Building a Growth Engine for EdTech
In a challenging real estate market, the Head of Marketing at Colibri's education division led a comprehensive marketing transformation. Overhauling structures and implementing systems drove efficiency, doubling qualified leads and increasing return on ad spend by 20%. Ultimately, the approach fostered resilient growth through strategic optimizations and a data-driven culture.
Are We Losing Sight of the Customer for AI-Driven Operational Efficiency?
The article explores the tension between AI-driven operational efficiency and maintaining customer focus. While AI enhances marketing through automation and data analysis, there's a risk of overlooking genuine customer needs and emotional connections. It emphasizes the importance of integrating AI in ways that enhance rather than replace authentic customer understanding and relationships.
Why Your 2024 Marketing Isn’t Working in 2025
The marketing landscape is rapidly transforming, rendering previous strategies obsolete. Brands that fail to adapt are increasingly falling behind. As the industry evolves week by week, understanding the shifting dynamics becomes crucial for success. Stay informed to navigate the changing rules and remain competitive in this fast-paced environment.
Growth Engine for Enterprise Software
As the Global Leader for Digital & Marcom at Johnson Controls' retail technology division, I drove a digital transformation for the retail tech portfolio, enhancing marketing efficiency and lead generation. Key accomplishments included tripling marketing qualified leads, restructuring teams, and fully utilizing marketing technology to optimize processes and increase pipeline opportunities significantly.
Improving marketing performance by 500%
ISACA, a global organization providing technology training and certification, faced challenges in its marketing approach, including a lack of customer-centric messaging and sub-optimal budget allocation. Transformative efforts led by Sheera Eby resulted in a 500% performance increase through optimized strategies, integrated campaigns, and improved targeting, significantly enhancing marketing effectiveness.
Launching a New Brand for Technology & Cybersecurity Professionals
ISACA, a global learning organization, rebranded to unify its focus on audit, governance, privacy, cybersecurity, and emerging technologies under the theme "Digital Trust." The campaign involved extensive research, leadership input, and collaboration with an external agency. It successfully engaged 17% of its customer base and garnered over 500 press mentions.
Increasing Enterprise MQLs by 15%
This EdTech Company faced challenges in its B2B marketing due to a lack of strategy and performance tracking. A new comprehensive approach was implemented, including an optimized marketing funnel, repurposed content for lead nurturing, refined messaging, and established reporting. These changes resulted in a 15% increase in marketing-qualified leads.
The Marketing Funnel Explained
The marketing funnel guides potential customers from awareness to purchase. Top-of-the-funnel activities generate demand and create awareness. The middle-of-the-funnel engages and converts prospects into leads. At the bottom, the focus is on nurturing leads towards making a purchase. Understanding and utilizing the funnel can drive growth.
Seven Free B2B Demand Generation Must-Haves
This article provides an overview of B2B demand generation and its importance in digital marketing. It covers essential tactics such as leveraging owned channels, creating high-value content, and aligning marketing efforts with the buyer's journey. Measuring success through relevant metrics is highlighted. Implementing these free tactics can drive sustainable growth for B2B businesses.
Funnel optimization for demand generation
Can you imagine agreeing to a sales meeting and not doing any homework before the meeting? Not looking at the company’s website, […]