Steve Hakansson
Clearwater,FL
Summary
Integrated full-lifecycle globally minded B2B technology marketer and GTM strategist who has enjoyed building up brands, advancing channel and GTM strategy, introducing new and emerging products and services, creating integrated global campaigns that amp demand, and generating close to a billion USD in pipeline in the process over the past decade for organizations such as ConnectWise, Dell EMC, Wipro Technologies, HP, IBM, Cisco, CA, CDW, SimpliVity, and Mimecast.
Overview
8
8
years of professional experience
Work History
Sr. Marketing Manager, Global Demand Generation
CONNECTWISE
10.2022 - 04.2023
- Developed and managed the execution of integrated omnichannel awareness and demand generation marketing campaigns for the ConnectWise Security Practice covering a $100M+ Pipeline target
- Engaged with cross-functional teams to coordinate, communicate, and optimize the impact of demand generation marketing activities
- Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives.
- Built funnel progression and nurture campaigns that encourage users to sign up for trials and buy ConnectWise products and solutions
- Tracked and analyzed the results of campaigns and continually optimized programs for optimal ROI
- Regularly communicated upcoming campaigns, status of current campaigns, and results of completed campaigns to applicable teams and leaders
- Performed market research on industry structure, trends, and initiatives to create best practices and increase conversion across functions
- Coached, reviewed, and approved the work of other team members and functions
- Crafted regular reporting that includes KPI overviews and progress against lead generation, opportunity, and closed won revenue quotas.
Global Marketing Campaigns Manager, Security
RAPID7
11.2021 - 04.2022
- Developed and managed the implementation of pipeline generation and acceleration campaigns around specific products, use-cases, verticals, personas or messages to net new logo and to existing customer and partner segments covering a $150M+ Pipeline target
- Worked cross functionally with product practices, business development, content, research, PR/Comms, field, channel, marketing and sales leaders to shape campaign strategy for quarterly and for yearly planning
- Coordinated with key marketing functions to fulfill on the programs that comprise a campaign (Reputation, Digital, Demand, Content, Engagement, Events, Channel, and Enablement) and optimize the tactics that comprise these programs
- Managed the day-to-day operational execution of a campaign mapped against global products and revenue targets
- Worked with the marketing operations and data analytics teams to setup and manage campaign performance KPIs, providing top level and full funnel pipeline-to-close reporting.
- Cross-trained existing employees to maximize team agility and performance.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
Sr. Global Marketing Campaigns Manager, Identity
SECZETTA
01.2021 - 09.2021
- Built and implemented Global Marketing Campaigns and Programs to drive demand and support pipeline for third-party risk and identity lifecycle management products with focus on enterprise opportunities
- Developed comprehensive full-funnel, full-lifecycle program architectures integrating key themes, strategic GTM focus areas, upsell paths over lifecycle, persona, and vertical messaging across channels
- Created marketing and lead funnel dashboards for Executive reviews and quarterly reports to the Board
- Coordinated complex process flows and program implementations with ISRs, Sales, PR/Comms, Digital, Product and Solutions Marketing, Finance, and Product Management.
- Created and managed social media campaigns to increase brand engagement.
- Conducted market research to identify new opportunities and target markets.
- Continually maintained and improved company's reputation and positive image in markets served.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
Sr. Global Marketing Manager, Security Campaigns
MIMECAST
01.2018 - 07.2020
- Built and implemented Global Marketing Campaigns and Programs to support $100M+ pipeline for security portfolio products
- Developed comprehensive full-funnel, full-lifecycle program architectures integrating key themes, strategic GTM focus areas, upsell paths over lifecycle, persona, and vertical messaging across channels including Social, Digital Paid Display, Programmatic, Retargeting, ABM, BDR, and Sales to close through to renewal
- Assist with refining GTM, campaign strategy, and operational processes while scaling headcount and profit and loss targets against diversified portfolio and solutions as a result of internal product launches and M&A activity
- Launched automated fully virtualized demo process for high volume transactional end of the business (SMB/Small Mid-Market) to allow for re-allocations of physical headcount to higher margin Enterprise prospecting and deal reg
- Scoped and deployed competitive displacement campaigns including a multi-year Symantec Broadcom swap promotional offer available globally with results achieved of $3M+ in closed ARR in one quarter alone with a yearly revenue share taking target over $12M.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
Field and Channel Marketing Manager, Americas
CLICKSOFTWARE (now Part Of Salesforce.com)
01.2017 - 12.2017
- Built and executed field plan with diverse array of events, web, content syndication, lead generation, and email nurture with pipeline generation of $90M+ in a single fiscal across the Americas
- Refined target audiences and key verticals within the Americas
- Maintain relationships with BDRs, Sales, Content Mktg, Product Mktg, Corporate Mktg, and Social/Blog/PR
- Coordinated sales activities with partners and resellers to identify and close new business.
