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According to a recent Gartner report, 58% of those surveyed are MAKING CHANGES TO THEIR GTM. What are they changing? Value props, ICP and targeting, and omni-channel campaigns.This is the current state and marketers need to be ready to articulate the business value of marketing in revenue terms that CROs, CEOs, and CFOs understand.That's what I do.I help B2B marketing leaders navigate GTM transformations by finding marketing and sales optimization opportunities. Tactically this means implementing or optimizing ABM, demand gen, content, and growth programs. I'm also available for thought leadership opportunities like podcasts, webinars, event speaking, and internal trainings.A little more about me...I started in B2C developing content strategies for brands like Verizon, Vivint, Yokohama Tire, MasterCard but found my speciality in B2B SaaS shortly after. I refined my expertise at Google, creating demand for products like Google Cloud, Google Workspace, Google Drive, Google Meet, Chrome Browser, ChromeOS, and Android. In my first year at Google Cloud, I led the integrated campaigns team and we delivered $1B in pipeline in year 1. At Google Workspace, I led the marketing growth team which landed a new freemium up-sell strategy for Gmail and executed every in-product growth experiment for Google Meet during COVID -- and generated $100s of millions in recurring revenue. Then, at Google Chrome, I led the team that introduced ABM to ChromeOS GTM and established the most efficient performance marketing direct response program for Chrome Browser I've ever seen at 1000%+ ROI (seriously).I deeply understand the mechanics of marketing data infrastructure. I led a marketing ops and data team that was responsible for implementing a new data warehouse, CDP, and orchestration system that fueled our account-based demand generation strategy. I brought brought in AI to accelerate insights from our ICP, pipeline data, and revenue funnel. At DigitalOcean I led a 30 person growth team responsible for top-of-funnel customer acquisition, website and SEO strategy, field marketing, marketing operations and systems, and customer growth. In 6 months, I exceeded Q1 and Q2 revenue targets for self-serve sign ups and turned the acquisition program into a revenue machine, increasing ACV by 58%.I now operate twelfth, a marketing firm that does all the above for growth-stage technology companies. My DMs are open, let's chat 👋
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Ceo & FounderTwelfth Jul 2024 - PresentI left 16 years in corporate marketing to start my own agency. After working with Fortune 100 brands, spending 7 years leading growth and demand gen teams at Google, and then leading revenue marketing for a $500M PLG company — I now bring my playbooks, frameworks, and insights to B2B growth-stage technology companies that accelerate revenue from their GTM efforts.We specialize in:— GTM Planning, Optimization, Forecasting— Account-based GTM— Product-led Growth & Sales— Performance Advertising— GTM Operations— Data AnalyticsGet in touch 👉🏼 https://twelfth.agency/ -
ContributorMartech Jun 2024 - PresentEdgartown, Ma, UsContributing thought leadership to a leading source of independent journalism and research about marketing. MarTech features content from experts in the field, including weekly online articles and conferences. MarTech also publishes annual surveys and intelligence reports, and hosts webinars on marketing technology topics. -
