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Product Marketing leader specializing in business-outcomes-driven B2B enterprise tech marketing and GTM strategy + execution | Top industry: Health TechCross-functional, global team leader in customer-centric B2B product and solutions marketing, go-to-market, content strategy, and both marketing and sales enablement tactics and execution. I have a proven, successful track record in market research, competitive analysis, positioning and messaging, and buyer journey mapping.My key achievements include obtaining a 90% engagement rate on product launch landing pages, exceeding benchmarks by 67%, and driving a 62% year-over-year increase in signed deals for my practice.- Hybrid cloud and IT infrastructure- Data and AI- Cybersecurity + resilience- Digital Workplace Services- SaaS- Healthcare, Life Sciences, Pharmaceuticals, Medical DevicesMy philosophy:Good marketing strategy is all about understanding clients' needs and the makeup of new business outcomes-driven technology buying groups -- delivering the right message at the right time to stakeholders across business and technology functions to align with their roles in the purchase decision.
Lhancock.Com
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Product Marketing ConsultantLhancock.ComDenton, Tx, Us
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Marketing ConsultantLhancock.Com Sep 2024 - PresentDallas-Fort Worth Metroplex
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Director, Solutions MarketingKyndryl Jun 2023 - Aug 2024United StatesPositioning, messaging, GTM strategy, buyer personas, competitive intelligence and analysis, business-outcomes-driven technology consulting- Product Marketing Leader for technology software and professional services: Kyndryl Consult, Kyndryl Vital, and Kyndryl Bridge- Successfully launched two new line brands, contributing significantly to double-digit revenue growth and earnings exceeding market expectations- Led large cross-functional, international teams- Led analyst relations strategy (Gartner, Forrester, IDC, others)- Owned data-driven persona buying group definitions for the entire company (refreshed annually)- Analyzed competitors to ensure the portfolio's proper positioning in the market- Gathered voice of the customer data, drew business insights, surveyed sellers, and formed data-driven marketing strategy- Signed deals increased by 62% year-over-year in constant currency -
Global Marketing Practice Leader - Kyndryl Consult And Kyndryl VitalKyndryl May 2022 - Jun 2023United States
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Sr. Product Marketing Manager, Cloud ServicesKyndryl Aug 2021 - Jun 2023Austin, Texas, United States
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Product Marketing, Ibm It Infrastructure PortfolioIbm Aug 2019 - Jul 2021Austin, Texas, United States- Led growth marketing initiatives and numerous product launches- Conducted extensive audience research through internal data, commissioned studies, analyst reports to define and validate buyer cohort personas, purchase drivers, and customer journeys across industries and global regions- Led competitive research and insights for maximum product positioning effectiveness- Wrote and quantitatively & qualitatively tested messaging and positioning that aligned an extensive product portfolio with the corporate messaging and branding- Presented quantitative and qualitative study results with insights to C-level executives across multiple business units- Aligned product and portfolio messaging with corporate business strategy -
Sr. Content Director, Strategic Customer InsightsIbm Jul 2019 - Aug 2020Austin, Texas Area- Conducted extensive audience research and developed strategic insights through internal data, SEO data, commissioned studies, analyst reports, competitive insights, and more to define and validate buyer cohort personas, purchase drivers, market positioning, and customer journeys across industries and global regions- Audited content in market against performance metrics and campaign needs to optimize content or identify gaps for new assets- Ran Agile-style kanban editorial and project management processes- Led an update of the business unit’s Brand Guidelines in collaboration with corporate HQ- Led relationships with agencies such as Ogilvy and the Washington Post Brand Studio and with internal technical subject-matter experts to execute content assets at every stage of the content lifecycle- Conducted user testing and audience surveys to explore advertising concepts and brand health questions impacting content strategy- Developed cross-portfolio messaging, positioning, differentiators, and proof points based on audience drivers and benefits- Led cross-functional design thinking workshops for creative ideation, iterative project development, buyer journeys and problem solving
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Senior Content StrategistIbm Jan 2019 - Jun 2019Austin, Texas Area
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Marketing ConsultantLhancock.Com Apr 1995 - Dec 2018Austin, Texas AreaMarketing consultant with deep experience in positioning, messaging, brand strategy, go-to-market strategy, content strategy and development, concept and campaign development, research writing, and more.- Specialized in marketing for heavily-regulated and technical industries including IT, software development, health/medical, pharmaceutical, financial services, insurance, and energy- Provided services such as user testing, business research, compliance reviews, training curriculum, and content strategy advisory and implementationSome of my clients/projects have included:* ObjectRocket (a Rackspace company) - Messaging, case studies, white papers, etc.* Dun & Bradstreet - Bylined articles* SunPower - Messaging, brand strategy, product marketing, blogging, marketing & sales collateral, trade show concepting, integrated marketing, partner marketing, * ePatientFinder - Messaging, digital strategy, marketing & sales collateral, pitch decks* Zenoss - Case studies* Phunware - Infographics, case studies, sales aids* Bloomfire - eBooks, white papers* Topdown Systems - Marketing research, content strategy, web strategy* TriggerPoint - Messaging, product marketing* Sales Engine International - Articles, white papers* AustinMD Magazine - Feature articles, editing* LivingTree.com - Branding, messaging, content strategy* Alcon - medical device marketing & strategy* Cochlear Americas - Community management and analytics, social media strategy, social media content creation, metrics reporting* Hystersisters.com - Web content strategySpeaking engagements have included Innotech eMarketing Conference, Radius of Influence Conference, the Williamson County Association of Realtors, the All Content Matters professional development series, Freelance Austin, WordCamp, RISE Austin, ACC's Social Media Forum, Texas State University's Mass Communications Week, and many others.
