Daniel Waas Email and Phone Number
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I’m a crafty, well-rounded marketer with 15+ years of leadership and hands-on experience in all aspects of digital marketing, deep knowledge of all things B2B, and a knack for developing successful product marketing & go-to-market strategies. I’m creative, work hard, build strong relationships, and have fun doing it 🙌As the VP of Product Marketing, I work with a mighty and merry team of product marketers to help every last property management company see how undeniably awesome AppFolio is through product innovation, positioning, messaging, and well-executed product launches. I’m also a semi-retired webinar consultant and wrangler who - in multiple SaaS marketing rodeos - has put on more than 500 webinars and analyzed over half a million more 🤠. Read my hard-won best 55 webinar tips on my blog: https://danielwaas.com/expert-webinar-tips-and-tricks-for-presenters/Outside work, I’m a geek at heart with a love for LEGO, sci-fi and the occasional video game if time permits. If talking B2B for hours is your thing or if you could see yourself considering a PMM role at AppFolio, please connect with me here on LinkedIn.
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Vice President Product MarketingAppfolio, Inc.Goleta, Ca, Us
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Vice President Product MarketingAppfolio, Inc. Nov 2021 - PresentSanta Barbara, California, Us -
Sr. Director Of Marketing, MultifamilyAppfolio, Inc. Jan 2020 - Dec 2021Santa Barbara, California, UsCreated positioning and messaging to help AppFolio's growth in the Enterprise real estate management space. Worked closely with the go-to-market organization to increase customer growth through handcrafted, personalized account-based advertising paired with tight marketing & sales orchestration.Developed a thought leadership strategy based on research and influencer marketing to expand AppFolio's earned media footprint and build credibility in adjacent market segments, competing with major and minor players in the proptech space.
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OwnerSygnal Consulting Llc Oct 2019 - PresentBuilt a successful virtual event consulting business, winning several major corporate and non-profit clients and advising them on public speaking, virtual summits, webinars, online training, and hybrid events. Built the business from the ground up through content marketing and SEO to reach over 10,000 unique visitors/month in just half a year. Developed an inbound marketing funnel with a full email nurture built-in MailChimp, reaching 4,000 subscribers within the first year through magnet pages and digital downloads.
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Sr. Director Of Product Marketing, GotowebinarLogmein Apr 2019 - Oct 2019Boston, Massachusetts, UsDeveloped and spearheaded the account-based marketing initiative for the communication and collaboration business unit, leading to won deals in the high six-digit range just five months into the program.Raised the thought leadership profile of both GoToWebinar and myself through a series of public speaking engagements (INBOUND, Content Marketing Conference), Podcast interviews (MarketingProfs, LeadPages podcast, Demand Gen podcast), and guest blogging (MarTch Series, Content Marketing Institute, etc.)Built a co-marketing program that created over 10,000 MQLs at next to zero cost -
Director Of Product Marketing, GotowebinarLogmein Jul 2015 - Mar 2019Boston, Massachusetts, UsDevised & and implemented a new product marketing and go-to-market strategy for GoToWebinar that led to several major feature releases and ultimately a complete end-to-end relaunch of GoToWebinar. During that time I advocated for and later spearheaded the development and launch of a new product offering focused on on-demand video content, growing that offering to over 100,000 long-form videos and more than 1 million annual web visitors.The product changes and go-to-market strategy combined with a new content and inbound marketing plan my team developed resulted in GoToWebinar consistently beating plan over six consecutive quarters.
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Offering Lead, GotowebinarCitrix Nov 2015 - Oct 2016Fort Lauderdale, Fl, UsLed the cross-functional team that developed the GoToWebinar product line and was responsible for defining the product strategy, product roadmap and go-to-market strategy.In this role, I closely worked with our product management, engineering, marketing, sales, and customer care teams to position GoToWebinar in the market.The product strategy I developed during that time determined the direction of the product for several years and led to a major end-to-end relaunch in 2018. -
Director Product Marketing, Communications CloudCitrix Sep 2014 - Jun 2015Fort Lauderdale, Fl, UsLed and rebuilt the product marketing team for the GoTo line of video conferencing products, including GoToMeeting, GoToWebinar, GoToTraining, and OpenVoice.The company had just installed a new leadership team and I led the product marketing team through a rapidly changing business environment. My team and I developed a new segmentation, new personas, a positioning and messaging framework, as well as a go-to-market strategy. As part of the role my team created market-facing and internal thought leadership content and collateral and enabled our sales and care teams with it.
