MECLABS Institute

University of Oregon

Revenue Marketing  -  ABM Aficionado  -  Creative Demand Gen  -  Product Mover  -  Customer Centric

Portland, Oregon Metropolitan Area

Hired gun, brought in to build a team and a world-class demand gen & ABM engine.

App Annie

Global Demand Generation Director

Private, invite-only community where the top marketing leaders connect to learn and get 1% better each week.

Peak Community

Marketing Leader

Helped execs at enterprise technology companies transform their GTM strategy and build amazing account-based (ABM / ABS) and demand gen campaigns that never fail to pack the pipeline.

Thesis agency

Principal Account Strategist

Overhauled marketing's revenue engine and quickly launched highly successful, creative demand gen and account-based marketing (ABM) programs that always surpassed KPIs and revenue targets.

Cutting-edge strategies included: Alumni program with 25x ROI, trigger-based intent joint orchestration, conversational AI, unique high-value offers & digital gifts, highly targeted digital air-cover that engaged key stakeholders at the world's largest orgs, and various sales appt. setting strategies that increased meeting rate by over 200%.

Conversational AI programs unlocked the existing database by converting 10%+ into meetings, with over 60% of sales meetings converting to revenue pipeline, and resulted in millions of closed won business, directly attributable to Marketing.

ABM programs were developed for global, enterprise, and mid-market segments. 1:1, 1:Few, and 1:Many program types executed against strategic account selections at scale. Created dozens of sales enablement tools and configured outbound sales rep campaigns in Outreach.io and Marketo.

Build large library of high-value content using market research, customer stories, and subject matter experts (SMEs) to ensured UT provided value to key personas while also generating demand for the platform.

Helped overall processes, data, and systems to ensure a world-class foundation was built that helped up-level the GTM strategy for the org.

UserTesting

Senior Director, Demand Gen and ABM

Guiding marketing + sales execs to implement transformative GTM strategies that revolutionize their approach to demand gen and account-based (ABM / ABS). Clients supported: GE, Oracle, HP, Apple, 6Sense, AdRoll/RollWorks, and many of the fastest growing companies in SF / Silicon Valley.

TOPO Research and Advisory

Senior Consultant, Marketing Practice

Set demand gen targets & strategy and managed a team to orchestrate creative marketing & sales programs that generated more (and better) opportunities. Instrumental in defining new go-to-market strategy, building the demand gen engine, and development of key sales enablement resources & unique offers that helped reps accelerate meeting rates. Conferences I provided thought-leadership: B2B Marketing Exchange, Internet Marketing Summit, FlipMyFunnel, Festival of Marketing, and dozens of regional events.

Act-On Software, Inc.

Director of Demand Gen / Product Marketing

Strategy leader and trusted partner to execs focused on helping launch joint marketing & sales campaigns that drive revenue growth. Led account teams and oversaw specialists to ensure client success. This included managing, mentoring, and coaching 4-5 internal employees, where I was able to decreased ramp time for new hires from six months to just three.

Response Capture, Inc. acquired by Bonfire Marketing Company

Account Director

With a 80% growth charter YOY, exceeded annual marketing KPIs in less than six months. Among the strategies used:
-  Created an Ideal Customer Profile (ICP) segments to select highest-value targets utilizing predictive RFM modeling to prioritize and tier accounts
-  Built a joint marketing & sales orchestration engine that successfully closed millions of net-new revenue from Fortune 500 key accounts.
-  Launched comprehensive digital strategy using advanced, SEM, content marketing, lead nurturing, and conversion optimization strategies to triple eCommerce revenue YOY.
-  Rapidly built a massive library of valuable content by key industry thought-leaders, built a large scale deployment of marketing nurture programs, and deeply configured the marketing automation platform (Salesforce Pardot) and CRM for advanced marketing attribution measurement + reporting.

The Linux Foundation

Senior Manager, Marketing Programs

Responsible for creation of overarching lead generation strategy for Marketing. Conducted market research and worked closely with the Sales team to execute campaigns that boosted revenue pipeline.

Outlined model of total addressable market (TAM) and overlaid key data and competitive intelligence to better define priority accounts, execute programs with sales, and successfully acquired over 25% market share.

Axium

Marketing Programs Manager

Response Capture was a full service demand generation consulting company that focused on delivering a measurable revenue impact on marketing.

Worked as product manager with dev team to build a landing page technology platform.

Brought on several major accounts and consulted on a wide variety of B2B & B2C orgs on how to run effective marketing programs.

Demand Generation Manager

Worked with adidas innnovation team (ait) and adidas performance basketball on the next generation of personalized footwear products & services, and planning of the go-to-market approach.

Projects included a redesign of the adidas innovation lab at the US headquarters in Portland, to conceiving innovative processes and digital tools for product development, and strategies for new retail experiences.

ancona + associates, inc.

Marketing Consultant

- Bill was instrumental in helping the org expand it's offering of online courses to 15 in just three years. He built our digital marketing engine and managed a team of sales people, helping SMWW remain profitable as the company grew to 20 employees. Bill led the effort to build strategic partnerships with ESPN, Nike, and sports executives in the NFL, NBA, and MLB. He also oversaw our athlete agency that signed pro athletes in every major sports league. What I loved about working with Bill was his fearlessness. He will take on any challenge with creativity, and is not afraid to fail."

Bill Kent