Vp Revenue MarketingDigitalocean Jan 2024 - Jul 2024New York, Ny, UsLed all revenue marketing initiatives, delivering 130K new inbound customer acquisitions monthly via content and community led PLG motion; delivered $XXM in revenue monthly.Collaborated with sales leadership to establish new sales-led growth motion on inbound account signups using Pocus to accelerate growth for high-value accounts from inbound funnel. Led a team of 30 revenue marketers across multiple disciplines including website, acquisition, marketing led growth, marketing operations, data analytics, GenAI, and product growth.Revamped the entire acquisition strategy for top of funnel engagement, primary through performance marketing that delivered a 58% increase in high-ARPU customer growth in 3 months.Drove all product led growth initiatives spanning across the signup, onboarding, and activation phases of the customer lifecycle. Incubated the use of AI agents and AI SDRs to improve resource efficiency by 45%.Established a new culture of experimentation, growth, and iteration across all marketing channels including website, signup flows, email marketing, in-product notifications, and creative. Brought a new process and growth mindset to executive leadership around marketing growth.Established strong cross-functional partnerships with product marketing, product management, business operations, data analytics, and sales teams to exceed H1 GTM goals by 6-figures.Owned all marketing technology, systems, and tooling that enabled a PLG motion and SLG motion including Pocus, Pendo, Segment, Sendgrid, Marketo, Salesforce, Zapier, and Snowflake.Managed and owned the entire revenue marketing P&L, including reporting to CFO and ELT monthly. Effectively managed the H1 budget to 7-figure savings while delivering above goal revenue targets.Led a revenue org AI steering committee that was responsible for introducing AI into GTM workflows and processes and resulted in 15+ new projects considered across data analytics, messaging, automation, and personalization. -
Group Marketing Manager, Global Demand GenerationGoogle Nov 2022 - Jan 2024Mountain View, Ca, UsLed a team of 10 marketing managers and 16 contractors responsible for high-performance enterprise demand generation programs that drove $XXXm in total pipeline in 2 years.Managed a demand generation P&L of $70M executed across field marketing, paid media campaigns, website, marketing operations, and data analytics programs.Delivered 10X LTV to CAC on performance marketing campaigns, 3.5X ROI on lead generation to pipeline campaigns, and 4X ROI on field marketing campaigns.Drove the overall demand generation, ABM, and growth marketing strategy by partnering with GTM, sales, and ops for Chrome Browser Enterprise, ChromeOS, and Android Enterprise.Successfully increased SQL quality score from 35% to 85% in under one year by directly partnering with the SDR team to quantify shared OKRs that drove cross-functional improvements across both teams. -
Senior Marketing Manager, Global Demand Generation, Google Chrome & AndroidGoogle Dec 2020 - Nov 2022Mountain View, Ca, UsManaged a team of 7 marketers comprising key demand functions such as web, social media, paid media campaigns, ABM, marketing operations, and data analytics.Managed a $35M paid media budget across SEM, display, content syndication, and BANT and delivered 100K leads per year at a 40% qualification rate to MQL, and a 30% to SQL rate.Managed marketing technology stack including Marketo, Salesforce, and in-house email marketing and data analytics tools that delivered custom persona-based nurture emails to leads.Drove demand generation strategy with sales leadership to create alignment on account targeting, lead scoring, lead flow and follow up, and pipeline generation KPIs.
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Growth Marketing Lead, Google WorkspaceGoogle Apr 2020 - Dec 2020Mountain View, Ca, UsJoined the Workspace team to establish a new marketing-led growth team to support existing product and engineering growth processes to activate freemium users into paying customers. Hired 6 growth marketers that created the Google Workspace in-product growth marketing strategy including multiple functions such as product adoption and onboarding campaigns, in-product cross-sell and acquisition programs, customer upsell programs, mobile growth strategy and notifications, email marketing and experimentation, inbound funnel optimization and experimentation.Delivered $XXXM in new ARR from marketing-led growth experiments by targeting freemium users based on product behaviors and usage to drive conversion and upsell.
