Mark Pendleton Email & Phone Number

Abilene, Texas, Us

Plano, Texas, Us

Lead global growth marketing initiatives for the company. Develop and implement strategies and programs to drive new customer acquisition, expand and retain existing customers. Set marketing team goals to align with company objectives and sales targets. Leveraged best practices to define marketing’s contribution to bookings and tracked results to drive growth. Marketing originated bookings consistently exceeded targets. Defined a strategy that leveraged intent signals and ABM to identify in-market accounts and concentrated resources to surround prospects, that look like they are entering a buying cycle, with relevant messaging through digital channels. Built marketing plans and continuously optimized spend to drive more leads, quality pipeline, and closed-won opportunities. Responsible for department budgets and ROI.Designed and built a modern lead gen machine that leveraged marketing technology (6Sense, Bombora, and G2 intent) and tactics to identify in-market accounts and optimize marketing spend. Integrated marketing and sales tools (Marketo, Salesforce.com, and SalesLoft) to deliver and report lead delivery, follow-up, and pipeline. Leveraged operational best practices to solve sales and marketing challenges and scale operations for growth. Delivered insights to maximize campaign performance and provide visibility into lead follow-up. Partnered with Rev Ops to ensure sales process and data hygiene are maintained to drive marketing attribution, performance measurement, and optimization. Integrated 3rd party data to enrich, append, dedupe and cleanse the customer and prospect database to grow and support campaign execution.Led team of Business Development Representatives (BDRs) responsible for follow-up activities and provided a feedback loop to optimize lead gen and conversion to pipeline. Developed BDR boot camp based on best practices to onboard new hires and train for success. Boot camp was recognized as best in class among Vista’s portfolio companies.

Kennesaw, Ga - Georgia, Us

Modernized marketing operations to improve performance measurement, lead flow, marketing systems, and data to support SaaS and premise-based tax, accounting, and audit software business. Successfully launched marketing automation platform, trained the team on processes and tools, and transformed from batch and blast to an inbound, segmented approach. First-year results: 40% increase in opportunity value from MQLs. Win rates increased from 26% to 41%. Increased Sales and Marketing alignment and improved lead response times with performance dashboards that publicized metrics & KPIs. Developed digital marketing strategies to increase engagement, demand generation, sales, and deliver a seamless experience across digital channels and devices. Responsible for websites, e-commerce, and supporting GTM with social and web analytics. Redesigned/migrated websites to improve SEO, increase traffic, lead quality, and decrease operational costs. Launched multiple blogs to support the transformation to inbound marketing. Optimized SEM/PPC and remarketing campaigns to increase conversion and return on ad spend. Managed social media strategy, content calendar, publishing, monitoring, and social advertising to increase followers, engagement, lead gen and sales.Led Competitive & Market Intelligence team to monitor, analyze, and translate market insights into strategic imperatives. Worked with product teams to align product, and positioning by providing market data and customer insights. Conducted primary research and managed secondary research vendors to understand critical business issues facing customers. Measured Net Promoter Score (NPS) and monitored product adoption, satisfaction, and demand. Tracked competitive news, earnings, market share, pricing, etc., and collaborated with the business to deliver sales tools, and improve GTM. Conducted win/loss analysis to understand buyer decision factors, pricing, and value proposition and track campaign effectiveness.

Irving, Texas, Us

Responsible for inbound marketing that included SEO, social, blogs, and demand generation activities for Unified Communications (UC), UC Software as a Service (SaaS), Virtualization, High Availability/Disaster Recovery, Private/Hybrid Cloud, Software Defined Networking (SDN), Internet of Things (IoT) and related IT services. Managed marketing automation, lead scoring, CRM, and lead nurturing efforts for business development, account managers, and channel partners. Led content marketing and lead generation through a mix of inbound and outbound marketing. Developed buyer personas, keyword strategy, and mapped content to the buyer’s journey. Was responsible for marketing analytics and reporting marketing ROI to sales and executives.Led Product Marketing team to deliver go-to-market strategies for new and existing products and services. Worked with Product Management, Sales and Creative teams to define product positioning, market segmentation, and messaging. Managed new product introduction and post GA product marketing for Unified Communications business unit. Worked with product managers to determine business readiness and led team that defined, and produced sales resources: brochures, data sheets, target profiles, sales presentations, etc.Led vertical marketing GTM for Hospitality, Healthcare, Government, Education and Retail solutions. Managed channel sales and marketing activities: promotions, incentives, rebates, MDF and co-op programs. Additional responsibilities included vertical marketing content. Directly supported channel partners with SEO/SEM, social, content marketing, digital advertising, and lead generation strategies to modernize their marketing and grow business. Managed product marketing budgets that include: PR agency, analysts/research, lead gen, digital advertising, PPC/social ads, marketing automation, CRM, and sales tools.

Bachelor Of Arts (B.A.), Business & Economics

Mba, Business