The marketing strategy should support the corporate long-term

vision as well as the annual revenue goals of the company Develop strong working relationships with Sales and Product

Management Attend their staff meetings and invite them to yours Conduct listening tours to understand their needs and make

them a part of the plan development Support their success with a thoughtful strategy

DISCUSSION What has been your experience working within collaborative

environments? What do you believe are the top three risks to not having a

collaborative environment? What are your tips to building strong internal working

relationships?

MEASURE, MEASURE, MEASURE…REFINE Lesson #3

MEASURE AND REFINE Develop a scorecard with your top metrics They can include leads, opportunities, deals closed, views and

clicks on press releases, number of webinars, top page views on website, engagement scores for social media

The marketing plan should be set up to get you to the bottom line- revenue/bookings – everything else is supportive

As deals come in, understand why they deal closed – what was their pattern of engagement, is it repeatable

Have a daily pulse on your quarterly results, be agile to refine as needed to meet your success targets

DISCUSSION What do you think the top three metrics are for marketers? What do you use to track your ROI? Who oversees this effort? Marketing Operations, Marketing

Analysts, you?

DON’T DISMISS THE VALUE OF INTERNAL

MESSAGINGLesson #4

INTERNAL MESSAGING There is great value in communicating regularly across the

company Email activities and results Give shout outs and spoon feed “Take Action” such as a post

employees can use in their social feeds Give shout-outs for great team wins Helps build the internal marketing brand and build momentum,

which is infectious

DISCUSSION Give an example when there was a lack of communication in

your business and the impact it had on the team. Share how you have worked to drive greater communication

internally. What do you think are the top three benefits to communicating

regularly internally?

TARGET THE CUSTOMER

EXPERIENCELesson #5

TARGET Everything you push out is a reflection of your brand You want your brand to be aligned with thought leadership,

relevancy, appropriateness, and timeliness You can do this by understanding your target audience and

spending time segmenting your database Create relevant content that is going to solve a problem for that

target audience

DISCUSSION How many target groups should you set up? Is there a magic

number? Share an example of a really targeted campaign that worked

well. Is the customer experience a client has with your brand really

that important in B2B? What do you think?

BONUS BUSINESS TIPS Find or be a mentor Nurture your network Be the boss you would want to have Make good hires

THANK YOU Lisa P. Bonanno

Marketing takes a day to learn. Unfortunately it

takes a lifetime to master. -Phil Kolter