Michelle Lanter Smith Email & Phone Number

Chicago, IL, US

Lake Zurich, Illinois, United States

• Investment Thesis for Insurance Data Hub
• Conducted due diligence for an investment banking client on a marketing and data intelligence platform in the insurance and asset management space. Delivered a comprehensive thesis evaluating market potential.
• Developed a martech strategy to boost engagement, view time, and click-through rates; and enhanced 1st party data collection and third-party intent data. Managed the vendor selection process and built a phased martech.
• Led a demand gen assessment, including the account-based marketing program. Created a plan to increase high-intent inbound leads through optimized targeting, content, and lead nurturing. strategies.PPC Optimization for.
• Assessed performance of agency-run SEM program, including campaign ROIs, keyword strategy, landing pages, and conversion rates. Reduced CAC payback period by restructuring keyword strategy and revising copy and landing.

Lake Zurich, Illinois, United States

Prequel Advisory helps private equity firms and their mid-market portfolio companies accelerate time-to-value and optimize investment strategies through our proven approach, expert resources, and outcome-based oversight. I manage the Go-to-Market practice delivering pre- and post- acquisition services, demand generation and sales assessments, and.

Rolling Meadows, Illinois, United States

• I joined Vensure Employer Solutions via the merger of PrismHR and Vensure. The merger formed the largest, privately-held HR SaaS and Services provider in the U.S. and operates globally. Currently, 4,200+ employees.
• Created one marketing department from four disparate marketing teams and martech stacks, realizing an immediate savings of $500K (3% of budget)
• Upleveled talent, and implemented a metrics-based management system, agile methodology, and ROI tracking by campaign and channel
• Established a high-efficiency content engine by integrating AI into SEO, SEM, content generation, and design workflows, increasing output by 10x
• Developed and executed inbound marketing, content and SEO strategy, achieving a 400% boost in organic website conversion opportunities
• Achieved 281% increase in marketing-influenced pipeline over same period prior year while reducing cost per lead by 75%

Rolling Meadows, Illinois, United States

• Upon acquiring EPAY, I joined PrismHR and was promoted to President and CMO. PrismHR is a PE-backed Human Capital Management (HCM) software for HR service providers and mid-market, direct customers.As President of.
• Executed a new go-to-market strategy for the midsize and enterprise markets: re-structured sales leadership, added 7 new territories, overhauled the sales compensation plan, and refreshed the strategic marketing plan
• Achieved a 308% increase in customer ARR by innovating new service offerings and orchestrating strategic collaboration among marketing, customer success, and operations
• Boosted average new logo price (PEPM) by 70% by marketing recurring ancillary servicesAs CMO, PrismHR scaled from $80M to $158M. I directed a team of 24 marketers, leading partner marketing efforts and driving 60% of.
• Led co-marketing initiatives with key technology, insurance, and service partners and increased PrismHR’s partner revenue by 16% and channel revenue by 20% YOY
• Improved SQLs by 200% for the direct HCM business (EPAY) by transforming BDR, digital, events, and content marketing teams from activity-based to KPI-based.

Greater Chicago Area

• EPAY Systems is a private equity-backed provider of Workforce Management and Human Capital Management solutions for the mid-size and enterprise markets.Directed EPAY’s go-to-market strategy and transformed EPAY into a.
• Constructed the HCM business from conception to 40k users in less than 5 years. Doubled the average customer ACV.
• Forged strategic partnerships to supplement the company’s software offering. Realized 15% additional HCM revenue.
• Drafted and installed the sales and go-to-market strategy, that included: market research, ideal customer profile (ICP), personas, competitive battle cards, sales talk tracks, and sales enablement initiatives.
• Re-branded the company and incorporated a new messaging platform during the company’s transformation to HCM. Achieved the Brandon Hall Excellence Award, HRTech Top 10 Award, and the Inc. 5000 Award.
• Implemented an account-based marketing program that secured $1M+ in recurring revenue over two years.

Greater Chicago Area

• Led marketing and sales development teams, overseeing comprehensive brand and marketing strategy, including web presence, content development, direct marketing, and digital campaigns. ACCOMPLISHMENTS:
• Authored and launched a new brand platform and messaging strategy, directly contributing to 20% YoY revenue growth.
• Delivered 75% of the new logo sales from integrated marketing campaigns comprised of direct marketing, digital marketing, Google AdWords, and tradeshows.
• Successfully managed the organization's transition to Salesforce and Pardot, optimizing sales, marketing, and service workflows.

Greater Chicago Area

• Founded and managed an award-winning, integrated marketing and sales agency catering to both large, national and regional SMB clients. Bootstrapped and scaled the business to achieve $1M in revenue. Served as a Keynote.
• Established the Business Accelerator Program for American Family Insurance’s SMB business line. Expanded the program to more than 3k small business owners over a four-year period.
• Formulated and executed American Family Insurance’s Dream Room Giveaway B2C campaign. Targeted Hispanic consumers across seven U.S. markets. Successfully generated 3,000 leads.
• Designed and launched B2C marketing programs for Walgreens. Boosted Hispanic market share in the Miami and Houston stores. Increased same-day sales by 48% overall.

Greater Chicago Area

Managed a digital marketing team to deploy IBM's one-to-one relationship marketing strategy. Focused on SMB marketing within retail and wholesale distribution sectors, and enterprise marketing in the utilities sector, executing integrated campaigns that led to industry recognition and awards for excellence. Worked with IBM's enterprise sales teams to.

Chicago, Illinois, United States

Developed and managed integrated marketing campaigns and sales development reps for IBM’s wholesale distribution and utility industry segments. Led multi-phased marketing research projects to understand general marketing feasibility, market requirements and segments, buying behavior, and psychographics for IBM’s distribution industry group. Recognized by.

Greater Chicago Area

Sold IBM mid-range hardware products as well as partner software products to SMB and enterprise retail businesses.

Mba, Marketing

Attended The Manager's Program and graduated With Distinction.

Bs In Business Administration, Marketing, Finance

Activities and Societies: President of the Finance Management Association, member of Alpha Sigma Nu and Beta Gama Sigma.Graduated Summa.