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Director Demand Generation EmeaCitrix Mar 2011 - Sep 2014Fort Lauderdale, Fl, UsManaged an international demand generation team distributed across the UK, Germany and France. My main responsibility was creating demand for Citrix' GoTo product range of products for the European Inside Sales and eCommerce channels and I was goaled on the bookings driven by these channels.As part of that I was responsible for the budget allocation and marketing mix as well as for developing cross-channel campaigns to drive brand awareness and new business.Achievements- Developed and executed a cross-media campaign in the UK that leveraged radio, out of home, online, print and social to deliver a 53,8% increase in brand searches (+99k searches) and a 29,8% bookings increase- Integrated and led two marketing teams following the acquisition of Netviewer by Citrix and built a positive, vibrant team spirit- Built a multi-language demand generation engine in close concert with Sales- Orchestrated multiple international multi-channel marketing campaigns
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Head Of MarketingNetviewer Ag Mar 2010 - Feb 2011Managed all aspects of Marketing and a team of 15 for this late-stage startup until the acquisition of Netviewer by Citrix.Achievements- Played a key role in the negotiation phase preceding Netviewer’s acquisition by Citrix- Delivered a cross-media campaign that grew lead volume 24,1% YoY
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Head Of Online MarketingNetviewer Ag Feb 2009 - Feb 2010I headed up Netviewer's online marketing team of five and was responsible for the success of the company's eCommerce channel. I was also tasked with establishing the Netviewer freemium offering, driving one million downloads in just over a yearAchievements- Relaunched the Netviewer company website (both front- and backend) resulting in a 42,2% rise in leads and a 52% lift in software trials.- Introduced and successfully rolled out the marketing automation system Eloqua- Developed a robust email nurturing program that delivered 5.99% response rate from content-generated leads
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Head Of E-CommerceDebitel Ag Oct 2006 - Jan 2009I led the eCommerce department of German telco debitel, a company spun out of Mercedes-Benz and later merged with competitor mobilcom. Initially the carphone service unit of Mercedes-Benz, debitel initially had upwards of 60% market share of German consumer mobile phone contracts. I joined the company when it was under increasing pressure from service providers like T-Mobile and Vodafone. My role was to lead the eCommerce team and manage the online store. My team of four and I were responsible for procurement, pricing, website management, eCommerce processes and fulfillment. I also managed all online marketing activities for the company and grew online sales for an average of 48,6% per year during my tenure.
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Head Of Online Marketing, Germany1&1 Internet Ag 2004 - 2006Montabaur, Rheinland-Pfalz, DeStarted as an online marketing manager owning digital display and affiliate marketing for this German hosting & broadband company. Later headed up the larger online marketing team for Germany, 1&1’s main market. • Moved manual SEM/PPC program to intelligent bid management, drastically improving efficiency (CPCs / CTRs)• Grew affiliate sales volume in the mid double digits every year -
Project Manager, Digital MarketingWeb.De Ag 2003 - 2004DeAll through college I wanted a job working on "The Internet", back then still a relatively new thing. When I finally graduated the bubble had burst and it was a tough market to get into. I managed to get a job at WEB.DE, essentially the German version of Yahoo, and considered myself lucky to not have to start out as an intern. I worked on multiple web projects to establish microsites for a series of new service and product offerings, building web analytics before there was a Google Analytics and running A/B tests with custom URL parameters before there was an Optimizely.Towards the end of 2003 I was the project lead for the launch of WEB.DE's bid for the German broadband market, creating the website, ecommerce flows as well as mailed customer collateral (CD with installer, letters with the customer’s account credentials). We went from idea to market launch in less than four months and onboarded 60,000 customers in half a year.
Daniel Waas Skills
Daniel Waas Education Details
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Universidad De SevillaMarketing -
University Of Applied Sciences WormsInternational Business
Frequently Asked Questions about Daniel Waas
What company does Daniel Waas work for?
Daniel Waas works for Appfolio, Inc.
What is Daniel Waas's role at the current company?
Daniel Waas's current role is Vice President Product Marketing.
What is Daniel Waas's email address?
Daniel Waas's email address is da****@****lio.com
What is Daniel Waas's direct phone number?
Daniel Waas's direct phone number is +180528*****
What schools did Daniel Waas attend?
Daniel Waas attended Universidad De Sevilla, University Of Applied Sciences Worms.
What skills is Daniel Waas known for?
Daniel Waas has skills like Online Marketing, E Commerce, Sem, Demand Generation, Lead Generation, Web Analytics, Content Marketing, Seo, Product Marketing, Strategy, Saas, Conversion Optimization.
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