Hello, I’m Marc William BlakeneyHello, I’m Marc William Blakeney

Results drivenmarketing executiveResults drivenmarketing executive

Product Marketing • Technology products and services• Enterprise software in the cloud• Pricing, positioning and sales enablement• Pragmatic marketer

Demand Generation• Direct and channel led• Buyer centric• Socially engaged

Rounded backgroundRounded background

8 years Demand

Generation

10 years Product

Marketing

3 years Bus. Dev.

How I’ve moved the needleProduct marketingHow I’ve moved the needleProduct marketing

• 25% revenue growth for $100M flagship cloud service

• 2x annual revenue goal in 9 months for new cloud service launch

• 3x first year revenue booking goal for enterprise cloud service launch

• Defined and launched mid-market cloud software service that beat revenue goal by 3x in one year

How I’ve Moved the NeedleDemand creationHow I’ve Moved the NeedleDemand creation

• 18% bookings growth to $350M+ for global marketing program (Cisco)

• 3x lead pipeline growth in 8 months to 1800+ leads/month for SMB cloud service

• 4x lead conversion rate improvement based on Marketo and Salesforce.com analytics

Experience big and smallExperience big and small

10+ years in global corpora-

tions

8+ years in small/start-

up com-panies

Experience big and smallExperience big and small

Large global companies

Small/early stage

OPi Software(OutPurchase.com)

Technology products and services experienceTechnology products and services experience

Launched numerous hardware products • 5 laptop PCs with P&L responsibility• Digital video business unit• Network security appliance • PC game controller

Led global marketing programs for Cisco and WebEx

• Cisco UC, TelePresence and Applications• WebEx Services (Professional Services, WebEx University,

Customer Success)

Cloud experienceCloud experience

• I was in it before we ever called it “The cloud”

• Developed a SaaS business model for SMB e-procurement adjacent to Ariba (OPi Software, 1998)

• Early adopter of Salesforce.com (1999)

• Developed and implemented recurring revenue models at five different companies

• Built cross-sell and upsell campaigns to increase revenue per user

• Driven Salesforce.com app integration three times

Integrated marketing campaigns that include:• Email nurture and targeted list acquisition• Search engine marketing (SEM)• Content syndication and lead purchase• Social media and community outreach• Press and byline coverage• SEO through effective content distribution • Targeted direct mail to highly valued enterprise prospects• Global campaign/content localization (EMEA, APAC, LatAm)

Passion for demand creationPassion for demand creation

Demand campaignsDemand campaigns

Integrated campaign example

Effective at driving demand in the channelEffective at driving demand in the channel

To-partner • Campaign strategies and tactics• Enablement assets and program offers• Training and incentives

Through-partner• Turn-key demand generation in-a-box• White-label assets and offers• Partner supported demand efforts (blitz days, lead

qualification programs, co-branded activities, etc)

Creating demand in the channelCreating demand in the channel

Play Brief

Campaign Implementation Guide

Event in a Box incl PPT

Email

Direct Mail

Landing Pages

Online Banner Ads

Campaign At a Glance

Social Media Guide

Whitepapers & 3rd party Reports

Competitive Info

Case Studies Video Montages

Partner Campaign Content Example

Call Guide/FAQs

Budget and metricsBudget and metrics

• Owned and influenced P&L in numerous roles, with forecasting, margin and lifecycle ownership

• Pragmatically engage with product management to establish, refine and measure key goals

• Leverage metrics to identify trends, make strategic and tactical recommendations, adjust course and optimize

• Track and measure seats, units, revenue, margins, leads, opportunities, bookings, conversion rates, costs and more

• I learned the value of metrics early-on as a teaching assistant for upper division cost/managerial accounting

Thought leaderThought leader

I find ways to:

• Lead the conversation

• Gain analyst and press support

• Create relevant content

• Amplify key messages

Marketing authorMarketing author

Experienced at developing compelling content• White papers and reports• Infographics• Blog posts• Sales/partner playbooks• Demand generation content• Advertisements (AdWords, display ads, print)• Websites, webpages and microsites

Marketing authorMarketing author

Example: I authored these guides to act as a base for Intermedia Exchange Thought Leadership

Experienced presenterExperienced presenter

• Delivered more than twenty public in-person seminars and speaker panels

• Presented and/or moderated more than forty webinars (average score of 4 out of 5)

• Produced and featured-in five Cisco TV episodes

• Led numerous 200+ in-person university lecture sessions

Know when to listenKnow when to listen

• I always listen to customers, partners, sales, product management, engineering, colleagues and peers

• Seek critical input

• Act on what I learn

I’m a collaboratorI’m a collaborator

• Many projects and programs need a village where I have been:

a villagervillage creatorthe village leader

• Build cross functional teams and alliances• Manage vendors• Engage with partners• Listen to and influence customers

…and…always have a plan

Team player and leaderTeam player and leader

• Understand how my work contributes to overall team objectives and common goals:

Vision, Strategy, Execution and Metrics

• Prioritize tasks, projects and goals to best meet objectives and leverage limited resources

• Manage direct and cross functional teams, agencies and contractors

Always learningAlways learning

• Technology curve will never go flat

• The role of marketing to deliver business results is more important than ever

• Vital to keep up with industry trends, techniques and technologies

Recognition receivedRecognition received

• WebEx Award of Excellence – new service launch

• Cisco Appreciation Award – recognized three times for program/project leadership

• Distinguished Speaker – California Society of Enrolled Agents (Equitas Capital)

• Product markeing leadership award (NEC)

• Top five percent of MBA class (based on GPA)

• Teaching Assistant of the year – out of 130 TA’s

Oh, and I like to blow bubbles for funOh, and I like to blow bubbles for fun

I want to learn how I can move the needle for youI want to learn how I can move the needle for you

marc.blakeney@yahoo.com

www.linkedin.com/in/marcblakeney

www.slideshare.net/marcwblakeney