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Growth Marketing Manager, Google DriveGoogle Jan 2019 - Apr 2020Mountain View, Ca, UsManage the growth marketing strategy for Google Drive, including:- campaign strategy, media activation, and creative process- marketing automation and operations, sales operations, lead management and routing- testing and experimentation strategy- reporting, data analytics, and dashboards- funnel optimization - website strategy and optimization
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Content Distribution Lead, Google CloudGoogle Jan 2018 - Jan 2019Mountain View, Ca, UsLed a team of campaign strategists that work cross-functionally across marketing to deliver Google Cloud's core go-to-market campaigns that drive demand for key products and solutions. Key responsibilities include:-- Omni-channel solution level campaign strategy and execution-- Product level campaign strategy and exectuion-- Campaign targeting, messaging, and content strategy-- Customer journey and marketing channels (paid, owned, earned)-- Campaign globalization and localization for key markets-- Campaign performance, reporting, and analytics
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Content Marketing Manager, Google CloudGoogle Mar 2017 - Jan 2018Mountain View, Ca, UsCross-functional IC tasked with distributing content across the marketing org partnering closely with paid media, social media, PR, email, and event teams to strategically infuse content into core marketing and communication plans.-- Build and maintain custom content distribution strategies for key thought leadership assets-- Develop omni-channel content strategies that leverage PR, email, social, and paid media-- Measure content performance and funnel insights back into the content production team
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MemberRevgenius Jun 2023 - Jul 2023New York, Us -
MemberRevenue Marketing Alliance Jun 2023 - Jul 2023San Francisco, Us -
Director, Content Marketing ServicesSkyword Inc. Dec 2014 - Feb 2017Boston, Ma, UsResponsible for the content marketing strategy and editorial teams executing the content operations for enterprise, fortune 100 clients. Specializing in building sustainable content marketing publishing destinations that drive editorial thought leadership and business results.Key skills include:-- People management and career growth (8-10 employees)-- Oversee website design and development-- Perform audience, industry, and competitive analysis-- Identify SEO trends and opportunities-- Identify content consumption trends and audience behavior analysis through social listening-- Develop editorial guidelines and content standards-- Develop monthly editorial calendar and editorial themes-- Recruit, coach, and nurture team of freelance content creators-- Produce a variety of content and media types: video, graphics, eBooks, infographics-- Identify content distribution and amplification tactics: social media, paid distribution, email-- Develop and continuously optimize content production processes, tools, and tactics-- Produce reporting that shows ROI and derives key content insights for future optimization -
Senior Content StrategistSkyword Inc. Aug 2013 - Dec 2014Boston, Ma, UsBuild robust, data-driven content marketing programs that positively impact my clients ability to reach and engage their target audiences through search and social mediums.
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Content StrategistSkyword Inc. Jun 2012 - Aug 2013Boston, Ma, UsDefine content strategy and objectives for enterprise level B2B and B2C clients. Develop and maintain editorial calendars, workflow, and integrate content production process into client CMS system. Manage the development cycle of content for social and the web: including strategy, idea generation, editing, and publishing.Develop extensive SEO strategies aligned with overall content strategy and brand positioning.
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Digital Marketing SpecialistYokohama Tire Corporation Feb 2011 - Apr 2012Santa Ana, Ca, UsManaged the creation of website content, developed and executed a long-term social media strategy, and assisted in company PR objectives.Re-launched corporate website to meet the needs of a new-age customer and mobile demand. Increased web traffic 200% within six months. Launched a Facebook promotional campaign at the Porsche Rennsport Reunion that resulted in more than 206,000 post impressions related to the event and reached more than 67% of Facebook community.Organized a promotional on-site “Ride & Drive” event that exceeded ROI goals, was published in major online industry publications, and resulted in more than 1,800 forum posts.Launched a Twitter promotion at the 2011 LA Auto Show that resulted in a 15% increase in Twitter followers and more than 114,000 impressions. Scripted and produced a YouTube video series at the 2011 LA Auto Show, to engage fans who were unable to attend, that resulted in more than 223,000 impressions and over 4,900 new video views. -
Business Development ConsultantTravizon Oct 2008 - Feb 2011Woburn, Ma, UsIntroduced prospective clients to company technologies and services. Exceeded sales goals on a weekly and monthly basis. Captured a substantial amount of new business. •Lead development on email marketing campaigns and promotional materials to enter new territories in California and Washington, DC.•Created new sales territory strategy in the non-profit sector that resulted in a substantial increase in new appointments and acquired business. •Relocated to California to lead West Coast business development, reporting directly to the VP. -
Marketing InternBgg Advertising (Now M5 Marketing) May 2007 - Aug 2007Bedford, New Hampshire, UsEnsure the daily activities of the agency are running smoothly; assist in all areas of account management.
Steve Armenti Education Details
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Nichols CollegePsychology
Frequently Asked Questions about Steve Armenti
What company does Steve Armenti work for?
Steve Armenti works for Twelfth
What is Steve Armenti's role at the current company?
Steve Armenti's current role is founder @ twelfth ⚡ data-driven ABM ✖️-Google.
What is Steve Armenti's email address?
Steve Armenti's email address is ar****@****ail.com
What is Steve Armenti's direct phone number?
Steve Armenti's direct phone number is (855) 759*****
What schools did Steve Armenti attend?
Steve Armenti attended Nichols College.
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