Alex Forbes Email & Phone Number

Mountain View, Ca, Us

Boston, Ma, Us

Boston, Massachusetts, Us

Wilmington, Ma, Us

• Created and managed company’s first analyst relations function; influenced IDC to initiate coverage of tax compliance leading to leadership position in MarketScape report (furthest up and to the right by significant margin)• Responsible for content of largest LOB (sales tax); Demand planning (Sirius Decisions), development, activation• Established Sovos on peer review sites (Capterra, G2, SoftwareConnect, etc.) generating over $200,000 in additional inbound sales pipe• Contributed to acquisition of Foriba (Turkey e-invoicing compliance) by influencing Gartner to highlight Sovos in Competitive Landscape report (sans contract)• Managed PR agency; provided timely pitch topics and subject matter expert bylines; PM’d content syndication

Itasca, Il, Us

Hired as independent consultant- Researched and built out GTM messaging for the software / enterprise application developer and recommended additional campaign strategies. Identified and engaged with additional channels. - Developed and packaged a set of ABM strategies and messaging for specific ‘verticals’ (IT management software producers, PLM, etc) to help tailor to other verticals.

Mountain View, California, Us

Analyst Relations Manager • Volunteered to support company’s new analyst relations function while managing content• Identified new market opportunity to re-position QuickBase as an aPaaS, low-code rapid application development platform and worked with product marketing to garner company’s inclusion in inaugural Forrester Low-Code Wave and Gartner’s aPaaS Magic Quadrant• Project managed Forrester Consulting Total Economic Impact Report on company’s low-code platform that identified a 260% ROI and increased enterprise sales• Managed analyst relations agency relationship and identified core analysts to focus efforts while training new product marketing hires AR skills to manage their own focus areas Senior Content Marketing Manager • Developed company’s first content marketing, inbound marketing, influencer and social media strategies• Managed diverse team of 7 contract writers, freelancers and inbound marketing manager to target business process, engineering, operations, and IT leaders• Refocused, redesigned and relaunched brand awareness-only corporate blog into a separate multisite thought leadership lead generation publication – The Fast Track - growing it 14x to over 200,000 sessions/month, over 1,500 leads/month and an ASP 3x the company average for those downloading self-generated eBooks and Webinars promoted on it • Established employee advocacy program resulting in a 7x increase in web referrals from social

Somerville, Ma, Us

• Developed and executed company’s first public relations, analyst relations and social media strategy• Established and managed Gartner and Forrester account relationships resulting in Magic Quadrant and thought leadership coverage across all 5 business units (ALM, Code Review, Web and Mobile Monitoring, Load Testing, Automated Testing)• Supported rebranding and unification of three companies and subsequently two acquisitions into SmartBear • Established company across all major social media channels and launched a Web community site www.SoftwareQualityConnection.com as thought leadership platform generating over 200,000 visits within first two months (now part of the SmartBear blog, Software Quality Matters)• Managed distributed teams including a virtual PR agency, community manager and content design contractor• Subject matter expert for ALM and code review tools; created differentiating Web content, PPTs, and datasheets• Supported product marketing functions; repositioned go-to-market messaging, wrote Web content and managed product launches through integrated marketing, social media, PR and analyst relations efforts• Tripled Web traffic through a combination social media, PR, Web content, SEM and SEOHired by AutomatedQA shortly after new management team was put in place by Insight Venture Partners.

Nashua, Nh, Us

Responsible for corporate communications, social media, public and analyst relations, including management of the virtual PR agency.Job Description Principal instigator of ongoing dialogues with Litle & Co.’s internal and external communities, including customers and partners and key conversation influencers including media, analyst and user communities. Facilitates message streams between and among these communities to drive business relevancy to user communities and marketplace success for company and its user community of direct commerce merchants. ResponsibilitiesAssumes leadership for key content, conversation & communications initiatives supporting community dialogues, including customer and partner content and communications, Web 2.0 community dialoguesAssumes leadership from Director and/or Executive Leaders for other key content & communications initiatives as they emergeProvides leadership, direct and indirect, to team members and peers involved in key content & communications initiativesDrives development of holistic content & communications plan, sub-plans and supports creation of best practice measurement, monitoring and reporting—leveraging existing tools and encouraging deployment of new, both proprietary and purchased Leads and assume leadership of relationships with community dialogue influencers including media and analyst communitiesAccomplishments Managed public relations agency, narrowed focus, and improved resultsActed as product marketing manager. Created product communications launch plan and sales tools for 4 offeringsDeveloped Company’s first 6 customer success stories and 8 video testimonialsCreated value-based sales prompters as part of Value-based Selling Committee and improved communications to prospectsCreated Company’s first press coverage page and self-taught HTML to develop customer communications Garnered a Stevie Award for eCommerce Customer Service

Communications generalist who acted as lead media and analyst relations manager, while supporting or leading the launch of several products as product marketing manager (Messaging, datasheets, Web content, video demonstration orchestration, white paper editor, etc.). Used Agile SCRUM methodology within marketing organization to enhance SEO score, secured Visionary status within Gartner's Magic Quadrant, launched a corporate blog and turned customers into evangelists.What stands out to me: The VP of Marketing suggesting I use the following on my resume: Guided the company in its direction to relevancy and 3x its revenue in 3 yearsThe CEO telling people AccuRev had the best customer testimonial page in the software industry during my tenure.Customers telling me they thought of me as the Community Manager who provided valuable insight supporting their own efforts.