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Senior Content Strategist (Contract Consultant)Frog Apr 2018 - May 2018Austin, Texas AreaMember of a highly collaborative team laying the groundwork for a completely new brand* Brand strategy* Brand identity (establish and define brand voice & tone)* Messaging framework* Copywriting guidelines* Client presentations (C-level)
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Founder, Chief Ghost & Word NerdB2B Ghostwriting Jul 2015 - Jul 2016Austin, Texas AreaFounder and lead writer for B2B Ghostwriting, a publication for professional business-to-business content marketing and sales copywriters and the business leaders who hire them
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Medical/Pharmaceutical MarketerConnexion360 Jan 2015 - Nov 2015
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Director Of Content Strategies (Contract Consultant)National Financial Partners Jun 2014 - Aug 2014Austin, Texas Area- Content strategist- Lead writer- Editorial director- Public relations liaison -
Content StrategistHcb Health Jan 2013 - Mar 2014Austin, Texas AreaContent strategy, editorial management and copy development for health care marketing and advertisingClient: Thyroid, Head and Neck Cancer (THANC) FoundationLed the content development of http://headandneckcancerguide.org* More than 550,000 words of copy* Four audiences: adult patients, caregivers, teens and young children* Strategized, wrote, revised, edited, fact-checked and/or formatted every page* Hired, trained and managed in-house and freelance staff and vendors* Established and managed the editorial workflow for the entire siteClient: Alcon SurgicalLed content development for both traditional and digital tactics across multiple brands* Messaging* Content strategy* Digital architecture* Advertising concepts* Copy* Regulatory documentation For: * Web sites * Apps * Email campaigns * Banner ads * iBooks * Print collateral * Videos …and moreClient: HCB HealthImplemented an internal content-mastery program for cross-functional teams to gain an in-depth understanding of the surgical equipment and procedures that pertained to our clients’ productsClient: Cochlear AmericasManaged the launch of a medical device manufacturer’s social media program* Creation and maintenance of client’s Social Media Playbook* Training of stakeholders on Radian6* Metrics analysis and reporting* Regular presentations of recommendations to client team
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Account Manager, Pr Coordinator, And Feature WriterVictoria Business Magazine Jan 2002 - Dec 2003Wrote regularly-featured articles; managed sponsor accounts; conducted public relations activities on behalf of major advertisers
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EditorHrw 1995 - 1997Wrote and edited content for a variety of products; worked with software developers to create multimedia instructional materials; managed editorial calendar and workflow
Leslie Hancock Skills
Leslie Hancock Education Details
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English -
English
Frequently Asked Questions about Leslie Hancock
What company does Leslie Hancock work for?
Leslie Hancock works for Lhancock.com
What is Leslie Hancock's role at the current company?
Leslie Hancock's current role is Product Marketing Consultant.
What is Leslie Hancock's email address?
Leslie Hancock's email address is le****@****ock.com
What is Leslie Hancock's direct phone number?
Leslie Hancock's direct phone number is +151267*****
What schools did Leslie Hancock attend?
Leslie Hancock attended University Of North Texas, University Of North Texas.
What are some of Leslie Hancock's interests?
Leslie Hancock has interest in Sculpting, Making Jewelry, Writing Speculative Fiction.
What skills is Leslie Hancock known for?
Leslie Hancock has skills like Content Strategy, Social Media, Social Media Marketing, Editing, Blogging, Writing, Public Speaking, Marketing, Content Development, Public Relations, Marketing Communications, Advertising.
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