- Aligned GTM with customer renewal cycles for new GA cloud platform launch of legacy on-prem to existing and to net new customer base
- Managed and developed the field marketing, BDR, and marketing operations teams.
- Articulated value proposition to assigned territory partners to maintain and increase share of partner business.
Global Marketing Campaigns and Demand Generation
SIMPLIVITY (acquired by HPE)
01.2015 - 10.2017
- Managed SimpliVity’s extensive full-funnel Global webinar program responsible for generating high 8 figures of opportunity pipeline in North America, EMEA, and ANZ
- Drove global demand generation efforts across omnichannel digital campaigns, email and online marketing and webinars.
- Increased engagements via the email channel by over 2X in a YoY performance comparison while decreasing unsubscribes by 30% for the same audience cohort
- Built, tested, and deployed landing pages, web forms, emails, and complex nurture/engagement flows using Pardot
- Developed global Pardot and SFDC database segmentation and re-targeting strategies in concert with DGEN management team, Marketing Ops, Field Marketing, and Sales/BDRs
- Translated overall corporate strategy into approachable, consumable stories and campaign flows.
- Reported on-demand generation's contribution to pipeline and revenue.
- Assessed account-based marketing strategy for new demand generation and customer expansion.
- Aligned with sales to optimize outreach strategies, conversion and workflow.
Education
Bachelor of Science - Economics
Northeastern University
BostonSkills
- Copywriting and Content Development
- Strategic Planning and Analysis
- Multi-Channel Global Marketing Campaigns
- Market Research
- Brand Strategy and Development
- Digital Marketing
- Email and Direct Mail Marketing
- Social Media Strategy and Management
- Campaign Performance Tracking
- Marketing Program Management
- PR, Media, and Corporate Communications
- Budgeting and Allocation
- Brand Strategy and Development
- Field and Channel Marketing
- Search Engine Optimization
- Culturally Aware Marketing
- Google Analytics
- Analyst Relations
- Competitor Analysis
- Customer Segmentation
- Paid Advertising
- Event Planning
- Data Analysis
- Influencer Marketing
- Customer Marketing and Retention Strategies
- Lead Generation
- Affiliate Marketing
- Conversion Rate Optimization
- Marketing Automation
- Performance Optimization
- Pricing Strategies
- Teamwork and Collaboration
- Product Launches
- Influencer Outreach
- Project Management
- Global Trade Show Strategy and Execution
- Media Buying
- Website Management
- Business Development
- P&L Informed Forecasting and Targeting
- Contract Management
- Team Management
Software Training
- Salesforce
- Oracle
- Marketo
- Pardot
- SalesLoft
- MailChimp
- Litmus
- DemandBase
- Terminus
- LeadSpace
- Outreach
- Drift
- Intercom
- Seismic
- Custom Built Trafficking and Content Management Systems
- Word
- PPT
- Access
- Excel (inc pivot tables and stats)
- Sharepoint
- SmartSheet
- JIRA
- Wryke
- Planner
- Google Analytics
- Tableau
- PowerBI
- IBM COGNOS
- SAS
- SPSS (academic)
Timeline
Sr. Marketing Manager, Global Demand Generation
CONNECTWISE
10.2022 - 04.2023
Global Marketing Campaigns Manager, Security
RAPID7
11.2021 - 04.2022
Sr. Global Marketing Campaigns Manager, Identity
SECZETTA
01.2021 - 09.2021
Sr. Global Marketing Manager, Security Campaigns
MIMECAST
01.2018 - 07.2020
Field and Channel Marketing Manager, Americas
CLICKSOFTWARE (now Part Of Salesforce.com)
01.2017 - 12.2017
Global Marketing Campaigns and Demand Generation
SIMPLIVITY (acquired by HPE)
01.2015 - 10.2017
Bachelor of Science - Economics
Northeastern University
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