Kelly Costlow

Marketing consulting agency for B2B SaaS companies. Specializing in campaign strategy, marketing automation, optimization, and full funnel analytics for IT organizations.

I manage the demand generation team, strategy, and execution. My focus is on fueling and optimizing the lead funnel through the orchestration of cross-channel marketing campaigns. I oversee a team that focuses on third party programs, ABM, paid search, webinars, and events.

• Oversaw the marketing campaign strategy and demand generation efforts. • Performed an operational audit to identify inefficiencies and resolved in my first 5 months including a disconnected CRM system, inaccurate ROI and funnel reporting, poor website optimization and lead tracking, and unclear persona targeting. • Built and project managed an SEO plan to increase traffic by 27% over 6 months. • Increased product registrations by 600% in 5 months through targeted campaign strategy focused on new persona messaging, experimenting with new channels for lead gen, and increasing partner activity and awareness. • Optimized the lead forecasting model to support revenue goals and evaluated the tech stack to cut costs by $100,000 annually through the elimination of contractors and MarTech that was replaced internally or with more cost-effective resources. • Connected disparate marketing, sales, and product systems to provide real-time insight to Sales via email alerts and through salesforce dashboards. All leads and opportunities were previously tracked manually and from multiple locations. • Revamped the scoring and grading model and expanded marketing automation optimization using Marketo to provide new insights to Sales and better define MQLs. • Interviewed and worked with 3 customers to write success stories and ghost wrote blog posts to support customer use cases to foster a better understanding of our ICP.

• Managed demand generation and campaign automation through digital campaigns, third party lead generation programs, search engine optimization (SEO), and Google AdWords campaigns. • Executed fully integrated marketing campaigns to increase Marketing's contribution to Closed Won revenue from less than 5% to over 25% during my tenure. • Oversaw sales operations and reporting in both Salesforce and Pardot to provide insights on all sales and marketing sourced leads, customer engagement, campaign ROI and opportunitiy funnels. The entire organization depended on this reporting to understand where our revenue was being generated. • Built campaign tracking for both single and multi-touch attribution models to enable reporting on campaign ROI, GTM strategy, and pipeline against corporate goals to improve campaign strategy. • Managed the Marketing Operations Manager and Field Marketing Manager to ensure that the corporate digital marketing strategy was executed effectively and that all results were tracked to provide Management with full visibility into marketing and sales campaign metrics. • QA'd visibility and operational issues in salesforce and Pardot and worked with the Salesforce Admins to increase sales productivity and account management through new processes and dashboards • Created campaign enablement materials for Sales and delivered sales trainings and follow-up email templates, call down scripts, and reports for all campaigns to aid sales in their follow-up and to improve conversion rates. • Launched and managed our customer review platforms and the strategy to drive high quality reviews that we then published on our website and provided to sales as digital prospecting assets. • Supported and helped manage customer communications on product releases and training sessions.

• Oversaw the Pardot implementation and administrated our marketing automation system and strategy. I planned, built, automated, and reported on all marketing campaigns and components. • Built the corporate nurture track to influence over 200+ opportunities by utilizing effective buyer’s journey messaging, strategic segmentation, AB testing, and sales enablement. • Developed and compiled the customer newsletter each month to enhance customer and product awareness, while highlighting and driving traffic to new marketing content and events. • Wrote compelling content to support our buyer's journey and created graphics for email and social campaigns that aligned to the corporate messaging and pragmatic marketing standards, targeting and capturing our persona.

• Helped develop and manage integrated marketing and communications plans by collaborating with cross-functional and regional teams on planning and execution to deliver opportunities. • Designed and executed digital marketing programs for Oracle Service Cloud using Eloqua to create email nurture campaigns that targeted the Service LOB persona. • Managed multiple relationships including digital customer communications, paid search, vendor relations, product marketing, PR and AR communications, social, and acquisitions. • Worked with sales leadership and business development teams to create sales enablement materials and trainings to hit revenue goals and pipeline. • Developed and directed the content marketing strategy to support the creation of demand generation campaigns in order to exceed my MQL goal each half. Beat the set goal by 149% in the first half of FY15 (June-Nov 2014). • Monitored, analyzed and reported campaign metrics. Provided and implemented recommendations to optimize campaign performance and delivery of leads to sales teams.

• Led initiatives to connect Oracle branding and customer relations with BigMachines customers to prioritize, rebrand, and post marketing assets on oracle.com. • Built landing pages and metadata to help ensure continual lead flow for BigMachines transition to oracle.com and transferred and created new Advertising campaigns to drive CPQ Cloud leads. • Worked with third party thought leadership to license and create new content to support the use case for Configure, Price, and Quote technology. • Created a multi-touch nurture campaign within Eloqua to create awareness around CPQ in general, as well as the new Oracle CPQ Cloud to ensure continual lead maturation and flow. • Teamed with Product and Field Marketing to develop and connect new collateral with campaign positioning to increase brand awareness and demand generation. • Enabled Sales by creating training materials to support CPQ campaign efforts and delivered hands on training for new and upcoming programs. • Created social copy and blog content for relevant CX/CPQ channels to boost awareness of CPQ Cloud activity.

• Expanded customer involvement and awareness through the use of gamification and BigRewards, the customer loyalty program involving over 90 accounts such as HP and Xerox. • Created and tracked campaigns, managed vendor relations, and organized and oversaw Executive and Sales’ schedules to support field marketing events. • Increased Klout by 46% through strategic development and execution of a new social media plan focused on building engagement and campaign awareness. • Improved brand awareness through the creation of press releases, case studies, customer testimonial videos, e-vites, and advertisements to boost lead generation. • Strengthened user engagement of blog by 27% by increasing keyword frequency (217%) to boost SEO results. • Developed and maintained the BigMachines loyalty database consisting of customer quotes and business results generated from BigMachines’ software and implemented processes and controls, to manage customer logo permissions for brands such as Coca-Cola, ADP, and GE. • Chosen to lead the integration of BigMachines into Oracle’s social media, customer relations, collateral, and referenceability.

• Worked directly with AT&T to complete sales and boost awareness of Uverse. • Aided in recruiting and interviewing potential new employees. • Created social media such as facebook and twitter accounts for their new office, Division 1 Consulting. • Completed office responsibilities such as running morning meetings, mentoring new hires, completing payroll, and logging hours and production.