Boston, Massachusetts, Us

$50M publicly traded B2B focused on Application Lifecycle Management and Project Portfolio ManagementWhat stands out to me:Affectionately referred to as "PR God." Worked from home last year and a half until major reorg. Championed analyst relations and customer testimonials/evangelism. Took over marketing communications. Phase I – Increase lacking analyst and media relationships and establish MKS as a viable enterprise solution. Obtain positive product reviews in the trade press and begin cultivating relationships with growing Global 1000 customers. • Obtained MKS’ first analyst coverage for the company and moved MKS from ‘challenger’ status to ‘leading visionary’ status in Gartner’s Magic Quadrant• Obtained 8 positive product reviews in target trade publications, 10 Awards and 1 Editors’ Choice in competitive reviewPhase II – Cultivate feature articles using customers and position MKS as a thought-leader in enterprise SCM. Develop case studies and provide sales with increasing number of PR sales tools and customer references.• Captured favorable mentions in over 14 feature articles, many generated from proactive media pitches• Generated case studies with HSBC, Verizon Wireless, Northrop Grumman, Certegy, TEVA, BNSF, etc.• Acted as ‘sales reference desk’ for North America, Canada, Germany and the UKPhase III – Repositioned MKS as an application lifecycle management vendor to compete with larger competitors as it broadened its product line. • Expanded analyst outreach across the lifecycle and increased MKS shortlist opportunities• Initiated grassroots outreach to consultants and industry thought-leaders to broaden exposure• Increased existing Global 1000 customer penetration through Webinars, customer newsletters, and vertical promotional activities• Provided financial analyst relations support to vice president, marketing• Positioned CFO as industry thought-leader on issues pertaining to Sarbanes-Oxley compliance

Acquired by MKS Inc. March 2001What stands out to me: I was hired when the company was at about 150 employees. I survived multiple lay offs after the MKS Inc. acquisition, until I was the last man standing, shredding old SET documents and was told I could take whatever was left to my home office. (Continued in MKS description) Hired to support the rebranding and relaunch of Software Emancipation Technology to UPSPRING Software Inc. in order to seed market with desktop source code and impact analysis tools purchased through the Web for its enterprise DISCOVER line of products.Provided interface for all industry and business pressProactively drove analyst relations (GartnerGroup, Hurwitz Group) to secure endorsements and whitepapersDeveloped and distributed company and product news releases, including 5 major customer news releases between May and July 2000 (Amazon.com, 3Com, HP, Hitachi Medical, etc.)Managed the Embedded Systems Conference (ESC), StarWest and SM/ASM conferences that generated over 250 quality leads)Secured product finalist nomination for Software Development Magazine’s Jolt Award (premier industry award)

Agency:Dimond Communications (an Arthur Dimond agency)Conducted public relations activities on behalf of I-Logix Inc., a leading provider of enterprise solutions for embedded applications development (later acquired by Telelogic), and Intelligent Controls, Inc. (INCON), a leading developer, manufacturer and marketer of electronic instrumentation and systems for industrial measurement and control applications for Arthur Dimond’s high-tech public relations firm serving the communications needs of high-tech entrepreneurs. · Recovered two accounts on the verge of changing agencies within the first four months of hire Lead on largest client in Agency (I-Logix) Grew from team member on account to lead for INCON Developed proposal for I-Logix partner that contacted Agency due to I-Logix’ increased press Promoted expansion of new application into a new market for I-Logix (automotive design)Developed proposals and actively pursued new business opportunitiesCut agency teeth at Sterling Hager, Inc. Provided consultation to public and private corporate clients (Embedded Systems, Workflow, Semiconductors, Networking, Telecommunications, Financial Engineering); plus wrote and executed against public relations plans for this strategic public relations and business communications consultant agency to emerging and established technology companies.Cultivated strong relationships with clients, press and analysts in telecommunications, manufacturing and financeConducted successful product launches and corporate tours for several clients resulting in top tier editorial coverageGained valuable experience in writing corporate fact sheets, news releases and annual reportsDeveloped excellent research skills and used them to proactively pitch and place stories in top industry magazines